Molecular’s Content Management Practice blends over a decade of information design expertise, technical savvy and process proficiency to create effective CM solutions focused on realizing organizational and end-customer goals. In addition to providing content management strategy, planning and governance models, we work with most of the leading content management systems, and have built many custom content management systems over the past 12 years.  Most importantly, we have a thorough understanding and extensive experience with the processes, challenges and best practices associated with planning, implementing, and operating a comprehensive content management system that is well integrated with other enterprise tools.

Methodology Overview

Our CM methodology is based on the core tenet that in order for your business to be successful, the right content must be delivered to the right customer at the right time. We leverage tools like customer research, personas, content analysis, business process analysis and customer lifecycle analysis to understand the optimal intersections of content and customers. We then take that a step further by looking at the various interactions a customer might have with your company, and map content to the most appropriate moments in that lifecycle.

An illustration of this methodology is below:

By mapping content to customers and their lifecycle/interaction with your business, we design content structures and CM systems that ultimately support key business and marketing goals, enabling personalized experiences that drive the up-sell and cross-sell of products, more clearly exhibit your market differentiators, and build customer loyalty over time.

Other key pieces of our methodology include:

• Educating stakeholders and content managers about content management, conducting seminars if necessary to ensure consistency in the understanding and incorporation of content management into the organization
  
• Gaining a thorough understanding of all enterprise content (static text, images, links, multi-media, dynamic content, code, etc.) and all output formats/channels
  
• Understanding the existing and proposed workflow and approval processes associated with adding/modifying content to the CMS
  
• Defining how content will be stored in the various repositories, including defining the appropriate taxonomy and meta data to optimize content delivery
  
• Assessing how the content management system should be integrated with other enterprise systems and data repositories
  
• Defining metrics for measuring the effectiveness and efficiencies associated with the content management system
  
• Selecting the most appropriate CMS for your organization, based on your specific business and user requirements
  
• Communicating and socializing the content strategy and framework to align the organization, build consensus and facilitate adoption / adherence

Recent Content Management Projects

Recently-completed Molecular content management projects include:

• An international real estate portal for Colliers International, built on the Interwoven TeamSite® platform. The portal was launched in 200 markets in more than 50 countries and, in addition to the corporate site, the infrastructure supports 107 separate affiliate sites with content in more than 12 languages
  
• A redesigned customer-facing web site for Genzyme Genetics, built on the Stellent Content Management platform
  
• A content management and portal migration for MFS Investment Management. To reduce costs and improve operational efficiencies, MFS standardized its applications on IBM’s WebSphere® Portal and integrated with Interwoven’s TeamSite® 6 to ensure easy access to content management services across the enterprise
  
• A redesigned customer-facing web site for PerkinElmer, built on Microsoft Content Management Server. The new site features a taxonomy-driven online catalog, from which users can make purchases. Registered users can view custom pricing and all customers follow a purchase process that directly integrates with PerkinElmer’s ERP systems, reducing the need for a large and costly data input staff
  
• A next-generation content management strategy for Analog Devices, in order to facilitate key business goals such as personalization and product cross-selling. As part of the strategy, functional content management requirements were determined based on an extensive customer research study and the company’s 2-year business plan. Each CM requirement was tied to a specific business or customer/user goal, and subsequently, a web site function, to realize the organization’s business goals. Requirements were also weighted against leading CM software features to determine the best solution for the next generation of CM at Analog Devices