All posts in Web Content

The Challenging Chore of Enterprise Content Maintenance


With the continual growth of multi-device web browsing, everything we once knew about web content has changed. So there’s a lot of discussion these days about content strategy. Web experts preach best practices for publishing to multiple channels, making content the priority, thinking mobile first, moving away from the WYSIWYG, and creating content chunks.

A lot of these principles are well and good.

They work swimmingly when you’re building a smallish website. Or when everyone contributing to your site has a solid grasp of web best practices. Or when your main goal is publishing articles, posts, or documentation that carries similar content structures—like news sites, blogs, and help forums.

But what about when you have a 20,000 page website with diverse and varied content requirements? What if you have hundreds of web contributors who are experts in finance, biology, or event planning but not necessarily web content management?

I’ve worked in enterprise content management at a university for six years. And I’ve found a lot of the latest web content theories to be useful and relevant on the super-micro or heady-abstract level. But, if I’m being honest, many of the principles just don’t seem to scale when you’re managing a big, complex content system.

Universities, government agencies, and other mega institutions likely get what I mean. Taking these abstract theories and trying to apply them in a highly political, messy, human environment is immensely challenging and maybe even borderline impossible. When you tack on the limitations of your CMS and available resources, it feels like you’re trying to drive a system as incomprehensible as the Starship Enterprise.

So which of today’s web management principles can we actually use in our big messy systems? Is there any way to make the theories more practical or grow them to a larger scale so they make sense for our kind of work?

Here are a few of the strategies I’ve used.

Extend content management beyond the web

One of my big pushes right now is to help people stop thinking of our CMS as a tool for building webpages. Instead, I want us to see it as a system for managing information.

The CMS should be the place to store as much content as possible—not just webpages.

Some info will end up on the web, but not all of it. Some might get sent out through emails or exported for use on print pieces.

We’re trying to take a huge step back and think of not only what’s needed on the web, but what info should be in the CMS that’s currently sitting in word docs on shared drives, Adobe files on desktops, or email inboxes.

For example, this spring we needed to update our print promotional materials for our undergrad academic programs. Instead of looking only at print pieces, we decided to include the websites and work on new content for both at the same time. That way we could identify what content would be shared across print and web and then build out the content requirements in the CMS to house all promotional info together in one place.

Now, when web authors update their site, they’re also keeping content for their print pieces current because it’s all housed in the same template. Next time we need to run a print job, we can pull fresh content right from the CMS and pass it along to a designer for new formatting. When we need a blurb about a specific program for a new kind of piece or an email, we know where to go.

One of today’s web best practices that makes this system work is separating information from presentation. If we think of content as the words and images (the information), and let the CMS take care of the formatting, then the information becomes more portable and useful. The content becomes pieces of information, rather than designed elements stuck to a webpage.

It takes some work on the backend and lots of conversation and planning, but once structures are in place it becomes a lot easier to maintain information going forward. And don’t worry about doing it everywhere. Start with one small section or a single content type and see what you learn.

Find a balance between structure and flexibility

The harsh truth is that you can’t give everyone equal attention. There’s no way you can dedicate the same amount of time and skill and funds to every piece of information when you’re working in enterprise content management. And that means you’re going to have to say no and make tough decisions and prioritize.

I spend a lot of time thinking about content priority. At our institution, all information falls into 5 different content levels.

Assigning content levels to all of our information helps us determine things like:

  • How much time we should spend planning and developing
  • What information needs to go through editorial workflows
  • How much training and support we can provide
  • What tools should be used for building and maintaining content
  • What permissions we should assign to authors and contributors

Content levels also help us find the balance between structure and flexibility.

Top level content gets more flexibility. We spend more time crafting unique layouts and content treatments for higher level information. It receives more design finesse and development magic.

But that means lower level content must have more structure and follow more rules. It’s housed in similar templates and uses basic tools so that we can distribute content production to authors who don’t work with web content all day. Because turnover of web authors is high, structured systems also allow us to streamline training and make it easier to replace authors who have moved on to other roles within the institution.

Finding that balance between structure and flexibility will be different for every institution because of politics, clout, business process, and resource availability. But at the very least, it’s important to spend time prioritizing where you should invest the time to make a splash and where you need to say no to unique requests so that you have time for the projects that will make a bigger impact.

Plan for the life of your content

When you’re dealing with content on such a large scale you have to plan for maintenance. There’s just no other way to keep your sanity. And then you have to do the tough work and carry out your maintenance plans.

This is a huge challenge for us humans. We like to create, but we struggle to sustain because it’s tiring, draining work with little reward.

Another flaw in the human character is that everybody wants to build and nobody wants to do maintenance.

- Kurt Vonnegut

There’s no slick trick for ensuring your information is maintained. It’s just a lot of work. But there are some strategies we use to make it a bit easier.

First, we don’t create or publish new content unless there is a dedicated author for the information. Our web team members are not information experts. They’re here to set up web systems that work for the institution. They’re not here to know when information is out of date. All content needs someone looking after it once it’s created.

Second, everyone goes through training. We try our best to not only train people on how to use tools but also on how to create good content—from information architecture to heading structure to linking best practices.

Third, we meet regularly with those responsible for maintaining content and give them new information. Through monthly meeting ups, our authors have an avenue to ask questions, connect with each other, and build their skills.

There’s a lot more I could say about enterprise content management because it’s a huge, challenging task not for the faint of heart.

Be encouraged that there are others out there trying to figure out how today’s best practices apply to the complex work you do. There are likely times when you dream of being able to build and support a 50-page website focused on a single product or service, but know that lots of people appreciate and rely on the work you do behind the scenes to keep your giant systems running.

Keep up the good work, and know that every small step moves you forward.

The Responsive Image Challenge – Part 1


Images on the web used to be pretty simple. Upload your image to a server, throw the URL into an HTML <img> tag, and then it would appear on your page. No big deal.

However, a lot has changed in the last two years.

In 2007, Apple released the first-generation iPhone. The iPhone was the first smartphone that appealed to the average person. And, as we all know, it was a huge success and now all the major smartphone manufacturers are taking the same approach.

Overall, smartphones are great. You have instant access to the Internet, GPS navigation, calling, and texting all from a little device that you carry with you. For website maintainers, however, smartphones and the many devices they’ve spawned present some serious problems.

Problem #1 – Mobile connections are slow

While mobile speeds are a ton faster than they used to be, they’re still pretty slow compared to a traditional connection, especially outside of a big city.

So why is this a problem?

Well, compared to text and HTML code, images are really big. In fact, the text, html, CSS, and Javascript from is about 10% of the total page size. The other 90% is mostly images.

All that to say, text loads really fast, images load really slow. You can have an entire essay that’s smaller than a single image. On a desktop connection, not the biggest deal. However, this can make a huge difference on a slow mobile connection.

The simple solution: Make images as small as possible. Easy, right?

Not so fast.

Problem #2 – Retina

In 2010, Apple coined the term “Retina display.” In reality, this is just a screen with a ton more pixels than normal and an operating system that can still make everything look good. This is amazing for text and icons. Everything is smoother and overall better to view. So what is the downside? Well, images of course.

If anybody happens to be reading this on a Retina laptop, you might have noticed images look really bad on some websites. Why is this? Well, if you double the pixels of your display, but don’t double your image size, the images will have to expand to fill in the extra area. This causes blurry images all over your websites.

On a desktop, you can just serve an image twice as big. Not a huge deal. But what about mobile?

Retina screens are actually more popular on mobile than laptops because you actually hold those devices close enough to notice the difference. The catch-22 is that if we make our images look good, they are twice as big, and therefore take twice as long to load. If you compress them too much, the image quality will deteriorate. So we are dealing with the worst of both worlds—slower load speed with larger images. And even if connection speed wasn’t an issue, there is one more thing to consider…

Problem #3 – “Just make a bigger copy”

Pretty easy to say, but extremely hard to do.

If your source image is 300×300 but needs to be 600×600 for your Retina device, you can’t exactly just expand the 300×300 copy to be twice as big. It will look just as bad as if you served the 300×300 copy to begin with.

This relates to our first rule of images: “Always upload the largest copy possible.” Technically, we could serve this image all the time, and the let the phone or computer shrink it to the correct size. But these images are huge. At 3-5 megabytes a pieces, using this method would make our homepage close to 20 MB’s—a 2000% increase of our current page size.

So we need to resize it. But now the problem is that resizing and compressing images takes time. And time is very valuable when serving to a mobile connection. This creates a second rule:  ”Have your resized images ready to go before they’re needed.” Okay…so we need to have a different image size ready for every single width and height we’ll need to serve.

Great. And since we’re trying to speed things up, we’re going to need to make sure we only serve the exact size needed for the page. This ensures we’re loading as little data as possible. That is, if an image is only going to take up 100 pixels on the page, we don’t want to make someone load a 600-width version of the image. This is in line with our final rule, “don’t serve a bigger image than you need.”

Putting all those rules together shows how big of a problem this can be.

Before, we had one single image in an HTML tag. Now we have 10-20+ versions of the exact same image needed for a single webpage. After all, there are so many different phones, phablets, tablets, laptops, desktops, etc., that all need something different. That’s a lot of overhead.

We’ve spent a long time trying to create a solution that is fast, responsive, and extremely easy to use. And we think we’ve come up with something that, for our web authors, will be as easy as it was pre-2007 when we all we had was one image inside some HTML. Just put your image on the page, and leave the rest to us.

So how do we solve this? Check back next week for The Responsive Image Challenge – Part 2.

4 Tips for Writing Under Pressure


As marketers and content creators, we’re under pressure.

It’s our job to dream up that next awesome campaign or turn a client’s musings into a profound message—as if a stream of clever copy rolls continuously through our minds.

But in reality, generating ace ideas for each new project is hard work—and some days, it’s just not happening. We’re human, after all, and no matter how easy Don Draper makes it look, brilliance doesn’t always strike when needed.

So how do you avoid panic when you’re out of inspiration? Here are a few tools I use at Bethel when I need to get the job done but can’t seem to cook up something fresh.


When I’m stuck, I head back to the original strategy. Who’s my audience? What are their needs, goals, and priorities? Why should they care about this?

By articulating who I’m writing for and why, I can often reenter the project with a new perspective that’s grounded in the basics of what my writing should accomplish.


After defining my audience and what I need to say, I can then worry about how to say it. But if you have a good brand, this should be less of a chore.

A good brand sets the voice and personality for your writing. And a good branding guide helps you to get lost in your university’s culture—the language, life, and energy that’s unique to your campus—and infuse that culture into your words.

Your brand should also provide a solid vision for who you are and where you’re headed. It defines the characteristics that make your university stand apart, helping you tell a story that’s consistent and true.


In my struggle to craft the right message, I sometimes getting sucked into marketing speak and away from authenticity.

To get back to genuine conversation, I write down what I know and believe about Bethel. And when I write what I know, it tends to come from the heart. I know that sounds trite. But, for me, creative energy—and authenticity—begins to flow when I answer these questions:

  • Why do I work here?
  • What keeps me coming back each day?
  • What do I love about this place?


When cycles are slammed or I’m hustling to wrap up a chaotic week, I don’t have the luxury of deliberating over just the right phrase. Instead, all I have time to focus on is delivering a clear message.

If I make clarity my priority, I can at least ensure my message is understood, even if it doesn’t tug at the emotions.

In your work as a content creator or marketer, may you find a bit of peace amidst the stress knowing that you’re not alone. The pressure to come up with great ideas is draining—and you won’t be at your best every day. So when you’re feeling the weight, get back to your strategy, focus on your brand, and write something clear from the heart. It might not win you any awards, but it will help you do more than just get the job done.