Web内容管理：特性与最佳实践

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"《Web.Content.Management.Systems.Features.and.Best.Practices》是Deane Barker撰写的一本书，专注于介绍Web内容管理系统（CMS）的特性和最佳实践。这本书旨在为非技术背景的读者提供清晰、公正的Web内容管理生态系统概述，帮助项目管理者做出更好的决策，确保项目解决问题并为未来的成功定位。书中涵盖了选择CMS、评估平台和架构的关键问题，以及内容建模和聚合等多个主题。" 在Web内容管理中，以下几个核心知识点值得深入理解： 1. **内容管理的定义和范围**：内容管理系统（CMS）不仅仅是关于网站编辑和发布工具，还包括对内容创建、审批、存储、检索和分发的全面管理。理解CMS的功能边界对于正确选择和实施系统至关重要。 2. **成本驱动因素和风险评估**：某些网站特性可能导致CMS实施成本增加，如复杂的交互设计、个性化内容或集成外部系统。书中会指导如何衡量这些因素带来的风险，以便在项目规划阶段进行有效的成本控制。 3. **平台和架构的比较**：选择合适的CMS平台（预建系统、内部开发或SaaS服务）和架构对项目的成功有着直接影响。理解不同选项的优缺点，包括灵活性、安全性、维护成本和可扩展性等，可以帮助做出明智的决策。 4. **CMS团队的构建**：有效的CMS实施需要一个跨职能的团队，包括内容创作者、技术专家、项目经理和业务代表。书中将讨论如何组建这样的团队，以确保所有利益相关者的需求得到满足。 5. **CMS功能分析**：探讨了各种CMS功能，如版本控制、工作流、模板设计和内容审核，帮助读者理解哪些功能是必需的，哪些可能是多余的，以避免过度配置。 6. **内容建模**：内容建模是CMS的核心组成部分，它定义了内容的结构和类型。了解如何有效地建模可以帮助提高内容的组织性和一致性，降低后期维护的复杂性。 7. **内容聚合**：在多渠道分发内容的背景下，内容聚合能力变得越来越重要。这部分可能涉及如何整合来自多个来源的内容，并将其适配到不同的输出格式，如移动设备、社交媒体或个性化用户体验。通过这本书，读者可以避免被市场上的术语和承诺所迷惑，获得扎实的理论基础和实用策略，以实现成功的Web内容管理项目。无论是初学者还是经验丰富的专业人士，都能从中受益。

CHAPTER 1

What Content Management Is (And Isn’t)

We tend to look at content management as a digital concept, but it’s been around for as

long as content has. For as long as Mankind has been creating content, we’ve been

searching for solutions to manage it.

The library at Alexandria was an early attempt at managing content. It preserved content

and presumably controlled access to it. Librarians could be legitimiately considered to

be the first content managers.

The information architecture work of S.R. Raganathan, an Indian mathemetician from

the early part of last century, is another example — Ragnathan found new ways to

structure and organize content to make it easier for people to find and work with it.

So, the need for content management didn’t begin with the World Wide Web, but simply

shifted into fast forward when the web was born in the the early 90s. At that moment,

the ability to create and publish content tumbled down from its ivory tower and into

the hands of the masses. Almost anyone could create a web page about virtually any‐

thing.

Content subsequently exploded. I was a college student at the time, and was slightly

obssessed with James Bond. Suddenly, I could find reams and reams of information on

007. The amount of sheer trivia was staggering. Of course, I attempted to print most of

it, because if it wasn’t on paper, how would I manage it?

It wasn’t long before I created my own James Bond website (Mr. Kiss Kiss Bang Bang,

which for some years was at http://ianfleming.org), and I learned that keeping track of

content was a challenge. An article only existed as an HTML file in the web server’s root

directory at any given time. I wasn’t an IT professional back then, so the only backup

outside that file was the one on my local Gateway 2000 Pentium tower. There was no

versioning or access control — one fat finger mistake and the entire thing could be gone.

This struck me as as … dangerous. Even then, I knew that a website is essentially a

content-based business, and with nothing more than a bunch of files lying around, I

was effectively performing without a net. Content was my main business asset, and I

remember thinking it was so brittle; one unforseen problem and it could simply “blow

away” like a dandelion in the wind.

Additionally, each HTML file was a mass of mid-90s era markup, complete with nested

TABLEs and FONT tags all over the place. There was no way to separate what was

content and what was presentation, and each redesign of the site (there were many)

involved manually reworking many of these files. Server-side includes helped to a cer‐

tain extent, but each file was still a massive glob of mixed content and formatting code.

Sometime later, I was working for The Microsoft Network as a forum manager for The

World of James Bond. We were sill writing HTML files in text editors, but Microsoft

had introduced their content managers to the wonders of Visual Source Safe, which was

a long since-deprecated source code management system. It provided backups, ver‐

sioning, and file locking.

This clearly made us safer from a risk management perspective, but there was a mental

shift too. We had a safety net now. The content we were creating had solidity to it. There

was history and context. Content didn’t exist only in simple files, but it lived inside a

larger system which provided a set of services to protect and safeguard it. We had gone

from hiding money inside our mattress to depositing it at an FDIC-insured financial

institution.

Finally, at some crude level, my content was managed. Without knowing it, Visual

Source Safe effectively became my first content management system.

A lot has changed since then, but let’s start at the beginning. Along the way, we’ll hope‐

fully answer:

What is content?

2. What is content management?

3. What is a content management system?

4. What are the different types of content management systems?

5. What does a content management system do?

What doesn’t a content management system do?

What is Content?

Many people have tried to draw a distinction between the fuzzy concepts of “data,”

“information,” “content,” and even “knowledge.” Bob Boiko, in this seminal work The

6 | Chapter 1: What Content Management Is (And Isn’t)

Content Management Bible, dedicated the entire first part of his book to it — some five

chapters and 61 pages.

We’re not going to go that far, but we’ll summarize by simply differentiating between

content and raw data. This is likely the highest value return we can get out of the ques‐

tion, by framing it as: how is content management any different from managing any

other type of data?

There are two key differences:

1. Content is created differently

2. Content is used differently

Created by Humans via Editorial Process

Content is created through “editorial process.” This process is what humans do to pre‐

pare information for publication. It involves modeling, authoring, editing, reviewing,

approving, versioning, comparing, and controlling. The creation of a news article, for

example, is labor-intensive, time-intensive, and highly subjective.

The creation of content pivots largely on the opinions of human editors:

• What should the subject of the content be?

• Who is the intended audience of the content?

•

From what angle should the subject be approached?

• How long should the content be?

•

Does it need to be supported by media?

Despite significant advances in computing, these are not decisions a computer will

make. These are messy, subjective, imperfect decisions which pour forth from the mind

of a human editor sitting behind a keyboard. A small deviation in any of them (the

proverbial flapping of a butterfly’s wings…) can spin a piece of content in an entirely

different direction.

Compare this to the creation of the record of a retail sale. There is no editorial process

involved with swiping your credit card across a terminal. Furthermore, the data created

is not subjected to any other process, will not be reviewed and approved, and is not

subjective. The transaction happened in an instant, a historical record was created, and

that’s that.

The sales transaction is designed to be as repeatable and devoid of subjective opinion

as possible. It will never be edited (indeed, to do so would likely violate a policy and/or

a law). It is cold, sterile, and inert by design.

What is Content? | 7

The news article, by contrast, might be tinkered with by multiple editors. The news

article is subjective, and open for evaluation and interpretation. It has nuance. Com‐

pared to the sales transaction, it’s downright artisinal.

Consequently, management of these two pieces of data is quite different.

Intended for Human Consumption via Publication

Content is stuff we create for a specific purpose: to publish it with the intention of it

ultimately being consumed by other humans. Sure, it might be scooped up by another

computer via an API and rearranged and published somewhere else, but eventually the

information is going to make its way to a human somewhere.

Our sales transaction has no such destiny. It was created as a backwards-looking record

of a historial event. It will likely not be consumed by someone in the future, except in

aggregate through reporting of some kind. It may be retrieved and reviewed, but only

by necessity and likely on an exception basis.

Our news article, by contrast, was created as a forward-looking item to be published in

the future and consumed by humans, through whatever channel (perhaps more than

one). It might be repurposed, abbreviated, rearranged, and reformatted, but the ultimate

goal for it is to be consumed and evaluated by another human being.

Our content has value in the future. It might be consumed for years (even centuries or

millenia), and can continue providing value to the organization far into the future. Every

time our article is read, or every time a new employee reads the payroll policy, there is

a benefit imparted to the content creator.

Content is an investment in the future, not a record of the past.

A Definition of Content

Bringing these two concepts together, we arrive at a concise defintion:

Content is data produced through editorial process and ultimately intended for human

consumption via publication.

This definiton also points to a core dichotomy of content management: the difference

between (1) management and (2) delivery. Content is created and managed, then it is

published and delivered. The two disciplines require different skills and mindsets, and

the state of current technology is creating more and more differences every day.

We’ll revisit this two-sided approach to content management throughout this book.

8 | Chapter 1: What Content Management Is (And Isn’t)

What is a Content Management System?

A content management system (CMS) is a software package that provides some level of

automation to the tasks required to effectively manage content.

A CMS is usually (though not always) server-based, multi-user software which interacts

with content stored in a repository. This repository might be on the same server, as part

of the same software package, or on a separate storage facility entirely.

A CMS allows editors to create new content, edit existing content, perform editorial

processes on content, and ultimately make that content available to other people to

consume it.

Logically, a CMS is comprised of many parts. The editing interface, repository, pub‐

lishing mechanisms, etc. might all be separate, autonomous parts of the system behind-

the-scenes. However, to a non-technical editor, all of these parts are generally viewed

as a single, monolithic whole: “the CMS” (this is especially true of web content man‐

agement as opposed to other types of content management, as explained below).

The Discipline vs. The Software

What’s important to note is that a “content management system” is a specific manifes‐

tation of software designed to enable the discipline of content management. Just like a

Ford Taurus is a specific manifestation of a device enabling personal transportation,

ModX, Concrete5, and Expression Engine are a specific manifestions of software ena‐

bling content management.

The discipline of content management — the theories, best practices, and accepted pat‐

terns of the field — transcends any specific system. In this sense, it’s platonic ideal: an

abstract, subjective representation of how content is to be managed.

The specifics of this ideal can be very different depending on the experiences, prefer‐

ences, and needs of the observer. This means there’s no single, accepted defintion for

content management as a discipline, just a set of debatable best practices.

Additionally, this means that skill with a particular content management system can be

somewhat transferable. Even if System A differs from System B in extreme ways, they

both still need to solve transendent problems of the discipline, like workflow, versioning,

publishing, etc. While specific technical skill might not transfer, working with a content

management system requires the exercise and development of skill in the content man‐

agement discipline.

So, a CMS is a tool to assist in and enable the theoretical ideal of content management.

How well any one CMS successfully brings that ideal to life is the subject of great debate

and Internet flame wars.

What is a Content Management System? | 9

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