The content management system is a software system located between the front end of the WEB (Web server) and the back end office system or process (content creation, editing). This article is a summary and sharing of the content management system CMS in the content production link.

About CMS content management system:

Content management system (CMS) is a software system between the front end of WEB (Web server) and the back office system or process (content creation and editing).

"Content" is any type of digital information, which can be text, graphic image, Web page, business document, database form, video, sound, XML file, etc.

1. Thinking about building CMS

Generally, before designing a product, we need to think about the following basic issues:

Product objectives: What do we hope to get from this product?

——This determines what kind of product we want to make

Target user: What are the characteristics of the target users of the product?

——This determines where we go to find what kind of users

User requirements: What do our users want from this product?

——This determines which functional modules we want to design

Scenario motivation: In what scenarios will our users be motivated to use the product?

——This determines how we design the product

Standard indicators: What are the criteria/indicators for correct thinking, reasonable scheme and market matching?

——This determines whether our goal is achieved

This article will take content community products (such as Little Red Book and WeChat Reading) as examples to talk about their corresponding CMS system construction.

What we need to think about and sort out can be summarized as three points: objects, pain points and solutions.

Object:

The production personnel of the content, such as the reviewers of the operation and user (the user side meets the demand) content, such as the promotion personnel of the operation and customer service content, such as the system where the operation and user (the user side meets the demand) interact, such as the filtering system and the recommendation system

Pain point:

Operation: efficient content production, convenient review of user recommendations, manual recommendations for specific needs, optimization of the accuracy of the recommendation system, and timely and intuitive access to content operation data; Customer service: conveniently review user reports, manage problem users, and optimize the accuracy of the recommendation system; Filtering system: intelligent filtering of content; Recommendation system: complete intelligent recommendation for content.

Solution:

Operation: easy to use content editing, modification and publishing tools; Processing workbench to be reviewed; Operation of manual recommendation configuration support and recommendation system; Visual presentation of content operation data; Customer service: processing workbench to be approved; Operation of user tag management and filtering system; Filtering system: system construction and continuous optimization scheme; Recommended system: system construction and continuous optimization scheme.

2. Production of content (source)

The CMS content management system can literally tell that the object of management is "content", and what is the specific type of "content" and what is the specific category of "management" depends on the specific business.

There must be content before there is management. How can we manage without content? Then the question arises. Where does the content come from? What are the sources?

2.1 Common content production modes

Here are three common content production modes:

UGC mode:

Full name: user generated content. That is, user output content. Product representative: Xiao Hongshu. The community atmosphere is formed mainly by encouraging users to produce content.

PGC mode:

Full name: professionally generated content. That is, professional output content. Product representative: Zhihu. The content is mainly produced by professionals and provided to users for consumption.

OGC mode:

Full name: occupationally generated content. That is, occupation output content. Product representative: news and information. It is mainly produced by professionals with certain knowledge and professional background, and receives corresponding remuneration.

Differences between the three:

The difference between UGC and PGC: whether the people who produce the content have professional knowledge and qualifications; The difference between PGC and OGC: whether the people who produce the content take it as a profession and get corresponding remuneration.

Usually, the content producer of PGC mode is also the user of the product, and may also be the seed user, loyal user, and opinion leader.

To sum up, we can divide the sources of content into four categories:

User production (UGC&PGC), operation production (OGC), technology crawling (crawling content through technical means), authorized use (purchase content copyright in the form of payment)

Among them, the product support of user production content can be satisfied by the product design of the user end.

On the premise of clear requirements, technology crawling and authorized use are mainly realized and connected by technicians.

If there is authorization docking with copyrighted content of multiple platforms, it is recommended to develop a unified content access interface. Different copyright content platforms may have different docking methods, which may involve a certain amount of development work. As a dutiful B-end product manager, based on the consistent principle of cost reduction (development cost reduction) and efficiency improvement (version efficiency improvement), the ideal state is to transfer part of the development workload once the unified interface document is released. However, the reality is often very skinny. If the other party is a "father" and is willing to give you the copyright of the content, it is already very rare. It is still necessary to develop and access the content by yourself.

Based on the experience of people from the past (those who have stepped into the pit), this part of work should not rely too much on development, but should be completed by them alone. It is necessary to add necessary management and planning, so as to avoid the repeated inefficient work taking up too much development resources, or the trouble caused by staff turnover changes. As for the value, importance and priority, it needs to be evaluated according to your own projects, products and team conditions.

The main service object of the content management system (CMS) in the production link is the operation partners responsible for content production.

In general, in addition to managing official accounts, content operations may also operate multiple personal accounts at the same time. If the operation colleagues also rely on the user end to complete the content publishing, there will be the trouble of frequently switching to different accounts. The requirement of switching login may not exist for ordinary users at all.

In addition, content operations also have publishing requirements above user requirements, for example, scheduled publishing can be preset.

2.2 Demand points of CMS in the production link

To sum up, the requirements of the content management system (CMS) in the production link are summarized as follows:

Account association:

It is associated with the CMS system account and supports the one to many relationship between the system account and the operation account; When using the CMS system to publish content, you can select the corresponding operating account; The operation account can be unbound or transferred to deal with changes in personnel adjustment or resignation.

tool of production:

Provide convenient and easy-to-use editing functions; Support effect preview; The draft can be saved.

Material management: If the reusability of materials is high, we can consider increasing the management of materials. At the same time, it is convenient for a computer to log in to the system at any time and anywhere to carry out work, so as to avoid the embarrassment of using materials and finding them stored locally on a computer.

Template management: If there are uniform requirements for the layout and presentation of specific content, such as "daily recommendation", and only specific content and materials need to be replaced, template management can be increased to repeat unnecessary layout and layout work for operational relief.

Release at preset time:

The content is usually prepared in advance, especially for some festival themes or event marketing content. They will think and write in advance, and plan and schedule the update rhythm (just like the product manager does version planning). If the regular publishing function is provided, the colleagues in charge of content operation can set the publishing time of the prepared content in advance at one time, so that they can arrange the working time and implement the content plan more reasonably and improve the work efficiency.

Early versions can only provide basic and necessary management, editing and publishing functions to ensure the smooth production of content operations. The tools and functions that can improve efficiency can confirm the overall content work plan with the operation department, and cooperate with the new online in different periods.

Specific functional design can be referred to: WeChat public platform, Xiumi editor, 365 editor.

The above is the summary and sharing of the content management system CMS in the content production link. Later, CMS will update articles in the content filtering, content presentation and content reporting links.

In addition to the CMS content management system, Sue will exchange and share with you the three systems she summarized and sorted out for the content operation system in her work and study.

First attach the brain map (the article will catch up as soon as possible)

Share some personal small thoughts and ideas, so as to maintain the habit of input transformation and summary output.

If there is anything immature or incorrect, we hope that some young partners can give us advice and advice, welcome discussion, and make progress together.

This article was originally published by @ Su Xiaobai. Everyone is a product manager. Reproduction without permission is prohibited

The picture is from Unsplash, based on CC0 protocol