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Published on January 10th, 2009 | by Rahel Bailie

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Life After Launch: Web Operations Management

I wrote an article for the Duo Consulting blog on what used to be generally lumped into the change management phase of a content management project. The gist of the post is that preparing for the launch of a CMS is like preparing for the wedding day itself, rather than thinking of the coming together as a long-term committed relationship – in other words, a marriage.

When the project budget starts to get iffy, what gets cut is usually the planning for after The Big Day. There seems to be a blind faith that either (a) the romance of the new system will make everything work just fine – I call this the starry-eyed bride approach, or (b) that staff will adopt the arranged marriage by edict – the bullying husband approach. We know the outcomes of these approaches; some of us have been subjected to them ourselves.

The good news is that now we have a name for the line item in the CMS project budget: web operations management. The bad news is that more organizations still prepare for a wedding than prepare for a marriage. With the wonky economic situation and a greater need for fiscal responsibility, will 2009 finally be the year of responsible coupling?


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About the Author

Rahel Anne Bailie is a synthesizer of content strategy, requirements analysis, information architecture, and content management to increase the ROI of content. She has consulted for clients in a range of industries, and on several continents, whose aim is to better leverage their content as business assets. Founder of Intentional Design, she is now the Chief Knowledge Officer of London-based Scroll. She is a Fellow of the Society for Technical Communication, she has worked in the content business for over two decades. She is co-author of Content Strategy: Connecting the dots between business, brand, and benefits, and co-editor of The Language of Content Strategy, and is working on her third content strategy book,



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