Many larger publishers with multiple brands experience at least some crossover between the niche markets and audience they serve. Leveraging those areas where content and audience blend together online is accomplished by publishing the same stories to multiple sites within that publisher’s network. Yet automating that process through a Web CMS is a difficult task that requires some deft work with metadata and context relevancy.
Alec Dann, general manager of business media online at b-to-b publisher Hanley Wood, has been wrestling with an automated solution to sharing stories between some of the company’s 30 Web sites focused on the residential and commercial construction and remodeling markets.
Dann’s new CMS, provided by Dutch companySDL Tridion, was selected for, among other things, its ability to publish content to multiple sites. “We translated that as a good fit for us,” he said. “We want to publish to multiple Web sites from the same content repository. We have a lot of overlap in our audiences.”