Marketing Content Management System - SharePoint 2010


Client is using online marketing (both SEO and SEM) to reach out to its target market. In order to take its online market efforts to a new height client planned to increase the content on its web site. The idea is to attract customers to the site through the pages so that they can opt for the services offered by client. Client wanted to use a solution which will allow them to achieve this rapid scale up & manage the content effectively.


The client was managing the content in the form of HTML, PHP and JS files and all changes were being managed manually.

  • Allow content authoring process to be managed. The system should allow for quick content creation and have the necessary checks and safeguard to ensure that content is approved before being published.
  • Simple changes such as change in template, price of service, etc. required manual editing of pages with high chances of mistake / discrepancy across pages.
  • Response time to render a page should be less than 5 seconds with 100 concurrent user load.
  • Provide support for Scalability and ease of Maintainability and Extensibility.
Case Study Hurdles


Page authoring part was defined as a workflow, wherein SEO would to initiate a request. This request is routed to a content writer depending on item’s domain area, writer’s expertise level etc. Once content writer is done, page is verified by a QA person and if successful, it is sent for publishing.

Newgen created a framework wherein HTML files works as base template for pages. Separate HTML file were defined for each template (like blog, article and solution etc.) in the system. This file contained placeholders for the content like text, phone numbers and images etc. During creation of output page these placeholders are filled with the actual content.

We had a single site collection with various service areas as Sites like: we had Home as the top level site and then Computers, Antivirus, Administration, Printers and peripherals etc. as our sub-sites within the site collection. We had a single server farm, one dedicated search server and one SSP configured.

SharePoint’s inherent capabilities for managing metadata as list, workflow support and page publishing were heavily used.

For migrating pages from existing site to new system, separate utility programs were developed. Aim was to minimize system user’s involvement in migration process & reducing probability of error to virtually zero.

Proposed architecture introduced the breakdown of the topology into three tiers: dedicated Web servers, dedicated application servers, and more than one database servers (clusters). This allowed greater flexibility in service isolation and achieve balancing the load across the system.


  • System provided effective way to manage (launch/close) different campaigns.
  • Increased flexibility & simplified way of maintaining metadata displayed on pages (price,telephone numbers etc.).
  • Quantitative way of measuring performance and quality of content writers.
  • Controlled environment to manage content.
  • Effective strategy for backup and recovery.


Tools and Technologies

SharePoint Foundation 2010 / Microsoft Office SharePoint Server 2010, Microsoft Visual Studio .NET 2008, ASP .NET, C#, .NET Framework 3.5 SP1, SQL Server 2005