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How to create news publisher with AEM

What is AEM and why it's suitable for building a news publisher website.

Adobe Experience Manager (AEM) is a comprehensive content management system (CMS) that enables organizations to create, manage, and optimize digital experiences across various channels, including websites, mobile apps, and social media.

AEM provides a range of features and functionalities that make it a suitable choice for building a news publisher website. 

  1. Robust content authoring and management capabilities, allowing news publishers to easily create, edit, and organize their content. This includes rich media support, intuitive drag-and-drop interfaces, and customizable workflows.
  2. AEM offers powerful personalization and targeting capabilities. News publishers can dynamically deliver content based on user profiles, behavior, and preferences, providing a tailored experience to each visitor. This is particularly important in the competitive news industry to engage and retain audiences.
  3. AEM also supports multichannel delivery, ensuring that news content is optimized and consistent across various devices and platforms. Responsive design and mobile-friendly features facilitate seamless access to news articles, videos, and interactive elements on smartphones and tablets.
  4. AEM provides robust asset management capabilities, allowing news publishers to efficiently manage and distribute their media files. This includes image and video processing, metadata management, and optimization for different channels.
  5. AEM offers strong integration capabilities to connect with external systems and other Adobe Marketing Cloud solutions. This enables news publishers to leverage data and analytics for better audience insights, targeted advertising, and monetization opportunities.

Defining the website's objectives, target audience, and content strategy.

Website Objectives

The objectives of a news publisher website are multifaceted and can vary depending on the organization's goals and priorities. However, there are several common objectives that news publisher websites typically aim to achieve:

  1. Inform and Educate:
  • Provide timely and accurate news coverage to inform the audience about local, national, and global events.
  • Educate readers by offering in-depth analysis, background information, and context on complex topics and issues.
  1. Engage and Retain Readers:
  • Foster reader engagement by offering compelling, well-written content that keeps users coming back for more.
  • Encourage audience interaction through comments, discussions, and social media sharing.
  • Build a loyal readership base by consistently delivering high-quality journalism.
  1. Establish Credibility and Trust:
  • Become a trusted source of news and information by upholding ethical journalistic standards.
  • Verify information and provide transparent sourcing to enhance credibility.
  • Counter misinformation and fake news with accurate reporting.
  1. Increase Website Traffic:
  • Drive organic traffic by optimizing content for search engines (SEO).
  • Promote the website through social media, email newsletters, and other marketing channels.
  • Use engaging headlines and multimedia content to attract visitors.
  1. Monetize and Generate Revenue:
  • Explore revenue-generation strategies such as advertising, sponsored content, subscriptions, or paywalls.
  • Balance revenue generation with maintaining a positive user experience and ethical journalism.
  1. Personalize User Experiences:
  • Implement personalization features to tailor content recommendations based on user preferences and behavior.
  • Enhance user retention by offering customized news feeds and content suggestions.
  1. Foster Community and Interaction:
  • Build a sense of community among readers by encouraging user-generated content, comments, and feedback.
  • Create opportunities for readers to share their stories, opinions, and perspectives.
  1. Adapt to Changing Media Trends:
  • Stay agile and adapt to evolving media trends and technology advancements.
  • Explore new content formats, such as video, podcasts, and interactive multimedia, to engage modern audiences.
  1. Measure and Analyze Performance:
  • Utilize analytics tools to track key performance metrics, such as website traffic, user engagement, and content performance.
  • Use data insights to refine content strategies and improve the user experience.
  1. Support Advertising and Marketing Goals:
  • Provide a platform for advertisers to reach a targeted and engaged audience.
  • Offer advertising solutions that align with the interests of both advertisers and readers.
  1. Promote Transparency and Accountability:
  • Maintain transparency in editorial decision-making and reporting processes.
  • Hold those in power accountable through investigative journalism and in-depth reporting.
  1. Serve Diverse Audiences:
  • Tailor content to meet the needs and interests of various audience segments, including niche communities.
  • Address the informational needs of diverse demographics and geographic regions.
  1. Uphold Ethical and Journalistic Standards:
  • Adhere to principles of accuracy, objectivity, fairness, and impartiality in reporting.
  • Ethically handle sensitive topics and respect individuals' privacy and dignity.
  1. Innovate and Stay Competitive:
  • Continuously innovate in content presentation, storytelling, and multimedia elements to stand out in a competitive media landscape.
  • Experiment with new storytelling techniques and technologies to engage readers.

Overall, the objectives of a news publisher website encompass a blend of journalistic integrity, audience engagement, revenue generation, and adaptation to the ever-evolving media landscape. These objectives are essential for the success and sustainability of news organizations in the digital age.

Target Audience

Defining and understanding the target audience for a news publisher is a crucial step in creating and delivering content that resonates with readers. The target audience represents the individuals or groups who are most likely to consume, engage with, and benefit from the news publisher's content. Here are some key considerations when defining the target audience for a news publisher:

  1. Demographics:
  • Age: What age groups are you targeting? Are you catering to a broad range of ages or focusing on a specific demographic, such as young adults, middle-aged individuals, or seniors?
  • Gender: Is your content tailored more toward a specific gender, or is it gender-neutral?
  • Location: Are you serving a local, national, or global audience? Understanding geographical preferences and interests can help tailor regional or international news coverage.
  1. Interests and Preferences:
  • Content Preferences: What types of news topics are your target audience interested in? For example, are they more inclined toward politics, business, sports, entertainment, technology, health, or lifestyle news?
  • Media Consumption Habits: How does your audience prefer to consume news? Do they rely on websites, mobile apps, social media, email newsletters, or traditional print media?
  • Language: Are you catering to a specific language-speaking audience? Multilingual news publishers may target diverse language-speaking communities.
  1. Psychographics:
  • Values and Beliefs: What are the values and beliefs of your target audience? Understanding their worldviews can help you craft content that resonates with their perspectives.
  • Lifestyle: Consider the lifestyles, hobbies, and interests of your audience. This can inform the choice of feature stories and lifestyle content.
  1. Behavior:
  • Online Behavior: How tech-savvy is your audience? Do they frequently engage with online content, share articles on social media, or participate in discussions and comments?
  • Frequency of News Consumption: Are they daily news consumers, occasional readers, or weekend news catch-up enthusiasts?
  • Device Usage: Do they primarily access news on desktop computers, smartphones, or tablets? This can impact your website's design and mobile optimization.
  1. Socioeconomic Status:
  • Income Level: Consider the income bracket of your audience, as it may affect their interests, concerns, and priorities.
  • Education: Education levels can influence the complexity of the content and the need for in-depth analysis or simplified explanations.
  1. Goals and Needs:
  • Information Needs: What specific information does your audience seek from your news publisher? Are they looking for breaking news, in-depth analysis, opinion pieces, or local event coverage?
  • Problem Solving: Can your content address specific problems or challenges faced by your audience? For instance, providing financial advice for an audience interested in personal finance.
  1. Psychographic Segmentation:
  • Segmentation within Segments: Consider that your target audience may consist of various sub-segments with distinct preferences and needs. For example, within a technology news audience, you may have sub-segments interested in gadgets, software, or cybersecurity.

Content Strategy:

  1. News Coverage:
    Your content strategy will focus on providing comprehensive and accurate news coverage across various topics, including politics, business, sports, entertainment, and more. We will prioritize quality journalism by ensuring our content is well-researched, factual, and written by experienced journalists.
  1. Personalization:
    Using AEM's personalization features, you will tailor the content based on user preferences and behavior. This includes suggesting related articles or allowing users to customize their news feeds based on their interests.
  2. Multimedia Content:
    You will leverage AEM's capabilities to incorporate multimedia elements such as videos, infographics, and interactive features to enhance the user experience and better engage your audience.
  3. Social Media Integration:
    AEM will allow you to easily integrate your website with social media platforms, enabling you to share your news content and engage with your audience on various social media channels. This will help drive traffic to your website and increase your online visibility.
  4. User-generated Content:
    AEM provides features that allow users to submit their stories, opinions, or comments. You will leverage this functionality to encourage user-generated content, fostering a sense of community and increasing user engagement on your website.
  5. SEO and Search Optimization:
    You will optimize your content for search engines using AEM's built-in SEO tools and features. This will help improve your website's visibility in search engine rankings, driving organic traffic to your site.
  6. Analytics and Optimization:
    Using AEM's built-in analytics tools, you will gather data on user behavior, such as page views, bounce rates, and click-through rates. This data will allow you to analyze and optimize your content strategy, identify popular topics, and improve user engagement on your website.

Defining the concept of content hierarchy and categorization.

  1. Understand your website's content:
    Begin by analyzing the types of content you have on your news publisher website. This may include articles, videos, image galleries, infographics, and more. Identify the main categories or sections that make up your website.
  2. Define content hierarchy:
    Establish a clear hierarchy for your content. Determine the main sections or categories of your website, such as News, Opinion, Lifestyle, Sports, Business, Entertainment, etc. These will serve as the top-level content hierarchy.
  3. Create subcategories:
    Within each main category, create subcategories for further organization. For example, under the News category, you can have subcategories like Politics, Local News, International News, Technology, etc. This will allow for more specific categorization of content.
  4. Use metadata and tags:
    Implement metadata and tagging capabilities in AEM. This will help in classifying and organizing individual content pieces, allowing for easier content discovery and navigation. Tags can include keywords, topics, authors, locations, and more.
  5. Design the website structure:
    Based on your content hierarchy and categories, design the website's structure in AEM. Create the necessary page templates and components to accommodate different types of content, ensuring consistency in design and layout.
  6. Develop search functionality:
    Implement a robust search functionality within the website. This will enable users to search for specific content based on categories, subcategories, tags, or keywords. The search results can then be displayed using the defined content hierarchy.
  7. Implement navigation menus:
    Use AEM's navigation components to create menus that reflect your content hierarchy. This will allow users to browse through the website's sections and quickly find relevant content.

Creating and Managing Content

Different Content Components in AEM for News Publishing:

Adobe Experience Manager (AEM) provides various content components that can be used for news publishing. Some commonly used components include:

  • Text Component: Allows authors to add text-based content, such as headlines, paragraphs, and quotes.
  • Image Component: Enables authors to insert images into the news content.
  • Video Component: Allows authors to embed videos within the news articles.
  • Slideshow Component: Helps create image slideshows to enhance visual storytelling.
  • Embedded Social Media Component: Allows authors to incorporate social media posts into news articles.
  • Related Articles Component: Enables authors to link related articles together.
  • Author Bio Component: Helps create author biography sections.
  • Tags and Categories Component: Allows authors to categorize and tag news articles for easy organization and discovery.

To utilize these components effectively:

  • Understand the purpose and utility of each component to determine which ones are suitable for your news publishing needs.
  • Ensure consistency in using components across articles to provide a uniform reading experience.
  • Customize the components' design and appearance according to your news organization's branding guidelines.

Process of creating and organizing content in AEM's authoring environment:

AEM's authoring environment provides a user-friendly interface for creating and organizing content. The process generally involves the following steps:

  1. Logging into the AEM authoring environment.
  2. Navigating to the desired location in the content hierarchy (usually a news folder or section).
  3. Creating new pages or articles by selecting appropriate templates.
  4. Editing the created pages by adding text, images, videos, and other relevant components.
  5. Organizing the content by assigning appropriate tags, categories, and metadata to aid in search and navigation.
  6. Structuring the content hierarchy using parent-child relationships to maintain a logical and consistent organization.
  7. Publishing content to make it visible to users.

Tips for Efficient Content Management in AEM:

Efficient content management involves streamlining processes, ensuring quality control, and optimizing collaboration. Here are some tips for achieving this in AEM:

  • Versioning: Use AEM's versioning feature to track and manage changes in content. Regularly save versions as you make updates to maintain a history of revisions.
  • Approval Workflows: Set up approval workflows to ensure content undergoes necessary review and approval processes before publishing. This helps maintain quality and consistency.
  • Content Reuse: Maximize content reuse by creating and managing content fragments or templates. This allows consistent elements to be reused across multiple articles, saving time and effort.
  • Content Localization: If you have a multilingual audience, leverage AEM's localization capabilities to efficiently manage translated content. Use language copies and translation workflows to streamline this process.

Customizing Functionality

 The potential need for customizations beyond the out-of-the-box features of AEM.

Unique Business Requirements:

Every organization has its own unique set of requirements and processes. Out-of-the-box features of AEM might not always align perfectly with these requirements. In such cases, customizations may be necessary to modify or extend the functionality of AEM to meet specific business needs. This could involve building custom components, creating workflows, or integrating with other systems.

Enhanced User Experience:

AEM offers a variety of templates and components to build websites and digital experiences. However, organizations might have specific design requirements or want to create a unique user experience that goes beyond the provided templates. Customizing the user interface, creating new components, or implementing personalized experiences using AEM's capabilities can help achieve this.

Integration with External Systems:

AEM is often required to integrate with various external systems like Customer Relationship Management (CRM), Enterprise Resource Planning (ERP), or marketing automation platforms. The out-of-the-box features of AEM might not have built-in integrations for these specific systems. Customizations may be needed to develop connectors, APIs, or adaptors to enable seamless data exchange or automation between AEM and external systems.

Performance Optimization:

Depending on the scale and complexity of a website or application, some organizations may require additional customizations to optimize performance. This could involve implementing caching strategies, optimizing code, or creating custom workflows to improve the efficiency and speed of AEM.

Compliance and Security:

Certain industries, such as healthcare or finance, have specific compliance requirements and security measures. Out-of-the-box features of AEM might not fully address these requirements. Customizations may be needed to implement stricter security measures, audit trails, or compliance workflows to ensure data privacy and meet regulatory standards.


In conclusion, Adobe Experience Manager (AEM) is a powerful content management system that offers a wide range of features and functionalities, making it an excellent choice for building a news publisher website. AEM's robust content authoring, personalization, and multichannel delivery capabilities empower news publishers to create engaging and dynamic digital experiences for their audience.

To successfully create a news publisher website with AEM, it's essential to define clear objectives, identify the target audience, and develop a content strategy that prioritizes quality journalism and user engagement. A structured content hierarchy and categorization system, along with effective use of metadata and tags, ensure that users can easily discover and navigate through the wealth of news articles and multimedia content.

AEM's content components and authoring environment provide the tools needed to create and manage news content efficiently. Consistency in component usage and customization according to branding guidelines contribute to a seamless reading experience for users. Employing versioning, approval workflows, and content reuse practices enhances content management efficiency.

Customizations may be necessary to align AEM with specific business requirements, enhance the user experience, integrate with external systems, optimize performance, and ensure compliance and security. These customizations allow organizations to tailor AEM to their unique needs and deliver a top-notch news publishing platform.

Incorporating AEM's capabilities and customizations while adhering to best practices will enable news publishers to create a compelling, reliable, and user-friendly news publisher website that meets the demands of today's digital audience.

Maryna Pashchenko
Tech Writer
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