February 25, 2019
Technological advances have changed the way that we consume information and buy products. Take a look at these drivers—and whether your current CMS adequately addresses them.
By Rob Bean, Partner and Marketing Strategist, Refactored
Last month, we discussed the new content management system (CMS) offerings that have gained traction against traditional systems. These platforms are growing in popularity for plenty of reasons, including the need to keep up with changes in the way we look for and consume information. Those trends are as influential for the B2B market as they are for B2C businesses, and they demand new methods for creating, delivering, and managing marketing content.
If the trends we’re about to discuss apply to your business (or your clients’ business), then changing—or deciding not to change—the way you manage online content could significantly affect your marketing program’s success.
As mobile access has grown in popularity, so has the likelihood that customers are viewing your website on a mobile phone or tablet rather than a traditional desktop or even a laptop. If your content is tied to a traditional layout, those customers have a good chance of having a bad experience: chopped-off graphics, hard-to-read text blocks, and difficult navigation.
Traditional CMSs are great at helping you visualize the layout of a standard, PC-screen-based website experience. But as that experience becomes obsolete, so do the benefits of a WYSIWYG CMS. In its place, flexibility becomes key.
Users now consume content not just across a variety of devices but across a range of channels and formats. Social media, email, podcasts, video, storefronts, your website…the list is extensive and ever-expanding. Your brand—and customer retention—depend on a cohesive and successful omnichannel experience. Therefore, the way you think of and manage content must evolve.
Headless CMSs were designed for an omnichannel world. Creating content chunks—heading, lead paragraph, text, and image/caption, for example—that can be served up in any form factor, on any device, enables a smooth experience and better brand recognition.
Another factor in the rise of headless CMS platforms is the increasing affordability and reliability of cloud storage. Rather than being locked in siloed servers, cloud-stored content can be utilized quickly and easily, with fewer updates and outstanding scalability. Cloud-hosted storage also helps you with unexpected bursts of traffic, so you can scale quickly to match demand.
Buyers are conducting more research on their own, and they’re more inundated than ever with information and options. Content personalization plays a large part in capturing their attention. Whichever CMS you use, the ability to dynamically deliver content that connects to a specific segment’s need, purpose, or buying stage can give your product an edge across the entire buying cycle.
Today’s application programming interfaces (APIs), especially RESTful APIs, are the workhorses of these new CMS options, enabling sharing and delivery of information between systems. In digital experience management (DXM/DXP) and headless platforms, APIs replace the traditional front end to deliver content to a variety of devices and providers. They’re also a vital part of implementing some of the cooler capabilities, like personalization.
Artificial intelligence (AI), making waves everywhere, is a factor in CMS changes, too. AI can be a useful tool to help determine the appropriate content to display, for example. CMSWiRE notes that although AI has so far been primarily delegated to content-management automation, it is poised to move into a larger role.
As if these factors weren’t enough, other immediate and emerging trends are likely to further drive companies toward DXM/DXP and headless CMS platforms:
Deciding whether to update your CMS—and if so, which option and vendor to use—can be daunting, we know. In B2B, company needs range across platforms, from traditional to DXM/DXP to headless CMS.
Regardless of where you’re starting, it’s helpful to work with a partner that can offer a full range of CMS options to provide the flexibility you want—and ensure you are getting the best CMS experience for any need. If those needs change, your partner should be able to assist in migration from traditional to DXM to headless, or even work in a hybrid model, which is popular with companies that are in the midst of transitioning toward the headless platform.
Refactored, a longtime partner of BMA Colorado, is a full-service B2B digital agency helping brands navigate the complexities of modern marketing by aligning people, process, and technology. We’re a Kentico Gold Partner with experience working in a variety of CMS solutions including Kentico, Ektron/EpiServer, Progress Software/Sitefinity, Drupal, WordPress, and Adobe Expression Engine. Our goals are to showcase your brand’s unique value and generate results that matter to your business. We help you find your voice, tell your story, and outperform your competition. Through engaging online and offline experiences that align with your customers’ needs, we help you educate stakeholders and motivate them to positive action. Refactored serves national and international corporate clients from our home offices in Colorado. Let us show you how to demonstrate your compelling purpose—and strengthen your brand from the inside out. Connect with us at www.refactoredmedia.com.