Carpe Noctem… That’s exactly what modern marketers feel about using traditional content management systems for rendering and presentation. The industry is clearly witnessing a dynamic shift in how the CMS models are offered and scaled in 2017. From exceptional search capabilities to high-quality user experiences, it would be fair to say that the CMS models need to be delivered as EaaS (Experience-as-a-Service), rather than mere cloud, SaaS or PaaS.
Apart from innovative solutions and customized content delivery, a CMS needs to do more as an experience modular service than just delivery models. How to select one?
Here’s what your Content Management System should be doing in 2017, till another disruption wave comes along.
Centralized Digital Asset Management (DAM) Built Within Content Management System
Unlike other marketing technologies stack, content marketing bundle is the most matured and highly differentiated model. Content marketers rely on a plethora of tools, including publishing assistants, analytics, keyword search, and error and proof-reading tools. However, the combination of DAM and Web content management systems is the most desired pair for marketers.
Age quod agis. (Do what you Do)
For really long, DAM and CMS have focused on fundamentally different things. While a CMS helps in the publication of the content, DAM platform enables the enterprise to organize media files efficiently. Despite an umbilical connection between the two, CMOs have long preferred to stick DAMs out of their CMS investments.
In addition to content management, the pair of DAM and CMS also offers exceptional services in –
- Document Management
- Brands Reputation Management
- Brand Safety Management
- Digital News Room
- Mobile and Video Content Management
- Customer service and Feedback Management
- Product Information
Dashboards, data visualization, and analytics report – Content Analytics gives marketers the edge to create engaging content that provides traffic and conversion statistics.
Every third marketer is worried about how to measure the effectiveness of any content. Imagine the struggle that arises when marketers are asked to predict the performance of the digital content before it goes live. Therefore, content analytics remains the most elusive target for content managers.
A modern CMS should be able to measure content performance and engagement across multiple channels. The real-time analytics comes handy while deciphering the impact of audience persona based on the stage of the customer lifecycle. This further helps in refining messaging streams based on evaluation and tests that generate highest audience interest.
Bene diagnoscitur, bene curatur. (Well Diagnosed Well Cured)
Content Analytics in CMS should be capable of delivering metrics –
- Page Views and Visitor Growth
- Frequency and Recency
- Email Newsletter subscriptions
- Social Media Analytics
- Feed Analytics
- Google Reader
Web Content Hosted on Marketing Automation Platform
Marketers now have the flexibility to consolidate commerce, CRM and CMS functionalities on a single, fully-integrated platform. These integrations often work with open source Content Management systems. For example, CRM Core which is a set of modules to manage contacts, activities, and relationships within a Drupal website.
Ex granis fit acervus. (A heap is made from grains.)
Top martech vendors are allowing quick seamless integration within their marketing automation platform. Hubspot’s CMS allows marketers to consolidate their marketing efforts over an all-in-one platform. OrchestraCMS is another classic integration platform that helps marketers to create compelling digital content for B2B commerce partners and in-house employees. Built 100% natively on Salesforce, OrchestraCMS delivers enterprise-class content management functionalities within the Salesforce community.
Omnichannel Content Management
Content marketers are growing wiser, agile and more adaptable. 2017 has shown that brands are finally done with institution-specific silos that complicate content strategies for the web, mobile, and apps.
Barba tenus sapientes (Wise as far as the beard grows)
According to a report by the Aspect Software, about 91% of customers wish to experience content from where they left off, from one channel to the next. Marketers now focus on building an omnichannel experience for customers, irrespective of where they wish to complete the purchase or engage further along the journey.
For a unique, responsive and scalable omnichannel content experience, marketers want simplified lifecycle management that offers multi-lingual touch points, workflow management, and automatic analytics processes.
An intelligent content management system is capable of creating, customizing and delivering content across all the channels, playing an influential role in the brand experience. Growing beyond a static touch point builder, modern CMS should now deliver tactile and emotional interactions across websites and apps for the highest, measurable engagement.
Machine Learning and AI Bots as Content Authors
The proliferation of artificial intelligence and machine learning (AI/ML) is playing a much larger role in creating brand experiences that transcend across the online, mobile and in-store engagements. Setting aside the challenges of mining Big Data, modern content management systems should be capable of leveraging AI/ML to build customer attributes, product catalogs, dictionaries, glossaries, structured taxonomies, metadata, transaction systems and much more.
I was privileged to be a part of the Adobe Symposium 2017, where I witnessed Adobe’s Livefyre in action. An all new web content experience for marketers and customers, Livefyre collates billions of content pieces with social attributions, creating influential, relevant and to-the-point engagements. It showed the potential applications of Auto-tagging and keyword search/ unsupervised learning used in clustering, topic annotation and attributions to reports and so on.
Sapere aude (Dare to be wise.)
AI/ML within CMS helps in A/B testing, content suggestions, lead scoring, personalization, and social marketing analytics. Add to it the benefits of influencer marketing within traditional CMS capabilities that combine personas and browsing history, along with location awareness and social habits.
AI/ML suggestions to content marketers augment not only the brand persona but also enhance the content reachability, bringing significant business value with maximized ROI on a CMS.
The Bottom Line
As marketers continue to leverage data to churn a huge volume of content across all channels, it is important for CMS vendors to deliver powerful, fully-optimized marketing tools. With AI/ML slowly penetrating deeper into marketing automation tools, marketers can focus more on creating and consolidating relevant content, and less on managing CMS bundles.
Overall, your modern CMS should be able to go far beyond the traditional parameters of content management. Connected, integrated and quick deliverability — that’s what your CMS should be capable of doing instantly.