Aligning Business Objectives with Established and Potential CMS Markets

Enterprises Should Position Their Products, New and Emerging, After Predicting Market Adaptability. Hence, They Need to Understand the Market Share and Usability of CMS in Order to Build a Robust Business Model

This is the second part of our ongoing four-part series that seeks to give a 360-degree view of the industry. This part focuses exclusively on the types of CMS and how sellers can draft unique strategies for maximum product outreach and subsequent revenues. Not just that, for evangelists, this article might provide insights into what the market is missing out on and help in developing ground-breaking products.

Types of Content Management Systems

Web Content Management Systems

Web Content Management Systems (WCMS) are the most universal category of CMS used worldwide by enterprises. The standout feature of WCMS is the fact that its users do not require prior knowledge of software development, making it extremely easy to use. As such, they are fantastic to organize digital information for an enterprise. Every WCMS needs to have the following basic features:

• The capability to upload enterprise-centric information on the website.
• The ability for reviewers to review the content before publishing it.
• The function to automate and schedule publishing of content.

Also Read: What Type of Content is Best for Lead Generation?

Other than these, WCMS may have a plethora of other features and applications. Usually, publishers will have access to WCMS. While basic versions of most WCMS are free, advanced versions may be expensive and require special certifications to operate. Their performance is also dependent on the hardware condition they are hosted on. Examples of Open Source versus Specialized WCMS are mentioned below:

Open Source	Specialized
WordPress	Marketing 360
Drupal	Filestack
Joomla	CleanPix

Considering that WCMS largely appears as a one-solution-fits-all technology and it is globally popular, enterprises can come up with a gazillion ideas that solve problems of an existing system. We recently covered a post about a hardware store that was facing issues with its data management. The problem — the store that was also a service provider was understaffed. They contacted an emerging CMS enterprise that developed a custom solution for them that solved 100% of their problems. The result — it’s been five years since the company received their first contract and they have more than tripled their profits.

Customized WCMS will be the future of a booming ROI.

We spoke to Matthew Baier, COO, Contentstack, to understand which CMS will be a game-changer. He said, “Applications beyond the traditional web channel are becoming increasingly attractive and economically viable. The most interesting CMS use cases today are ones where content is being powered across modern and emerging channels, such as mobile, IoT, AR / VR, and voice.

Modern CMS are also increasingly becoming digital content hubs for back-end data sources. They can aggregate raw data, synthesize content from numerous systems (both on-premises and in the cloud) and apply logic to deliver the most relevant content — in real time — for a highly engaging and truly personalized experience. Personalization engines, such as Monetate, are great examples of applications that are game changers for the CMS industry.”

Digital Asset Management System

Digital Asset Management (DAM) is a business process that involves procuring, preserving and safeguarding rich media files such as:

• Photos
• Music
• Videos
• Animations
• Podcasts
• Any other format of the multimedia content

In a nutshell, systems that deliver Digital Asset Management are defined as DAMs. Such systems cater exclusively to media content and hold information about the same in databases. They help enterprises inexpensively manage media data at scale. There are already a handful of sub-categories in the overall concept of Digital Asset Management Systems — dedicated DAMs for brands, libraries, video games, etc.

Here is where enterprises can dive neck-deep in product development. DAMs can be developed practically for any industry. Gone are the days when only media fraternities needed a media library. Nowadays, for websites to look increasingly interactive and alive, almost every industry wants rich media published alongside their content.

A great example of this will be DAMs designed to hold thousands of pictures for the emerging industrial photography segment. Before the development of DAMs, there was no way for this segment to store photographs categorically. The industry was stagnating as against the demand of businesses to showcase product catalogs through photographic representations. The absorption of DAM resolved a key industry problem.

Also Read: Data Innovators Coming to San Francisco for JOIN 2018

Adobe, Aprimo, and Cloudinary are a few brands that develop popular digital asset management systems.

Speaking about the type of CMS that will be a game changer, John Field, Director of Product Marketing at BloomReach, said, “If we are looking forward, and for an application which not many CMS vendors have taken on board, relying on additional software, then Search has the capacity to be a game changer for a CMS — especially when that search is intelligent and learning from interactions and what content is working.”

Document Management Systems

Document Management Systems (DMS) are pivotal in holding a very large quantity of paperwork converted into a digital format. DMS are used exclusively for managing important documents in practically every industry. They can often be a part of an Enterprise Content Management Systems Suite or can be purchased as a standalone product.

Nowadays, due to technological advancements, DMS can be accessed simultaneously by its users across the globe. Hence, these systems have been highly streamlined to keep a track of every change made to a particular document by any user who is working in any part of the world.

Governments across the world have regulations on certain industries about how they manage their documents. These industries can be:

• Accounting
• Food safety
• Medical-device manufacturing
• Manufacture of blood
• Human cells
• Tissue products
• Healthcare
• Information technology

It is evident that DMS can be very pivotal in safeguarding classified documents. Enterprises can develop specialized products that cater to documents of highly sensitive sectors such as defense, internal relations, trade embargos et al.

Archivista, Aconex, LogicalDOC are few brands with proven DMS use cases.

We asked Ben Haynes, Co-Founder, Directus, which category of CMS will be a game changer. He said, “When done properly, Database Management Systems is one of the most interesting content repository technologies on the horizon. These platforms not only manage content but can also handle other forms of raw, structured, or relational data. This allows for a single centralized solution for an entire company’s data needs. Traditionally, pure databases or spreadsheets were used, but these are not nearly intuitive enough for non-technical users and not extensible enough for edge-cases. A CMS that utilizes “database mirroring” can ensure that all the data is equally accessible and gives a unified gateway through which permissions, filtering, and logic can take place.”

Enterprise Content Management Systems

Enterprise Content Management Systems (ECMS) form the backbone of larger, even global enterprises. Such systems handle vast amounts of information, automate workflows and are compatible with most file types. Enterprise success is seemingly impossible without the presence of an operational and up-to-date ECM. ECM software architecture is such that it has to accommodate the following five aspects:

• Capture all types of enterprise information
• Manage the captured information
• Store changing information
• Preserve permanent information
• Deliver accurate information to stakeholders and users

An ECM is an extremely vast software that follows regulatory and compliance rules that are made mandatory for large and corporate organizations by regulatory and governing bodies. Hence, information contained in such systems is extremely refined and confidential.

Such computer software is big-ticket items for industry players who have a strong background in Information Technology expertise. Development of ECMS is tedious but guarantees industry legacy and a massive cash influx. Enterprises venturing in selling ECMS need to be thorough about the product.

EMC, HP Autonomy, IBM are popular ECM makers.

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Key Takeaways

Every CMS used in the world will broadly fall into one of the four aforementioned categories. After understanding the raw potential of the CMS market, this information gives developmental clarity to CMS enterprises about the direction they should take their venture in. Every category has a tremendous scope. It ultimately depends on an enterprise’s area of expertise, instinct, and inclination to be driven to make an exceptionally robust CMS.

With soaring client expectations, again, enterprises need to be flexible and biased towards client needs. Stakeholders can consider developing Hybrid Solutions and looking at an assembly line of technologies until they find the best fit.

We are ending part two by speaking to Josh Martin, Sr. Director, Product Marketing, Brightspot CMS. Brightspot makes both, DAM and Enterprise-grade WCMS. We asked Josh what his clients love about these products.

He said, “Speed! The desire to allow editors and content teams to publish as efficiently as possible without compromising on the power of the platform, drives our product decisions. In the recently released Brightspot 4.0, we offer accelerator kits that allow companies to build and launch enterprise-level digital experiences in less than 90 days.  Our streamlined user interface reduces the number of clicks required to publish content. By empowering CMS users to have more control over the front-end UI through custom templates, overrides, and easy re-formatting we reduce the reliance on IT for small requests that often delay publication. We extend this mentality to developers by making integrating with third-party APIs simple and even provide access to Brightspot’s APIs. Editors, IT and executives love the speed because it improves the usability of the CMS while delivering rapid time to value.”

Our next part will revolve around core technologies that run Content Management Systems. Stay tuned!

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