How a new CMS enables faster speed of innovation
Discover the benefits of a modern content management system and how a new CMS can empower your brand to lead with innovation.
5 minute read
Introduction
From compelling thought leadership blogs and case studies, to standout ad campaigns, marketers are under unprecedented pressure to deliver innovative, impactful, and high-quality content at every turn. But in the effort to satisfy consumer appetites–and outrun the competition, many are now struggling to hold pace. In fact, according to research by IDC, the top challenge for 29% of marketers today is keeping up with ongoing content demand.
If you’re finding that your tech stack – and, in particular, your content management system (CMS) is holding you back and limiting your opportunity to innovate, you’re not alone. Statistics from the same study reveal that underperforming technology hinders digital transformation for 26% of businesses.
Top CMS priorities for leading brands
The world’s leading brands understand the value and potential of a next-generation CMS and are specific in their goals and demands when looking to invest in a new content management system.
Speaking in an episode of Sitecore’s Digital Visionaries series, Liz Nelson, Senior Director, Product Management, Sitecore XM Cloud shared insights into the top CMS-related priorities for brands and organizations working with Sitecore today.
They’re dreaming of a world in which they can personalize to their audiences more, where they can discover and find their content, where they can tap into their own enterprise’s knowledge in a better, more efficient way, and where they can do more with less for their marketing teams.
Those ready to make the leap to a new CMS should consider a CMS solution that will not only scale with your brand and enable you to go the distance with your digital strategy and new initiatives, but also empower your teams to deliver the types of innovative digital experiences that drive engagement, loyalty, and revenue.
Chapter 1
What is the difference between a traditional CMS and a modern CMS?
While a traditional content management system (CMS) allows users to create, manage, and publish digital content, it can be less flexible when delivering content across multiple platforms and touchpoints, such as mobile apps or your customers’ other preferred channels or formats.
In terms of architecture, in a traditional CMS, the back end (the database and the admin area where you manage the content) and front end (where your content is displayed) are directly connected.
By contrast, modern content management systems are typically ‘headless’ in architecture, meaning the back-end content functions (creation, management, and storage) are separated from front-end functions (presentation and delivery).
Next-generation content management systems are designed with drag-and-drop simplicity to help users create and manage content with ease. Modern CMSs also prioritize automation, leveraging API plug-ins and built-in features, plus new technologies and advancements such as AI-assisted authoring, workflows, personalization, and A/B testing, enabling brands to deliver tailored content and innovative experiences to the channels most used by your customers.
CMS hosting options
A CMS is hosted either in the cloud as a SaaS product or on-premise. Cloud-based content management systems offer a higher ROI than traditional CMS solutions by allowing marketing teams to manage day-to-day workflows and quickly deploy campaigns via the cloud.
Chapter 2
What should organizations look for when choosing a new CMS?
IDC recommends that organizations should look for a modern content management system (CMS) with a user-friendly, no-code interface that enables content creation, channel targeting, and interactive element integration, all without users and stakeholders needing technical expertise, but there are a number of other CMS capabilities to consider that will help you get your new content and campaigns to the right customers at the right time, in the right way.
The ability to deliver personalized experiences: To ensure your content cuts through the noise, your CMS should provide data-driven personalization capabilities, optimization, and the ability to A/B test your campaigns and experiences.
Multilingual capabilities: Deliver brand consistency by scaling and centralizing content management across all your sites, apps, and experiences throughout relevant regions and languages.
A flexible architecture that scales and adapts to future change: Future-proof your digital presence with a modern architecture designed with adaptability in mind, ready to support changing customer channels and business needs.
Analytics and insights to shape your content decisions: Content management systems that offer real-time insights allow your organization to continuously understand and optimize performance.
The ability to transform site speeds: A CMS that delivers rapid site speeds helps improve Google rankings and user experiences.
Chapter 3
What are the benefits of a modern CMS?
While a modern content management system (CMS) offers numerous benefits for marketers and content creators, the right CMS also empowers your brand to deliver exceptional customer experiences by prioritizing streamlined, user-friendly features and the latest advancements in AI and automation.
Ease of use: Non-technical users and can easily create and manage content with minimal technical assistance.
Collaboration: Modern content management systems are designed to encourage collaboration, enabling multiple users to work on content simultaneously.
AI-assisted authoring: Content planning and output is transformed thanks to brand aware AI and generative AI capabilities, enabling you to deliver innovative campaigns at lightning speed.
Unlimited scalability: Scale and centralize content management across all your sites, apps, and experiences in every region and language, ensuring brand consistency and localized experiences.
Chapter 4
How does a new CMS enhance the speed of innovation for businesses?
Based on IDC research, 51% of marketers experienced improvement in internal publication processes and 58% of developers found an improvement in external-facing tasks after implementing a new CMS.
How a new CMS benefits marketers and developers
Marketing teams have the freedom to manage day-to-day operations and design engaging experiences that are quickly deployed via the cloud, transforming time-to-market. Meanwhile, developers can leverage the ‘plug-and-play’ functionality of a modern CMS platform to seamlessly integrate with various cloud apps and services. Additionally, digitally mature development teams can work with popular coding frameworks and design principles.
By empowering teams to create high-converting websites with capabilities such as user-friendly and brand aware, AI-assisted authoring, A/B testing, and personalization, organizations can ensure speed, consistent customer experiences, and transformative results.
Read 'Which CMS is right for my business?' to discover more about the capabilities to look for when choosing a new CMS.