5 minute read
A content management system (CMS) is a software solution that enables marketers and other users to create, manage, and edit content without having specialized technical knowledge.
According to CMSWire, “Modern CMS capabilities, from AI integration to omnichannel delivery, allow organizations to streamline operations, while creating cohesive, personalized user experiences. They benefit from structured workflows and modular content for scalability and adaptability.”
By simplifying content management, keeping your customers engaged, and supporting your digital strategies, a CMS is the marketer’s ultimate sidekick.
Gartner describes a digital experience platform (DXP) as “an integrated set of core technologies that support the composition, management, delivery, and optimization of contextualized digital experiences.”
A DXP enhances digital experiences by integrating various tools and technologies to provide seamless workflows and personalized, engaging interactions across multiple channels and touchpoints. Here’s how a DXP achieves this:
Each powerful in their own way, when a content management system and a digital experience platform join forces, they enhance digital experiences by ensuring best-in-class content is delivered to the right customers, at the right time, on the right channels.
Content creation and management
By primarily focusing on creating, managing, and publishing content, next-generation content management systems provide capabilities including GenAI assistance to enable content editors to easily create and organize content, such as blogs, articles, and images. Building on these CMS capabilities by integrating content management with other digital tools and platforms, a DXP enables tailored content delivery to customers’ preferred channels.
Personalization and customer experience
A CMS offers basic personalization features, such as user-specific content and simple customization options. Meanwhile, a DXP enhances personalization by using advanced analytics, artificial intelligence, and machine learning to deliver highly personalized experiences. In addition, it can also track user behavior across different touchpoints and tailor content accordingly.
Integration and omnichannel delivery
Some content management systems focus on web content management only and may require additional plugins or extensions for broader integrations. Providing comprehensive integration capabilities with CRM, ERP, customer data platforms, ecommerce platforms, and more, a DXP ensures consistent and seamless content delivery across web, mobile, IoT, and social platforms, placing customers at the center of every experience and interaction.
Analytics and insights
While a CMS offers basic analytics to track content performance and user engagement, a DXP often provides advanced analytics tools and customer journey tracking, helping organizations understand user behavior and optimize digital experiences accordingly.
Scalability and security
While many CMSs are suitable for small to medium-sized businesses with basic content management needs, larger organizations and companies reaching digital maturity typically also require a DXP to provide enterprise-level scalability and security.
By leveraging the combined capabilities of content management systems and digital experience platforms, businesses can create more engaging, personalized, and effective digital experiences, ultimately leading to increased customer satisfaction and loyalty.
Discover more about how to bring value to your whole team with the right CMS and DXP solution.