Content plays a pivotal role in attracting new customers, retaining existing customers and influencing in-the-moment purchase decisions. Unfortunately, the CMS that you used to build your website 10 years ago is no longer suited to meet the needs of omnichannel customers. Now, customers expect constantly updated and relevant content across a variety of channel (website, mobile app, chat bots, social, partner sites, etc).
Furthermore, many legacy CMSes don’t adapt well to multiple channels, meaning that each separate channel requires a separate CMS. This results in duplicated efforts, endless copy and pasting, inconsistent messaging and slow lead times. Workarounds are difficult for the siloed content approach, as CMSes managing different channels don’t integrate with one another or share information.
The solution is flexible content infrastructure that organizes content into a single hub where content can easily be adapted and published to different channels from one place.
Unifying content gives organizations a significant competitive advantage. Content is deployed on all relevant channels as soon as it’s created, keeping up with the speed of the business. Resources can then be reallocated to create new products and content-driven experiences, rather than being bogged down in the minutiae of managing and operating different CMSes.
So, what’s stopping many digital leaders and their teams from modernizing their content management system? Many believe that it is an all or nothing commitment, requiring the right time or the right project to get going. This simply isn’t the case.
Since content infrastructure is an a API-first, cloud-based platform, it easily integrates with the in-house tools developers love. It eliminates the need to spin up a separate CMS for every front end. With one unified content hub that is platform agnostic, digital teams are empowered to work in parallel with one another. They can move forward with ongoing projects while taking the first step towards modernizing their business on the backend.
Unlike a traditional monolithic CMS, which is a one-size-fits-all solution, content infrastructure models content in building blocks that digital teams can customize to meet their unique needs. Businesses are able to strategize and accomplish content goals in phases while sticking to budgets and operational deadlines. And every accomplished goal can be immediately deployed to support the business.
Here are four examples of common content related organizational goals and how a legacy CMS compares to content infrastructure.
See how Bang and Olufsen increased their ecommerce conversion rate by 60% with content infrastructure.
Read the TELUS Digital case study to learn more about deploying a unified knowledge base content strategy.
Learn more about launching a global content strategy using content infrastructure in this Xoom (a PayPal company) case study.
Read about how ASICS used content infrastructure to launch a companion app for marathon runners.