Content Management Systems guides

Contentstack's comprehensive collection of articles on CMS.

All you need to know about CMS

Choosing the right CMS can save you time and money, and pave a path to the future that is much more manageable. Selecting the wrong CMS can push your content editors and developers into a black hole struggling to keep up with the latest technologies. Find out how choosing the right CMS can improve the productivity of your content and development teams and ensure future-proof content delivery.

Learn more about top CMS solutions

The following articles explain the fundamentals of Web Content Management System (CMS) technology and what it takes to be successful in the short-term and the long-term when choosing a CMS.

Jun 01, 2023 | 6 min. read

How to create a content model in a headless CMS

Creating exceptional digital experiences that are both engaging and well-organized is a daunting task for content creators and developers. A well-thought-out content model is imperative to achieve this goal. But what does a content model entail, why is it crucial, and what steps are involved in creating one? This guide will explore these questions and steer you through the steps for developing a successful content model.What is a content model?A content model is like a map or plan that shows how to set up and arrange things on an app or website. It helps developers who make the apps or websites decide how everything should look and where to put it all. This makes the app or website easier for people to use. If the team makes a good content model at the start of a project, they can work better and faster. Plus, they can avoid making big changes or do-overs later, saving time and money.A content model is like a picture guide. It shows the order of information, how different kinds of content connect to each other, and how everything flows on a page. This tool is important when planning an app or a website. It helps make sure the end result is easy to understand, fun to interact with, and user-friendly.Content modeling is an essential step in using a content management system. Through detailed documentation of the type of content, its attributes, and its relationships, you can create a model that establishes rules for how different types of content interrelate. By structuring and organizing your content, you can ensure it is easy to find and understand. The task of making a content model is a key part of managing content well. A model helps keep things uniform and makes using an app or website better because it offers a set way that makes finding specific things easier. It can help you create a smooth and easy-to-understand experience for users.Importance of content modeling When creating content, whether for a website or a mobile app, it's essential to understand how that content will be structured and presented clearly. It helps to ensure consistency across different pieces of content and enables developers and content producers to work together more efficiently. Let's take a closer look at why content modeling is so important for developers and producers.For developersFor developers, content modeling streamlines creating a website or application. This structured approach helps maintain data consistency and enhances searchability, providing a seamless user experience. It eases integration, as each important content type and its attributes are defined, reducing the chances of coding errors or miscommunications.By making a good content model, developers can make sure their work can grow and adapt. This means they can add new types of content or change existing ones without having to redo their systems. This is handy as what you need from content can change over time. It helps businesses stay up-to-date and keep up with what their customers or clients want as their needs change.For content producersA robust content model for content producers represents a better way to manage your content development. It clarifies what information needs to be collected for each content type, making the content creation process more streamlined.Moreover, with a defined structure in place, content producers can focus on creating quality content, assured that it will be correctly displayed and easily discoverable. Ultimately, a model of your content ecosystem can aid in improving the overall content strategy by ensuring the consistency, relevance, and accessibility of content.How to create a content model: A step-by-step guideStep 1: Identify your content typesStart with identifying the different types of content your business deals with. Content types are the various forms of data that your organization generates. For instance, if you run a news website, your content types might be blog posts, editorials, features, table of contents, and author profiles. An eCommerce store might have products, user reviews, user profiles, and transaction history as content types. To identify these types, look at the content you currently have and anticipate the content you will need in the future. This involves understanding your business objectives, what you want to communicate to your audience, and what type of content is required to achieve these goals.Step 2: Define the attributesOnce you have identified your content types or classes, the next step is to list the attributes or fields that each type should contain. These are the individual pieces of information that make up each content type.For instance, the attributes of a business article content class could include title, author, publish date, body content, tags, and featured image. For a product in an eCommerce store, attributes might consist of product name, SKU, price, description, product images, and product reviews.Step 3: Establish relationshipsDifferent content types often have relationships with each other, and you need to map these out. Understanding these relationships is key to structuring your content effectively.For example, an author writes articles on a news website, so there's a relationship between the author's content type and the article's content type. Similarly, a product on an eCommerce website might be linked to user reviews, creating a relationship between the product and review content types.Step 4: Create the modelAt this point, you should understand your content types, their attributes, and their relationships. The next step is creating a visual model representing all this information.You can do this using various diagramming tools available online, such as draw.io, Lucidchart, or even offline tools like Microsoft Visio. Your content model should visually represent all your content types, their attributes, and the relationships between them.This model serves as a visual guide for anyone in your organization who works with content. It also aids in discussions with developers and designers when creating or refining the systems that handle your content.Step 5: Review and refineOnce you have created your content model, review it carefully to make sure it meets your current and future business needs. Check if it aligns with your business goals, and refine it where necessary.It's important to note that your content model isn't set in stone. As your business evolves, your content model should evolve too. Regularly review and update the model as required to ensure it continues to serve your business needs efficiently and effectively.Creating a content model can be a significant task, but it's an essential part of any content strategy. By having a solid content model, you can ensure your content is well-organized, easy to manage, and structured in a way that helps your business achieve its goals.ConclusionContent modeling is a crucial element of a successful content management system. It provides structure and organization, facilitating efficient content creation, delivery, and management. Whether you're a developer looking for streamlined integration and scalability or a content producer aiming for effective content strategy and delivery, understanding how to create a content model is essential.You can create a content model by figuring out what kinds of content you have, deciding what parts they need, understanding how they connect, making the model, and improving it. This will help ensure everything fits together nicely, is relevant, and provides a smooth user experience.Even though the job might seem big and scary at first, keep in mind that a good content model is great because it can change and grow as your content needs do. So, don't see content modeling as a one-off task but rather as an ongoing adventure towards making high-quality, impactful content.Learn moreLearn more about creating a content model in our article Content Modeling and Headless CMS: A Match Made for the Future of Content.Schedule a free demo to see how Contentstack's composable content experience platform can help your organization create a content model.

Feb 10, 2023

How to go composable in 6 steps

To provide your customers with responsive, engaging and memorable digital experiences, your company needs a robust digital experience platform. In this guide, you’ll learn how to create and implement a platform that is tailored to your specific needs and can be easily updated as your business evolves.  Step 1: Define your business goals and objectivesImplementing a composable digital experience platform can help improve customer engagement, brand awareness and overall business growth. To achieve these goals, you need to identify the strategy for implementation and specific objectives that you need to meet. Understanding the business case for why a DXP is necessary provides you with a framework to help with planning, setting priorities and ensuring successful implementation.This involves recognizing any pain points that need to be addressed and taking advantage of new marketing channels that could benefit your business objectives. It would be best if you also understood how various data sources can be integrated into the DXP to fully leverage its functionality and maximize its potential impact on customer engagement and overall organizational growth.Clearly defining your objectives, strategizing around their fulfillment and keeping an eye on your desired outcomes can help ensure success when it’s time to scale up toward achieving your broader goals.Step 2: Research what you have and what you useReviewing the capabilities of your current marketing technology stack will help you identify any potential gaps. You should ask your team which features they use regularly and if there are any changes they would like to see. This will help you further define the elements you want to include in your composable DXP.Look at data points such as customer interactions, project success rates and user feedback to determine what areas can be improved. Considering all of these factors when making decisions regarding required elements for your DXP structure will allow you to craft a solution tailored to the needs of your business and its customers.Step 3: Create an ecosystem strategyYour perfect composable DXP ecosystem will be a platform that integrates all essential components to help your company design, build and manage digital experiences that are personalized, responsive, secure and engaging. It will provide end-to-end capabilities to create and deliver customized user experiences across web, mobile and emerging platforms. You'll want the features to cover everything from content management to commerce and from marketing automation to data analysis.  Mapping out your ideal composable DXP ecosystem helps you see all the different parts you need to succeed. This includes workflows to streamline content creation, review, approval and publishing. You will also need to make sure your content governance meets regulatory standards. Look for an integrations marketplace that is a hub for extensions, apps and integrations built by partners and your engineering team.A comprehensive set of features and capabilities will give you the freedom necessary to build your own unique digital experiences with ultimate flexibility and scalability to stay ahead of the competition.Step 4: Define a roadmapA high-level roadmap needs to consider all the factors that will affect the construction of your composable DXP. Include pricing, licensing agreements, data privacy, compliance regulations and any technical issues that may arise. Everyone involved in the project needs to think about things that could make the project more expensive, take more time or change the end result. This is important so that the project meets all of the standards set by those in charge. This approach will help identify the relative costs and dependencies of the project.Think about the support you will need and involve the IT team from the beginning. This will help uncover any compatibility issues when integrating solutions into existing systems. Consider support you will need in the long term. This could include ongoing training or access to technical support if any issues arise after implementation. Step 5: Integrate MACH technologiesA MACH-based content management system as the foundation of your composable platform will provide the agility you need to deliver omnichannel experiences, adapt quickly to market conditions and scale up or down as needed. MACH is an acronym for microservices-based, API-first, cloud-native and headless. MACH technology allows businesses to create a custom-built tech stack using best-of-breed technologies. This means you can choose the features that meet your unique business needs instead of investing in a fixed, pre-made set of services. It also gives you the flexibility to add new functions gradually as your business grows.Step 6: Begin your transitionStarting a composable DXP journey is a big change that needs to be planned carefully. Sometimes problems come up that weren't expected, but having a roadmap will allow you to make changes as needed based on user feedback while reducing the stress for your teams during the transition. By taking an incremental approach, teams can ensure that their progress is steady and can adjust their strategy as changes or new requirements arise. This iterative development cycle also allows you to learn as you go, so when it is time to scale, you’re equipped with all the knowledge you need to succeed.  Implementing a platform with the right tools and workflows for your business is critical for success in this fast-paced digital age. Defining your goals, researching what resources you have and need, creating an ecosystem strategy and defining a roadmap will help make sure you're on the right path. Learn moreLearn more about composable DXPs in our guide, “The ultimate marketer’s guide to composabe DXPs.”Schedule a free demo to see how Contentstack’s composable digital experience platform can help your team create engaging digital experiences at the speed of your imagination.

Feb 09, 2023

A marketer's guide to composable analytics

In today's digital world, staying ahead of the competition often means making lightning-fast decisions to take advantage of new opportunities. To be successful, a business must find ways to effectively and quickly analyze ever-changing data sources in order to make informed choices. Advances in technology have enabled organizations to leverage composable analytics to gain insights without relying on traditional modes of reporting or support from IT teams. Read on to learn more about the benefits of composable analytics and what steps you can take to start leveraging it in your organization.“Composable analytics” refers to the process of combining a set of independent tools — data, analytics services and AI solutions — into one digital solution that solves a business problem.  Composable analytics gained attention and traction at Gartner’s Data and Analytics Summit Americas 2021. According to VentureBeat, Gartner analysts predicted accelerating change as a trend for enterprises, and said composable data and analytics would be key to achieving this. The need for composable analytics has grown in tandem with consumer expectations for digital experiences. To keep up, enterprises must deliver unique digital solutions using the most up-to-date data from multiple sources. Making decisions without access to relevant data because it’s too siloed or unavailable slows organizations down and prevents them from remaining competitive.Composable vs. traditional analyticsLet’s clarify what sets composable analytics apart from traditional data analytics. Here are four requirements of composable analytics:●     Uses a unique combination of data, analytics and AI solutions that work together as a packaged business capability (PBC) to solve a problem●     Links insights to rapid business decisions and actions by leveraging machine learning models●     Relies on a composable architecture for the storage and distribution of resources to various channels and devices●     Leverages low-code or no-code applications to enable nontechnical users to compose unique analytical solutions from available data and analytics assets●     Scalable in terms of storage, distribution, data quality and moreHow composable analytics can be usedTo help you gain a better understanding of how composable analytics work in the real world, here are a couple of examples.Speeding up an approval processA financial services company must make fast approval decisions for customers applying for loans online. Their loan approval process had a complex pipeline that took applications on the front end of their website through various approval tools, one at the time, on the back end. This process was slow and prone to errors and glitches. By combining the tools that feed data into the analysis pipeline into one integrated solution, the pipeline is shortened, potentially reducing bugs and greatly speeding up the loan approval process.Delivering unique data to teamsMarketing and sales teams at an enterprise-level organization rely on queries of the same database, but have different needs and require different data to make decisions. Each team must input data into different analytics tools. With composable analytics, each team can compose a unique solution that integrates data from the database with the right analytics tools. The marketing team can use composable analytics to make decisions about the types of content it creates and deliver personalized content to customers via various channels in real-time.  What are the benefits of composable analytics?Composable analytics can provide a wealth of benefits to organizations across a broad range of industries. ●     No technical expertise required. One of the biggest benefits of composable analytics is that it puts actionable data insights at the fingertips of the end users who need it without requiring them to have any special technical skills. The data and data analysis they need to make informed business decisions is readily accessible when they need it. ●     Improved synergy between IT and business teams. With composable analytics, IT teams will still be responsible for configuring the  tools that marketing and other teams will use to compose their data analytics solutions. However, these teams will be empowered to create their own  analytical experiences without reliance on IT, creating more synergy between IT and other areas of business.●     More interactive analytics experiences. Composable analytics creates opportunities for more interactive analytics experiences. Rather than display preset information, visuals like dashboards can be automated and display different information instantaneously for stakeholders and customers.●     Shareable data to drive business change. Stakeholders can more easily create and share reports or visualizations showing specific data they need to influence business decisions.●     Faster innovation. When machine learning models are integrated into composable analytics tools, they can learn over time and make predictions based on data inputs. These predictions can help enterprises innovate and scale faster for an edge over the competition.Why composable architecture is a must-have for composable analyticsSince “composability” is at the core of composable analytics, this type of analytics solution requires an architecture that supports its modular nature. Composable architecture enables microservices and applications, including composable analytics solutions, to remain autonomous while communicating with each other from a central hub. This is typically a composable digital experience platform (DXP) using a headless CMS.The key benefit of this type of architecture is that it’s easy to roll out new content and services as well as updates to specific endpoints without affecting other components. This removes boundaries that have held back marketing teams and other business users for decades, empowering them to experiment and think outside the box.Website analytics, social media, customer relationship management, databases, sales figures and other sources of data can be packaged into composable analytics solutions in the DXP to provide a complete picture of your customers, your industry, or whatever it is you need to understand.Marketing teams, for example, can roll out new interactive features and data-gathering tools and quickly make improvements based on customer data and feedback. When the right data is easy to access and analyze via composable analytics solutions, teams can move faster and better meet customer expectations. That’s why composable analytics perfectly complements a composable architecture and vice versa.Learn moreLearn more about composable DXPs in our guide, “The ultimate marketer’s guide to composable DXPs.”Schedule a free demo to see how Contentstack’s composable digital experience platform can enable your team to reap the many benefits of composable analytics.   

Dec 22, 2022

The ultimate marketer’s guide to composable DXPs

Many content management systems today are being called digital experience platforms (DXPs) because they have evolved to have more functionality and features than the traditional CMS once had. However, identifying a true DXP involves looking at the way a platform performs and interacts with other tools and communication channels.In this guide, we’ll tell you how to recognize a DXP, explain the difference between monolithic and composable DXPs and show you how a composable digital experience platform can better enable your marketing team to flex quickly to keep pace with the ever-changing content needs your business and its customers require.From launching campaigns to making quick website changes without a developer, you’ll learn why a composable digital experience platform can be a real game changer for your marketing team.Functionality is the key to identifying a true DXPA digital experience platform or DXP is a central hub where content is managed and stored for the purpose of delivering personalized experiences to customers throughout the buyer journey. It enables the seamless integration of multiple apps and services.Gartner defines a DXP as “an integrated set of core technologies that support the composition, management, delivery and optimization of contextualized digital experiences.”As this definition tells us, a DXP is not necessarily a single platform. Instead it’s a variety of solutions that are controlled and work cohesively from one central hub.It’s important to note that all DXPs are not equal. DXPs can be built on a traditional, monolithic architecture or with a composable architecture, and there are significant differences between the two.DXP architecture: Composable vs. monolithicThe most important consideration when choosing the right DXP is its architecture. Is the DXP built on a “monolithic'' or a “composable” architecture? While it’s not crucial that you understand everything about what these terms mean, it’s important to know this one key difference: A monolithic architecture is limiting, while DXPs built with composable architecture virtually have no limits.  Why monolithic architecture is limitingA digital experience platform built on a monolithic architecture will provide some flexibility to integrate with third-party apps and services. This flexibility can help your marketing team deliver more personalized experiences to customers as it connects with analytics tools and other services. However, because of its very nature, this type of DXP limits what you can and cannot do.That’s because the platform’s vendor controls the type of technology that will work with the system. They not only control which third-party apps, services and communication channels can be integrated with the platform but also how they will interact.This might not be an issue if you find a platform that works with all the channels, third-party services and analytics tools that you rely on today. But what happens down the road when you want to leverage new tools that come to market that aren’t compatible with the monolithic platform? Other than telling the vendor you would like to be able to integrate these tools, your hands are tied and you’re left with two options: Stick with a platform that doesn’t allow you to integrate tools you need, or start all over again by shopping for a new platform.Why composable architecture is limitlessA DXP built with composable architecture is composed of a set of independent APIs — editable software modules — that work together to deliver personalized content experiences at various touch points throughout the customer journey.A composable DXP houses an organization's content and campaigns, and it brings together all its sophisticated marketing tools and technology including automation, e-commerce and analytics. The DXP works with cloud-based and microservices solutions.The term “composable digital experience platform” gained popularity when Gartner released a report called “Adopt a Composable DXP Strategy to Future-Proof Your Tech Stack” in December of 2020. That report elevated composable DXPs and indicated that organizations using them would have an advantage over their competitors with statements like this one: “... by 2023, organizations that have adopted an intelligent composable approach will outpace competition by 80% in the speed of new feature implementation.”It’s true that speed is an important advantage of composable DXPs. These platforms make it easier to customize and scale to align with your organization's unique needs and growth into the future. You’re in total control when choosing the tools your DXP leverages now, when you want to add or remove them, and when scaling your DXP later to add new services that haven’t been developed yet. This is what we mean by “limitless.”Adding new functionality is as simple as adding a new API, replacing an existing API, editing an API or integrating it with a different third-party application, service or channel.There’s also less downtime since failures in one service are isolated from others on the platform. Likewise, services can be added or removed without affecting everything else.5 benefits of a composable DXP  As you might have gleaned, DXPs with composable architecture offer a myriad of benefits that empower marketing teams to enrich customer experiences. With composable platforms, marketers will benefit from greater:Speed: Launch campaigns faster and enhance customer experience without having to wait for developers to change coding.Knowledge: Data from multiple sources and channels provides a more complete picture of the buyer. These include website analytics, social media, loyalty programs, customer relationship management and more.Agility: Customer data and feedback allow you to pivot quickly to deliver more targeted and personalized content experiences at various touch points throughout the buyer journey.Ease of use: Content editors can modify user interfaces and content experiences without help from developers. And since all content is managed in one central location, it’s simple to access, edit and repurpose content quickly as needed.Omnichannel reach: Composable DXPs empower marketers to more easily reach customers wherever they are, on the devices and channels they rely on the most.Enriching the customer journeyCustomers today expect personalized content experiences that are relevant to their daily lives and needs. Until recently, that’s been a tall order for marketing to fill due to the limitations of traditional CMSes and monolithic DXPs.At best, reaching customers throughout the buyer journey, from awareness to loyalty, has meant cobbling together apps and services to reach them at the different stages through different channels; writing a lot of content for different audiences and platforms; running analytics, problem solving, making changes and trying new approaches. The result was disjointed content that was hard to get to customers on time and difficult to manage.Composable DXPs enable marketers to more easily manage all the different communication channels like social media and websites, to deliver more consistent messaging throughout the buyer journey. Customers enjoy more relevant and personalized content delivered in real-time across at all the different touch points throughout the buyer journey.Is a DXP a good fit for your marketing needs?There are several factors to consider when deciding whether your organization and marketing team need a DXP including price, business needs and growth and current satisfaction with your existing platform. If a traditional CMS that integrates with a few apps and services fulfills your current needs now without any significant pain points, then making the switch may not be worthwhile at the moment.However, the opposite may be true if you find your current platform is stifling the kinds of content experiences your marketing team is able to deliver to customers and potential buyers. If you’re ready for more freedom and flexibility to adapt your websites and content with greater speed, knowledge, agility and ease, this is a clear sign that it’s time to consider a composable DXP.Learn moreWhat are the critical ingredients for adopting a digital-first marketing strategy? Contentstack CMO Susan Beerman shares her expert insights in this episode of "Contentstack LIVE."Schedule a free demo to experience the game-changing benefits of a composable architecture with Contentstack’s digital experience platform.

Nov 24, 2022

What is a content experience framework?

There’s no shortage of buzzwords in the content marketing space. It can be a chore just to keep the latest terminology and acronyms straight and understand the sometimes subtle nuances that differentiate them from each other. Content experience framework is that type of reference. If you’re not familiar with it, you may have questions, such as: .What is a content experience framework? How is it related to the content experience? Is it the same thing as a content experience platform (CXP)?In this guide, we’ll answer these questions and also tell you why having a content experience framework could be the vital missing link that pulls all your marketing strategies together for better results. But before we discuss the "framework," let’s look at the content experience.What is a content experience?Think of a content experience as the overall experience a consumer has interacting with various types of your company’s content on all the different devices they use throughout the buyer journey.How consumers access the content, consume it, engage with it or respond to it all affect the content experience. Making this experience positive for the consumer so they’ll consider converting to a customer requires three key considerations:Strategic planning: To ensure the content is relevant, messaging is consistent and it’s delivered to each consumer on their preferred device in their desired formatGood timing: It’s vital to deliver content to consumers at times when they’re most likely to make a decision during their buyer journey.The right level of personalization: Let customers know you understand their needs without using a one-size-fits-all approach or, on the opposite end of the spectrum, appearing to know too much about them or invading their privacy.Why is the content experience important?Why should you care about providing consumers with a great content experience? It all comes down to whether you want to convert more customers. If so, it makes sense to do as much as possible to ensure customers are happy with your brand, products and customer service. This is the best way to get them to tell their friends, family, co-workers and social media followers about your brand.Does giving consumers great content experiences require some investment? Yes. But you should see much better results, so the investment should pay for itself quickly. Forrester research found that even small improvements in customer experience can have big financial payoffs. For instance, a one-point increase in the CX index score can amount to as much as $244 million in incremental revenue for a big-box store.Delivering a great content experience doesn’t mean you have to toss out everything you’ve been doing and create all new content from scratch. Chances are you can repurpose much of the great content your team already has on hand. But first things first. Let’s look at what the content experience framework is and why you need it. What is a content experience framework?A content experience framework is the process and the components of the process that enable a content marketing team to create quality content experiences. For teams that still do traditional content marketing that involves a linear process of creating and publishing content, analyzing results and repeating, this requires a shift to a more agile approach where content creation is an ever-changing process that evolves quickly.Though there can be some variation as to how different content marketers refer to the components of the content experience framework, there are typically four to six parts.Here we've broken down the process into six components. These include a content audit, creating content to fill in gaps, storing and organizing content, personalizing content, distributing content at the right time and analyzing results. Here is a deeper dive into what to do at each step:Audit content Review your existing content to determine how much of your content can be used as is or repurposed. Think about what is most relevant to your consumers, but also consider things like your marketing strategy, recent buyer trends and current events. Create content to fill gapsWhere you’ve identified gaps in your existing content, create new content that’s purposeful and strategic. Encourage content writers to format copy in a way that allows it to easily be spun for different buyer personas. This way one content piece can be quickly repurposed for more than one audience.Store and organize content: Managing content for all your different audiences and platforms is easier when it’s all located in one central location such as a content experience platform (CXP) driven by a headless content management system. Content experience platforms enable brands to better engage their audiences on multiple channels. In this type of system, content can be organized using tags, filters and technology like AI, making it simpler to reuse it at different stages of the buyer journey and for different channels such as SMS messages, social media posts, blogs, articles and more.Personalize content This is much more than just inserting someone’s name into the content they receive. Instead, it involves understanding each of your buyer personas and their pain points, then addressing them with meaningful content. By meaningful, we mean that the content should impact them or make their lives easier. Accomplish this, for example, by answering questions they have on a topic, or by educating them on how your products or services can help them.Schedule/distribute contentDistribute the relevant, personalized content that’s been created to the appropriate audiences at the optimal times on multiple platforms. This might involve sending a text message to a consumer who is physically near one of your retail locations, but it also includes all the content that your internal teams, such as inbound marketing and account-based marketing staff, rely on delivering at specific times for success.Analyze resultsTake a close look at what does and doesn’t work to continuously improve content. Consider as many types of data as possible to understand the success of your content. These include time on the website, customer conversions, lead generation stats, sales numbers and more.Delivering great content experiences doesn’t have to be difficultWhether you follow the content experience framework exactly as we’ve outlined it or use some variation, the goal of this type of process is to better engage your audiences with meaningful content in various formats throughout the buyer journey. Learn moreLearn more about improving content experiences in our guide, “The Ultimate Guide to Content Experience.”Schedule a free demo to see how Contentstack’s content experience platform can help your organization provide great content experiences.

Nov 10, 2022

How to switch from a monolithic to a composable architecture in 7 steps

In recent blog posts, we discussed the benefits of a composable architecture and the common pitfalls  of moving to a composable architecture. Now that we’ve highlighted the benefits and the challenges, there’s only one area left to cover: how to make the switch. The goal of switching from monolithic or “legacy” architecture to composable is to do so with as little disruption as possible to your organization’s digital experience. This seven-step process helps you do just that. Step 1: Make sure you’re ready Moving to a composable content management system (also known as a “headless CMS”) is a major undertaking that requires a lot of time and resources. So before you take any concrete action, it’s crucial to first ensure that your organization is ready to make the switch. To determine if your organization is ready to switch, ask yourself the following questions: What are your goals? Do you need to scale certain key functions or features to keep up with customer growth? Does your digital experience require a particular tech stack that can’t be replicated with a legacy CMS? Do you need to cut down on development time and reduce your time to market? Before moving to composable, it’s important to define what specific business needs you hope to meet by making the switch. Can these goals be achieved with your legacy architecture? Depending on your organizational needs, it’s possible that your monolithic architecture isn’t up to the task. Still, it’s a good idea to confirm this before committing time and resources to moving to a composable CMS.   Do you have the right people in place? Implementing and managing a monolithic CMS and a composable CMS are two very different things. You need to be sure you have engineers and developers on your technical team who can effectively manage the transition — and everything that comes after. Step 2: Take inventory and categorize functions A monolithic CMS is large and complex. You may not realize how many functions are contained within the codebase — or the ways each function connects to and depends on the others. You don’t want to find yourself midway through a migration and scrambling to find an application to replace a key function you didn’t know was there. In order to ensure a seamless switch from monolithic to composable architecture, it’s important to take an inventory of what you currently have. Mapping out how all the existing monolithic functions work together helps ensure you have the right tech stack in your new composable CMS to handle those functions once the migration is complete.  During this step, you should also group all your functions into logical units based on the area of your business they support. For example, all the functions that support your customer service can be grouped into one unit, while functions that support shipping can be grouped together in another.  Knowing what functions and services you currently have is a crucial part of the next step: deciding what to prioritize as you switch to composable.  Step 3: Define your priorities It can be tempting to want to migrate everything from your legacy CMS to composable all at once, but doing so is a recipe for disaster. The smartest and safest way to switch to composable architecture is with an incremental process; how that process unfolds is up to you. There is no one-size-fits-all approach to this step. Some enterprises may focus on moving functions with the fewest number of dependencies into a composable CMS. Others may be experiencing performance issues with core functions in their legacy CMS and choose to move those services over first. Each organization will have its own unique business needs and  priorities.  Step 4: Find a platform The purpose of this step is to help you get a clear picture of what you need from your composable CMS and how you intend to use it, which in turn helps you identify the platform that is best suited to host your new composable CMS. Once you’ve taken inventory of what you have in your legacy CMS, the next step is to define how each existing feature works. This will give you a better idea of how those features need to function as individual applications in a composable CMS. You’ll also need to identify the APIs needed to build each of these applications. There are different categories of APIs depending on the functions and protocols required for your organization’s tech stack.  Step 5: Isolate functions and design applications Now that you’ve taken inventory of your monolithic CMS’s functions and split them into groups, you’ll need to isolate the functions themselves. That means untangling any dependencies that exist between functions within these groups so they can work as independent applications in your composable CMS.  Designing the applications will fall on your organization’s technical team, which is why it’s so important to ensure you have the right talent before starting the transition. In a monolithic CMS, functions are linked to domain logic, but composable doesn’t work that way. Your team needs to separate the presentation, business logic and data layers of each function — and set up gateway APIs to route requests between each of those layers — in order to ensure these functions can operate independently in a composable environment. Step 6: Define your strategy You’ve started the process of designing the applications and determined the order in which these functions will be migrated over to your composable CMS. Now you have to decide on a migration strategy. There are a few ways you can perform this migration. The Strangler Pattern Introduced by Martin Fowler in 2004, the Strangler Application Pattern is an incremental approach to migrating from legacy architecture to a composable system.  With the Strangler Pattern, your team builds and deploys the individual applications for each function. While this is going on, a router (also known as an intercept, a proxy or a facade) directs user requests. If the request involves a function that hasn’t been migrated yet, the legacy CMS handles it; if it involves a function that has been migrated, your new composable CMS handles it. As more applications go live, your composable CMS will pick up more and more of the user requests. Eventually, once all services and functions are up and running in your composable CMS, you can route all traffic there and retire the monolithic CMS.  This approach gives your enterprise a valuable safety net in case one of the applications doesn’t work as intended, allowing you to quickly identify the problem and deploy a fix. It’s also minimally disruptive to an existing system, which makes it a very popular approach to migrating to composable architecture. Domain-Driven Design (DDD) The Strangler Pattern is ideal for organizations with static needs. But if your organization is constantly adding new functionality, Domain-Driven Design (DDD) offers greater flexibility during the migration process. With DDD, new functionality is added to a standalone application, rather than to the monolithic codebase. An API gateway routes incoming requests to the monolith or the new composable application, depending on where the requested function lives. In the long run, DDD and the Strangler Pattern both eventually phase out your monolithic CMS — the difference mainly lies in how agile your CMS can be during the migration.  Parallel adoption A parallel adoption pattern works similar to the Strangler Pattern, but with one key difference: the monolithic CMS does not get retired right away. Instead, the monolithic and composable solutions run the same features in parallel with one another. Duplicating these features allows you to compare how each CMS performs with a given request, which can help you determine if the composable application is an improvement over your existing functionality.  Eventually, the monolithic CMS does get retired, but not before you can gather extensive performance data to ensure the composable CMS is delivering as expected. Step 7: CI/CD & Strategic Migration The last step is to create a CI/CD (Continuous Integration/Continuous Delivery) process. The CI/CD process allows your team to automatically test any changes and confirm the code is ready to deploy, and if it is, to automatically publish those changes. A CI/CD pipeline allows your team to code, test, and deploy changes without getting in each other’s way, and it’s a key part of a major benefit of composable: the ability to test and code changes without disrupting the digital experience for your users. At this point, you’re ready to begin migrating functions out of your monolithic CMS and into your new composable solution. As we mentioned above, the order in which you migrate and implement each application depends on what best suits your needs. Above all, the migration should be done gradually to ensure your monolithic CMS can serve as a backup and your team is able to address issues as they arise.  Learn more Learn more about the benefits of a composable architecture in our guide, “What is composable architecture?” Schedule a free demo to see how Contentstack’s headless content management platform and industry-leading, cross-vendor support can help your organization make the transition to a composable architecture today.

Oct 12, 2022

How to get started with Agile marketing

You're in good company if you have Agile marketing on your radar. According to the 4th Annual State of Agile Marketing Report  by Agile Sherpas and Forrester, 51% of marketers surveyed reported using Agile processes to manage their work, an increase of 10% over the previous year. And teams throughout the marketing department are using Agile: 77% of creative services, content creation and marketing operations teams use Agile.Agile marketing enables companies to focus resources on meeting the highest value opportunities, using iterative processes that build on what works as determined by experimentation, data and other measures and discard what doesn’t work. And perhaps most importantly, Agile marketing aims for customer satisfaction through enhanced user experiences and delivering what they want, when and where they want it.What is Agile marketing?The fundamentals of Agile marketing date back to 2012 and the creation of the Agile Marketing Manifesto. The impetus for the manifesto was simple: marketing needed to change how it worked to excel in a digital world marked by constant, rapid and often chaotic change.The principles outlined in the manifesto include:Focusing on customer value and business outcomes over activity and outputsDelivering value early and often over waiting for perfectionLearning through experiments and data over opinions and conventionsCross-functional collaboration over silos and hierarchyResponding to change over following a static planHow to get started with Agile marketingThe good news is that you probably have many of the right elements. In this guide, we’ll give you strategies to put it together and make it work.  Get upper management supportIt's easy to get caught up in the excitement of implementing a revolutionary methodology like Agile marketing. It's even tempting to start a pilot and test the concepts immediately. After all, that's what Agile marketers do, right? They experiment, assess the results, modify the process using lessons learned and repeat.Tempting indeed, but you need to take your implementation step-by-step. The first step is getting upper management support and buy-in. They will want evidence that Agile marketing will deliver better results than the current process, so you will need to develop a compelling business case.Business case requirements vary from company to company, but you should cover the following topics somewhere in your document:Reason for improving the current process  Root cause analysis of the identified problemsProposed solution to move forwardMeasures of success Risk mitigationCommunicate across the organizationYou’ll be doing things differently with the Agile marketing methodology. This means how other teams in your organization work with you must change. Old habits like changing up a requirement via email or dropping by and requesting a change are no longer acceptable. Agile marketing enables teams to work on the right thing at the right time and over shorter periods to allow for experimentation and adjustment. It requires an unwavering focus on fewer tasks. So, you must clearly and frequently communicate how you will assess, prioritize and complete work. This internal communication program might be the perfect first project for your Agile team.Start small with your best teamTo manage the risks of implementing an Agile marketing transformation, both real and perceived, start with a small team to prove the concept. Look for people with a demonstrated willingness to change and flexibility in accomplishing their work.You want a team with the skills and ability to manage a marketing effort from concept development through implementation. You’ll need people for data analysis, content creation (copy, graphics, and other media) and familiarity with posting and publishing to your company’s digital channels. Ideally, your team can use data to identify the target markets, create content to stimulate action, publish the content where your audience will see it and analyze results to fuel improvements.Team focus and locationManagement should release your team from their daily responsibilities so they can concentrate on the pilot. Creating a dedicated space for Agile teams to work together is popular. However, with today’s hybrid work and remote work locations, it may be impractical. A more realistic proof of concept will be having your team operate like they do today. After all, once you get the green light to proceed, you’ll be working in this environment.Select your management methodology  With everything else about your proof of concept being new, using a proven and documented tool means one less thing to worry about. Also, using a recognized methodology demonstrates that you’ll manage the effort using proven techniques and approaches. So, which do you choose, Scrum, Kanban or Scrumban? Let’s take a quick look at each.ScrumThe Scrum framework was created to manage software development, the original use of the Agile methodology. Scrum’s goals are to create a work environment of transparency through communication, adaptation to change and completing high-priority work through short, focused sprints instead of lengthy development cycles. The sprint protects the team from “scope creep” and changes to development requirements during the sprint’s completion.The Scrum methodology has two main elements: ceremonies or events and roles. The events create a regular, predictable communication process within the team, facilitating collaboration and better development results. Events include:Sprint planning: Defining the work involved and what “done” looks likeDaily scrum, aka daily standup: Short status meetingsSprint review: Presenting work product to stakeholdersSprint retrospective: Planning ways to increase work quality and effectivenessRoles include the scrum master, the project owner and developers/team members. The scrum master and project owner are often the same person.The Scrum methodology provides excellent structure and role definition. Stakeholders agree on the scope of work and what “done” looks like. Once the sprint begins, changes aren’t allowed, enabling the team to focus on the agreed-upon work. If changes are needed, you can incorporate them during the sprint into the next iteration.On the downside, Scrum requires a significant investment in training and education and may be too rigid for some marketing organizations.The Kanban approachThe Kanban approach is a less structured tool and focuses on managing work in progress (WIP). Kanban means “billboard” or “signboard” in Japanese, and the methodology takes its name from using a visual representation of workflow to manage high-priority tasks.Here’s how it’s commonly implemented: The team divides a large whiteboard into columns representing their standard project workflow from start to finish. Sticky notes represent projects; as a project advances, its sticky note moves to the next column. Columns represent each step in the workflow, so headings reflect the process from start to finish. A workflow might include headings such as:Backlog/queueCopyDesignPublishDoneReviewA team uses the Kanban method on a whiteboard to keep track of progress during a sprint.There are many benefits from the Kanban work visualization approach. First, anyone looking at the board sees the team’s WIP and workload. Second, it enables the team to prioritize their backlog, moving the highest-value tasks to the front of the line where they belong. Third, it constantly communicates progress, which is highly motivating. Software apps abound that offer digital Kanban boards you can share with team members and stakeholders around the globe.Just as when using the Scrum sprint, limiting the amount of work in progress for your Agile marketing team is essential. If you allow too much work to start, your team will be back where they were before, chasing too many rabbits and not catching any.  The Scrumban or Hybrid approachPurists will argue that there are only two options for managing an Agile team: Scrum and Kanban. While that may be true for software development, many Agile marketing teams prefer to use a hybrid management framework. According to the 4th Annual State of Agile Marketing Report, 53% of the Agile marketing teams surveyed use a hybrid approach.An excellent hybrid solution combines the daily stand-up meeting, the Kanban WIP management approach and the Scrum sprint retrospective. Stand-up meetings ensures the meetings are short and to the point, allowing your team to report progress, identify issues, keep everyone informed and get back to work. If you have enough team members working onsite instead of remote, you can buy stand-up meeting tables designed for this purpose. The team can track their WIP on a large whiteboard, digitally or both. The retrospective becomes the learning part of the Agile marketing effort. Your team tracks and measures results against goals and expectations. At the appropriate time, they review what worked well and what didn’t. Your team adjusts the marketing effort and it’s relaunched.   

Sep 09, 2022

Content Management Workflow: How to Craft a Seamless System

“That fell through the cracks.”“I thought (insert team that is not yours) was handling that.”“How many times will we have to revise this?”If you’ve ever worked on any type of marketing project, you’ve probably heard at least one of these statements.  As your corporate kitchen welcomes more cooks, the odds of a project turning into chaos increases with teams bringing their own ideas and agendas to the table. Soon, your project struggles to get off the ground under the weight of varying expectations. In a 2017 Bain study, 85 percent of CEOs surveyed said the biggest roadblock to their ability to grow was internal complexity with silos, politics and lack of direction factoring in.And while the answers to these problems are not always easy, some can be solved simply by defining a process. By creating direction through content management workflows, your team can focus less on the logistics of a project and more on creating new and effective content.In this guide, we’ll discuss the concept behind content management workflows, how they could help your business, and how to craft one that makes your projects seem effortless.Content Management Workflow 101For every job that must be done, there is a series of steps that need to be crossed off as you plan and create your content. That checklist is your content management workflow and the more defined it is, the easier life can be.Having a well-defined workflow can break down the silos and confusion that often occur when projects span multiple teams. Each stakeholder has their own set role, leading to a more streamlined system. This allows your creators to spend less time worrying about the process and more time focused on the experiences of your customers.When you create a workflow in your content experience platform, you can ensure that your content is consistent and timely, deadlines are met and everyone feels heard.What is a Content Experience Platform?According to Aragon Research, the content experience platform (CXP) is the “next-generation offering to address the age-old enterprise need to create and deliver dynamic experiences to users on any device.” A CXP is a centralized content hub that allows you to manage every aspect of your experiences across channels from one place. A few key elements make the CXP different from other CMS options on the market. Omnichannel: Your content needs to be able to flow where you need it when you need it to bring your digital experiences to life quickly and efficiently.Composable: A CXP should be able to integrate the tools and technologies you need today and the ones you might need in the future. Using a MACH-based headless CMS is the best foundation for your content needs. MACH stands for microservices-based, API-first, cloud-native SaaS and headless.Empowering: Putting the entire content process on one platform allows your content creators to work seamlessly within it. With the abilities of an agile CMS-based platform, you can create content that is timely and relevant to your customers in days, not weeks.Back in the (Work) FlowWe’ve established that a content workflow is a list of the tasks you need to complete to get any project from idea to completion. Big or small, short term or long term, a seamless workflow can scale to the size of the project, ensuring organization along the way.And while content management workflows are a bit like snowflakes, with no two exactly the same, they all have a few questions in common that need to be answered at the start.“What are we doing?”Make a list of all the content you’re creating. What channels are you using? How does a new story get on the website? What are the steps to approval and publication? The more thorough you can be, the smoother the process can become.“How is it getting done?”The best way to create a better workflow is to break down what was wrong with the last one. Carefully going over the steps of the task at hand will allow you to discover inefficiencies in your processes.Creating a thorough list of tasks will help you craft a more seamless workflow.“Who is doing it?”One of the best parts about operating under a content workflow is the idea of the defined role. A good workflow maps out not only who is doing what but also at what point in the project. With responsibilities understood, the entire team can stay on the same page.Now that we know what a content management workflow is and what it can do, let’s take a look at how you go about crafting one.Creating a Content Management Workflow in 5 StepsThe road to crafting a top-notch workflow can at times be a rocky one. Here are five strategies for creating an effective content management workflow. Define Your TermsNo workflow is possible without knowing the parameters of the project. Before the first actionable item is touched, you should identify all the major parts of the project. Each stakeholder should make a list of their individual goals, wants, needs and roadblocks. Getting these items addressed early can get everyone on the same page and ease confusion later.Set the Game PlanHaving a list of tasks you need to complete can make all the difference in creating a workflow. List every step of the content creation process in order, from idea to research, outlining, writing and editing, approvals, scheduling and social media promotion.  Put Time on the ClockThe best way to avoid a project dying on the vine is to put a timeline on it. Set deadlines for your list of tasks and your workflow will allow you to stay on top of where you are in the process.Put People in Their PlaceEach project needs its own set of experts. For example, if you’re creating a video for a new product, the crew you’ll assemble will differ some from the team created for writing a technical guide.Your workflow should break down what role each member of the team will play. If you’ve done your job right, each stakeholder will know what they need to do and when it needs to be completed to keep the project on target. Having a clearly defined project manager will help protect you from potential flaws in the process. Every project, no matter how well planned, will have some form of bottleneck or issue to resolve. Knowing who the go-to lead is can help team members resolve issues quickly.Diagram the ProcessSometimes being able to see your workflow visually can be beneficial for all of your team to see where their role fits into the process. Diagram the journey your project will take, being sure to include all teams, tasks and phases.And while you’re making diagrams, don't forget who all this work is for: your customers. Creating a visual representation of the customer experience can help improve your project, find errors and discover any gaps you might have missed.Allow Time for MistakesNo matter how hard you try, few projects will go off without a hitch. There will always be revisions. There will always be updates you didn’t plan for. Incorporating time into your workflow for these situations could save you from having to move a publish date or shift an entire project. Another good idea is to clearly define what approvals are needed at each stage of the workflow. If a manager has not given the OK on step two, step three can be put on hold until the all-clear is given, keeping late revisions from affecting other aspects of the project. 

Aug 10, 2022

What is a composable architecture?

Today’s consumers expect to interact with your business on any channel they choose, whenever they choose, and to stay ahead of the competition you need to be able to deliver seamless customer experiences across those channels. The need to quickly deliver new experiences and adapt to market changes has led more and more businesses to move toward a digital experience platform with a composable architecture. According to Gartner, “By 2023, organizations that have adopted an intelligent composable approach will outpace the competition by 80% in the speed of new feature implementation.” What is a composable architecture?In a traditional website or application, the front-end code (what the user sees and interacts with) is tightly coupled with the back-end code (the database and server-side logic). This can make development and deployment difficult as even small changes to the front end can require developers to make significant changes to the back end. A composable architecture decouples the front-end and back-end code, making development faster and easier. A composable architecture typically uses a headless CMS, which provides an application programming interface (API) that the front-end code can call to fetch data. This separation of concerns means that the front end and back end can be developed independently, making deployments simpler and more efficient. The benefits of a composable architectureThere are many benefits of a composable architecture, but perhaps the most important is that it allows for a more modular and scalable approach to website development. With composable architecture, individual components can be developed independently and then brought together to create a complete website or application. This modular approach makes it much easier to scale a website or application as needed, since new functionality can simply be added as needed without having to re-architect the entire site. Composable architecture also tends to be more resilient than monolithic architectures because individual components can be swapped out or updated without affecting the rest of the system. Finally, a composable architecture is often more cost-effective than monolithic architectures, since it requires less development time and effort to create and maintain.Composable Architecture vs. MonolithicIn a composable architecture, also known as a microservices architecture, applications are built as a set of small, independent services that can be combined to form a complete app. This approach contrasts with the more traditional monolithic style of development, in which an app is built as a single, self-contained unit. There are several advantages to composable architectures: They allow for greater flexibility and agility during development, as services can be added or removed without affecting the rest of the app. Composable architectures make it easier to scale apps, as services can be deployed independently depending on need. Composable architectures help prevent downtime, as failures in one service are isolated from the rest of the app. Headless CMSes are well suited to composable architectures. In a headless CMS, the decoupled front end and back end allow content to be reused across multiple channels and devices without having to rebuild the entire app. As a result, headless CMSes give developers greater control over how content is presented and make it easier to create seamless user experiences across channels.How to get started with a composable architectureIf you're interested in a composable architecture, the first step is to implement a composable digital experience platform with a headless CMS. A headless CMS provides the structure and content for your website or application but doesn't dictate how it should look. This allows you to build composable architecture that can be easily adapted and customized as your needs change. Once you've chosen a headless CMS, you can start adding the different components that will make up your website or application. These can be anything from simple text and images to complex interactive elements. The key is to start with the basic building blocks and then add on from there. As you add more components, you'll be able to create a truly unique and custom composable architecture that meets your specific needs.To install composable architecture you will need to follow these steps:Understand the ecosystem - audit the existing architecture and its capabilitiesAssess the need for composability - scope out the requirements of upgrading to composable Architect the requirements - based on business requirements, design the architecture that is required to achieve measurable goals for the businessBuild the system - build, test, measure results and continue to evaluate and growExamples of composable architectures in the real worldComposable architectures are becoming increasingly popular in the world of software development. A composable architecture is one in which different parts of the system can be composed together to form a whole. This approach has many benefits, including improved modularity, flexibility and reusability.One real-world example of a composable architecture is the microservices approach to software development. In this approach, different parts of the system are designed as independent services that can be deployed and scaled independently. This makes it much easier to update and maintain the system and allows greater flexibility in how different services are combined.Another example of a composable architecture is the use of containers in modern software development. Containers allow different parts of the system to be isolated from each other, making it easier to deploy and run them on a different infrastructure. This approach also allows great flexibility in how different containers are composed together.The future of composable architectureThe future of composable architecture looks very exciting. With the rise of the headless CMS, we are seeing a lot more flexibility and control over how we build applications. Now we can break down our applications into smaller, more manageable pieces that can be easily reused and composed into new applications. This gives us a lot more power and flexibility to build the applications we want without being tied to a specific platform or framework. Composable architecture also allows us to easily change and adapt our applications as our needs change. We can simply add or remove components as needed, without having to rebuild our entire application from scratch. This makes it much easier to keep our applications up-to-date and responsive to our changing needs.Composable architecture is a powerful tool that offers a lot of flexibility and control over how we build our applications. This makes it an essential tool for any business that wants to stay ahead of the curve.Learn more Learn about composable DXPs in our guide, “The ultimate marketer’s guide to composable DXPs.”Schedule a free demo to experience Contentstack and see how a composable architecture can propel your marketing strategy. 

Aug 03, 2022

The Ultimate Guide to Content Experience

There's no question that content is king in the marketing world. But what good is great content if it's not properly presented to your audience? In this ultimate guide to content experience, we'll take you through what content experience is and why it's important to get it right.What is Content Experience and Why Should You Care? If you care about your customer, then you care about understanding what content experience is.  According to Spiceworks, Content experience is “the experience of accessing, consuming and engaging with and responding to a stream of brand content across diverse devices, platforms and channels, through the journey from prospect to customer.” Great content experiences should be relevant, personalized, timely, consistent and convenient and should engage and delight your prospect, leading them along the path to conversion. This may sound like a tall order, but it is vital to put yourself in the shoes of your audience and understand what they want to hear and how they would like to access their information. Of course, enterprises are constantly putting out content in a wide variety of formats, but are they thinking of the impact their content is having on the customer or are they just sending out the messages they want to broadcast?  Each touchpoint is important and can either draw a customer in or push them away to a competitor. We all have experience of engaging with a business and then finding the communications are at best disappointing, and at worst irritating. Is the tone correct?  Is your name spelled correctly? Is the frequency of the marketing too much or too little? There are many ways to make customers happy or unhappy, and these emotions are what make up the customer experience. This decides whether or not the customer will keep doing business with a company or turn to its competitors. The enterprises that prioritize content experience management are the ones that win your attention and get recommended to your friends and family. And that’s the goal, to stand out from the crowd and turn your prospects into customers and then into fans of your brand. If your customers are fans they will become loyal ambassadors, spreading the word, and that is the holy grail.How Does Content Marketing Differ From Content Experience? Content marketing is usually defined by a three-pillar system including creation, distribution and insights. This doesn’t take a significant pillar into account: experience. Content experience is a more holistic approach than just creation, consumption and measurement. It is the designing of a journey and the thinking about how the prospect would like you to talk to them, what they would like to find out, and giving it to them in their favorite format. Content marketing requires a bird’s eye view of all your marketing content and a strategy. Without a strategy your content marketing will be scattergun and although some of it might resonate, it’s too much of a gamble to rely on chance. The Challenges of Creating Content Experiences Content experience refers to the way in which content is presented to users on a given platform and how it is received. CMS platforms and experience platforms provide different content experiences, and each has its own advantages and disadvantages.  One challenge of content experience is that it can be difficult to structure content in a way that is easy for users to consume. There is such a diverse range of devices, platforms and channels and each of these needs to offer a frictionless experience. Testing on a range of devices with tools such as browserstack that give a real-time simulation of devices and browsers can be helpful. Content experiences can also be frustrating if they are not well-designed or if they do not meet the needs of the user. The prospect will quickly notice poorly designed engagement tactics or a lack of personalization. To avoid this, you must understand the different buyer personas in your target audience and tailor your content to each of them in a suitable format for each persona. Lastly, the perennial challenge is determining ROI. Marketers need to be able to see what is working and use these lessons for future campaigns.How to Create Great Content Experiences Creating great content experiences takes strategy and planning. You need to identify who you’re speaking to and put yourself in their shoes. And once that’s done, you can start getting creative. In a crowded marketplace it pays to stand out and be remembered. First, make your content easy and fun to digest. You don’t want to make your audience have to work to understand what you’re offering. Use a variety of formats including graphics, videos, podcasts, blogs, emails and more, because different people respond differently. Ensure it is mobile optimized because there is likely to be a mobile touchpoint somewhere along the way, even if it is not for the entire journey. Make sure your website is fast and responsive, as this is something Google measures and takes into account (see Core Web Vitals). A speedy website is more likely to keep customers engaged than one that is sluggish. And lastly, ensure your content is personalized, not just with the customers’ names but in thinking about what is relevant to them. What are the benefits to the user? Is it useful and informative? Is the information trustworthy and correct? If it ticks those boxes you’re giving your prospect what they want and need.  So, what are the steps you need to take to create highly engaging content experiences? As with most marketing, before you can get creative you need to do the research and lay the foundations. Gartner finds that “30% of organizations have established their customer journey maps, but struggle to use them effectively.” The foundational CX elements must be in place, and actionable, accurate customer journey maps should be created. Once you have prepared the groundwork and created the engaging content, it needs to be managed, updated, refreshed, distributed and lastly, analyzed. After all, there is no point in creating great content and not learning from it.5 Steps to Creating Content ExperiencesContent auditContent creationContent managementContent distributionContent analytics Examples of Content ExperiencesThere are a plethora of ways to use content to communicate with your audience and draw them along the buying journey. B2B businesses often need to present long-form technical content so the challenge is to make it sticky, interesting and useful.  Here are some of the most common ways content experience is used by B2B companies: White papers: Widely used as reference material, these can easily be linked to and shared. Digital magazines and brochures: These formats are versatile, engaging and offer easy-to-measure interaction such as read time, sharing on social media and more. Digital reports: The challenge with large amounts of data is presenting it clearly, accurately and in a format that can be shared easily. Email and interactive newsletters: These are among the most cost-effective and widely used methods of interacting with prospects and customers and can support video, embedded forms, smart CTAs and personalization.Common Mistakes in Creating Content Experiences As with any complex and meaningful marketing activity, there are plenty of potential pitfalls to be aware of when creating content experiences.  These mistakes are easy to avoid with a good content experience strategy:Poor personalizationPoor quality messaging and graphics Not planning the whole content journeyOverlooking distributionNeglecting accessibilitySlow user experience Not optimizing for mobile devicesNot setting up tracking and reportingThe Future of Content Experience: How to Stay Ahead of the Curve Nathaniel Hunter, writing on Forbes.com, said he believes “the future of content will be digitally defined in a more immersive, touchable and interactive experience.”  What we do know for sure is that the speed of change is increasing and more possibilities are entering the race with every technological advance. Multiexperience will evolve in the digital world and according to Joseph Dickerson, “AR, VR and mixed reality experiences will become a more accepted part of how people engage with technology.” All content experience creators need to eembrace new technologies on the market and continue to test new and immersive experiences.What Tools Do You Need to Create Great Content Experiences? ​​For great content experiences you need a powerful content experience platform (CXP), and that starts with choosing the right foundation. To build an efficient and effective CXP, begin with a modern, MACH-based headless content management system. “MACH” is a term for modern technology that is:Microservices-basedAPI-firstCloud-nativeHeadless A MACH headless CMS is the ideal foundation for an omnichannel content experience because, at its core, headless CMS separates content creation and management from content formatting and distribution.  API technology enables the front-end display layer to communicate with the back-end content repository without intertwining their functionality. Thanks to this modular architecture, marketing teams are able to create content once, reformat it and republish it across various platforms, devices and channels. The flexibility is endless. In addition, this means marketers can plug in microservices such as best-in-class solutions to upgrade the content experience — no expensive, slow development process needed.See a Content Experience Platform in Action Ready to level up your content experience marketing? Request a demo of the Contentstack platform and see why top brands are choosing our content experience platform.

Jun 16, 2022

How to Build an Enterprise Content Management Strategy

Learn why you need an enterprise content management strategy and how to create one for your business in this guide. Successful marketing needs to have solid foundations. We can’t just throw a CMS into the mix and assume it will print money. First, your business needs a marketing strategy. Who are you trying to talk to? What are they saying and are you listening? Are you giving your target audience something to talk about and does your plan encourage them to spread the word?   What is Enterprise Content Management (ECM)? Let's assume your business already has a well-oiled enterprise marketing strategy. Next, we can move on to thinking about ECM Strategy; but what is Enterprise Content Management (ECM)?  In brief, it’s a system for managing an organization's content, including documents, images, videos, emails, social media posts, web content and more.   It can handle both unstructured and structured content. Structured content is data that is contained and defined, e.g. databases and code repositories. Unstructured content is information that doesn’t have a predefined format, and can include content such as Office documents, PDFs, images, video, audio and emails. ECM systems are designed to streamline the process of storing, organizing, and retrieving information. Many ECM systems also offer features for collaboration and document sharing, which are fundamental to successful project management.  Enterprise content management systems can be deployed on-premises or in the cloud. Cloud-based ECM systems are often more scalable and easier to implement than on-premises systems. However, on-premises systems may offer more control over data security and privacy. Enterprise content management is a key component of many digital transformation initiatives.  By allowing organizations to better manage their content, ECM Systems can help improve efficiency and optimize business processes. What Can ECM Do? In essence, these are the three top-level purposes of Enterprise Content Management: Capturing information Storing information Delivering information But it isn’t enough just to capture, manage and store information — the key is to manage it usefully so that large quantities of content can be easily accessed and used to achieve business goals and objectives. In greater detail, ECM can manage the following tasks in its role as an information system solution: Keep track of audits and compliance Keep track of all actions taken by users or automated systems  Track and keep records of document versions Integrate with all core business apps Speed up business productivity and processes Reduce paper usage and physical storage Enable viewing, editing and collaboration offline Why is Enterprise Content Management Important? ECM can be a beautiful thing. Done well, it’s the difference between finding the contract you need with a couple of clicks versus spending hours digging through boxes in a dusty storage room. When it’s done right, ECM can make your organization more efficient, agile and compliant. But before you can reap the benefits of ECM, you need to develop a strategy.  An ECM strategy should take into account your organization’s business goals, content types and organizational structure. It should also consider the different stages of the content lifecycle, from creation and capture to storage and disposition. By taking all of these factors into account, you can develop a customized plan that will help your organization get the most out of its ECM system.  In short, an ECM strategy is essential and without one, you risk wasting time and money on a system that doesn’t meet your needs. So if you’re thinking about implementing ECM in your organization, make sure you take the time to develop a comprehensive strategy first. How Can You Develop an ECM Strategy? To develop an ECM strategy, you need modern technology to fit the purpose. What today’s ECM strategy needs first and foremost is a agile content experience platform, one that has limitless scope and can promise the following benefits: Agile CXP Benefits Explanation Omnichannel for all One central content hub with a unified user experience across the technology stack Composable Co-Innovation This allows you to shape your tech and tools to your unique brand, team and customer experience needs. Enterprise MACH MACH is a term for modern technology constructed using microservices (M), connected via application programming interfaces (A), native to the cloud (C), and headless (H). Care Without Compromise Unparalleled customer support advice and cross-vendor expertise With an agile headless content experience platform as the engine at the heart of the business, an ECM strategy should look like this: Start from the top: Agree on executive leadership and resource allocations. Involve the key stakeholders and define the business objectives.  Agree guidelines for content governance and security. Agree a timeframe. Define the key touchpoints and the customer journey. Audit and fuse the tools that will link via API to the agile headless CMS — no lengthy data tagging required. Analyze the results and time saved. What You Can Expect From Your ECM Strategy Savings on resources: A more efficient system requires fewer team members to manage content. Savings on time: Content can be linked via API to the central repository. Lengthy metadata tagging projects will no longer be necessary. All your assets and content are contained within one repository. With any new system there will always be challenges.Your strategy needs to have sight of these and prevent them from derailing the project. Here are some of the most common mistakes and oversights to avoid when developing an ECM strategy: Lack of internal communication. Communication is key to the success of the strategy and having agreed protocols and objectives from the start is an absolute must. Underestimating the importance of security. Compliance and privacy must be respected, not only because of GDPR rulings but because a compromise could have huge consequences. Ensure your ECM system includes access controls, audit trails and reporting, archiving and purging, digital signature and most importantly, backups for disaster recovery purposes. Assuming your new technology is flawless. Although your agile headless CMS is omnichannel, you must allow time for the integration, setup and ongoing maintenance. Miscalculating the cost vs. benefit. In the long term, having a well-planned ECM strategy will repay the investment, but no one in the business will thank you for underestimating the initial cost. Regular, ongoing cost-benefit analysis can help content managers understand whether each project has been cost effective. Poor training and support. For the strategy to be successful, key personnel must be properly trained and any CXP or CRM must offer good support both during and after integration. Next Steps With Your ECM Strategy Digital transformation can be daunting. The fear is it involves tearing down established ways of doing business and replacing it with new, unproven technology that may or may not work. Business process transformation is a continuous, never-ending process. For some organizations it may be enough to tweak their existing processes, while others will need complete overhauls to move forward with innovation. If done gradually in well-defined stages, any company can identify its pain points and build a road map to digitize, streamline, automate and transform the business with managed content. We have easy-to-integrate agile CMS technology that can form the foundation of your content management strategy. Speak to us at Contentstack about how using an agile headless CMS can help your organization — book a demo today.

Jun 02, 2022

Build an Omnichannel Content Strategy in 6 Easy Steps

This guide explains what you need for an omnichannel strategy and how to create one in six easy steps. An omnichannel approach to content strategy is now essential to provide a seamless experience across all the channels your customers use to engage with your business. In 2017, the Harvard Business Review surveyed 46,000 consumers about their shopping behavior. While only 7% said they only shopped online and 20% said they only shopped in-store, 73% said they used multiple channels to make a purchase. Since that study, we’ve seen an explosion in online channels and a pandemic that led to a dramatic shift toward online shopping. According to Adobe Analytics, the number of orders purchased online and picked up in-store or curbside grew more than 200% during the pandemic. They estimated that e-commerce would account for 23 percent of all sales globally by the end of 2022. In this guide, we’ll help you understand what an omnichannel content strategy entails and how to create one that’s effective. Why Is an Omnichannel Strategy Important? Before you begin to create an omnichannel content strategy, it’s important to know what omnichannel means and why it’s essential for a modern business. Let’s say your dog destroys all his toys within minutes and you want to get him a new one that will last. In the earlier days of e-commerce, you visited a website, looked at photos and read brief product descriptions and a review or two if you were lucky. You chose a toy and placed your order. Now the journey looks much different. You might still go to that same website, but you may also visit Facebook or Instagram to see what others are saying about the toy. You may use a promo code from a company’s marketing email to get a discount. You can order online but choose to pick up the item curbside at the local brick-and-mortar store. Omnichannel marketing includes every one of those touchpoints operating in tandem to give the customer a seamless experience that feels personalized for them. Here are a few facts you should know about this new customer journey and why a solid omnichannel strategy is essential for today’s businesses:In 2000, the average consumer used two touch points when making a purchase, and only 7 percent used at least four. Today, nearly 50 percent of consumers use more than four channels before making a decision.Companies that incorporate strong omnichannel marketing strategies retain an average of 89 percent of customers compared to 33 percent for those who don't.A 2019 study found that A 2019 study found that omnichannel campaigns saw an 18.96 percent engagement rate while single-channel efforts saw just 5.4 percent.How to Get the Right Tools for Your Strategy Each business’ content needs are unique, but there are things that every omnichannel strategy needs to succeed. The most important of those is an agile content management platform. An effective omnichannel strategy includes a variety of functions including e-commerce, personalization and content production. Traditional, monolithic content management systems were designed for simpler, static websites. That’s why many businesses today are moving to MACH systems — that is, platforms using microservices, API connectivity, cloud nativity and headless infrastructure. In a MACH content management platform, applications are in the form of microservices housed in a composable ecosystem where they can be added, rearranged and moved as needed. A headless system decouples presentation and logic, allowing developers and content teams to work simultaneously without affecting other functions. Cloud-native software is provided by an outside vendor. Together, the elements of MACH provide a system that offers unbeatable speed, security and scalability. Here are some other benefits of using a headless content management platform to carry out your omnichannel content strategy: Personalization One key to a successful omnichannel strategy is personalization. By integrating applications like customer relationship management, you can pull in data from your customers such as locations, behaviors and shopping preferences to create experiences tailored to tham. Collaboration With all of your assets in one place, there’s no more worrying about who owns what, where certain pieces might be and who needs to approve them. Working together saves time and stress by making sure everyone is working on the same article of content with workflows capable of keeping everyone on task. Simplicity A headless system allows you to easily create content and reuse it across channels without having to recreate it every time. Use that new piece of content on Facebook, Instagram and your email blast but found a typo? Fix it in one place and it filters out to all other instances.Crafting Your Omnichannel Content Strategy in 6 Steps Now that you know why you need omnichannel and the platform you’ll need to deliver seamless customer experiences across channels, how do you create a content strategy that will win the loyalty of your customers? Here are six steps to a successful omnichannel content strategy: Set Your Goals The first step in creating any plan is defining what success looks like. By identifying what your KPIs are and setting priorities, you can figure out what kind of content you should gravitate towards. Are you trying to increase sales? Gain followers? Just build general brand awareness? The goals of the campaign will help craft its appearance and allow you to have a solid vision of how to measure them. 2. Find Your Audience Before you decide how to target your audience, you need to know exactly who they are. You want to know where they spend their money, where and how they shop online, what channels they use and other information that could help inform your approach. Once you know who your market is, create personas to show what their journeys might look like. Mapping out the customer experience can pay dividends in forming a strong strategy. 3. Craft a Consistent Voice Now that you know who your customer is, tailor your brand persona to that demographic. Your company has a personality, and you should create a voice that conveys who you are as a brand. Be consistent with it. Consider creating a style guide that sets the standards for things like fonts, logos and images as well as phrases to use and things to avoid. Keeping your content consistent makes it easier for your customers to get to know you and allows for more seamless transitions as they travel across multiple channels. 4. Choose Your Channels Wisely Sometimes it feels like there are a million distribution channels with more popping up every day. It can feel very overwhelming. Your customers are in a lot of places, but it’s unreasonable for you to be in all of them. By using analytics and customer research, find where you’re most likely to make an impact and invest there. If your customers seem to love videos, YouTube and TikTok might be for you. If they’re professionals looking for your organization’s latest white paper, it might be LinkedIn. Focusing on your most impactful channels will help you create the most impactful content. 5. Be Adaptive Imagine one of your customers researching a product on their phone when they get distracted. Later, they’re on their laptop and remember they were looking at your product, so they go back to your website. When they arrive, the content they were looking for on their phone should adapt seamlessly to the device they’re now using. With that in mind, focus your content so it is highly targeted and meaningful on every channel. 6. Look to the Future Using tools like analytics and personalization, you can not only discover current consumer behaviors but can begin to predict future trends. Being able to provide meaningful content that stays one step ahead of the customer is a sure-fire way to build brand loyalty and boost revenue.

Apr 27, 2022

Digital Experience Design 101

Offering your customers a dynamic and seamless digital experience is essential in business today. With so much competition, you can’t afford to lose customers because of dated technology. Consumers already interact digitally at every stage of the buying journey, from researching solutions to learning more about specific brands, acquiring and consuming a product or service, and seeking out support for their purchase after the fact. Is your experience meeting consumers on their preferred digital channels? In a 2021 FullStory survey, 64% of customers reported having problems with an online experience or transaction in the last six months. And 60% of respondents said they were not likely to return to a site where they encountered problems. And a seamless digital experience begins with top-notch design. In this guide, we will discuss the elements of digital experience design as well as offer examples, steps and tips on building your DX strategy.What is Digital Experience Design? The digital experience encompasses interactions consumers have with your brand using various devices and can include: ● Website ● Email ● Online advertising ● Social media ● Chatbots ● In-store kiosks Businesses can use many different tools in tandem to deliver cohesive and relevant digital experiences to the consumer throughout their buying journey. Some of these include digital asset management (DAM) software, a customer relationship management (CRM) tool, an analytics platform, a digital experience platform (DXP), and beyond. Digital experience (DX) design is the use of this technology to deliver exactly what your customers need from your business. Allowing the customer to feel in control, easily accomplishing what they came to you for in the first place, is the hallmark of good DX design. This means your online presence is seamless and intuitive and any interaction is easy and fast for every client. The key to digital experience design is knowing your customer. User research will reveal what customers expect and think about your business and allow you to cater your online experience directly to them.Is Digital Design the Same as User Experience? Digital design is the framework that affects the user experience. Sometimes you’ll see DX design and user experience (UX) design used interchangeably. Digital design involves the technology and architecture of your business’ digital presence. User experience comes from the perspective of the customer and how they interact – for better or worse – with that technology and architecture. In the end, DX design and UX design target the same ideals: a digital experience with your business that is seamless, easy to complete and something the customer feels good about.Elements of Digital Experience Design Digital customer experience design begins and ends with the customer’s needs, but we can break down the elements into three main ideas: user interface, user experience design, and customer experience. User Interface (UI): The user interface (UI) is the face of the technology the user first sees and uses to interact with your business. The homepage, login screen, or opening screen on your app are all examples of the front-end user interface your customers see first. It is essential that the user interface is intuitive and easy to understand. User Experience Design (UXD): User experience design (UXD) can measure how successful your business is at offering a quality and seamless user experience. UXD uses user research to predict how customers will engage with your business, incorporating the customer needs into its design. This process focuses on and calls for the highest levels of usability, accessibility, responsiveness and intuitiveness. Some key steps to effective digital user experience design include:· Stakeholder interviews· User research· UX audit· Build information architecture· Visual design· Prototyping· Testing Customer Experience (CX): Building a strong relationship with your customer is the ultimate goal of business. The customer experience (CX) is every step of the customer’s journey with your brand that builds that relationship. The customer experience includes their research into your services all the way through the buying phase, receiving news and updates from your brand and the ongoing support you offer the customer.Digital Experience Design in Action Let’s take a real-world look at the digital experience design in use. A customer wants to watch a season of their favorite show on Hulu. She subscribes to Hulu, uses the search feature to look for the series name and then watches the show. A good user experience design allows the customer to:Quickly select a plan that fits her needs and subscribe.Easily find her desired show once its title is entered in the search bar.Begin watching the show immediately by pressing “Play.” Providing this experience means that Hulu did three things well: Information architecture: Content was neatly organized, labeled and easy to find.Visual design: The look of the interface was attractive and easy to understand.Usable interface: Features the customer needed were available and easy to find. From a business perspective, a successful digital experience delivers a customer who will continue subscribing. To achieve this, the user experience ensures the customer:Enjoys a personalized experience through Hulu’s show recommendations.Receives prompt responses from the Hulu team if she raises a query. Feels no friction across any touchpoints or actions on the platform (mobile, tablet or desktop).Digital Experience Design Strategy Providing your customers with an experience that is both relevant and useful helps ensure a strong relationship for years to come. A quality digital experience includes these four ideas:Customer Journey Mapping Research the different kinds of customers you have and how each type uses your digital platform. Each of these “personas” can be grouped and tracked to see how different types of users have different needs, wants, preferences and uses for your brand. This will help you map out the journey your customers take across all touchpoints of your digital space. It will also help you identify any gaps or problem areas for improvement. Identify Touchpoints and Channels With your persona groups’ journeys documented, the map can help analyze customer behavior. The journey map is essential in tracking customer behavior across channels. It also helps reveal customer interaction along the touchpoints and channels.Offer an Omnichannel Customer Experience An omnichannel customer experience offers a consistent and connected customer experience. For example, if a customer leaves the “Movies” section on Hulu, a quality omnichannel experience means they can resume from the same point in very few interactions (swipes, taps) with the user interface. An omnichannel experience incorporates different touchpoints that work together seamlessly in the design experience. These include:Open web sourcesSocial media channelsCustomer service or relationship management (online chat, support, loyalty programs, and push notifications)Video (how-to videos, brand intros, interviews, etc.)Optimization Optimization is an ever-evolving important aspect to a good digital experience design. It includes data analytics, research into customer journeys as well as frequent testing to ensure your digital experience is always the most user friendly and up to date.Digital Experience Design Framework A digital experience design framework is the foundation of your online brand. Every touchpoint between your organization and your customer is part of the digital experience. Here are the 4E’s of digital experience design: Explore: Utilize user research to understand your customers’ needs and expectations. Evaluate: Usability testing is key to perfect the user experience. Experiment: What’s missing in your customer service experience? Brainstorm and implement new ideas that will help fill these gaps. Engage: Continuously innovate your digital experience design based on observation and feedback.Getting Started With Better Digital Experiences Before you can begin the process of designing digital experiences that delight your customers, you need a platform that can support an integrated DX strategy. The ideal solution is a content management system with MACH technology (microservices, API technology, cloud-native software and headless architecture). MACH technology allows you to integrate the tools you need for your unique business and gives you the ability to quickly adapt to market changes and scale as needed. To learn more about headless CMS technology and how it can help your digital experience design strategy, check out our Headless CMS Buyer’s Guide. Here are more articles that you may find useful: ● Understanding Engaging and Personalized Digital Experiences (DXP) ● Digital Experience Platforms (DXP) vs. CMS ● What Is a DXP? Understanding Digital Experience Platforms

Apr 12, 2022

The ultimate guide to digital experience platforms

Having a poor digital experience these days is more than an inconvenience for your customers. If a competitor delivers a stronger experience, the threat of losing a once-loyal customer is very real.According to a 2021 FullStory survey, 65 percent of consumers say a bad digital encounter fractures their trust in a business. Seventy-seven percent said they'd abandon a transaction if they encountered an error on their journey.Creating a seamless digital experience is no longer a luxury; it’s a necessity.In this guide, we’ll explore the benefits of a digital experience platform and give you tips on how to choose one that’s right for your business needs.Armed with this knowledge, you’ll be able to leverage your online presence to develop meaningful customer journeys with an effective DXP.What is the digital experience?The digital experience (DX) encompasses the interactions consumers have with your brand throughout the customer journey. These interactions can happen anywhere, on any device or channel and can include:Your websiteEmailOnline advertisingSocial mediaChatbotsIn-store kiosksEvery touchpoint between your organization and your customer is part of the digital experience.Effective digital experiences provide customers with relevant recommendations and convenient access to your products or services, support staff and any brand information they may need. But a poor DX could drive even a loyal customer to your competitor.How important is a good digital customer experience? Check out these stats from Fullstory:84% of customers say the experience a company provides is as important as its products or services.73% of customers say one extraordinary experience raises their expectations of other companies.66% of customers are willing to pay more for a great experience.64% of customers expect personalized experiences based on past interactions.According to MuleSoft’s ​​2021 Connectivity Benchmark Report, businesses that invest in creating personalized digital experiences that flow seamlessly across channels enjoy higher customer engagement, better ROI and improved business innovation and transformation.But how do you achieve a seamless DX? That’s where a digital experience platform comes in.What is a digital experience platform?Gartner defines a digital experience platform (DXP) as a “well-integrated and cohesive set of technologies designed to enable the composition, management, delivery and optimization of contextualized digital experiences across multi-experience customer journeys.”When you adopt a digital experience platform, you’re getting a solution for every aspect of your digital needs. A full-featured, composable DXP integrates tools and services from content management and commerce to analysis and personalization into one platform.It builds on customer relationship management (CRM) solutions to manage customer data as well as marketing messages and campaigns. It helps you to not only speak to your customers but also listen.What are the Benefits of Using a DXP?Adopting a digital experience platform for your organization offers many benefits. Here are a few of the biggest:Content flexibilityUsing a program that features a headless architecture untangles content creation from the channels and devices where it’s published. This allows you to deliver content across your organization’s entire catalog of channels at once.That means you can be wherever your customers are — browsers, apps, tablets, IoT devices, kiosks, smartwatches, voice assistants, jumbotrons, vehicles and more.This provides better digital experiences for consumers and frees up creators to do what they like best: create.More customer insightsA digital experience platform can generate valuable data about your customers. Reporting and analysis tools provide insights into not only what your customers want but what they expect. That data will help inform future decisions, increase sales and promote brand loyalty with personalization.Better personalizationYour customers expect a personalized experience. Incorporating a digital experience platform can help you integrate with systems such as a CRM, a contact center or your social media accounts. Bringing in data from all avenues allows you to get a well-rounded view of every customer. And with the ability to process that data, a DXP can help provide deep insights that you might have missed.Affordable scalabilityBecause your DXP uses microservices to create cloud-based digital experiences, you’ll enjoy more reliable up-time and performance from your tech stack. And you’ll never have to worry about footing the bill for scaling servers up (or down) as consumer demands and business plans shift.Future proofingWith a headless architecture, you can integrate new technologies as they develop. A headless platform allows easy integration because each functionality is a self-contained microservice. This structure will allow you to stay on course with the wants and needs of your customers, ensuring your ability to adapt and connect with audiences how and when they want.How to choose a DXPAs with the adoption of any new software, there are many things to consider before choosing a solution. While it’s easy to get caught up in flashy new features, stay focused on your company’s mission and unique requirements. Features and functionalities shouldn’t be on your wishlist because they’re trendy but because they add value to your DX.Establish key goals and milestones, then look for the digital experience platform that will enable you to achieve them.Here are more tips and strategies for choosing a DXP solution:Be agileThe value of a DXP depends on how quickly it enables you to get to market and its ability to adapt to your needs.Market demands change rapidly. Giving your customers an outdated digital experience is a surefire way to lose them, so it’s crucial to have a platform that allows you to instantly adapt.Consider the user journeyBefore executing a digital experience plan, it’s important to understand how your customers interact with you at each touchpoint. By examining what they’re looking for, which devices they’re using and how they interact with them, you’ll get a better idea of which technologies should be a priority for your business.A user journey map of your current capabilities will help you determine gaps that need to be filled by your DXP so you can choose a platform that best fits your needs. MACH it upA DXP is an integrated collection of technologies that brings together capabilities like ecommerce, content management and personalization to deliver consistent omnichannel experiences.Legacy systems try to deliver these functions from a single, monolithic piece of software. This results in not only a struggle to keep up with the rapidly changing demands of today’s consumers but the technical debt incurred to keep them running, hampering your ability to innovate and compete.That’s why the future of omnichannel digital experiences lies in modern DXP platforms built on MACH methodology.If you’re not yet familiar with MACH, it’s an acronym for technology built upon four modern principles:Microservices: Microservices are lightweight applications that can be deployed, maintained and scaled independently to provide infinite services for consumers.API connectivity: Application programming interface (API) technology connects services to create a composable ecosystem that can be rearranged as needed.Cloud nativity: Cloud-native software is delivered as a service by an outside vendor, allowing limitless scalability that’s still affordable.Headless infrastructure: Headless architecture decouples presentation and logic to enable endless integrations and channel-independent service delivery.When all these capabilities come together in a modern DXP, marketing departments can deliver personalized omnichannel digital experiences that are only a dream for organizations locked into monoliths.Getting started with a DXPNow that you better understand the digital experience, you’re ready to leverage that knowledge to strengthen customer retention. A seamless DX has been proven to encourage repeat business and increase brand reputation.And there’s no more ideal solution for an integrated digital solution than a headless CMS architecture.With a headless CMS, you can quickly pull data from any source using flexible APIs and leverage data logic to deliver content to the right individual at the right time. Thanks to its untethered front end and back end, developers and marketers can work independently of each other and make changes without interrupting the flow of the site.Using a headless CMS is invaluable because of the extensible APIs available and its ease of integration with many industry-leading content management tools. Connect with everything from mobile apps to conversational interfaces to personalization engines and connect all of your marketing tools in one central hub.Here are more DXP articles that you may find useful:Understanding Engaging and Personalized Digital Experiences (DXP)Digital Experience Platforms (DXP) vs. CMSWhat Is a DXP? Understanding Digital Experience Platforms

Mar 21, 2022

Headless CMS vs. Static Site Generator: How to Get the Best of Both Worlds

Evolving user expectations and a growing need for seamless digital experiences (such as mobile, omnichannel, and personalized content delivery) have been driving the development of different online publishing technologies. Two terms you might have heard of while keeping up with this evolution are static site generator (SSG) and headless content management system (CMS). But what exactly are these pieces of technology, and which one is right for your business needs? In this guide, we’ll explore the difference between these two online content systems and how to decide which one — if not a combination of both — is the best choice for you.Headless CMS vs. Static Site Generator: The Basics Several elements go into defining the relationship between headless CMSs and static site generators. For the purpose of clarity, we need to define some of these, namely static and dynamic sites, traditional and headless CMSes, JAMstack and static site generators. Once we’ve defined them, it will become clear that it’s not really a question of headless CMS vs. static site generator but rather a case for headless CMS plus static site generator.What is a Static Site? Each page of a static site is a separate file (typically HTML). When a web user lands on a static page, the browser retrieves the pre-built page from the web server exactly as it is stored. Static pages don’t change but stay constant or “static” for every visitor. Because each page is a separate file, it’s lightweight and loads quickly — a crucial consideration for today’s web users. Static pages allow you to decouple your user interface or front end from your content repository or database, which offers more flexibility in how your content is rendered. How is a Static Site Different From a Dynamic Site? When a web browser requests a page from a static site, the server grabs a single file for each page. On the other hand, when a browser calls a page from a dynamic website, the server has to pull together different elements to assemble the web page for each page visitor. Static sites rely on what’s known as client-side code (primarily HTML and CSS), while dynamic websites use a combination of client-side and server-side scripts such as PHP and JavaScript. While dynamic sites enable a large variety of functions such as interactivity and personalization, they tend to take longer to code and cost more to build than static sites. What is a Traditional CMS? A traditional CMS is an application that provides a user-friendly interface that enables collaborators to create, edit and publish content. Content management systems also allow users to manage content creation, store and organize digital assets, assign user roles and permissions, create content management workflows and perform other tasks using tools like plugins. The main appeal of traditional CMSes like WordPress and Drupal is that non-coders can use them to build functional and attractive websites without depending on front-end developers, thanks to templates and drag-and-drop builders. One of the main limitations is that regular CMSes are somewhat clunkier and less efficient than static sites and headless CMSes (more on these next). This means they often load slowly, creating a frustrating browsing experience. What is a Headless CMS? Unlike a regular CMS, in which the front end (the way the content displays to the end-user) is bound to the content, a headless CMS decouples the content and uses an application programming interface (API) to deliver it to the front end. With the powerful authoring tools and efficient editorial workflows of a headless CMS, content teams can focus entirely on creating engaging experiences. Because the content is separate from the display layer or “head,” you can use (and reuse) it for a range of outputs, channels, user interfaces or front ends. The beauty of a headless CMS is that you can use the API to retrieve your content and use it however you choose — including as a data source for your SSG. What is a Static Site Generator? While dynamic sites offer greater interactivity, they’re far more complex than static sites. This is why static sites have been making a comeback as developers seek ways to deploy more lightweight, secure and scalable websites. And so, static site generators were born. Static site generators enable developers to build static HTML pages that don’t rely on external data sources or server-side processing. SSGs allow coders to write in markdown or their programming language of choice and convert it to HTML to create the page visitors will see. Examples of SSGs include Gatsby, Nextjs, Hugo, Jekyll, Nuxt and Zola. The biggest difference between using a static site generator and building a dynamic site is that the SSG generates the view of the page at build time instead of when the web user calls up the page. Benefits of SSGs Other business benefits of an SSG include:Higher Speed - Static pages load faster because requests don’t have to travel as far or interact with as many systems. These pre-built pages are delivered instantly via a content delivery network or CDN).Lower Cost - SSGs reduce planning, maintenance and infrastructure costs because traffic surges don’t affect site performance.Improved Security - Simplified hosting requirements and ready-to-serve pages mean there are far fewer vulnerabilities for bad actors to exploit.Endless Scalability - There’s no need for additional server capacity or computing power to handle increased traffic because each page is pre-assembled, so you can scale up and down with little effort.What is JAMstack? SSGs are becoming increasingly popular as part of a JAMstack web architecture approach, which allows developers to combine static pages with dynamic features using Javascript and microservices delivered via APIs. JAM stands for JavaScript, APIs and Markup. In a JAMstack web app, as much of the content as possible is pre-built and stored in a CDN. Any dynamic components of the application are called using APIs and serverless functions. JAMstack technologies include JavaScript frameworks, static site generators, headless CMSes and CDNs. All of this brings us back to our original question: headless CMS vs. static site generator? As it turns out, the answer is both.How Headless CMSes and SSGs Work Together Applying the JAMstack approach, you can get the best of both worlds by combining the powers of static site generators, headless CMSs, and CDNs to build robust, engaging websites without sacrificing speed, security, scalability or affordability. Using headless CMS with a static site generator allows you to deliver omnichannel content at lightning speeds while still offering your content creation and marketing teams the usability they’ve come to love and expect from working with CMSes. A headless CMS like Contentstack gives you the flexibility to use the front-end frameworks you already know (React, Angular, Vue, etc.) and integrate with a static site generator — such as Gatsby — that’s compatible with your frontend framework. This saves you the time and effort of learning a bunch of new theme integrations and customizations. Using an SSG like Gatsby.js, Nuxt, Next.js, etc., you can create static sites or single-page applications (SPAs) and build server-side rendering capabilities into your websites in three simple steps: Use your headless CMS to create and manage your contentWrite your code in your front-end development framework of choiceUse your SSG to combine your code with your content and deliver it to your static site using your CDNSee a Headless CMS and Static Site Generator in Action, Together For great business benefits, it’s not so much a matter of pitting headless CMSes and static site generators against each other as it is about figuring out how to use them in tandem to deliver cutting-edge content experiences. To see how you can build static sites with dynamic functionality using a headless CMS and static site generator, read about Contentstack headless CMS’ integration with the SSG, Gatsby.

Feb 23, 2022

How to Get Started with Digital Experience Management

You may have heard the term “digital experience management,” or “DXM.” If you’re going to devote your budget and team to adopting DXM, you should know what it really means for businesses, why marketers need to care and how to set up a system for managing your digital experiences using new tech along with the tools you already have. What is Digital Experience Management? In the context of DXM, experiences include every interaction a consumer has with your business. These experiences might range from a repeat customer making a 15th purchase to a Facebook user clicking on an ad and landing on your mobile website for the first time. The management part is pretty straightforward. With a DXM strategy, your goal is to manage each experience to ensure consumers and leads enjoy the seamless, personalized interactions they’ve come to expect. Effective DXM involves input from a range of departments in your organization. The tools and techniques you bring together to manage digital experiences might collectively be called a digital experience platform (DXP).Why Should Marketers Care about Digital Experience Management? You might have heard that today the experience is the brand. Catchy, but what does that mean? It means the digital interactions customers and leads experience with your business are as important to them as your branding, products and prices — sometimes more important. In fact, 70% of customers report that seamless experiences — think handoffs from one customer service agent to the next, ads that are hyper-focused on a customer’s on-site behavior, relevant marketing emails based on a specific purchase, etc. — are important when it comes to gaining their business. So it’s no surprise that 72% of consumers expect businesses to personalize their experiences. And if businesses can’t be bothered to do so? Well, remember: The most significant percentage of consumers — 76% — say it’s easy to keep looking until they find a brand that meets their digital experience expectations.In When 51% of customers note most companies they interact with fall short in delivering on their experience expectations, it can be simple to set your company apart. In fact, here’s how you can get started.How to Build a Digital Experience Platform for Your Marketing Team The ecosystem of marketing technology (MarTech) is huge — and growing by the year. More than 8,000 MarTech tools are in use today. The capabilities of these tools are a double threat: They raise customer expectations and they overwhelm businesses trying to keep up with modern marketing demands. So, let us simplify it for you. When it comes to building a digital experience platform, these are the core functions you want your DXP to help your marketing team execute:Personalized experiencesOmnichannel marketingOverarching content management No matter what your business does, your DXP needs to do those things to make it worth the time you’re going to spend building it. But how will it do those things? With a variety of technology tools, which can include:Ecommerce managementCustomer relationship managementCustomer data managementOn- and offsite analyticsMarketing funnel automationTranslation and/or localizationDigital asset managementAdvertising management As you’re likely aware, there are options when it comes to specific tools in each of these categories. If you need help narrowing down options, this 4-Step Roadmap to Achieving Hyper-Personalization has plenty of recommendations for several of these categories. In addition to the tools that make up your digital experience management workflow, the platform will enable them to work together and empower marketing teams to efficiently serve personalized, omnichannel content experiences. Ready-made, dedicated digital experience platforms help organizations align their strategies, teams and technologies. But if you’re focused on content-driven experiences, the right content management system can provide the same benefits as a DXP. A headless content management system (CMS) can be differentiated from a standard CMS by the way it delivers content via application programming interface (API) technology — which untethers the back end (the “body”), where content is created and stored, from the front end (the “head”), where content is formatted and delivered. This is the ideal set up for a digital experience platform, as the APIs can pull data from any sources (like customer relationship management, customer data or localization platforms) and leverage logic to optimize content for the right individual and the right channel at the right time. This modular architecture not only enables developers, designers and content folks to work alongside yet independently of each other, but APIs also empower easy integration between the ecommerce platforms, analytics tools, CRMs and other technology you’ve chosen for your DXM program. This flexibility empowers scalable and future-ready digital experiences across your websites, applications, social media channels, email campaigns and more. Start Building Your Digital Experience Management Program Today As you can tell, choosing your DXM tools and the platform that “glues” them together is an important and somewhat delicate process. But it’s one you need to begin if you plan to get anywhere with a digital experience that delivers when it comes to demands from customers and leads. To learn why headless CMS is the preferred solution for an integrated digital experience strategy, enjoy this complimentary copy of Gartner’s report: Elevate Your Horizontal Portal to a Digital Experience Platform. Once you’ve understood the value of headless architecture, check out this headless CMS buyer’s guide, which will help you determine whether a headless CMS is right for your organization, how to choose the right one and features to look for. The last step before you’re ready to make big decisions about a CMS upon which to build your DXM program is to take a look at this guide to make sure you’re familiar with the ins and outs of API technology and that you’re prepared to choose a solution that is API-first.