Epic Brand Storytelling: How a Modern Content Management System Makes All the Difference


Brand Storytelling and Technology


One of the biggest enemies of epic brand storytelling is an outdated, legacy content management system (CMS). Many companies these days are finding their storytelling inhibited by these slow, antiquated technologies.

Last week, we hosted a webinar titled The Evolution of Brand Storytelling: Taking a Newsroom Approach. During the webinar we posed a simple question to the audience: "What challenges do you currently experience publishing your content?" The most popular responses were:

  • Dependency on other departments (34%)
  • Too many disparate systems to work across (22%)
  • Delivering content across multiple channels (17%)
  • Standing up new experiences quickly (16%)

If any of the above describes your organization, it’s time to dump that rigid, inflexible, legacy CMS and demand a faster, more scalable approach.

Find out how a modern CMS transformed Johnson & Johnson into a brand storytelling powerhouse.

Here are four ways a modern CMS can help eliminate bottlenecks and increase timeliness in your quest to become an epic brand journalist.

1. From Dependency to Independence

How many layers of red tape do you have to go through to make a small change to your website? Does it take hours for you to accomplish something that should take minutes? This is frequently the case with legacy CMS platforms. They are notoriously difficult to use and require an overdependence on IT support instead of empowering editors and daily system business users.

With a modern CMS, not only do you benefit from the richest of rich text editors but you can make changes quickly and easily without having to engage other departments. This will help your brand stay relevant and make adjustments quickly, which is key to successful brand storytelling.

Example: Johnson & Johnson reduced the time required to upload videos from four hours + two IT team members to less than 10 minutes + one editorial user by switching from Drupal to Brightspot.

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2. Playing Well with Others

Like the poll results signaled, editors and brand storytellers are challenged with disparate, siloed systems across the organization—creating inefficiences and wasting time. Compounding the number of disparate systems is the fact that many of them are legacy technologies that are difficult to integrate with or upgrade.

A modern CMS, on the other hand, works in tandem with other technologies/systems, or it can be the central digital hub of the organization. Either way, your system is truly YOURS—fitting the way you do business and playing well with the other technologies in your stack, while leaving room to incorporate new technology innovations and products as they emerge.

Example: At National Geographic, the Brightspot platform runs all of Nat Geo's videos while seamlessly integrating with a handful of other content and digital asset management tools the brand utilizes.

3. Signed, Sealed, Delivered

Telling great stories is difficult, but delivering those stories should not be. Maximizing your impact and becoming a master of different channels and types of content is a lot easier when you're using a modern CMS. Multi-channel publishing is a given and should be natively available within your modern CMS platform—making delivery of a consistent, personalized, and responsive experiences simple. New-age CMS platforms also make it easy to track how and where your content is best performing with built in-analytics and data visualization.

Example: Brightspot enabled Sotheby's to provide richer, more engaging experiences by expanding its online Museum Network from just videos to other content formats, including articles, events, calendars and image galleries.

4. Modern CMS are Lightning Fast

A modern CMS makes everything speedier: implement your new solution faster; deploy and deliver content via multiple channels faster; analyze and respond to changes in strategy and market conditions faster. Content delivery becomes easier and more intuitive and saves your company time and money. When it comes to brand storytelling, the need for speed is paramount to staying relevant and timely with trending stories. And acting like a true digital journalist.

Example: After migrating their site from a legacy CMS to Brightspot, Hanley Wood decreased the amount of time it took to deploy a newsletter from two days to under two hours (in some cases, as little as 12 minutes), saving the 80 editors working across the CMS two to three hours per day.

Is your legacy technology inhibiting your storytelling efforts? Contact a Brightspot consultant to see how a modern CMS can empower your brand storytelling process.

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