Does this sound familiar: Your team is creating amazing content. Your distribution strategy is solid. Your CMS, however, is not. Instead of millions of readers voraciously consuming your content across countries, languages, and channels, your only readership is your IT department—reviewing your minor change request, from that still (inexplicably) open JIRA ticket. To you, CMS actually stands for Content Mismanagement System and your site languishes as others regularly distribute fresh content.
While you may have conquered your fear of spiders, clowns, and speaking in public, the mere thought of re-platforming brings on a bout of cold sweats. Your fear is justified; historically, launching or re-releasing a world-class site has been a 12 month plus project, costing millions of dollars and requiring armies of consultants.
In comparison, those spiders don’t seem so bad.
Replatforming Does Not Have to Take 6-12 Months
So why don’t more companies leave their existing CMS? The answer is that vendors like Adobe Experience Manager (AEM) have made the process unnecessarily difficult. As a result, people are (rightfully) afraid it will take forever, they don’t realize that modern alternatives can turn a 9-month marathon into an 8-week sprint, and they believe the pain of change is worse than the impact of inaction.
Adobe has trained us to believe that a re-platform should take longer than a season of Major League Baseball. Last year’s baseball season began on April 2, 2017 and ended October 1, 2017—a total of 183 days from start to finish. As a long-suffering Mets fan, I can attest that these seasons seem interminable, yet, launching a website on AEM (and its equally antiquated competitors) takes even longer! And still this is deemed an acceptable time frame?
Adobe Has Us Convinced: There is No Alternative
Adobe’s greatest trick is convincing the market that the way to keep your job safe is to purchase its products. However, AEM was designed before the Content Distribution 2.0 era, a time of single site, single language, single channel. While this approach worked for more than a decade, it is now archaic. While many vendors have frankenstein-ed their products to claim modernity, this approach is the reason for those hefty consulting fees. It takes significant effort to fit a square peg into a round hole; or in the parlance of consultants: to ideate a solution for overcoming the size differential between the existing state (square) and the future (round), required state. Someone get an SME, quick!
But these large vendors have built enough brand credibility that companies continue to choose them because they are the “safe” option even if they cost more, take longer, and provide an often confusing and antiquated UI. And once implemented, navigating the labyrinth of different software, various log-ins, and capabilities makes publishing more, not less complicated.
Inaction is the Biggest Risk
As a result, many companies retain their existing CMS even when it becomes abundantly clear that's insufficient and even detrimental to their business. But waiting has led (and will continue to lead) to frustration for your content creators, IT team, and readers.
First, your content creators find the CMS hard to use and nearly impossible to publish to diverse channels and audiences. Then, your IT team is besieged with nuisance requests that prevent them from addressing long-term strategic problems. And finally, your readers have limited content in their native languages, can’t access content on the latest devices, and are left with 404 errors during breaking news.
While your content is in a queue, your competitors’ timely publications are delivered across the newest channels and your readers are ditching you. Growth and retention becomes harder and results in diverting spend towards search engine marketing (SEM) instead of content creation. As a result, some of your best content people are demotivated.
Meet Brightspot—The Content Maker’s System
When Perfect Sense was founded it faced all the dilemmas outlined above. Systems did not support the channels that publishers needed. Building multiple sites required multiple instances. Working with consultants was time consuming and delayed launch. So, Brightspot was built based on the requirements of the world’s largest companies such as Amazon, Walmart, Johnson & Johnson, Politico and MediaDC. The system was designed for modern content creators by natively supporting every channel, offering workflows designed for digital teams and a UI that is familiar.
With Brightspot, projects start 80% finished, reducing the time and cost of launching an enterprise level content distribution machine. Projects that took more than nine months are complete in as little as eight weeks. Costs tend to be 50% of what the market leaders have trained you to expect. And your content creators will be publishing in Brightspot with just 10 minutes of training.
Want to learn more? Request a demo today!