Corporate marketing teams face the challenge of creating seamless brand experiences while managing increasingly complex workflows and content demands. Brightspot’s versatile platform provides these teams with the flexibility, speed and integrations necessary to succeed. Below, we explore how Brightspot’s solutions have empowered various brands to streamline operations, enhance customer engagement and drive measurable business results.
Transforming content and commerce for Mattress Firm
A traditional brick-and-mortar retailer, Mattress Firm was looking to modernize its content strategy to educate consumers and drive e-commerce. Their existing systems made it difficult to launch campaigns and microsites quickly, and they struggled to engage top- and mid-funnel audiences.
The Mattress Firm website is the gateway for our customers into our brand and their experience with our company. And that’s the way we’re trying to treat it — as not just a transactional site but somewhere they can come in and learn, and that’s really where the content to commerce picks up.
The corporate marketing CMS solution for Mattress Firm
Brightspot’s headless CMS enabled Mattress Firm to redesign its entire website and blog, focusing on a content-to-commerce approach. The platform allowed Mattress Firm to integrate marketing and commerce seamlessly, empowering teams to quickly launch new campaigns and test innovative content strategies without relying heavily on developers.
Technical impact:
- Headless implementation: Flexible front-end experiences allowed for enhanced SEO and improved site speed.
- Content personalization: Targeted content types ensured that content reached the right audience segments.
- Reduced developer dependency: Teams could launch campaigns without extensive technical support.
Key KPIs:
- 20% decrease in bounce rates
- Double-digit improvement in conversion rates on entry pages
- <10 days to launch global “Unjunk Your Sleep” microsite campaign
Enhancing newsroom efficiency for FedEx
FedEx was struggling to manage its growing digital complexities, including onboarding new contributors, syndicating content and managing newsroom activities with Adobe Experience Manager. They needed a solution that could streamline content creation and drive audience engagement.
The corporate marketing CMS solution for FedEx
Brightspot’s intuitive platform enabled FedEx to launch a new newsroom in less than 30 days. The CMS’s dynamic tagging capabilities allowed contributors to quickly create stories and distribute content to the right audiences, ensuring seamless communication and engagement. Today, the site also supports newsroom communications across dozens of languages, ensuring messaging is both discoverable tailored to FedEx’s global audiences.
Technical impact:
- Rapid deployment: Launched a new newsroom in under 30 days.
- Dynamic content tagging: Ensured new content was distributed immediately to the right stakeholders.
- Scalable efficiency: The platform’s pre-built content types enabled FedEx to scale its content operations smoothly.
Key KPIs:
- Less than 30 days to launch the new newsroom
- Improved internal content efficiency and contributor onboarding
- 12+ multi-language support for newsrooms across continents
Centralizing content management for BYU
Brigham Young University (BYU) needed a unified solution to manage its many websites across departments and locations. The university faced challenges related to inconsistent site styling, governance issues and outdated systems that created a decentralized approach to content management.
The corporate marketing CMS solution for BYU
Brightspot provided BYU with a flexible, multisite CMS that allowed departments to efficiently share essential content across sites. Custom workflows and permissions ensured security and governance while allowing BYU’s teams to build microsites quickly and manage content seamlessly.
Technical impact:
- Multisite capabilities: BYU could manage 900+ websites from a single Brightspot instance.
- Custom workflows: Tailored permissions and workflows enabled secure, efficient content management across the university.
- Microsite flexibility: Departments and professors could quickly set up microsites for student projects and profiles.
Key KPIs:
- 900+ sites hosted on Brightspot
- 3.5K CMS users across university departments and locations
Accelerating marketing opportunities for NBC Sports properties
NBC Sports needed to consolidate 18 platforms into one streamlined CMS to support its live sports reporting as well product marketing initiatives for services including Peacock, Pro Football Talk and GolfPass. The complexity of managing multiple content systems was slowing their ability to publish and engage sports fans in real time.
Brightspot was the best option to go with in terms of functionality and design. It works the way you want it to. It’s flexible, you can change the way things look very easily, add new things, remove things — and it doesn’t have a bunch of dev work attached to it.
The corporate marketing CMS solution for NBC Sports
By leveraging Brightspot’s flexible architecture, NBC Sports was able to consolidate its platforms and manage all content from a single CMS. The platform’s dynamic integrations with video, sports stats and syndication tools helped NBC deliver real-time sports updates efficiently and securely.
Technical impact:
- Platform consolidation: Reduced the complexity of managing multiple systems, making it easier to publish live sports content.
- Real-time sports updates: Integrated with crucial third-party systems, enabling seamless updates to video, audio and stats.
- Custom workflows: Tailored workflows supported both editorial and technical teams, improving efficiency
Revolutionizing brand storytelling for Walmart
Walmart, a global retail giant, was hindered by a slow and outdated CMS that limited its ability to innovate. With numerous international and corporate sites to manage, the company needed a platform that could support streamlined content creation, distribution and management across multiple properties.
The corporate marketing CMS solution for Walmart
Brightspot’s modern CMS allowed Walmart to unify its digital operations and streamline its publishing workflows. With advanced storytelling capabilities, Walmart’s teams could create multimedia-rich content faster and distribute it across various channels, both domestically and internationally.
Sticking with a legacy CMS would have constrained our creativity and undermined our confidence. With a modern CMS like Brightspot, we can move and innovate the way we want now, and in the future.
Technical impact:
- Multisite capabilities: Brightspot empowered Walmart to manage 16 corporate and international sites from a single platform.
- Content distribution: Teams were able to publish content across channels seamlessly, reducing manual effort.
- Robust integrations: Brightspot’s out-of-the-box integrations enabled smooth publishing across various content systems.
Key KPIs
- 16 sites, including corporate U.S. and international sites
- 250+ editorial users utilizing the CMS within Walmart and its vendors
- Customer for 10+ years
Consolidating digital platforms for Indigo Sports
Indigo Sports, managing over 190 golf courses and resorts, was facing significant workflow challenges, including a congested backlog in website creation. The company needed a CMS that could support multiple design options while allowing them to launch websites for new courses quickly.
A big value we see from Brightspot is with search engine optimization. On average we are seeing site health improve by over 40% when launching new courses. The resulting growth in organic search rankings is testament to the site structure on the back end—it’s just a really good mousetrap when it comes to people seeking information on golf courses near them.
The corporate marketing CMS solution for Indigo Sports
Brightspot helped Indigo Sports consolidate 15 CMS platforms into a single system, improving workflow efficiency and reducing the time needed to launch new websites. A custom event management tool integrated directly into the CMS to support thousands of events across all properties.
Technical impact:
- CMS consolidation: Migrated 15 CMS platforms into one system for streamlined management.
- Custom event management: Integrated event management and registration features for thousands of events annually.
- Rapid site launches: Reduced the time needed to launch new websites from weeks to days.
Key KPIs:
- 130+ golf courses managed from one CMS
- 40% improvement in site health following migrations
Elevating Whole Foods’ brand storytelling on top of a flexible headless stack
Whole Food Market faced the challenge of preserving its unique brand identity and ensuring a seamless connection with home shoppers through its content to engage with customers and maintain its brand promise.
The corporate marketing CMS solution for Whole Foods
The Whole Foods content team decided that a new way of serving content was needed. They wanted to keep control in-house to seamlessly integrate with Amazon’s powerful back-end. Brightspot enabled Whole Foods to have strong editorial controls, so that all content could be guaranteed as adhering to Whole Foods’ brand values and messaging.
Technical impact:
- Powerful headless preview functionality: The Whole Foods team has a more powerful preview and content authorization functionality than they ever had before.
- Multichannel content distribution and management: Dynamic and extensible GraphQL API endpoints enable all content and metadata to be pushed exactly where it needsto be.
- Corporate tech stack integration: Whole Foods has full control and flexibility over its content, while enabling the group to work in tandem with Amazon’s e-commerce platform.
Conclusion
Brightspot’s CMS solutions are helping leading brands accelerate their marketing efforts, enhance customer experiences and drive significant business outcomes. From streamlining multisite management to empowering content-driven e-commerce, these success stories showcase the versatility and power of Brightspot in enabling corporate marketing teams to thrive.
