Products

Choosing a CMS: 6 digital experience platform trends impacting decision making

Website whiteboarding session

Choosing a CMS platform requires a large investment of both time and money. And as the landscape for content publishers keeps changing, it's important to keep a pulse on content management system trends that evolve quicker than the capabilities of most platforms. In a recent webinar, Melissa Webster, vice president of content and digital media technologies at the research firm International Data Corporation (IDC), highlighted six key CMS trends currently shaping the digital landscape.

Rising expectations for content

You probably know this from your own personal online visits: We expect a lot from content publishers today, and the margin for error is low. "The last great experience someone had online now sets the bar higher for every subsequent experience," Webster says. "It doesn't really matter who provided that last great experience. It begins to be an expectation that's broadly shared."

That means when choosing a CMS, organizations need a platform that will allow for continual innovation to improve customer experiences, connecting every moment of interaction. This cycle begins as a visitor explores your content for the first time, ideally continues with a purchase that transforms the visitor into a customer, and becomes an infinite loop of loyalty.

On content management trends Webster says, "We continue to see tremendous pressure in organizations to accelerate cycle times and reduce time to market, marketing continues to be under pressure—without rising budgets."

Diverse audiences

The ability to deliver information online also complicates the picture when there are multiple audiences to serve. You may have external audiences that need to be segmented and receive personalized content. You may also need to tailor experiences for vendors, partners and internal readers. IDC conducts regular surveys of digital experience managers at various companies. "Organizations tell us a great customer experience starts with embracing the needs of all their stakeholders," Webster says.

A growing number of channels and devices

Ten or 15 years ago, most companies just had to deliver a great web experience. That's no longer true.

"It's not just web or mobile or social—today, it's also all kinds of new and emerging Internet of things devices," Webster says. "Looking at the number of channels, we just keep adding, we never really let anything go."

For the first time, she says, respondents in a recent IDC survey were more concerned about social channels than about the web. Then, of course, there are email campaigns, forums, messaging apps and other ways to stay connected with an audience. Each channel or device becomes differentiated not just technically, but with the tone of the content itself. You wouldn't talk to Facebook, for example, the same way you engage with Twitter, Instagram and other channels.

Organizations tell IDC that the cost of supporting each new channel is prohibitive. "We believe that's certainly the case if you don't have a solid platform," she says.

The advent of personalization

"Personalization is becoming a big topic," Webster says. At the very least, this means localizing the experience according to geography and translating into the predominant language across different countries. But personalization could go much deeper than that. It may also entail serving particular products depending on the market context, or contextualizing content based on time of day or demographics. Then there's the desire to reach audiences one-on-one, customizing the experience based on preferences or previous interactions. The Brightspot digital experience platform, for example, supports custom experiences with its audience segmentation feature, which you can see in action here.

Emergence of artificial intelligence

All of these content management system trends—a top-notch customer experience, personalized and relevant, delivered seamlessly across several channels—present a strain for publishers.

"Organizations are spending more on content creation—we're seeing those expenditures are up 23%," Webster says. "Nevertheless, they still can't keep up. This means they need better tools to plan, schedule and execute on their content investments."

AI is becoming one of these tools, playing a role in everything from managing assets to optimizing content to generating versions of stories for different devices.

Proliferating genres for digital experiences

New content types including virtual reality, augmented reality, voice-activated programs for devices such as Amazon's Alexa, and 360-degree video pose both opportunities and challenges for many companies. Webster sees e-commerce, education, entertainment and wayfinding as the most common use cases for AR and VR to start, while voice is becoming more ubiquitous, as well.

"These developments highlight the need for organizations to be ready and agile in support of new kinds of digital experiences that emerge and become part of our growing user expectations," she says.

As you consider your CMS options, be sure to consult this checklist of must-have CMS characteristics and watch our informative webinars. Have questions, or want our latest take on content management system trends? Request a demo today.

Share

Related resources

Jenny Sylvers
By  Jenny Sylvers
October 01, 2020
With customer demand growing for online retail services, especially with the COVID-19 pandemic, eCommerce brands need to be present for every step along the customer journey. Here are four strategies for success plus the tools you need to deliver the most effective eCommerce content experiences.
7 Min Read
September 01, 2020
Providing content to customers and users that proves not only valuable, but also consistent, with your brand helps to build and maintain brand exposure across important channels and reinforce messaging that boosts engagement. Here are some tips for ways to map content on your website to the customer journey.
5 Min Read
By  Brightspot Staff
November 06, 2020
Organizations that have embraced digital have done so by adopting a powerful, B2B publishing CMS. What are 7 things to look for in such a CMS? We take a look.
6 Min Read

All Brightspot Features

The Brightspot Content Business Platform is built by publishers and developers, and is designed to grow with your business.
A robust set of tools to manage sites, content, users and permissions, workflows, languages, and analytics.
Keyword-driven and comprehensive, filterable search and taxonomy features make folders a thing of the past.
Intuitive and designed for the work, including rich-text editing, embeds, plus collaboration features that make teamwork work.
Start publishing content rapidly thanks to built-in, extensible content types including text assets, media, pages and much more.
Drive deeper engagement and personalized experiences by leveraging authentication, profiling, segmentation and affinity features.
Built to be a bridge to your systems and all your data, start with one of the 70 plug-and-play integrations, or build any custom integration to meet your business needs.
Meet users where they are thanks to syndication and distribution tools like RSS, sitemaps, SEO tools, social publishing and translation support.
Front-end agnostic means content businesses can publish how they want - headless with GraphQL or decoupled - all from the same environment.
Get the publishing speed you need with Brightspot. Book your personalized walk-through today!
Request a Brightspot demo graphic