Use Cases

How a modern CMS empowers you to embrace the future of brand storytelling

Computer monitors and desks in a modern office setting

Gone are the days when a company could rely on press releases and media coverage to tell its stories. To excel in the digital space and gain the interest and, more important, trust and loyalty of consumers, companies must now make a much deeper commitment to brand storytelling. They must show—and not simply tell—what makes their brands unique, by offering transparency into what drives their brand and by creating compelling, magazine-quality content.

This is the future of brand storytelling—and this is a marketer’s new pathway to establishing an emotional connection with customers.

We know that effective storytelling activates parts of the brain that enable consumers to make these connections. But what you may not know is how to tell the story of your brand in a manner that is effective, agile, affordable and scalable. What’s more, even if you produce engaging, authentic and timely brand-appropriate stories that build emotional customer connections and cultivate brand loyalty, how do you know if they drive sales?

Fortunately, a modern CMS can be the digital empowerment tool you need to efficiently create your brand’s story and gauge its effectiveness.

Having the right technology to create and manage your content so you can promote it on any channel or device and then analyze it might sound impossible, especially if you currently lack resources around your current CMS. The good news is that a modern CMS can give you unprecedented speed to launch quickly, publish fast and deliver optimized content everywhere—all while decreasing your dependence on IT.

3 Ways a Modern CMS Brings Your Brand’s Story to Life

1. It’s Fast

When it comes to brand storytelling, speed is essential if you want to stay relevant and timely with trending stories. A modern CMS allows you to implement a new message, deliver content and respond to updates faster than ever. Content delivery becomes easier and more intuitive, which saves your company time and money.

Historically, launching or re-releasing an enterprise-class site has been a 12-month (or more) venture. Many publishers have no idea that modern CMS alternatives can turn what was once a marathon into a sprint, allowing you to launch a site in as little at 90 days.

The new technology fueling this speed also gives you the ability to make updates easily and quickly. Changes in strategy, recent trends and news can all be woven into your brand storytelling without long delays for new builds. Preconfigured templates and components make things even easier—and faster.

Speed in Action: 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.

2. It Encourages Independence

To make a minor 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.

With a modern CMS, not only do you benefit from a potent set of rich text editor tools, but you can also make changes quickly and easily without having to engage other departments. Fast CMS publishing can help your brand stay relevant and make adjustments quickly, which is key to successful brand storytelling.

Instead of wasting time wrangling with several disparate systems across your organization, your editors and brand storytellers can work with a central digital hub that eliminates inefficiencies.

Independence in Action: After launching on Brightspot, Johnson & Johnson significantly reduced their reliance on IT, slashing the time needed to upload videos. A task that once required four hours and two IT team members now requires less than 10 minutes and just one editor.

3. It Maximizes Content Delivery

Once you’ve created great content, you’ll want to deliver it—and delivery now means optimized, personalized, multimedia content sent to audiences around the globe, in multiple languages and available on a plethora of digital touchpoints including the web, mobile, IoT devices (e.g., Amazon Echo) and OTT video (e.g., Apple TV).

Content Delivery in Action: 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.

Brand Storytelling: The Brightspot Readymade Advantage

Developed as the result of experience gained from launching hundreds of websites for some of the world’s largest companies, Brightspot Ready Made is an ideal fit for anyone looking to affordably, effectively, quickly and meaningfully tell the story of their brand.

This Content Business Platform is an out-of-the-box solution that combines an enterprise-quality platform with an easy-to-use publishing interface. Readymade eliminates obstacles by removing IT from the day-to-day publishing process—providing editors with unprecedented control over the look and feel of their sites.

Each package includes a pre-built component library of more than 100 page types, asset types and integrations. With these combined features, CMS users can create thousands of website configurations from one single authoring experience.

Brightspot Readymade offers multichannel publishing that helps you maximize your content delivery strategy from the earliest stages of use. Consistency and responsiveness—key to all great brand storytelling—are natively available within the platform. Readymade also makes it easy to track how and where your content performs best, with built-in analytics and data visualization.

With the Brightspot Readymade streamlined publishing process, you can launch or relaunch your website in a matter of months. In fact, in as little as 90 days, you can be up and running, sharing the powerful story of what drives your brand.

Is your current technology inhibiting your storytelling efforts? Contact a Brightspot Ready Made consultant to see how a Content Business Platform can empower your brand storytelling process.


Related resources

Jenny Sylvers
By  Jenny Sylvers
October 21, 2020
Creating a seamless customer journey, making every touchpoint and every user experience flawless, is the key to generating recurring sales. From the website to the brick and mortar store to the mobile app, every channel is an opportunity to create memorable, lasting experiences for consumers.
5 Min Read
Jenny Sylvers
By  Jenny Sylvers
May 11, 2020
Rebranding your website can be an overwhelming task with many different moving parts. Learn from Special Olympic's website rebranding experience and 5 key takeaways to think about before starting your own project.
6 Min Read
By  Brightspot Staff
December 02, 2020
Effective digital storytelling is a must for brands seeking to connect with their customers no matter the device, medium and global or local context.
3 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