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Section 1

Today’s new CMS:
Content management is changing

Read time length: 3-4 minutes

The dawn of the multichannel age

Today’s CMSs are still grappling with some of the fundamental questions raised by the invention of mass printing:

  • How can we communicate new ideas and information to people more effectively?
  • What's the best way to publish, update, control, and repurpose those ideas?
  • How can we find the right audience and build a relationship with them?

Today, the volume and variety of digital content makes answering those questions much more complicated.


For one, the pathways connecting creators with their audience have exploded; there have never been so many, and they've never been so complex. New channels, devices, and interfaces arrive—and evolve— faster than we can adapt to them. (Think Alexa, Nest, Fitbit, smart watches, and more.)

At the same time, we stand on the peak of massive digital transformation. Seismic change pervades almost every sphere of life—public, private, personal, commercial, industrial, political—wherever there was an old way of doing things, there is now a "new."

Digital content is how we experience this transformation, and by sheer necessity, CMSs are evolving to accommodate more ambitious digital experiences.

Choosing the right CMS is a question of survival for organizations trying to adapt, stay agile, and deliver amazing customer experiences in coming years.

Many digital transformation elements
drive CMS change. Here are five:

1. Empowered customers

Today, customers demand more and have less loyalty than ever, and they're drawn to experiences built around them. They want convenient, anticipatory, and tailored services (but not creepily so) from every online interaction, and increasingly, it's down to the CMS to deliver them.

2. Globalization

To consumers, globalization has made the world feel smaller. For content publishers suddenly addressing international audiences, the challenges have become bigger.

3. Accelerating change and pervasive complexity

Multiple new technologies and disciplines within the marketing ecosystem are rapidly evolving all at once—from automation, personalization, A1, and machine learning to fundamental shifts in CMS architecture itself.

In parallel, new devices, channels, and interfaces like voice assistants, wearables, and the Internet Of Things are emerging, maturing, and converging.

4. Data centricity

Pervasive digital transformation is generating more data than most marketers know how to handle. But theres immense value in measuring how your audience engages with your content. Data-driven marketers are learning about their users' ever-changing interests, motivations, purchase-readiness, and buying journeys.

5. The convergence of content and e-commerce

In the blink of an eye, great content experiences have become inextricably linked with the ways retailers sell and consumers buy. Your CMS needs to account for the way customers consume content in the context of their buying journey.

Finding a path through change

Navigating pervasive, all-encompassing change isn't easy. But there are big rewards for businesses that find a way. Choosing the right CMS makes it easier to:

  • Deliver amazing customer experiences in every channel —not just your website
  • Shape marketing operations around great content
  • Gain insights that help you predict and meet the needs of individuals
  • Win customers from competitors
  • Build great relationships
  • Spend your content budget more intelligently

Let's find out how.


The definitive guide to choosing a content management system

Choosing the right CMS can be really complicated, and really important. So we wrote a guide to getting it right.

Download the full-length guide