Rethinking the Content Management System for Media and Publishing in the Mobile Era

cms-mobile_6.0

Ask anyone from the staff at Buzzfeed to the owner of your neighborhood antique store, and they will agree: it’s time to reinvent the CMS so every publisher has the same tools to succeed in a mobile world. After all, in a world of smartphones, users have come to expect a better experience on mobile. Whether they are flipping through apps consuming content from left to right or experiencing rich magazine-like features, keeping the reader engaged is a top priority.

When it comes to moving beyond the desktop, “themeing” in the CMS is necessary to build these experiences across multiple screens. The goal of responsive design is a good starting point, but it doesn’t do the job completely. We need to take it a step further with the CMS being WYSIWYG and component-based. By doing so, any publisher can deliver a rich, touch-enabled experience regardless of the screen or device or wearable the reader uses.

Creating richer experiences on mobile enables engagement, and even monetization, to live within the CMS. Up until now, most CMSs had monetization relegated to the right rail of the page, but with so many users experiencing sites via mobile, it’s become necessary to shift to in-stream experiences. Dynamic experiences and monetization is now living symbiotically with the content. While many legacy CMS vendors have created bridge solutions, the real solution in the long-term is to make the CMS the place where native advertising is created and trafficked in sync with a publisher’s existing ad server. And this requires a CMS built for today’s era of mobile engagement.

Of course, every reader has different tastes and expectations for any given site so in order for native ads to be a success, personal relevance should be a major factor. Rather than a chronological feed, a personalized feed directed at the user’s own interests is needed.  Personalizing the user experience for each individual reader should be at the core of any given CMS. This provides a superior reading experience and users are much more likely to frequently engage with the site.

It isn’t just responsive design that has changed, users have changed their online activity as well. They are no longer simply reading content, leaving comments and moving on. Today, they are sharing more than ever and CMS for the mobile world needs to offer the seamless ability to connect with the online community.

Additionally, writers or anyone interested in creating content should have the option to write on mobile. Unfortunately, CMSs built a decade ago are not a viable option on mobile. Authors should be able to write content from their phone as effortlessly as they tweet.

While we aren’t totally there yet, this reinvention will surely happen. Publishing has drastically changed since the mobile shift and there’s no doubt that reinventing the corresponding CMS software will occur in the near future.

To learn how Crafter CMS was designed and built for the modern era of mobile engagement, contact us today for a personalized demonstration.

 

Top 5 Capabilities Your Web CMS Needs

Website SEO and analytics icons
Marketers expect much more from web CMS solutions now than they did five years ago. Today, web content management is much more about customer engagement and marketing activities than the publishing and content management it was a few years ago.

Because of this transformation, CMS platforms are becoming the central point for everything such as managing data from CRM, ERP, Marketing Automation and other applications, delivering personalized experiences, analyzing customer data and optimizing strategy, and even improving management of organization-wide digital assets. As customers come to expect, and often demand, a perfect experience every time, it’s as important as ever for enterprises to explore how today’s advanced web CMS solutions can help them achieve their goals. The following are 5 essential ways that CMS supports the digital experience.

1.  Efficient Management of Digital Assets
The use and management of both text and visual digital assets are easily done with CMS platforms. Everything from editing to resizing and previewing assets, as well as pushing media and documents to the web and social channels is simplified through the use of web content management. WCM allows enterprises the vital role of smoothly and efficiently delivering customized digital experiences.

2. Utilizing All Web Properties to Publish Content
At one point having multiple marketing teams for a wide range of products and global services may have worked, it just isn’t feasible now. That approach only causes redundancy of efforts, unwanted licensing and maintenance expenses from websites built on varying platforms, and outrageous marketing team sizes.

Ideally, with the right web CMS platform content will be automatically pushed to social media, public facing sites, internal intranets and any other channel that makes sense. This smoother process is not only more streamlined and efficient, but it also keeps the brand voice consistent across multiple platforms.

3. Optimize The Use of All Data
Once you have streamlined your ability to publish content, you will want to get a better handle on how you optimize the use of all that content and the user’s experience. CMS platforms that are equipped with full support for A/B Testing, customer engagement analysis, predictions and recommendations, goal tracking, campaign tracking and other actions related to analyzing customer data and customer journey tracking will significantly improve this optimization.

Additionally, CMS platforms offering intuitive backend interfaces with integrated BI insights as well as administrative ability to utilize the insights quickly will substantially enhance the process and raise the bar even higher.

4. Integrated CMS Platforms
To your customers, your online presence is not segregated into the web, social and other silos. To them, it is one entity. So failing to integrate CRM, portals, BI, analytics and other key applications will cause you to spin your wheels in your attempts to reach your customers from all angles in your CMS platform.

The task of integration is simplified with the use of out-of-the-box connectors while easily linking existing web applications through APIs. Everything from search platforms, e-commerce, language translation, major CRMs, analytics, databases and publishing platforms easily come together.

5. Personalized and Integrated Digital Experiences
Leveraging web CMS platforms is key for any enterprise managing multiple brands and/or products. Modern CMS solutions ease the ability to deliver personalized and contextual digital experiences by simplifying the process of personalizing the design and content for landing pages, making it easier to reuse code and display separate content to different user segments.

5 Rules for Creating Loyal Customers

When it comes to attracting consumers, marketers are realizing they need to step up their game to keep up with the competition. Many of their competitors are undergoing dramatic digital transformations designed to increase customer engagement through targeted, individualized experiences across every channel and device (online and offline.) Brands are now doing whatever it takes to deliver standout service and capabilities to their desired audiences.  However, as brands scramble to go above and beyond, they often miss some of the most important rules on how to engage customers properly and thus don’t achieve the desired result. The following are 5 of the key guidelines to follow when designing digital experiences that align with your brand goals and customer satisfaction.
customer-v2-01

#1 Be Helpful

When a customer has a need and you make it easy to fulfill that need you are well on your way to creating a loyal follower of your brand.  Start by creating a helpful experience that comfortably guides customers through the purchasing process. From start to finish, make it simple and helpful.  For example, once a purchase has been made, provide assistance, and do it across various channels.  In the confirmation email or on the “proof of purchase” page, help cover the unknowns. How-to videos, images and infographics are very powerful tools for extending the conversation and covering unknowns. Let them know they can reach you on social media. Customers enjoy being part of the process and will feel more connected to your brand when given access to exclusive content.

#2 Make Content Engaging and Easy to Consume

Designing for the small screen doesn’t mean the experience has to be sacrificed by eliminating important content. It simply means the content you include needs to be extremely engaging and on point for your targeted audience.  Consider being more concise, use 10-second videos rather than those lasting longer than a minute or more. Your content should be contextual, responsive, and most of all, as flexible as your users need it to be. It should be able to go across all channels and devices – online and offline. Your goal should be to create an environment that is specific for the device while also having the ability to go beyond into diverse environments, be it an in-store experience or virtual signage on a billboard and so on.

#3 Personalize Without Being Creepy

Personalization and automation provide a lot of value to the customer. Yet, today’s consumers are savvy and many of them are mindful of privacy concerns. The last thing they want is to be creeped out and worried about privacy issues. Some advertising can come across as a little too personal and downright annoying. Just because I looked at a product does not mean I want it. Today a lot of “retargeting” on social networks are guilty of this simple assumption.  While quick follow up and reinforcement works, the smarter you can be about what you chose to reinforce the more likely you are to convert a customer.  Being annoying might coerce a few new customers but it can also do the opposite and turn potentially loyal customers away. The magic happens when you are helpful and relevant to the customer.  The internet is rife with stories of large companies using purchasing histories to suggest future purchases that “crossed the line.”  Making recommendations can be extremely useful for your customers and amazing for sales but make sure you are constantly asking / checking that your analysis and algorithms are non-invasive, so you don’t overstep your boundaries and end up embarrassing or creeping out your customers and prospects.

#4 Reuse Content

While it may sound like a faux pas, it really is in your best interest to reuse content. Equally as important as creating easy-to-use experiences, using familiar patterns and repeating calls to action will give the perception (sometimes illusion) of a faster solution. Reuse content modules and processes because it reinforces your branding and attracts customers by increasing awareness.

#5 Be Easy to Use, Be Fast

Whether your site visitors are making a purchase or just browsing, one of the single most important things you can do for the user is to provide them with a quick resolution. Many websites make purchasing easy for their customers by keeping the experience to a few clicks. Not only is that convenient for the visitor, but makes the ordering process quicker and streamlined. Ensure that you have a highly scalable platform that is capable of delivering the site quickly and that your front end code (images, CSS, Javascript, etc.) are optimized to render quickly to your users.

Although it’s never easy to truly know every potential hiccup you may face, by understanding the above mentioned five aspects of a great digital experience, you will likely avoid them, which will keep both your business and customers happy.

Do you agree? Comment below and tell us what you think helps create loyal customers!

6 ‘C’s for Great Customer Experience

The type of customer experience your company provides to its customers can make or break the brand. The game has changed and the winners in today’s market are those who provide a great experience to their customers throughout the entire customer journey. Learn how to increase demand and encourage growth through great customer experience by leveraging these 6 ‘C’s of Great Customer Experience!

#1: Contextual

Are you sitting at your desk working?  Are you sitting on the couch browsing with your tablet?  Are you in a Uber hurling towards the airport and trying to move your flight departure time?  Where you are, what you are doing, what kind of access you has matters A LOT! Contextualization focuses the experience on where you are, what device you are using as well as preferences such as location, language, and time of day.  In a nutshell, contextualized experience is what brands use to go above the muck in today’s omni-channel, multi-device, multi-lingual, multi-step world to provide you with a more personalized and relevant experience.

#2 Consistent

A brand is successful by promises made and promises kept. By consistently shaping communications and interactions that highlight strong delivery and core themes brands set customer expectations and drive loyalty by meeting them. Lack of consistency and failure to meet expectations has the exact opposite effect. Have you ever dialed into an automated “phone-tree”, entered a bunch of information only to be transferred and then have to re-enter all of your information again?  It’s frustrating at best. A consistent experience delivers what you expect at every step in the customer journey.  At each touch point, it knows where you have been and where you are now.

#3 Conversational

The online world is much more social than ever before.  Marketing is no longer about one-way communication in which brands bark messaging at customers, it’s about engaging with them.  Today’s marketing is “N-directional.”  It’s an on-going engagement with the brand, a customer, and the brand ecosystem.  Everyone knows that good friends are the ones that know how to listen.  The same is true for brands.

#4 Cross-channel

Our customers have multiple ways to engage with us from traditional media advertising, mail campaigns and phone to digital platforms such as sites, applications, kiosks, digital signage, email, texting, social media and more!  Your customers want to engage you through the mediums and platforms that make the most sense for them in the moment.  Companies that truly get customer experience understand that offering the customer a great experience on the platform of their choice is a critical component for success.  Multi-channel isn’t just about a website responsive design that works on laptops and smartphones.  It’s about really being able to serve customers on any channel and further it’s about being equipped to add a new channel at a moment’s notice.  New channels emerge all the time, and it is the first movers in nearly all cases that dominate the new space.

#5 Convenient

Convenience is a no brainer. Customers love easy. You must reduce complexity at every step.  Make it simple for them!  Apple no longer has a checkout register. Any employee can help you complete a purchase.  Need to schedule an appointment? A couple taps of by an associate on an iPad and you are done.  That’s convenient and it’s enchanting.  Now compare your hailing a cab to requesting an Uber.  Hailing a cab requires good fortune or great patience. Uber by contrast puts mobility at the touch of a button, provides you with an ETA and requires no physical payment transaction.  That’s convenient and it’s enchanting.  Be convenient. Be enchanting.

#6 Cost effective

While great customer experience is vital for maintaining and obtaining customers, doing more (for your customers) often requires more time and resources.  The key to creating and maintaining a great customer experience is finding a cost effective way to make it happen.  The key to cost-effective customer experience is in the architecture of the platforms and solutions you choose to implement. Of course, the platform needs to enable you to deliver contextual multi-channel experiences that engage and enchant your customers. But it must also allow you to scale in an affordable way.  By scale I mean few things.  Scale as in volume.  You need to be able to add more capacity without breaking the bank.  Scale as in many birds, one stone.  The platform should be able to cover many needs.  Multiple sites, many channels within a site and so on.  Scale as in capacity to innovate.  Digital experience is a space of constant evolution.  You need to be able to quickly and affordably develop and deploy new value to your customers.

How have the 6 C’s for Great Customer Experience enhanced your business?  Let us know in the comments below.

Crafter CMS Drives Large Scale, Reliable Customer Engagement During the Big Game

football

We’re happy to report that Crafter CMS powered some of the largest websites and mobile applications run by sponsors of a recent major sporting event that was viewed by over 189 million people around the world.

By powering their websites and mobile apps with Crafter CMS, our clients were able to deliver reliable, high performance digital experiences to all their customers. As television advertising drove surges of traffic throughout the event, our clients reported outstanding performance and a record amount of online customer engagement. Meanwhile, it was widely reported that several other enterprise and celebrity websites, which were running legacy content management platforms, crashed and burned due to heavy volumes of traffic. Based on our look at some of the sites that had performance issues, they seem to be running WordPress and Adobe CQ5 (AEM).

In contrast to most legacy content management platforms built over 10 years ago, the modern Crafter CMS excels at delivering reliable, large-scale Web content management implementations. And does so at a fraction of the cost of legacy, proprietary solutions.

Crafter’s innovative architecture provides marketers the easy-to-use tools they need to engage customers, provides developers with the agility to develop engaging website and mobile app features in record time, and provides IT administrators the scalable and performance to deliver highly reliable digital experiences.

Need a reliable CMS that won’t crash when you need it most? Check out our open source on-premise solution (http://craftercms.org) or our cloud-based, full SaaS solution (http://craftercloud.io) today.

Content.gov 2015 Recap: Taking Back Control Over Content

content-2015-recap-taking-back-control-over-content

Content.gov 2015 brought together industry experts, IT leadership and developers with extensive implementation experience who gathered to exchange ideas and explore best practices on managing content and documents digitally. Attendees learned from experts with extensive practical experience garnered from large real-world enterprise content management implemented into the public sector.

“Document management done well can bring order to an increasing volume of electronic documents, help organizations meet legal and regulatory compliance requirements, and reduce paper documentation.” Apoorv Durga, Analyst, Real Story Group.

This event showcased the undeniable growth of content and how new opportunities can emerge, especially in the public sector. One example illustrating this is the large growing number of content, documents and processes moving online. The government has the perfect opportunity now to build a better work environment through a modern, user-friendly and collaborative multi-channel application that allows for faster, convenient access to the growing volume of content. This approach will enable the public sector to become more effective and efficient, in organizing, securing, processing, and locating all of their content.

Russ-Danner-VP-Products-Crafter

Russ Danner, VP, Products, Crafter Software

Each year Alfresco’s Content.gov conference attracts leading vendors in the enterprise content management  space.  Crafter Software sponsored the event to share our expert knowledge on Web Experience Management solutions, and to demo Crafter CMS – our modern award-winning Web CMS platform solution for Alfresco, that allows organizations to build and manage rich online experiences on the web, mobile, social, and all digital online channels.

At the start of the event, attendees sat and listened to the to the first talk on “Modernizing Today’s Business” by Doug Dennerline, CEO at Alfresco. During his speech, Mr. Dennerline pointed out how enterprises can benefit in a number of ways by having all of their content stored digitally and located in one centralized place.

Next up were keynote speeches from Directors, Senior Architects, Program Managers, CIOs and VPs, with one common mission in mind: to show how companies can gain control over their content with a digital solution.

Lisa Haralampus, Director of the Federal Records Management Policy Section, Office of the Chief Records Officer for the U.S. Government, NARA, was truly passionate about document management. Her talk emphasized how large the government can be and made a simple point to explain that a one size fits all approach does not fit all in the public sector. She also conveyed the need to archive and classify all of the nations important documents and communications within National Archives and Records Administration. This is where Alfresco helps to solve this issue with their simple, smart and secure technology allowing the NARA to enforce the policies of Managing Government Records Directive in a way that is secure and easy, allowing stakeholders to access information across all departments.

executive-panel-discussion

Candid shot of the Executive Panel Discussion

At the conclusion of keynote speeches, Alfresco and FedScoop held an executive panel discussion to answer questions and address key topics in the IT Government community related to solutions to manage all documents and content in a digital solution.

Event Summary: Intimate event hosted by Alfresco with ample time to talk with industry experts, IT leadership, developers and vendors, about enterprise content management in the public sector. Plus, the great location and food made for a relaxed learning environment.

Like to learn more about enterprise and web content management in the public sector? Check out Crafter CMS or email us at info@craftersoftware.