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The Future of Content Marketing: It's Personal

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Apr 08, 2020 | Brent Heslop

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Contentstack recently hosted the second of a three-part webinar series. In the “Coming To Terms With Content Operations” webinar, Cathy McKnight from The Content Advisory presents new governance structures, workflows, and tasks to implement a successful content operation. The Content Advisory has helped brands such as Capital One, Hilton, Dell, and Caterpillar transform their marketing content into unforgettable customer experiences!

This webinar, along with this article are sure to give you valuable insights into building a successful content operation and deliver customer-experience-centric content.

When was the last time (if ever) you received an email addressed to “Dear Sir/Madam/Subscriber?” And when was that last time you didn’t delete such an email with record-breaking speed? After all, if a company doesn’t even know enough about you to know your name, how could they possibly have anything of personal value to offer you?

We’re witnessing a new era of content marketing. Gone are the days of the “one-to-many” marketing method that the advent of the radio ushered in in 1920. Exactly one century later, modern organizations the world over have shifted their focus to “one-to-one” content marketing that delivers personalized content, relevant purchasing journeys, and unique experiences at any scale.

Don’t be like those organizations that continue to waste their content marketing budgets on non-personalized campaigns that more and more consumers are ignoring by the day. Instead, keep reading to tune into the most significant trends that are changing content marketing and tap into several tools that will keep you competitive as the future of content marketing becomes ever-more personalized.

What Is Personalized Content Marketing?

Let’s start things off on the right foot by making sure we’re all on the same page about what personalized content marketing means. According to Gartner, personalization is “a process that creates a relevant, individualized interaction between two parties designed to enhance the experience of the recipient.”

When it comes to content marketing, personalization is achieved by gathering unique data about each consumer or customer and using it to create a tailored experience that helps them achieve their goals.

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How The Future of Content Marketing Is Getting Personal

A study of marketers and marketing-adjacent roles from a diverse mix of industries found that 80% of marketers say personalized content is more or much more effective than non-personalized content.

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While “effective” means something slightly different at every organization, there are plenty of measurable business benefits of personalized content marketing. Benefits range from cutting acquisition costs in half to boosting conversion rates year over year, increasing purchase rates by 70%, growing consumer spending by as much as 500%, and more.

But it’s not only about the business benefits; consumers also expect and are more responsive to personalized content marketing. Right now, over 50% of consumers think companies should be able to use their data to suggest relevant products or services right when they’re needed. And over 70% of consumers will only engage with marketing messaging that’s personalized to them.

We think you’ll agree with us that the future of content marketing lies in personalization. Before we dive into the strategies that will help you become a leader in personalized content marketing that consumers love and competitors want to copy, let’s set the stage by getting to know the trends that got us to this point.

Technology Trends That Are Driving The Personalized Future of Content Marketing

Right about now, you might be thinking about the fact that plenty of brands have been creating marketing content based on audience segments for years, and you’d be right. What makes this topic relevant right now is that personalization goes beyond segmentation to deliver a genuinely one-to-one experience based on a person’s preferences, location, behavior, and more. These are the technology-powered trends that have enabled it to do so.

(Artificially) Intelligent Marketing Technology Takes Center Stage

As we’ve alluded to, true one-to-one content marketing personalization means looking at a segment of one to create and deliver relevant content in as close to real-time as possible. And as you’re well aware, this is a practically impossible task to execute successfully through manual means. Enter the artificial intelligence-powered marketing technology that more than a quarter of marketers are already using today.

A machine has artificial intelligence (AI) when it is capable of mimicking human cognitive activities. AI is a term that covers several different technologies, including machine learning (automatic “learning”), natural language processing (automatically “reading” human language), natural language generation (automatically “writing” and “speaking” human language), and more. AI-enabled technology can perform specific repetitive tasks as well as — or better than — humans so that they can focus on more cognitively-demanding roles. 

When it comes to content marketing personalization specifically, AI-powered marketing technology aggregates and analyzes data from a variety of sources to make informed, real-time decisions about what content marketing messaging is best suited for a specific customer on a particular channel. This AI approach enables your organization to deliver accurate and timely one-to-one personalized content marketing via your websites, applications, email campaigns, social media ads, product recommendations, and more.

This tech-enabled trend is one that is certain to continue to impact marketing as well as many other industries considering predictions that the global artificial intelligence software market is going to grow by over 594% between 2020 and 2025.

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IoT Devices Drive Connectivity and Personalization Expectations

The internet of things (IoT) is a web of internet-connected devices with which you’re likely already familiar — smartphones, smartwatches, smart speakers, TVs, security systems, self-driving cars, and more. By 2030, expectations are that 125 billion IoT devices are going to be online, and the average consumer may own as many as 15 of them.

In other words, the consumer you want to reach probably already has an internet-connected device on their person most of the time. And, chances are, they’re expecting you to know how to deliver personalized content marketing to it. We know this because while mobile Google searches with local intent have risen, location “clues” like zip codes and cities have dropped.

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Personalization Power Players Prepare Consumers

How does Amazon always seem to know what you need around the house? When did Netflix get so good at recommending shows you just can’t help but binge? And what is it about Spotify that always manages to get you pumped up for your workout?

It’s personalized marketing by way of recommendation engines. Recommendation engines use algorithms, A/B testing, and sometimes programs enabled by the AI technology we discussed above to recommend products and services that consumers will like. The recommendations come from personal data, such as age, location, income bracket, and previous purchases. Additionally, these engines can make comparisons to show what people similar to them have bought in the past.

Personalized marketing has helped create some of the most successful entertainment and shopping outlets by enabling them to make and sell offerings they already know consumers want. And, by doing so, these major players are normalizing personalization and making it easier for other organizations that want to follow in their footsteps.

How to Overcome the Challenges of Personalizing Your Content Marketing Campaigns

The top challenges that plague content marketers when it comes to creating and distributing personalized content marketing are lack of technology, lack of resources, and lack of the data needed to pull off personalization even if they had the time and the tech.

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We understand that it’s hard to scale up content marketing efforts — especially of the highly-personalized variety — while you’re already neck-deep in a daily to-do list that doesn’t exactly have a lot of room for “stop everything you’re doing and start over.”

That’s why we put together the following strategies and recommended technologies that will help you overcome the challenges that keep most organizations from taking advantage of all that personalized content marketing has to offer.

Defeat Data Scarcity: How to Collect and Use Consumer Data

Personalizing content marketing for a specific consumer starts with knowing specifics about that consumer. So the critical first move in achieving personalized content marketing is collecting and utilizing as much data as you can about your consumers.

While you’ll likely need to update this list to match the information your marketing team wants and needs, here’s the kind of consumer data you’ll probably be looking to gather:

  • Demographic information
    • Name
    • Age
    • Location
    • Job and income
    • Marital status
    • Family information
  • Contextual information
    • How frequently do they interact with your brand?
    • Which content marketing messaging do they interact with the most?
    • When do they interact? For example, do they show up on a predictable schedule (like maybe when their budget increases)? Or do they only respond to sales messaging?
    • Which of your other consumers are they connected to, and what can that connection teach you about their preferences?

Both demographic and contextual information are essential because they’ll empower you to create and deliver content marketing that’s not just relevant but relevant in the context of your business. Knowing these things also gives insight into behavioral patterns that will help increase the accuracy and potency of your content marketing efforts over time.

The following tools will help you get started collecting and making the most of the consumer data you need, at the scale you want: 

Suggested Data Collection and Activation Tools

  • Social listening tools allow you to see at a glance what consumers are saying about your industry or your brand in particular. Try Hootsuite or Buffer.
  • Sentiment analysis platforms can identify the underlying “feeling” (negative, positive, etc.) in text-based conversations that consumers are having about your organization. Check out IBM Watson, MonkeyLearn, Salesforce Einstein, or RapidMiner.
  • Website analytics platforms enable you to see who’s on your website, where they came from, and how they’re engaging. Look at Google Analytics, Adobe Analytics, FullStory, HotJar, or Optimizely for these specifics as well as general consumer trends.
  • Mobile application analytics help businesses collect similar user data but from mobile apps. Try Mixpanel or Countly.
  • A data management platform (DMP) will help automate the gathering, segmenting, and integrating of data from your digital domains (first-party), partner domains (second-party), and aggregators (third-party). Check out LiveRamp or Clearbit to get a leg-up here.

A significant part of the power of your personalized marketing content strategy lies in how well you know your consumers. We highly recommend trying combinations and even alternatives to these tools until you’ve created the best system for collecting and using your consumer data.

Solve Resource Shortages: How to Personalize and Distribute Content Marketing At Scale

The most manual part of creating personalized content marketing should be the part where you bust out your word processor of choice to write the words down. From there, the key to resolving resource shortages is implementing technology that takes care of the repetitive, manual, or difficult-to-scale personalization tasks.

It’s an ideal job for a headless content management system (CMS). A headless CMS platform easily integrates with personalization tools to layer the insights gleaned above to create, optimize, and deliver content that a specific consumer wants to see, where they want to see it, and when they want to see it, at whatever scale you need.

With a headless CMS, entire organizations can collaborate on, manage, and publish marketing content similar to a traditional CMS. The difference is underneath the hood, where a headless CMS uses application programming interfaces (APIs) to separate content from programming and design. This headless approach empowers marketers to create high-value content, optimize it for use with personalization technology, and distribute it without worrying about having to ask for tech support.

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Contentstack is one such headless CMS that is built for content marketing personalization integrations. Contentstack simplifies integrating best-in-class customer relationship management (CRM) platforms, translation services, AI tools, A/B testing applications, analytics parsing, and plenty more. 

On that note, here’s a whole host of recommended technologies we suggest trying out to create a smooth and scalable content marketing personalization and publishing workflow: 

Suggested Content Personalization and Distribution Tools

  • For scalability, it’s essential to implement a single platform that works as a content hub for creating, storing, optimizing, managing, and distributing content. Contentstack is an exceptionally user-friendly and integration-focused CMS.
  • A customer relationship management (CRM) platform will mix in data about your ongoing customer relationships. We recommend looking at Salesforce, HubSpot CRM, Zendesk, Intercom, or Insightly.
  • A customer data platform (CDP) enables you to layer data on top of what you know about your customers and leads to build a complete profile. Evergage and Exponea are good options.
  • Translational and localization software is a must to capture the lingual and cultural nuances of your consumers. Contentstack has built-in language and localization features. You can also check out translations.com, Smartling, or Localize.
  • Finally, A/B testing applications will help you nail down which personalization efforts are working and how to keep improving. See Monetate, Optimizely, or AB Tasty.

Bring It All Together: How to Get Your Marketing Department Organized Around Your Personalization Efforts

All the technology and strategies above aren’t going to do you much good if the actual content marketers who need to implement them flawlessly aren’t on the same page. So, how do you get what might be multiple marketing teams that may be scattered all over the world on the same page when it comes to something as important as the future of content marketing at your organization? 

You invest in implementing content operations and a governance structure that informs how to create, manage, and distribute content so that it always aligns with your content marketing personalization goals no matter how the location, language, or offering changes. 

Pretty aspirational, right? We agree, but we also know you can make it a reality at your organization with the proper guidance that comes from Cathy McKnight, VP of Strategy and Consulting at The Content Advisory

Join the hundreds of marketing professionals that watched the live webinar, by viewing the recorded part two of our “Modern Content Marketing in Practice” webinar series: “Coming To Terms With Content Operations” This webinar covers the ten tactical steps to scalable content operations, how exactly to implement governance structures and workflows, and how to prioritize these tasks based on your current maturity level. You’ll also get access to the “Ten Steps to Scalable Content Operations Workbook,” which is a useful roadmap for your content operations transformation.

Keep Learning About How Your Organization Can Take Part in the Future of Content Marketing

If you’re interested in learning more about what you can do to modernize your content marketing efforts, we invite you to join us for the third installment of the Modern Content Marketing in Practice webinar series: “Measuring Content Marketing Experiences.” The webinar takes place on Tuesday, May 12th, 2020, at 8 AM PDT (11 AM EDT | 3 PM GMT | 16.00 CET). 

We also recommend that you check out the first installment “How to Make Content Marketing Work for You,” where Tim “The Doctor” Walters, Principal Strategist and Privacy Lead at The Content Advisory, walks you through executing content strategies that have tangible results.

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Feb 02, 2023

Why composable architecture is the future of digital experience

Digital experiences are rapidly evolving, causing more and more enterprises to consider the move to a composable digital experience platform. Should your business be one of them?If you haven’t started your journey to a composable architecture, read on to learn:Why experts say composable is the way of the futurePotential benefits of a composable DXPHow to get started and why being “fully composable” mattersWhat is a composable DXP?The composable digital experience platform (DXP) is the most recent concept to emerge in the evolution of the digital experience from its beginnings, when enterprise content was limited to a static website viewed on a desktop where customers could find information about a brick-and-mortar business.With no need to frequently update or publish to multiple channels, a monolithic architecture was the answer to publishing enterprise content. Businesses would purchase a predetermined set of tools designed by one vendor.Then came the smartphone, which led to today’s e-commerce landscape where consumers are not only shopping online but doing so on a plethora of devices and channels. Monolithic platforms, which require developers to code any changes to content, are unable to keep up.The composable DXP is the latest solution for businesses aiming to meet and serve their customers across multiple channels and devices. A composable DXP uses a headless CMS as the foundation for a content hub where microservices are delivered via independent APIs, allowing content to be quickly and easily deployed across channels.Why a composable DXP is the way of the futureAs digital commerce evolves, customers not only expect to be able to interact with your website; they expect a seamless, personalized experience. Monolithic systems, which require IT teams to code every change and update, don’t have the ability to rapidly respond to customer preferences and publish fresh content across multiple channels. According to Gartner Research, businesses can no longer meet their objectives with monolithic platforms. In its 2020 report “Adopt a Composable DXP Strategy to Future-Proof Your Tech Stack,” Gartner predicted that by 2023, organizations that adopt a composable approach will outpace competition by 80% in implementing new features.Potential benefits of a composable DXPA composable DXP offers many benefits for enterprise marketing and IT teams, which can positively impact the success of the overall business. These include:Flexibility, scalability and faster developmentComposable architecture provides organizations the flexibility to choose and combine a unique mix of best-in-breed tools and microservices and to easily change this mix as business needs evolve. The modularity of composable architecture supports the seamless integration of these independent best-in-breed solutions. This means they can be added, removed and recombined quickly without downtime. The ability to deploy services independently to multiple websites and channels from one central hub enables enterprises to scale faster and more easily as needed.Speed and agilityBecause the tools and microservices in composable architecture are modular – meaning they work as independent components or APIs – each can be updated incrementally as needed without impacting other tools, services or channels. Organizations become more agile as marketing and IT teams are empowered to act faster to keep pace with changing customer expectations by providing richer, more up-to-date content experiences.Ease of useWithout coding or technical expertise, marketing teams can modify user interfaces and content experiences without having to open tickets and wait on developers to fulfill requests. Workflow governance for multiple sites and channels is managed from one central hub with customizable user controls ensuring the right persons have approved content prior to rollout.Rapid innovationMonolithic platforms are complex and require hundreds of hours of development time and resources to upgrade and maintain with heavy reliance on tech teams. A composable platform is easier for IT to upgrade as technology evolves because new apps and functionality can be launched independently. Major website overhauls become a thing of the past. Freed from mundane marketing requests and maintenance, IT can focus on innovation and delivering better customer experiences.Increased ROIA composable DXP reduces both development time and time to publish, resulting in reduced costs and an increased profit.Real-time feedbackWebsite analytics, social media, customer relationship management and other sources of data collected via the tools and microservices in the DXP can provide a more complete picture of your customers in real-time. This enables the personalization and up-to-date, relevant content experiences that customers expect.Omnichannel content deploymentIn a composable DXP built with a headless CMS, creation of content and the channels where it’s published are mutually independent. This allows marketers to maintain a responsive presence across multiple channels and devices from one central hub by seamlessly and rapidly optimizing and pushing out marketing campaigns to reach customers where they are.Getting started on the journey to a composable architectureIf your current digital experience solution is holding you back from experiencing the benefits above, it may be time to think about switching to a composable DXP. But where do you begin? Start by listing everything that isn’t working in your current platform. Consider the parts of your current system that are working well to meet the needs of your business, and whether those needs are likely to change in the near future. This will help clarify which apps and microservices you should include in your future solution as well as how to approach implementing it. Transitioning to composable doesn’t necessarily mean throwing out your entire current system and starting with something completely new. Based on your assessment of what’s currently working and not working, you may want to adopt a gradual approach by first implementing composable applications in crucial areas where it could make the most impact and where your monolithic platform is slowing you down.Finding the right composable DXPOnce you’ve decided on the best approach, it’s time to research solutions. If you decide on a gradual approach, make sure the vendor you choose has the ability to take you all the way to your goal of going fully composable. Many vendors currently market their platforms as being “composable” even though they aren’t fully composable. Instead they are selling platforms built on monolithic architecture that offer some composable functionality such as the ability to plug in some APIs or integrate with certain microservices. A fully composable DXP, on the other hand, is built on a composable architecture rather than on monolithic. At its foundation is a headless CMS that separates the back-end coding from the end points such as your website interface. Instead of being one centrally controlled system, it’s a variety of solutions that are independently controlled but work cohesively from one central hub.Does being ‘fully composable’ really matter?If you’re wondering if it really makes a difference whether a DXP is fully composable or not, it actually matters a great deal. A DXP built on monolithic architecture will not deliver all the great benefits of a fully composable platform that we’ve covered in this blog. In fact, it will have many limitations that a fully composable platform won’t have. One of the most notable differences is with monolithic architecture, the vendor controls the type of technology that you can and cannot use. This means your organization will not always have the flexibility to choose and leverage the best available apps and microservices for success as your business grows. This is especially important moving into the future as technology continues to evolve and new options become available. A fully composable DXP provides the flexibility to choose the best solutions now and later so your organization can always leverage the most up-to-date technology tools it requires for success. Fully composable puts you in control of creating a unique DXP, one that will evolve over time to continuously align with business needs, without being limited by a vendor.Learn moreFor a more detailed look at how you can get started on your journey to a composable architecture, see our guide, “How to switch from a monolithic to a composable architecture in 7 steps.” Schedule a free demo to see how Contentstack’s composable digital experience platform can help future-proof your enterprise. 

Jan 19, 2023

4 ways your teams can benefit from a composable DXP

Whether you’re a company leader, developer or a creative director, chances are that you understand the importance of having good content on your website and other communication channels that your organization leverages. If you’re like most mid-sized to large companies, you have a complex mix of content that’s used for diverse purposes: marketing and promotions, internal communications and investor relations, delivering personalized customer experiences, engaging potential customers and more.Traditionally, having relevant omnichannel content has been disjointed, time-consuming, difficult to manage, slow and inefficient. Compounding these issues is the accompanying frustration from developers who are leaned on to edit code when any little thing needs to change, and from marketers who can’t get updates made fast enough.Fortunately, there’s a much easier and streamlined way to manage and publish content these days with digital experience platforms (DXPs) built with composable architecture and headless content management systems (CMSes). An increasing number of organizations are transitioning to this type of system for benefits including agility, speed and scalability. Last year, Gartner predicted that more than half of mainstream organizations would invest in composable applications by 2023.Before delving into the benefits of composable, let’s first take a look at what a DXP built on a composable architecture actually is.What is composable architecture?Composable architecture is a way of separating the front-end (what you see on the display) and the back-end code (development) of a website, making development faster and easier. This separation means the front and back end can be developed independently of each other, making deployments simpler and more efficient.A composable architecture typically has a headless CMS at its core. This type of CMS provides an application programming interface or API that the front-end code can call to fetch data from the back end. What kind of tools or APIs are used in a composable DXP?In addition to the headless CMS, which is the central hub of the composable DXP, this type of platform will include a wide variety of microservice-based APIs based on what your organization needs. The beauty is that you can pick and choose the best options in each of these areas below in addition to others without being locked to a specific vendor:E-commerceAsset managementCustomer managementOmnichannel managementMarketing automation and analyticsContent workflowsCustomer engagementAI toolsIn a nutshell, composability means you have the freedom and flexibility to create a unique DXP that’s tailored specifically to your organization’s needs by choosing the right microservices. You might think of these microservices as being an arsenal of tools that can help you elevate your organization above the competition.If the idea of switching from a traditional, monolithic platform to a composable DXP seems daunting at first, keep in mind that the transition doesn’t have to take place all at once. Instead, it can take place one piece (or API) at the time as you add different products and services to the headless CMS. Compatibility enables this kind of targeted transition because each component or API works independently of every other component. As you might imagine, this has many advantages. One of the biggest is that a failure in one component doesn’t bring down the whole system.A composable DXP provides many significant benefits for your organization’s executive, creative and technology teams. Here are four key features of composable DXP and how each team benefits.Very little to no coding neededWith a composable DXP, most changes don’t require the technical knowledge of a developer. Here’s how this benefits teams at every level of your organization.Executive teamsWhen marketing and technology teams can focus on what they do best, there should be less friction between the two. This reduces frustration levels and makes for happier employees, helping you retain your best workers.Creative teams Composability will empower marketing teams to create, change and publish content without having to have any technical expertise. Content is easy to access in one central location. Marketing teams will no longer have to create tickets and wait for developers to get around to their requests. Instead they’ll create campaigns and push a variety of content types to multiple platforms and channels with greater speed and efficiency.Technology teamsThe time developers typically spend making everyday fixes and working with code to launch new campaigns will be freed up so that they can focus more time on creating user-friendly digital experiences for customers.ScalabilityDo you plan on adding e-commerce down the road? Want to add a mobile channel? Want your website to have chat functionality? It’s very easy to add new apps and services to your websites and other channels with a composable DXP. Executive teamsThe business can more easily expand its product and service offerings without having to worry about downtime for websites and other channels. You can focus on growing the business with confidence that your content management system has the agility to keep up. Creative teamsAs new marketing automation and tools become available, it will be simple to add these to your API mix.Technology teamsIt will be easier for IT to scale apps because services can be deployed independently. Tech can focus on one type of digital service, while others continue to work as normal. There’s no need for rushed overnight deployments or site downtime to release new functionality.SpeedComposability improves speed in several different ways, including speed of publishing content, speed of implementing campaigns and speed of reaching business goals.Executive teamsBusiness goals can be fulfilled faster, whether you aspire to expand into a new region or roll out new products and services. What better way to stay a step ahead of the competition?Creative teamsMarketing leaders will be empowered to launch campaigns and publish content much faster. Again, there’s no waiting on IT to make changes. They can also push content to multiple sites without having to totally recreate content from scratch. Composability makes it easier to create a content block for one site, and then quickly push that content to other sites and channels.Technology teamsSlow implementations become a thing of the past, as IT teams focus their efforts on targeted API functionality, rather than being bogged down with tickets for minor edits and updates.Improved customer experiencesWhen relying on a composable DXP, delivering content that’s personalized and relevant becomes the status quo instead of the exception, boosting customer satisfaction. Executive teamsThe business can expect to reap the rewards of improved customer experiences. A current Forrester Total Economic Impact (TEI) study demonstrates an ROI of 295% with a composable architecture.Creative teamsMarketers will no longer be hindered by the rigidity of a monolithic CMS. Instead, they will have unlimited access to all the tools they need for success with the freedom to expand their toolkit any time they choose.Technology teams With less time spent on repetitive requests, the IT staff can put its expertise to work in key areas which will have the biggest impact on customer satisfaction.FAQsAs a recap and to answer additional questions you may have, here are a few frequently asked questions about composable DXPs.Am I tied to one vendor that determines what solutions I can use?No, a composable DXP gives you the freedom to choose the best solutions, regardless of vendor.How do I know all the components that I want in my composable DXP will work together?Composable providers understand the importance of their solutions being able to integrate with other APIs and have worked to address this issue. Composable providers ensure their solutions can seamlessly enable multiple APIs to work together by making them easy to plug in with software developer kits (SDKs) or one-click connections.What if I want to keep tools on my current websites that are working?With a composable DXP, an organization can choose the best options and even keep using some of the existing solutions that are already working. You are no longer locked into using just the services and apps that your vendor or platform supports.What is the first step in transitioning to a composable DXP?Begin by thinking about the apps and services you would want to have in your DXP if the options were limitless and then write them down. Be sure to get input from executive, creative and IT teams before searching for products and scheduling demos.Learn moreLearn more about composable DXPs in our guide, “What is a DXP? Understanding digital experience platforms.”Schedule a free demo to see how Contentstack’s composable digital experience platform can benefit executive, creative and technology teams at your organization.

Jan 17, 2023

Contentstack demonstrated 295% ROI in Forrester study

Today’s consumer expects a seamless and personalized digital experience when interacting with brands. As we’ve discussed before, a monolithic (or “legacy”) CMS lacks the flexibility enterprises need to keep up with changing consumer demands. “A lot of the technologies that were initially driving digital experiences [were designed with] one single experience in mind,” said Jeff Baher, head of Global Product Marketing and Growth at Contentstack. However, Baher said, with the rise of mobile internet, social media and smart devices, “there’s just an entirely different set of requirements for being able to reach customers and create digital experiences.” The digital experience has expanded, and the customer journey can now unfold across multiple channels. Increasingly, enterprises are adopting composable architecture to build digital experiences for their customers, and a headless CMS is the beating heart of it all. But can the benefits of implementing a headless CMS be measured? We recently commissioned Forrester Consulting to conduct a study measuring the Total Economic Impact™ (TEI) of the Contentstack headless CMS platform, and the results speak for themselves.MethodologyThe Total Economic Impact™ (TEI) methodology was developed by Forrester to help companies quantify the value of IT initiatives, such as moving to a headless CMS. TEI gives leaders more concrete data they can use to make the right decisions for their organization.In order to effectively measure the benefits of the Contentstack headless CMS, researchers at Forrester identified four organizations currently using the Contentstack headless CMS. To ensure accuracy, the organizations were selected from different industries (food and beverage, travel, fitness and apparel), with revenues ranging from $25 million to $2.1 billion.Researchers interviewed decision-makers at each organization to obtain data on benefits, costs, flexibility and potential risks, then used this information to build a composite organization. Then, they applied TEI to build a financial model and quantify the business benefits of moving to a headless CMS.How Contentstack’s CMS platform benefits enterprisesThe Contentstack headless CMS platform offers significant financial benefits for enterprises. The study found that the composite organization’s ROI was 295%, thanks to a combination of cost savings and increased revenues.  Cost savingsOne of the challenges of legacy infrastructure is what Baher calls a “push-and-pull” between an organization’s IT and business sides. Since the legacy CMS is so code-heavy, even minor tweaks to the digital experience can require significant updates to back-end code. “You have to put in an IT ticket for really basic things, and then the IT queue [is full of] tasks like ‘fix five typos,’ and that’s maddening,” Baher said. The Contentstack headless CMS platform makes it easier for the business side to make tweaks to the digital experience without a lot of IT assistance. This reduces the amount of time IT and developers spend on minor tasks — and that time adds up. One interview subject noted that with Contentstack’s CMS, “we can stand things up as quick as our control processes will allow.” The study found that using Contentstack’s headless CMS saved the composite organization $507,000 in productivity costs over three years. In addition, the headless CMS reduced content-related development time for the composite organization by 80%. The headless CMS also minimizes the number of manual and repetitive tasks business users normally have to perform to publish content in a legacy CMS. Simplifying the content publishing process helped reduce overhead and improve time to market for the composite organization. Overall, the organization’s time to publish was reduced by 90%, leading to savings of $2 million over three years.  Increased revenuesThe study found that the Contentstack headless CMS was key to an estimated 4% revenue increase for the composite organization, worth $3 million in profit over three years. A few factors could explain this estimated increase. Cutting back on development time for minor tasks allows the composite organization to dedicate more IT resources to specialized projects. Reducing time to publish also means the composite organization can publish more content to enhance the digital experience. More frequent content updates means a higher SEO ranking, which drives more traffic to the site. And when potential customers arrive, the improved digital experience can positively impact purchasing decisions: Studies have shown that 42% of customers are willing to pay more for a better experience. The big pictureDelivering a high-quality customer experience has always been crucial for brands, but it is more important today than ever before. It is easier than ever for consumers to do business with a brand — and it is also easier than ever for consumers to take their business elsewhere when a brand fails to deliver the experience they expect.In order to meet the demands of today’s consumer, organizations must deliver a digital experience that is fast and seamlessly unfolds across multiple devices and channels. The customer journey needs to be personalized and perpetual: Brands must maintain a post-sale presence in order to encourage repeat business. Today’s consumer expects a more mobile, cloud-based digital experience. Most monolithic content management systems provide a preset suite of functions that can, in theory, meet those demands. But sometimes those built-in functions don’t quite work the way business users need them to — and sometimes they don’t exist at all. In those cases, organizations have to find third-party solutions, which can be hard to integrate into legacy systems. And, as Baher notes, maintaining those workarounds can be time-consuming and difficult. “Connecting is done through web hooks, which are these manual stitching points between parts of your stack or your suite. They’re manual, they take time, they’re error-prone, they’re security issues because you’re connecting third-party software to parts of your stack,” Baher said. Managing all these factors usually falls on a single member of the IT team — and teams often struggle to keep things running smoothly if that key member leaves the organization.The Contentstack headless CMS platform allows business users to be more hands-on when it comes to content. Contentstack Marketplace — an extensive ecosystem of features, services, apps, integrations, and accelerators — lets teams take a modular approach to digital experience composition by picking and choosing the right building blocks for their needs. These components can then be integrated quickly and easily  via the Contentstack Automation Hub, which Baher describes as a “no-code, low-code environment that simplifies the complex and automates the routine.”“You can very quickly create triggers and actions across  the composable stack, which saves time and removes the opportunity for a lot of errors,” Baher said.A headless CMS is the first step toward creating a fully composable digital experience platform (DXP), and Contentstack is the perfect foundation for  robust and adaptable digital experience composition. The headless CMS, Marketplace, and Automation Hub combine to deliver fast, seamless integration so business users can publish content or make tweaks to the digital experience without significant involvement from the IT side. TEI is an important measure of the overall economic benefit of moving to composable architecture, as well as the unique and specific benefits of using the Contentstack Headless CMS Platform to do it. But going composable is about more than just dollars and cents — it’s also about future-proofing your business so that no matter how customer needs and demands evolve in the future, your organization can evolve along with them.Learn moreSchedule a free demo to see how Contentstack can help your organization deliver a customer experience that leads to higher revenues, lower overhead and has the agility today’s brands need.

Jan 05, 2023

Composable vs. monolithic: Which is right for you?

Businesses are trying to create better customer experiences, so composable digital experience platforms (DXPs) are becoming more popular. But what are they? How do they compare to monolithic platforms? And how do you choose the right one for your business? In this blog post, we will answer these questions and more.What is a digital experience platform (DXP)?Digital experience platforms (DXP) are purpose-built technology solutions for creating, managing, delivering and optimizing consistent digital experiences across different customer touchpoints. These tools offer businesses a valuable way to communicate with their users through content and obtain customer feedback through data collection.Companies can utilize DXPs to create content tailored to websites, email campaigns, mobile apps, social media channels, e-commerce sites, IoT devices, digital signage systems and more. Beyond simply broadcasting content on each platform, DXPs also allow marketers to automate marketing activities and develop a unified digital experience that can take users toward their desired goals or objectives.DXPs help companies understand what customers want and need. They can do this by looking at how customers act online on websites, social media, and other online places. Businesses can then use this information to reach out in new ways or to improve their relationships with existing customers. Ultimately, using a DXP helps organizations make more sales or conversions by providing a better user experience across multiple channels.What is composable architecture?Composable architecture is an innovative way of organizing and managing software development that separates front-end and back-end code. This technique enables teams to create, modify and launch content without relying on developers for coding. This method of organization helps speed up development and make it more efficient. Composable architecture makes developing software easier while encouraging teamwork between different departments. For example, if you use a composable content management system, the marketing team can make changes and publish their work without waiting for developers to finish coding. This way, teams can post new content more quickly. Additionally, developers can focus on creating unique experiences and features instead of being bogged down with marketing tasks or fixes.What is a monolithic DXP?A monolithic DXP solution is an all-in-one platform that provides a suite of tools for managing content. These platforms are designed to enable users to store, manage and publish content quickly and easily. They typically offer features such as content editing options, user permissions and roles and media asset management.Monolithic content management solution platforms can be rigid in terms of how they operate and may not be able to keep up with the ever-changing needs of a business. Additionally, they tend to take longer to customize than composable DXP systems.What is a composable DXP?The composable DXP concept is still relatively new and has become increasingly popular recently. A composable DXP is a platform that allows digital teams to assemble individual services or microservices into an experience that meets their specific needs. This innovative type of DXP is essentially an assembly of best-of-breed solutions to deliver content and digital experiences to customers in a much more agile, flexible and efficient way than a single monolithic platform.As opposed to the traditional monolithic approach taken with DXPs, this microservices approach enables companies to cost-effectively customize their DXP according to their business needs. Furthermore, allowing for a greater level of scalability and interoperability allows faster time-to-market for new features or services, as well as improved customer satisfaction.The composable approach gives organizations better control over their digital experiences and helps them stay ahead of their competition by enabling them to focus on innovation instead of maintenance. A composable solution makes it easier for businesses to move quickly while keeping up with the ever-changing technology landscape.What to consider when comparing a composable and monolithic DXPsCan the platform integrate with solutions your team currently uses?Monolithic suites are large programs often made up of products obtained through acquisitions and then given a makeover in terms of branding and user experience to fit into the overarching process. Such products lack the open-source code needed to integrate them seamlessly with other solutions, which can limit their utility as part of a more comprehensive DXP solution. This technique makes it simple for internal integration, but external integration can be difficult or even impossible.On the other hand, with a composable DXP, external integration is better facilitated due to its ability to connect with existing best-of-breed solutions more readily. As such, organizations have more control over how their digital experiences are created and tailored for their specific audiences. Furthermore, each individual component can be monitored separately from the rest of the system, allowing for greater visibility into performance and ease of scalability when needed. Ultimately, a composable DXP offers organizations greater flexibility and agility compared to monolithic platforms by providing enhanced external integrations and visibility into performance metrics on an individual basis.How much time will it take to deploy the platform?Deploying a new monolithic suite can require significant time and effort — sometimes months — and demands constant monitoring for unexpected changes or challenges during set-up.Moreover, it's necessary to ensure that all employees acquire the required skills to work effectively in this new environment. Besides the technical implications of such large-scale transition projects, there are also social and psychological implications that business leaders should take into consideration. Companies must be aware that transition periods affect team dynamics and thus must create an atmosphere of collaboration that encourages employee engagement and satisfaction throughout the process.On the other hand, a composable DXP approach allows companies to start quickly, taking advantage of the existing knowledge their staff already has. This strategy eliminates the need for extensive training since they can be up and running with a condensed feature set using workflows they're already familiar with.How will we keep the platform up-to-date?Companies can easily keep their composable DXPs up-to-date as the various vendors focus solely on perfecting their solutions. Additionally, organizations can frequently enhance open-source products with improved customizations and updates that won't depend on the vendor.For monolithic suites, a single vendor provides updates and new features; however, some of these “nice-to-have” additions may take an extended amount of time to be implemented to the platform  — if at all. Even minor bugs can be left without resolution until suite-wide updates are rolled out. Companies should be aware that they may not always get timely fixes for any issues they encounter while using DXPs with a single-source provider.How secure are these platforms?A composable architecture allows security updates and patching solutions to be implemented quickly for each component without hindering other systems. This expedited process allows for swift response times in case a breach or vulnerability is discovered. However, if a security flaw is found in one component of an entire suite, it can likely extend to the whole system, thereby rendering the entire suite susceptible to exploitation. Consequently, organizations must take extra care when monitoring their suites for security flaws to ensure that all corners of their system are protected from malicious actors.On the other hand, monolithic solutions can be patched as a single software package. Still, patches may need to happen when the system is not being used, causing extended exposure to vulnerabilities.ConclusionComposable DXPs offer more flexibility and agility compared to monolithic platforms. This means they can scale better, have new features and services faster and improve customer satisfaction. They also provide shorter deployment times, easier updates and enable responsive security updates. However, while they may be more flexible than a single-vendor platform, companies must still carefully monitor their systems for any potential security flaws or vulnerabilities that could put their entire suite at risk. Ultimately, businesses can make informed decisions about which type of system best meets their needs by understanding the differences between these two approaches to digital experience delivery and the pros and cons of each.Learn moreLearn more about composable architecture in our guide, “The ultimate marketer’s guide to composable DXPs.”Schedule a free demo to see how Contentstack’s composable DXP can help your organization deliver the digital experiences your customers crave.

Dec 12, 2022

A look back at 2022 and advancing composable

With 2022 almost in the books, I would like to reflect on the past year of our product growth and the journey that we have taken with our customers.  This year did not give us much time to celebrate battling back a global pandemic before testing our global economy yet again. Two once-in-a-generation disruptions have shown that being agile and staying in touch with customers is required to stay competitive.We recognized this back in 2011 when our parent company, Raw Engineering, pioneered headless CMS to better serve their clients. Contentstack and the whole composable movement was born out of a failure of old monolithic technologies to give teams the tools to meet the moment. Fast forward to today and that movement is now mainstream, the debate finally decided: Composable is the best enterprise architecture choice. Teams of all sizes across all industries are going composable. If you don’t believe me, just watch legacy CMSes trip over themselves to rebrand as “headless” and finally embrace the cloud.However, enterprises choosing composable is just a first step on the journey.  Where do you start? How do you integrate? How quickly can you get to the value? Answering these questions drove our product roadmap this year. We challenged ourselves to go beyond the bounds of a traditional headless CMS to create a complete composability platform. Getting composable right is hard, but we help everyone do hard better.Here are some of the ways we did that in our product journey 2022:Contentstack MarketplaceThe first step when it comes to composable is getting all your softwares to communicate. The Contentstack Marketplace includes integrations for dozens of technologies without the need for code. We also released an application framework that allows your developers to write their own applications on top of our platform. I have loved seeing how customers have taken these tools and built incredible capabilities for their content creators.  The Contentstack Marketplace takes the pain out of composable and gives you the flexibility to extend Contentstack to meet your changing needs.Automation HubNow that everything is integrated, you need to build business logic into your stack. As the number of your technologies grows, this can become a real challenge and requires time-consuming and brittle integration code. Automation Hub is a low-code integration and automation product that solves this problem. It allows you to build complex, multi-step workflows that automatically execute across Contentstack and all your other technologies. This saves a massive amount of time and removes the risk of costly errors.Automation Hub automates your business logic, making it feel like all of your tools were purposely built to work together.Mission ControlModern digital teams now have to manage more channels to meet their customers where they are. It can be easy to completely lose track of what is being done, where and how all of your systems interact. We released Mission Control Analytics to give a birds-eye view of all of this activity. It helps you understand traffic patterns, which SDKs (Software Development Kits) your teams are using and identify potential implementation issues by monitoring API problems across your stack.Mission Control lets you monitor all your projects and all your channels in a single view.Contentstack on AzureThis year we went multi-cloud with the addition of Azure hosting. This made us the first multi-cloud SaaS content management platform in the market. We put in a huge amount of work to ensure 100% parity between Azure and AWS deployments. This gives our customers a choice of which architecture they want to use.We are excited to be joining the Azure marketplace next year!Azure hosting lets you choose the cloud that is right for you, then we make sure you never have to think about infrastructure again.Flawless Black Friday and Cyber MondayNothing gets us more excited and focused than the holiday season. Some of our customers do over a third of their yearly business in November and December. We receive tens of billions of API calls, each essential for keeping digital experiences available and ready to win new business. Stability and availability are our most sacred obligations and I am happy to say that we maintained 100% uptime for our fifth straight Black Friday and Cyber Monday. I could not be more proud of the team that put in long hours to ensure we delivered yet again.These capabilities are just a few of the 138 enhancements we were able to deliver this year. I want to give huge thanks for the tireless work of our product, engineering, and design teams for never settling for “good enough” and continuing to lead the industry in defining composable.  Black Friday and Cyber Monday are unlike any other events, and we're happy to have delivered for our customers for a fifth straight year.I also want to thank our customers for their faith in us. I am fortunate to have a front row seat to all the customer innovation on our platform. As a product creator, there is nothing more gratifying than seeing customers use the tools you have given in ways that you did not even imagine. They are meeting the moment to deliver great customer experiences, and doing hard better.We learn as much from our customers as they do from us, and some amazing new products are coming next year. I wish I could say more, but we’ll just have to wait until ContentCon 2023 in May. See you next year!