How to ensure your content technology is solving, not creating, content problems

Download this study, commissioned by Brightspot from Forrester Consulting, to learn how to avoid the content management marketing hype by matching your technology choice to your specific context.

Content is the lifeblood of any digital experience, and the demand for more—and different—types of content is only increasing.

As channels and touchpoints proliferate, so too must the content resources that guide the customer experience along any point of this journey. Keeping up with this demand requires that content leaders on-board content technology that makes this essential job manageable.

Starting with the content management system (CMS) that will enable teams to create and deliver the best customer experiences, brand leaders have a wide field of content technology choices from which to choose. To make the right long-term decision, it’s critical that leaders base their technology choices on a clear understanding about their current and future content needs and capabilities, rather than trying to force content strategies to fit the capabilities of any given delivery approach.

Last year, Brightspot commissioned Forrester Consulting to explore the state of CMS implementations at U.S. brands and understand how these implementations impact company success. The resulting study, available here, was informed by responses from over 400 professionals across digital marketing, IT and product practice areas. These are the individuals who influence CMS purchasing decisions at their respective organizations.

What the data tells us is that many leaders are re-evaluating their organization’s approach to CMS. It also signals, however, that content management success is ultimately less about which technology approach is chosen, but more about how well aligned CMS technology is to each organization’s specific needs.

Download the study to learn more about the study's key findings, including:

• How content needs are rapidly expanding, as are the underlying content technology challenges.
• Why content leaders’ struggles to align people, process/workflows and technologies challenge their ability to achieve key goals.
• Why it’s critical that leaders cut through the technology marketing hype to choose the right mix of solutions that help address their specific needs.

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