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Thoughts on the Forrester DXP Wave 2023: Don’t Judge an Analyst Report by its Infographic

mark

Opinion: Universal CMS? From a pragmatist, it’s not yet so "Universal"

andrew

Untangling the CMS market in 2024

janus-boye

Eco-Friendliness in the CMS World

lasse

<hr /> I got the Salesforce Blues… Even Slack can't pick me up… I got the Salesforce Blues… Is Informatica outta luck?Oh, <a target="_blank" href="https://cmscritic.com/products/salesforce">Salesforce</a>. Even legendary blues disciple <a target="_blank" href="https://en.wikipedia.org/wiki/Robert_Johnson">Robert Johnson</a> couldn’t pen a sadder tune about these troubled waters. What did you ever do to deserve this reaction?Before we discuss any “deals with the devil” or take riders to Rosedale, let’s review what we know (and don’t know). Things started brewing last Friday when the <a target="_blank" href="https://www.wsj.com/tech/salesforce-in-advanced-talks-to-buy-informatica-ba9ec09c?mod=tech_lead_pos3">Wall Street Journal</a> first reported that the CRM giant was in early talks to buy <a target="_blank" href="https://www.informatica.com/">Informatica</a>, a leader in the data management software space. For context: Informatica’s tools provide advanced data quality and integration capabilities, helping businesses enhance the value of their data for business, IT, marketing, and commerce applications. This includes stuff like APIs, cloud modernization, Customer 360 solutions, and a whole lot more.On Monday, when word hit the street, <a target="_blank" href="https://qz.com/salesforce-informatica-deal-11-billion-1851411069">Salesforce stock tumbled 7.3%</a>. Informatica, likewise, was off by 6.5%. Salesforce recovered a bit today, but the axe fell deep – and swiftly. But it's too early to draw conclusions. It's no secret that Salesforce has been expanding and diversifying its ecosystem. When I reflected last week on <a target="_blank" href="https://cmscritic.com/is-google-adding-the-letters-crm-to-its-alphabet-soup-ask-hubspot">Google’s dalliance with buying HubSpot</a>, I also noted how Salesforce is entangled in the gravitational influence of the leading cloud providers – where <a target="_blank" href="https://cmscritic.com/products/aws">AWS</a>, <a target="_blank" href="https://cmscritic.com/products/microsoft-azure">Microsoft</a>, and <a target="_blank" href="https://cmscritic.com/products/google-cloud-platform">GCP</a> present a celestial three-body problem.Over the years, Salesforce has evolved CRM through its own sales lens, adding tools like marketing automation, commerce, CMS, analytics, and a whole host of technologies that make its cloud more attractive and “sticky” to enterprises. Central to it all is data, the currency of business, and an area that’s being threatened by the <a target="_blank" href="https://www.forbes.com/sites/forrester/2024/01/16/google-commits-to-third-party-cookies-deprecation-in-2024/?sh=a8d8e14245af">deprecation of cookies</a> and an evolving consumer privacy landscape. When it comes to an acquisition of this scale (at $38.48 a share, the Informatica price tag would be in the billions) there are a lot of underlying forces at play. But what presumably makes this worth all the “B’s” to Salesforce is the exploding value of AI. This is why the hunt for platforms like Informatica could be key to accelerating the injection of AI-powered capabilities into the mix. Both Salesforce and Informatica have been charging up their existing products with artificial intelligence for quite some time but really ramping up since the introduction of <a target="_blank" href="https://openai.com/">Open AI</a> and LLMs. Earlier this year, Salesforce released <a target="_blank" href="https://www.salesforce.com/news/press-releases/2024/02/27/einstein-copilot-news/">Einstein Copilot</a>, a generative conversational AI assistant for its CRM that delivers more trusted responses trained on your company’s data. Around this time last year, Informatica also released its AI-powered <a target="_blank" href="https://www.informatica.com/about-us/news/news-releases/2023/05/20230509-informatica-expands-its-intelligent-data-management-cloud-with-innovations-led-by-claire-gpt-industrys-first-generative-ai-powered-data-management-platform.html">Intelligent Data Management Cloud</a>, which included its novel <a target="_blank" href="https://www.informatica.com/about-us/claire.html">CLAIRE GPT</a> – providing the industry’s first generative AI solution within a data management platform. And so here we are, waiting to see if Salesforce starts Travis-picking with another big gamble. The talks are merely at the advanced stage, but they could represent a major move for both companies and send ripples across the CRM and cloud landscape.  <h3 id="so-why-are-investors-singin’-the-blues?-">So why are investors singin’ the blues? </h3>Play it again, Sam…It’s a song as old as time, because Salesforce has been around forever – and given its track record with its most recent acquisitions, it’s clear that the street is feeling a bit uneasy about another big-ticket purchase that doesn’t pay off in big dividends. Just to jog your memory: when Salesforce touted its breathtaking $28 billion acquisition of Slack in 2020, CEO Mark Benioff proclaimed it was a <a target="_blank" href="https://www.theinformation.com/articles/how-slacks-marriage-to-salesforce-crumbled">“match made in heaven.”</a> It didn’t take long for things to sour – from a visible rift between Benioff and Slack CEO Stewart Butterfield, to real skepticism that sales could be increased by bundling and integrating Slack with other products.To be clear, there are multiple Slack integrations with Salesforce, from basic connectors for admins to Service Cloud and Tableau. You can also build custom notifications, which is pretty handy. OK, so it works. But by all measures, it hasn’t been a windfall. And paying 26 times Slack’s future revenue was just one painful reality playing out over the last two years. The other was fighting the <a target="_blank" href="https://cmscritic.com/is-google-adding-the-letters-crm-to-its-alphabet-soup-ask-hubspot">growing “Cloud War” with Microsoft</a>, its former rival for Slack and persona non grata around Salesforce HQ. As competition betwixt Dynamics 365 and other downstream systems ensued, Salesforce was feeling pressure to innovate, scale, and make up ground for a colossal misstep. And things are getting precarious from an accountability perspective. <a target="_blank" href="https://www.reuters.com/technology/salesforce-is-advanced-talks-buy-informatica-wsj-reports-2024-04-13/">According to Reuters</a>, Salesforce has been under the gun since early last year, when a pod of activist investors – including ValueAct Capital and Elliott Management – started raising flags around the company’s strategy. This included a quest for changes in management, but it might also be the fire that lit leadership into action around the company's next strategic venture.Buying Informatica at the proposed price will make this the biggest acquisition for Salesforce since the Slack debacle. Not to say that all previous purchases have missed the mark. <a target="_blank" href="https://qz.com/salesforce-informatica-deal-11-billion-1851411069">According to Quartz</a>, Salesforce has purchased over 70 companies since 2006. Some of those must have turned out to be winners, right? Right?Well, that’s exactly what investors are weighing. Even though 2023 was a year of austerity for the CRM king’s unabated “expansion by acquisition,” some major purchases prior to Slack are still rattling the market’s rib cage. In 2019, it went hog-wild with Tableau – spending <a target="_blank" href="https://www.bloomberg.com/news/articles/2023-01-05/salesforce-crm-guts-tableau-after-spending-15-7-billion-in-2019-deal">$15.7 billion</a> for the analytics visualization platform. A year earlier, it dropped <a target="_blank" href="https://groovetechnology.com/blog/why-did-salesforce-acquire-mulesoft/">$6.5 billion</a> for Mulesoft – arguably the leading API development and integration platform. On the surface, these purchases seemed to serve ostensibly ambitious goals: Salesforce wanted to enrich customer data and expand its marketplace with API-powered interoperability. But just as with Slack, Salesforce gutted both platforms after the deals were closed, laying off sizeable portions of their respective teams. With Tableau, a major reorg last year signaled that the acquisition might not be living up to its expectations. Maybe not the best way to handle your multi-billion-dollar purchases. But that’s another song on the record. <h3 id="why-it-matters">Why it matters</h3>As the tale goes, Robert Johnson <a target="_blank" href="https://www.rockhall.com/inductees/robert-johnson#:~:text=Legend%20has%20it%20that%20Robert,the%20first%20ever%20rock%20star.">sold his soul</a> to the devil at a crossroads in Cleveland, Mississippi in exchange for a mastery of the guitar. Regardless of what you believe, his talent was unrivaled at the time – and he might have been the first rock star ever. Like the blues legend, Salesforce was unquestionably the first rock star of CRM. Sure, it was flanked by contemporary pioneers like <a target="_blank" href="https://www.goldmine.com/">Goldmine</a> and <a target="_blank" href="https://www.maximizer.com/">Maximizer</a>, but it was Mark Benioff’s vision of “The End of Software” that really blew people’s minds and established a revolutionary foothold for the category. And it was rock 'n roll all the way to the top.It’s true what they say: some stars burn bright and fade into obscurity. That’s not the case here, but market-leading entities like Salesforce do lose their luster as innovators and disruptors when the accouterments of success begin to weigh things down. There’s no doubt that Salesforce has made some, shall we say, miscalculations when feeding its voracious M&amp;A appetite. That might seem obvious on the frontend relative to the inflated price tag for Slack. But the real misstep is the mismanagement of the potential. Reorgs and layoffs aside, it seems that no one had a real plan for what to do after it won the race.Still, Salesforce got to its Gleaming Tower on the Bay because it has continued to nurture its core business – and I’m certain it has a few more tricks up its sleeve. Case in point: aligning with AWS to build a beachhead against Microsoft via its Marketplace. The Informatica acquisition could also be more tacitly aligned with Salesforce, building on market longevity and proven enterprise relationships. Like Salesforce, Informatica’s no spring chicken – it was founded in 1993, six years before Benioff left Oracle to build his new kingdom.Also on the plus side: it looks like a good buy from a revenue and market share perspective. Informatica’s stock has been performing well since the launch of its AI features, up 43% this year. With 5,000 active customers and 6,000 employees, it could present a more profitable catch – as long as the multipliers hold steady.At the end of the day, the cloud plays big in any decision, for reasons already mentioned (vis-à-vis the "Cloud Wars”). The next big hurdle in cloud adoption and management is optimization, fueled by actionable data insights. If Salesforce can complement its core services with greater access to data innovation and cloud modernization services – coupled with even greater API integration and data quality capabilities – it might have a real winner on its hands.And of course, there’s AI. Informatica’s CLAIRE GPT leverages unified metadata intelligence to enhance data discovery up to 100x faster and unlock new levels of productivity. Automation is becoming increasingly important as brands amass huge amounts of data across billions of transactions and data integration jobs. This is work humans can’t do – and its CRM ecosystem could certainly benefit from. After a long drought of M&amp;A activity, 2024 is looking to be a year of potentially epic dealmaking. This move by Salesforce is a clear signal that sentiment is improving. That said, Jamie Dimon of JPMorgan <a target="_blank" href="https://finance.yahoo.com/news/jpmorgan-ceo-dimon-says-market-181040250.html">maintains caution</a> as the outlook is compounded by a confluence of outside factors – namely a Presidential election in the U.S. and continued global conflicts that could impact supply chains. In other words, we just don’t know. It’s hard to weigh in fully on speculation, but with so much percolating across the tech sector, it’s important to keep our eyes on what’s really happening. Salesforce is a critical part of almost every enterprise stack, and a key one for CMS and DXP platforms (heck, Salesforce has shown up as a DXP for Gartner). Improving data management could be a pro for customers on multiple levels. Of course, the Blues can be unpredictable – and sometimes, you don’t start singin' 'til the deal is done. Let’s hope the devil isn’t involved.   <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

The Salesforce Blues? Why investors are singing a sad song about a deal to buy Informatica 

matt-garrepy

Is Google adding the letters 'CRM' to its Alphabet soup? Ask HubSpot

<hr /> Technical debt is a challenge that increases as digital business gets more complex. This debt accumulates when companies opt for quick-fix solutions or continue to rely on outdated systems, sacrificing long-term efficiency for short-term gains. As the digital world accelerates, technical debt compounds, leading to increased costs and reduced agility.A recent study revealed<a target="_blank" href="https://www.protiviti.com/uk-en/global-technology-executive-survey-tech-debt-major-burden#:~:text=As%20organizations%20strive%20to%20increase%20their%20focus%2C%20and,level%20of%20impact%20on%20their%20ability%20to%20innovate."> more than 70% of businesses</a> report that technical debt is significantly impeding their ability to innovate. With technological advances rapidly outpacing the ability of companies to adapt, the issue of technical debt has never been more pertinent.When migrating to a new <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">Content Management System (CMS)</a>, reducing, and mitigating technical debt should be front of mind. Proactively managing debt as part of your migration strategy will lead to a smoother transition and lower the <a target="_blank" href="https://hygraph.com/blog/content-management-system-cost">total cost of ownership (TCO)</a> of the new solution. What’s more, development teams can focus on innovation rather than simply keeping the lights on.<h3 id="the-cost-of-neglect:-when-technical-debt-spirals">The Cost of Neglect: When Technical Debt Spirals</h3>Several factors contribute to technical debt during CMS migrations. For instance, insufficient communication between teams leads to rushed fixes and missed opportunities. Effective communication channels should be established to facilitate seamless collaboration. By doing so, insights and concerns on a project can be shared easily and addressed in a timely manner rather than six months down the line.Organizations should also ensure they aren’t just “lifting and shifting” problems from one platform to the next. Too many teams waste time and resources moving outdated assets, duplicate data, and unused features. This coupled with time pressures and skills gaps means some organisations end up moving to new platforms without fully capitalising on what they have to offer.Lastly, if training and employee adoption are treated as an afterthought, transitioning to a new CMS will be a painful process. In the worst-case scenario, all the migration work is done just for people to default back to old working methods. Having an effective change management program is essential.<h3 id="ensuring-your-migration-is-a-success">Ensuring Your Migration is a Success</h3>To make any CMS migration a success, businesses should follow five steps to reduce technical debt:  <h4 id="1.-set-up-an-internal-migrations-team">1. Set Up an Internal Migrations Team</h4>This team should comprise representatives from various departments, ensuring a comprehensive understanding of how content is used across the organization. Their role includes planning the migration, identifying challenges, allocating resources, and ensuring smooth knowledge transfer. For example, the team can establish global standards for content governance and documentation, and train colleagues in new operational methods. This ensures that all perspectives are considered, leading to a migration that aligns with the needs of the entire organization.<h4 id="2.-conduct-a-content-audit">2. Conduct a Content Audit</h4>A thorough content audit is essential to identify redundant, obsolete, or trivial data that need not be migrated. This process involves mapping out where data lives, who owns it, the content types used, and interrelationships between datasets. Particularly when moving from a monolithic to a headless CMS; understanding the support structure of different processes is critical, as legacy data models may not directly translate to a headless approach and may require adjustments during migration.<h4 id="3.-consolidate-and-simplify-workflows">3. Consolidate and Simplify Workflows</h4>This step involves identifying overlapping capabilities, pinpointing outdated tools causing frustrations, and determining how processes can be streamlined with the new CMS. For example, German food and beverage maker, Dr. Oetker, is using a headless CMS to manage digital experiences across 40 countries from a single platform, allowing for consistent branding, streamlined processes, and rapid global updates.<h4 id="4.-design-a-composable-content-strategy">4. Design a Composable Content Strategy</h4>Adopting a composable content strategy is key for maximizing the benefits of a headless CMS. This strategy involves defining reusable content models, such as “blog post models” or “call to action models,” that can be displayed across various channels. This modular approach enables quick solution development for current use cases, with the flexibility to adjust models for future needs. It also empowers business users to create unique experiences without developer assistance, exemplifying the shift from a page-based to an omnichannel business mindset.<h4 id="5.-federate-your-content-sources">5. Federate Your Content Sources</h4>As digital experiences expand, content often relies on data from multiple applications and external sources. Federating content sources is about integrating these sources in a way that minimizes maintenance-heavy integrations and resource-intensive processes.The demand for connected digital services shows no sign of slowing down, so organizations’ content strategies are increasingly under the microscope. For those looking to migrate their CMS, now is the opportunity to proactively take measures to reduce technical debt, meaning they can focus on future innovation rather than have one eye on their rear-view mirror. <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

Overcoming CMS Migration Technical Debt

michael-lukaszczyk

The DXP Kerfuffle: Finding the Big Chords in the 2024 Gartner Magic Quadrant

<hr /> <a target="_blank" href="https://cmscritic.com/critics/tom-cranstoun">Tom Cranstoun</a> is the principal consultant at Digital Domain Technologies Limited and a CMS Critic contributor. Reflecting on the <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff24/program">Boye &amp; Co CMS Kickoff 2024</a> down in St. Pete Beach, it's clear we're at a tipping point with AI in the CMS space. The event was a melting pot of CMS enthusiasts and experts, all there to predict and shape how we handle CMS. The setup was perfect for learning, networking, and bouncing ideas off one another, with sessions covering a wide range of topics.We had some standout talks, like <a target="_blank" href="https://cmscritic.com/critics/deane">Deane Barker's</a> Q&amp;A and <a target="_blank" href="https://cmscritic.com/can-you-trust-your-ai-data-new-standards-emerge-to-help-ensure-transparency">Kristina Podnar's</a> insights into Generative AI. <a target="_blank" href="https://www.linkedin.com/in/beckybrown1/">Becky Brown</a> and <a target="_blank" href="https://www.linkedin.com/in/davidcrasmussen/">David Rasmussen</a> hit home the importance of change management for content teams. <a target="_blank" href="https://www.linkedin.com/in/miketwills/">Mike Wills'</a> take on flexible content models for multichannel strategies was enlightening, and <a target="_blank" href="https://www.linkedin.com/in/jeffeaton/">Jeff Eaton</a> shed light on how CMS page builders affect team dynamics.<a target="_blank" href="https://www.linkedin.com/in/brianbrowning/">Brian Browning </a>showed us practical AI applications that are changing digital experiences. <a target="_blank" href="https://www.linkedin.com/in/debbie-tucek/">Debbie Tucek</a> pushed us to think of content as a product, while <a target="_blank" href="https://www.linkedin.com/in/rickywiki/">Ricky Frohnerath</a>'s masterclass on high-performance content teams was a game-changer. <a target="_blank" href="https://www.linkedin.com/in/nickrudd/">Nick Rudd'</a>s perspective on AI in real-time content generation was eye-opening, and sessions by <a target="_blank" href="https://www.linkedin.com/in/marlim/">Marli Mesibov</a> and <a target="_blank" href="https://www.linkedin.com/in/brianmckeiver/">Brian McKeiver</a> on the CMS buy vs. build dilemma and digital commerce were thought-provoking.<h3 id="the-twist-in-my-expectations">The twist in my expectations</h3>I noted that the <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff24/program">agenda of the CMS Kickoff 2024</a> offered only a slight focus on AI. The speakers often mentioned it during their talks; it’s very “of the moment” in our industry.I, like you, have been to many seminars, presentations, and conferences around AI and what it will do for you and your content. I was pleasantly surprised this was not about AI creating the content – it was about AI reading the content. It turned my expectations upside down, fired up my brain, and I could not stop taking notes.The whole CMS Kickoff conference was not just about AI. I have many takeaways that I am working on. But the most important is this: the AI revolution will change our industry and everyone else’s. Still, despite its great promise and clear benefits, it soon becomes clear that using AI to create content is not ideal. In fact, AI-generated content has many problems, including:<ul><li>Enforcing the use of internal style guides.</li><li>Maintaining a brand tone of voice.</li><li>Avoiding gender or race biases.</li><li>Avoiding cultural nuances.</li><li>Knowing which sources were used in the training of the AI (too few sources means limited vocabulary – conversely, too many sources suggest the corporation loses control. Does the AI manage to use local idiomatic expressions? For instance, a “sidewalk” is a “pavement” in the UK).</li><li>AI sometimes gives up asking the prompter to continue. </li><li>AI is becoming regulated, and legal ramifications will soon become commonplace, changing in each jurisdiction.</li></ul>And this is just the beginning. <h3 id="rethinking-ai’s-role-in-content-management">Rethinking AI’s role in content management</h3>Throughout the event, the speakers made me rethink AI's role in content management. Given the translation, bias, regulation challenges, and lack of trust in AI, one needs to employ reviewers and editors to correct the content – because AI is better suited for consuming content. Let’s think that the current state of AI creating content is a beta experiment, best left to the tech guys. After all, we have a business to think of.Nick Rudd led an exciting discussion explaining how AI should be thought of. He began by asking how an eight-year-old purchases toys. He described it as simple and direct, without the baggage of brand loyalty or complex decision-making. Kids are smart. They know what they want.Ignoring the elephant in the room, “TikTok” (an entirely different article), the eight-year-old goes to Google/Bing/Whatever and types in:“I WANT A TOY PLESIOSAURS” <figure class="image image-style-align-center image_resized" style="width:80%"><img src="https://cmscritic.com/ms-content/uploads/2024/02/tom-cranstoun-screen-1.png" /></figure> What didn’t the eight-year-old do?<ul><li>They didn’t go to Amazon.</li><li>They didn’t refine the search.</li><li>They didn’t look at brands.</li><li>They didn’t read customer reviews.</li><li>They didn’t sort by price or popularity or whatever.</li><li>They didn't read the price (well… mostly).</li><li>They didn’t create an account.</li><li>They didn’t click on dropdowns.</li><li>They ignored video and animations.</li><li>They didn’t read the copy.</li></ul>What happens when AI reads content? It behaves like an eight-year-old: <ul><li>It will ignore retailers.</li><li>It will probably not refine the search.</li><li>It will ignore brands.</li><li>It might skim customer reviews.</li><li>It might sort by price.</li><li>It won’t create an account.</li><li>It won’t follow your dropdowns.</li><li>It won’t give you an email address (you no longer know who your customers are).</li><li>It will ignore the videos and animations.</li><li>It will ignore the “see our shop links”.</li><li>It will skim-read the copy if it can find it among the ads.</li></ul><h3 id="how-will-“ai-simplicity”-affect-your-business?">How will “AI simplicity” affect your business?</h3>The idea of simplicity will challenge how AI interacts with our current web designs and content structures. The next step in AI monetization is that the AI offers to purchase the toy – keeping any discounts, commissions, and recommendation fees bypassing the retailer. This will impact KPIs as AI activity increases and human interaction decreases. What happened to <a target="_blank" href="https://stackoverflow.com/">StackOverflow</a> recently will begin to affect us all. The online Q&amp;A platform for developers is releasing 28% of its staff to save costs, which is not necessarily related to AI. But look at the point where ChatGPT entered the picture: <figure class="image image-style-align-center image_resized" style="width:73.55%"><img src="https://cmscritic.com/ms-content/uploads/2024/02/tom-cranstoun-screen-2.png" /></figure> <h3 id="what-about-a-site's-kpis?">What about a site's KPIs?</h3>As AI interaction increases, our reliance on traditional KPIs must fall.Every website today uses analytics to drive statistics, such as:<ul><li>The number of total visits.</li><li>The number of unique visitors.</li><li>The number of new vs returning visitors.</li><li>Geographical location of visitors.</li><li>Net promoter score.</li><li>Pages viewed per session.</li><li>Dwell time.</li><li>Bounce rate.</li><li>Conversions, including A/B testing.</li><li>Organic search visitors.</li><li>The number of social share impressions.</li><li>Feedback and reviews.</li><li>Cart abandonment.</li></ul><h3 id="design-by-engineers:-a-trap">Design by engineers: a trap</h3>The conference also highlighted a common pitfall: websites designed by engineers focus on looks over function, which does not work well for AI. We need a more structured approach to content modeling for better clarity and organization.Today’s HTML markup makes sense to the browser: <figure class="image image-style-align-center image_resized" style="width:85.84%"><img src="https://cmscritic.com/ms-content/uploads/2024/02/tom-cranstoun-screen-4.png" /></figure>  However, opening the “View Page Source” shows a different take: <figure class="image image-style-align-center image_resized" style="width:85.9%"><img src="https://cmscritic.com/ms-content/uploads/2024/02/tom-cranstoun-screen-3.png" /></figure> Buried in the HTML are the brand name, the price (more than one is shown in the HTML), and the description. Note that discounts and age suitability are placed in the text. A human reading this would have difficulty, never mind an AI.Engineers create text and image boxes in your CMS; they let you fill and serve them.They might call them hero’s carousels, cards, etc. They are dressed up text and image boxes with interactions.This is the Design by Engineer Trap.<h3 id="what-needs-to-be-added-to-our-sites?">What needs to be added to our sites?</h3>Content Modeling and schema presentation!A lot has gone wrong. The IT people who made this website are very clever engineers; I could not do this.The engineers took the site owners' desires and made pretty pictures with text and prices, highlighting discounts. They made it reasonably fast and effective and made the site owner one of the world's wealthiest men.Look at other sites’ HTML. How do they handle pricing? Awful!Each site dresses up text in presentations. No semantic meaning is given to the objects described. There is no content modeling. It looks like Al will need an LLM for each brand!!  This is not going to work in the Al world.Something major must happen…<h3 id="content-modeling-the-traditional-cms-way">Content modeling the traditional CMS way</h3>You probably already know it: the model gets built into the CMS.This is a trap.Designers fixate on the presentation when envisioning a website – and build a style guide with fonts, colors, components, and interactions. They create heroes, cards, lists, articles, carousels, accordions, tabs, text, and much, much, more.<h3 id="what-next?">What next?</h3>The content team is asked to create: <ul><li>Testimonials. Someone decides that testimonials should be in the cards component.</li><li>Special offers. Someone decides that testimonials should be in the lists component.</li><li>A “coming soon” message. Someone decides that testimonials should be in the image with a link component.</li><li>Bulk discount messages. Someone decides that Bulk Discount should be in the text component.</li></ul>Content modeling by developers!<h3 id="so,-what-do-we-need-to-do-about-this?">So, what do we need to do about this?</h3>We need technical improvements, enthusiastic use of content models, and application of schema without putting cognizant overload on the content team – which is a big ask. I assure you it will be worth it.Let’s look at the HTML example we showed earlier, this time with schema applied: <figure class="image image-style-align-center image_resized" style="width:86.1%"><img src="https://cmscritic.com/ms-content/uploads/2024/02/tom-cranstoun-screen-5.png" /></figure> Now a machine can see the price, the description, the brand, the discount, and the age applicability. It knows it is for a product, not an ad on the site. <h3 id="call-to-action">Call to action</h3>We are in marketing, so we must end with a call to action. So here it is:Our websites need to target 4 device types: Mobile, Tablet, Desktop, and Machine in the future. Our CMS strategy needs a solid content model that applies consistently across all platforms. This is key for targeted ads, personalized content, and campaign management. However, the current developer-driven content modeling approach must be revised and rethought. We must wrap our content semantically and stick to structured data schemas. <a target="_blank" href="https://schema.org/">Schema.org</a> is the place to start; that is the technical part. We as an industry need to evangelize and build a joint effort from designers, developers, and content creators to ensure content is built within the model and aligns with the established schema. As such, teams need to add an “AI Evangelist” to the roles.The AI Evangelist will be a pivotal figure in our organizations, driving the transformative adoption and implementation of AI technologies. This role bridges technical prowess, strategic insight, and the ability to vividly communicate AI's benefits to diverse audiences. The AI Evangelist will forge partnerships across design, development, content, and testing teams to craft a unified AI vision.Key Responsibilities of an AI Evangelist:<ul><li>Champion AI technology adoption, showcasing tangible enhancements to digital strategies and user experiences.</li><li>Spearhead AI-centric models and strategies, focusing on predictive analytics, personalized content, and AI-powered search optimization.</li><li>Facilitate AI integration into workflows with cross-functional teams, ensuring smooth transitions and peak efficiency.</li><li>Lead educational initiatives like workshops and training to build an AI-savvy culture.</li><li>Monitor and assess cutting-edge AI trends for strategic adoption.</li><li>Cultivate a network with AI vendors and thought leaders to bolster expertise.</li><li>Advise leadership on AI integration, securing necessary resources and investments.</li><li>Examine new opportunities to decrease time-to-market and increase engagement.</li></ul>Qualifications:<ul><li>Proficient in digital marketing, SEO, development, and UX design.</li><li>Exceptional communicator, adept at demystifying complex tech for varied audiences.</li><li>Proven leader and collaborator in team-driven environments.</li><li>A zeal for learning and staying at the forefront of AI advancements.</li></ul>Desired Skills:<ul><li>Background in digital analytics and personalized content strategies.</li><li>Knowledge of CMS and digital content creation.</li><li>Experience with app-based content platforms and audience engagement tactics.</li><li>Strategic thinker, ready to foster innovation and change.</li></ul><h3 id="closing">Closing</h3>CMS Kickoff 2024 was pivotal to me. As an industry, we must reconsider our content strategies in the face of AI's evolution. As we gear up for AI's continued integration into our digital spaces, adopting a structured, semantic approach to <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management</a> is more crucial than ever in building cross-team strategies.  These reflections aren't set in stone but are a “call to arms” for the industry. Together, we must prepare for a significant shift in how we design, manage, and deliver content in an AI-first world. <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

The AI Tipping Point: A Consultant's Takeaways from CMS Kickoff 2024

tom-cranstoun

<hr />Andrew Kumar is the GVP, Customer Solutions &amp; Tech Ecosystem at <a target="_blank" href="https://cmscritic.com/products/uniform">Uniform</a>, and a CMS Critic Contributor. Effective content management is crucial for businesses to stay competitive and engage with their audience in today's digital landscape. As technology evolves, so do the processes and methods for managing and creating content. The shift to composable architectures has disrupted the more traditional model for content management, providing opportunities to accelerate time to market and tap omnichannel capabilities. One emerging trend is the concept of a <a target="_blank" href="https://www.uniform.dev/visual-workspace">visual workspace</a>, which is revolutionizing how teams collaborate to build websites and apps.  <figure class="image image-style-align-center image_resized" style="width:79.94%"><img src="https://images.storychief.com/account_4678/image_ac69077b90c17d4e6f80a06e9ced0a93_2000.png" /></figure> In this article, we'll explore the future of <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management</a> through the lens of 8 key predictions, focusing on how visual workspaces are shaping this landscape. <h3 id="prediction-1:-“all-hands-on-deck”-when-building-websites-and-apps">Prediction 1: “All hands on deck” when building websites and apps</h3>Traditionally, website development and content creation have been siloed tasks performed by developers or marketers. This is nothing new; collaboration has seldom been a main staple of the developer/marketer workflow, which has been <a target="_blank" href="https://contentmarketinginstitute.com/articles/enterprise-marketers-challenges-opportunities-research">described as “broken”</a> for the last two decades.However, in the future of content management, there will be a conscious shift towards a more collaborative approach. A broad spectrum of digitally-savvy team members will be involved in the process, democratizing who can build, deploy, and launch with confidence. This “new way” is more inclusive, allowing diverse perspectives and expertise to come together, resulting in more innovative and user-centric experiences.<h3 id="prediction-2:-platforms-must-coexist">Prediction 2: Platforms must coexist</h3>With the increasing complexity of digital experiences, it's unrealistic to expect a single platform to fulfill all of your requirements. In fact, according to the <a target="_blank" href="https://contentmarketinginstitute.com/articles/enterprise-marketers-challenges-opportunities-research">Content Marketing Institute</a>, less than 25% of marketers believe they have the right tools to succeed. In the future, platforms will need to adapt and learn to coexist. To that end, we can expect to see a combination of consolidation and modularization. Different platforms will be used for specific tasks based on their strengths, allowing organizations to leverage the right tool for each job. This approach promotes flexibility and adaptability as businesses can easily integrate new technologies or features without being tied down by a monolithic system. <h3 id="prediction-3:-experience-modeling-will-rise-in-importance">Prediction 3: Experience modeling will rise in importance</h3>While content modeling has long been a cornerstone of effective content management, experience modeling will gain prominence. Unlike content modeling, experience modeling creates clear divisions and boundaries within digital experiences while enabling seamless reusability across multiple channels. Dedicated tools for experience modeling will emerge, providing organizations with better control over their customer journeys and enabling them to deliver consistent experiences across multiple touchpoints.  <figure class="image image-style-align-center image_resized" style="width:81.33%"><img src="https://images.storychief.com/account_4678/image_b5a7c1f942cb402be3dd60d09d468929_2000.png" /></figure><h3 id="prediction-4:-brands-will-start-with-the-customer-and-deprioritize-orchestration">Prediction 4: Brands will start with the customer and deprioritize orchestration</h3>Orchestration has certainly become an oft-used buzzword in the composable realm. But in the future, brands will shift to prioritizing customer-centricity over orchestration.Content graphs, which provide visibility and observability of existing content, will enable organizations to solve specific business problems. Orchestration, however, will take a backseat – as it does not directly improve customer experience or tackle customer problems. This shift in focus will allow businesses to allocate resources more effectively and achieve a higher return on investment.<h3 id="prediction-5:-no-more-“lift-and-shift,”-only-incremental-migration">Prediction 5: No more “lift and shift,” only incremental migration</h3>Ask any practitioner who has redesigned or migrated a website to a new CMS, and they will likely say the same thing: it's hard.Content migration has traditionally been a daunting task. However, in the future of content management, we can expect a more granular and piecemeal approach to content migration. Instead of “lifting and shifting” entire websites or applications, organizations will adopt an incremental migration strategy. This approach allows for faster and more efficient migration while minimizing disruption to ongoing operations.<h3 id="prediction-6:-more-accelerator-">Prediction 6: More accelerator "products" for integration and white-labelling</h3>Accelerators are pre-built technology solutions that provide a faster time to market. To mitigate the risks associated with current accelerators, the future of content management will see an increase in accelerator "products." These products offer pre-built integrations and white-label solutions that can be easily customized to meet specific business needs. By leveraging these accelerators, organizations can streamline their development process, reduce time-to-market, and ensure greater consistency across their digital experiences.<h3 id="prediction-7:-no-code-capabilities-for-integration-frameworks-will-continue-to-emerge">Prediction 7: No-code capabilities for integration frameworks will continue to emerge</h3>As headless and composable stacks gain traction in the industry, integration frameworks will play a crucial role in connecting various components seamlessly. In the future of content management, we can expect to see the rise of no-code integration frameworks. These frameworks allow non-technical users to build integrations between different systems without writing code. This democratization of integration capabilities will empower teams to quickly adapt and connect their preferred tools without relying on developers.<h3 id="prediction-8:-ai-quality-will-improve">Prediction 8: AI quality will improve</h3>Artificial Intelligence (AI) has already made significant advancements in various industries, and content management is no exception. In the future, we can expect AI to play a more prominent role in CMS platforms. Improved AI capabilities will enable personalized user experiences, enhanced search functionality, chatbots and virtual assistants, automation of repetitive tasks, dynamic pricing and offers, real-time language translation, accessibility enhancements, and much more. These advancements will revolutionize how businesses engage with their audience and deliver tailored experiences at scale.<h3 id="conclusion">Conclusion</h3>The future of content management is bright – and filled with exciting possibilities. At the center of it all are visual workspaces, which are reshaping how teams build digital experiences by fostering inclusivity and collaboration. With the predicted trends discussed in this article, organizations can prepare themselves for the evolving landscape of content management and stay ahead of the curve. By embracing these changes and leveraging emerging technologies like AI and integration frameworks, businesses can create compelling experiences that resonate with their audience while streamlining their workflows.Continue the conversation with Andrew Kumar in the <a target="_blank" href="https://www.boye-co.com/groups/cms-experts">Boye &amp; Co CMS Experts Community</a> <hr /><h3 id="upcoming-conferences">Upcoming conferences</h3> <img style="width:29.67%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-connect-2024-logo.png" alt="CMS Connect 24 logo" /><h4 id="cms-connect-24"><a target="_blank" href="https://www.boye-co.com/conferences/cmsconnect24">CMS Connect 24</a></h4>August 6-7, 2024 – Montreal, CanadaWe are delighted to present our first annual summer edition of our prestigious international conference dedicated to the global content management community. Join us this August in Montreal, Canada, for a vendor-neutral conference focused on CMS. Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. <img style="width:29.58%" src="https://cmscritic.com/ms-content/uploads/2024/01/cms-kickoff-2025-logo.png" /><h4 id="cms-kickoff-25"><a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff25/tickets">CMS Kickoff 25</a></h4>January 14-15, 2025 – Tampa Bay Area, FloridaJoin us next January in the Tampa Bay area of Florida for the third annual CMS Kickoff – the industry's premier global event. Similar to a traditional kickoff, we reflect on recent trends and share stories from the frontlines. Additionally, we will delve into the current happenings and shed light on the future. Prepare for an unparalleled in-person CMS conference experience that will equip you to move things forward. This is an exclusive event – space is limited, so secure your tickets today.

Visual Workspace and the Future of Content Management

Forrester DXP Wave 2023: Vendor Commentary

CMS Delivery Flexibility Always Wins

deane

<hr /> As a new year beckons and we take stock of the one reaching its conclusion, it’s always a natural time to look back on the learnings and the experiences and enthusiastically towards the potential innovations before us. Writing at this time last year, I would not have even talked much about <a target="_blank" href="https://www.wwt.com/wwt-research/generative-ai-risks-rewards-and-a-framework-for-utilization?utm_campaign=ao_ai_and_data_wwt2324_research_gen_ai_ps_1_search&amp;utm_source=google&amp;utm_medium=cpc&amp;utm_content=&amp;gad_source=1&amp;gclid=CjwKCAiAmsurBhBvEiwA6e-WPOhabEb0LXg2ylPjsudPYZV3z-GM7rmhjofX87dKj1H_lMcJeXzqDxoChKYQAvD_BwE">Generative Artificial Intelligence</a> or <a target="_blank" href="https://openai.com/">ChatGPT</a>. But boy, did it take 2023 by storm, building upon network effects unseen in human history. What I take personally from this past year is perhaps not something so ground-breaking, but a culmination of my own background and observations. For me, this has been the year of “earnfluencing.” A blend of earned media and influencer strategies, this approach could catalyze your own content management, strategy, and production – and turn many more eyes toward the content products you worked so hard on creating.  As I gear up for <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff24/program#Earnfluencing">my talk on earnfluencing</a> at the <a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff24">CMS Kickoff Conference</a> next month, I'm eager to delve into how earnfluencing can be a game-changer in your daily content strategy.<h3>Defining the “earned” and “influencer” terms</h3>You may not be familiar with earnfluencing as a concept. While it's fairly intuitive, let’s start with a basic explanation of the term and the parts that define the whole. <h4>Earned Media</h4>This is publicity gained organically through means other than paid advertising. Think promotional efforts like unpaid social, buzz, or viral attention. <a target="_blank" href="https://www.cision.com/resources/articles/what-is-earned-media-definitions-examples-benefits/">According to Cision</a>, a PR and media software company, “Earned media, by definition, isn’t created directly by your brand or paid for. You ‘earn’ it through your reputation, word-of-mouth, and public relations efforts. The biggest difference between earned media marketing and other strategies is that it comes from third-party sources, which gives it some unique benefits.”<h4>Influencing/Influencer Strategies</h4>Here, the focus is on leveraging individuals who have the power to affect the purchase decisions of others because of their authority, knowledge, position, or relationship with their audience. Influencers can also be the third-party sources and platforms through which earned media can come to light.<h3>Combining the pitch and the platform</h3>Traditionally, earned media was won via media relations (public relations) specialists spending their days making pitches on behalf of clients to television and news platforms. These professionals would craft angles and narratives and pitch their customers accordingly. When a customer mention, interview, or profile landed in print or on television, it was a joyous occasion for the PR practitioner and their firm. Earnfluencing is different in that it includes the “pitch” but also the platform where that pitch will be disseminated. It’s still earned media because money has not changed hands to be mentioned or inserted, as in advertising. In this era of nearly unlimited digital canvas, where a smartphone in the palm of your hand can be a 4K video camera, audio recording device, notebook, word processor, and digital disseminator, there is a true democratization of platform creation. With this, you can leverage your unique storytelling skills to become and develop the platform. For instance, the earnfluencer can interview a thought leader to appear on their long-form podcast, write the definitive profile of the industry CEO for their news blog, and even guide an expert product manager into the waters of TikTok. The opportunities are endless. If you can artfully tell the story and provide access to an audience, you can facilitate the narrative. You can use that position at your professional intersection to further earnfluence by contributing to an online trade publication (like CMS Critic) or appearing in other podcasts, videos, and news across different platforms. <h3>Earnfluencing in action</h3>What’s the potential of earnfluencing? Consider the impact of personalities like Donald Trump and Deion Sanders. They expertly blended media presence with influencer tactics, generating significant (earned) value for their brands, organizations, or aspirations, albeit with varied outcomes.  First, it has been reported that <a target="_blank" href="https://www.thestreet.com/politics/donald-trump-rode-5-billion-in-free-media-to-the-white-house-13896916">Donald Trump generated $5 Billion dollars in “free” earned media during the 2016 Presidential campaign</a>. That’s a big number. How did they calculate it, you ask? Here's the basic math: the totality of the media coverage of the individual is tracked in terms of overall impressions, and then a dollar value is applied to these impressions based on advertising rates at the time. Similarly, after Deion Sanders – the famous two-sport professional athlete nicknamed “Prime Time” – took over as Head Coach at the University of Colorado, he <a target="_blank" href="https://www.usatoday.com/story/sports/ncaaf/pac12/2023/09/29/deion-sanders-value-contract-colorado-buffaloes-football/70985907007/">generated an estimated $280 Million in earned media after the first four games</a>! Both examples speak to the power and estimated value of “earnfluencing.” That said, it’s important to note that Donald Trump’s presidential first term ended unsuccessfully (to be kind), and Sanders’ Colorado Buffaloes finished 1-8 after three improbable wins to open the first season under his Colorado tenure. <h3>Leveraging earnfluencing in the content and DX industries</h3>I’ve used earnfluencing successfully in my work as a digital agency leader and across other entrepreneurial ventures. I’ve also thought a lot about how my peers in the digital experience and content management industry can leverage it as well. Here’s what I discovered: By combining earnfluencing with a solid, stable, mission-driven strategy, the impact can be incredibly effective – and, more importantly, long-lasting. It requires the right mindset and a firm commitment, but the rewards can be tremendous. If you’re thinking about putting earnfluencing into practice, here are five of my top takeaways and recommendations.<h4>1. Be a Beat Writer</h4>In the early days of my career, I cut my teeth covering sports for blogs and the online home of the Newark Star-Ledger. I was also the in-house writer for the NBA’s New Jersey Nets. Through it all, I learned the importance of being an effective beat writer. So, what exactly is a beat writer? It’s an old journalism term used to describe specialized reporters. Beat writers are typically in the thick of things, immersing themselves in a specific issue, sector, or environment – connecting with key players and constantly seeking stories to drive the news cycle. The beat writer uses all the access available to them and the trust earned in them to narrate, curate, and raise up the stories of those around them. Similarly, in content management, you can be the beat writer for your industry, product, or organization. Use your access and experience to uncover and elevate the narratives around you and develop a smart, scrappy mindset for uncovering the stories that matter. <h4>2 .“Contentize” Your Experiences</h4>The ultimate goal of any business is to monetize and commercialize activities. But I think we can do something very important on that path to monetization – and that is to "contentize." Contentizing is about turning every experience and interaction into potential content. It's utilizing your unique position, connections, and skills – whether they be writing, hosting, audio, video, social media, or teaching – to craft stories that engage, influence, and generate value in the form of content.  This approach goes beyond mere monetization. It creates real value through storytelling and engagement.<h4>3. Be a student of effective influencer strategies</h4>I call this “The Kardashian Model,” as no discussion of influencer strategies is complete without mentioning the Kardashians. Their methodical approach to content creation, as highlighted in "<a target="_blank" href="https://amzn.to/3Gy95uF">No Filter: The Inside Story of Instagram</a>," revolves around strategic planning and algorithm mastery. Even if you’re not a fan of Kim and company, try mimicking their tactics by being intentional with your content, collaborating within your network, engaging with the super-connectors in your midst, and understanding the nuances of platform algorithms to maximize reach and impact. While we might not have the heft of the Kardashians (they’re known globally), we can do several of the things they do well within our own organizations, niches, and with the connections we have within the industry.<h4>4. Be prepared for serendipitous content opportunities </h4>As a beat writer, I’ve learned always to have my smartphone charged and ready – because a story can emerge in the wild at any moment. I call these serendipitous content opportunities.A great example of this is <a target="_blank" href="https://www.linkedin.com/in/garyvaynerchuk">Gary Vaynerchuk</a>, a.k.a GaryVee. He epitomizes the "Contentize" ethos, as he constantly prowls for content opportunities. He even has videographers documenting his daily life, figuring that if he captures most of what happens in his day, there'll be some gold in them thar hills…It also makes him more apt to start discussions with strangers because serendipitous content opportunities can also come from those interactions. It's a virtuous circle – and if something doesn’t work, you don’t have to use it.Also, the<a target="_blank" href="https://www.slideshare.net/vaynerchuk/the-garyvee-content-model-107343659"> "Content Pyramid"</a> in GaryVee's Content Model strategy emphasizes repurposing a single piece of long-form content across multiple platforms (similar to the ole “big rock” concept). This approach can be a game-changer in creating, decomposing, and distributing content. <h4>5. Use generative AI to accelerate and improve your earnfluencing </h4>Despite its rap as a threat to writers, generative AI was purpose-built for content creators – and it’s revolutionizing how we approach earnfluencing. Gen AI is a massive productivity booster that allows earnfluencers to do more with less. It can aid in creating, transcribing, and repurposing content, allowing users to maintain a consistent and engaging presence across multiple platforms. This technology can amplify your earnfluencing capabilities, making your strategy more dynamic and far-reaching. ChatGPT, in my opinion, was born to contentize.<h3>Where does CMS/DXP fit into earnfluencing?</h3>A <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management system </a>or digital experience platform should be a natural repository, hub, and spoke of your earnfluencing program – the aforementioned “platform” to bring to life all your “pitches.” In a CMS or DXP, content can be created and crafted through collaboration. It can be requisitioned for publishing through integrated editorial calendars and workflow. The database of your ecosystem influencers and key/trending topics should be tagged and ultimately distributed across all your channels (social, email, etc.), so you can easily manage and grow your earnfluencer strategy.Using a platform with built-in or integrated analytics is also critical. The metrics and tracking should be within arm’s reach so you can always gauge your performance and adjust as needed. The best platforms can also power dynamic personalization for specific audiences, allowing you to tailor your content based on your readers and customers. My dream: What if you could pipe in trending topics (from Google Trends, etc.) to the dashboard of your CMS or DXP – and then have AI surface all the content within your library that can be utilized at that moment to generate new engagement and reach for your existing content? This tactic, affectionately called “newsjacking,” would be a great way to augment your earnfluencing and bring more value to your content. Earnfluencing is at the intersection of earned media and influencer strategies. It requires a keen understanding of digital narratives, audience engagement, and the power of influence. As content managers and creators, embracing this approach means stepping into a realm where authenticity, strategic planning, and technological innovation come together to create impactful, resonant content. Ready to catch some “earnfluenza”? Let's embrace it – and go viral together. <hr /><figure class="image"><img src="https://cmscritic.com/ms-content/uploads/2023/11/cms-kickoff-2024-banner.jpg" /></figure><h3>See Matt McQueeny at CMS Kickoff 2024 - January 16-17</h3>CMS Critic is a proud conference partner at this second annual edition of the prestigious international Boye &amp; Co conference, dedicated to the global CMS community. This event will bring together top-notch speakers, Boye &amp; Company's renowned learning format, and engaging social events.Tired of impersonal and overwhelming gatherings? Picture this event as a unique blend of masterclasses, insightful talks, interactive discussions, impactful learning sessions, and authentic networking opportunities. Prepare for an unparalleled in-person CMS conference experience that will equip you to move forward in 2024. Along with Matt McQueeny, hear from leading voices across the industry on a wide range of topics, including:<ul><li><a target="_blank" href="https://www.boye-co.com/speakers/andrew-kumar">Andrew Kumar</a>, GVP at Uniform</li><li><a target="_blank" href="https://www.boye-co.com/speakers/becky-brown">Becky Brown</a>, Content Strategy Lead at Johnson &amp; Johnson</li><li><a target="_blank" href="https://www.boye-co.com/speakers/marli-mesibov">Marli Mesibov</a>, Content Strategy at Verily</li></ul><img style="width:39.13%" src="https://cmscritic.com/ms-content/uploads/2023/11/don-cesar-hotel.jpg" /><h4>The Don CeSar: a world-class venue</h4>Is there a better location for a winter kickoff than Florida's beautiful, sugary sand beaches? CMS Kickoff 2024 will be held at the iconic Don CeSar, just steps from the Gulf of Mexico. Dubbed the “Pink Palace,” this majestic hotel and resort provides a stunning backdrop to the conference, along with access to the local food and culture of St. Petersburg Beach. <h4>Get your tickets today</h4>CMS Kickoff offers an intimate, highly focused experience. Space is limited, and only a few seats remain. Don't miss this exclusive opportunity!<a target="_blank" href="https://www.boye-co.com/conferences/cmskickoff24/tickets">Purchase tickets now &gt;</a>

Earnfluencing: Bridging the Gap Between Earned Media and Influencing

mattmcqueeny

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