Portal Powerhouse: Smint.io, Censhare, and Marmind Partner to Evolve Content Experiences for Brands

The content experience platform category is a bit of a conundrum. While not a CMS, there are certainly content management systems that lay claim to being a “CXP” – which is also an acronym synonymous with “customer experience platform.” That, too, is a horse of a different color.

There are also DXPs, which are markedly different beasts. And just like that, you begin to see the problem: between the acronyms and abject confusion, this region of the contentsphere still struggles from a lack of clarity. 

Even though Aragon Research put its stamp on the silo way back in 2021, the idea of a content experience platform has been around for quite some time, and appropriated in different ways. But forget about the category. What’s really important isn’t what a product is, but what it can do for its customers. 

If there’s been one consistent thread with vendors in this content experience arena, it’s the focus on serving dynamic content and personalizing it with speed and efficiency. That said, there are lots of digital touch points, and lots of content living in different places like CMSes, DAMs, PIMs, and more. 

With all this siloed stuff, marketers are struggling with brand management, making it a challenge to be fast, nimble, and responsive when creating personalized experiences using all of these disparate assets. 

This is where Smint.io has established itself as a sort of “portal powerhouse” in the content experience pantheon. The Linz, Austria-based vendor is doing some novel work to help brands and marketing teams publish existing content from where it lives, and do it through fast, easy-to-deploy portals that can be for public, private, or fully authenticated use.

And these portals kind of rock. You can check out a mock example of Smint's brand portals here. 

Source: Smint.io website

Smint’s breed of no-code portals enable real-time synchronization of assets and product data from a multitude of sources – places like Microsoft SharePoint, Google Drive, Box, and more. It also includes pure-play DAM systems like Cloudinary or even DXP-based services within platforms like Sitecore.

The use cases for Smint.io’s platform run the gamut, from brand portals, press and media download portals, and product information portals. They even specialize in content buying portals, where you can access images from various sources like stock photography platforms – and set up centralized lightboxes and shopping carts while handling licensing in one place. 

Smint’s model might seem niche, but it’s exactly the kind of service marketing teams crave to handle large quantities of overloaded content. It makes cross-department collaboration a little easier and breaks down content silos by connecting content sources in one place. That translates into brand consistency and faster time to market for global enterprises like Mattel, Synchrony, and BNP Paribas Real Estate. 

Now, Smint.io has launched a new OEM partnership with Censhare and Marmind, founding partners of Entirely – the world’s first open, AI-native marketing technology ecosystem. 

If you’re not familiar, Entirely is an open, personalized, compliant, and composable solution set of flexible tools designed for collaboration and orchestration and powered by AI. It’s like a cabal of best-of-breed technologies for composable martech, with human guidance and ingenuity as part of the recipe. Some of the other platforms include Adverity for process automation, Elaine for smart growth and marketing automation, Zeotap for CDP-powered data insights, and more.

Launched in November, the partnership with Censhare and Marmind merges Smint’s content experience expertise with Censhare’s proven PIM, DAM, and CMS capabilities – and amps it up with Marmind’s marketing resource management features. The integration enables businesses to seamlessly create highly personalized and branded content experiences, allowing them design and manage custom-tailored portals to meet their needs.

Building a ‘portal powerhouse’

According to Smint.io, this trifecta provides a module of functionality, delivering sophisticated branding tools and CMS capabilities. With it, brands can design bespoke portal applications, contextualize assets, and integrate with minimal effort with various platforms via custom components. By creating more compelling content experiences, they can activate both internal and external audiences.

“Partnering with Censhare brings our content experience platform directly into an open, AI-orchestrated marketing ecosystem,” said Reinhard Holzner, CEO of Smint.io. “Together, we’re empowering brands to deliver personalized, contextual, and on-brand experiences faster and smarter.”

CMS Critic connected with Smint.io about how this partnership will potentially impact its go-to-market strategy. As the company told us, it will enable the further expansion of its enterprise customer segment. They see the open-minded, best-of-breed collaboration with both Censhare and Marmind as a game-changer, one that will stymie isolated solutions from competing with the combined offering.

I asked Smint about their focus on personalization, and how they might compare in a market of choices – particularly where AI is acting as a force multiplier. They take a direct page from each specific target group on what they need or expect, be it a very specific content portal or an information stream for AI consumers. Smint’s software is flexible enough to meet a range of use cases and be implemented in a very short timeframe.

Some of Smint’s customers are already using the joint offering to power brand portals, as well as product information and marketing portals that are fed by assets and data located in Censhare and/or Marmind. The partnership delivers a unified solution that bridges the gap between content creation and personalized delivery. 

For Censhare, Smint.io provides a no-code solution that transforms a company's Censhare content into on-brand, client-facing portals, like partner or media hubs.

“Smint.io adds powerful branded content experience portals to our ecosystem,” said Tobias Ackermann, CEO of Censhare and Entirely. “This partnership boosts our clients’ capability to combine creativity with the flexibility to integrate the various Censhare applications into a single, seamless frontend – setting new standards for speed, scale, and personalization.”

Pricing

Smint.io doesn’t offer fixed pricing, but it does offer a transparent method for calculating costs based on specific parameters. This includes the number of portals, the audience (internal, external, authenticated), the number of users, and the data sources – of which Censhare is an option.

There are also some add-ons for analytics, video support, custom forms and pages, and even dynamic content routing. All of this can be tabulated into a total annual cost.

Smint does offer a free 21-day trial, which kicks off with an introductory session with a Customer Success Expert. You can learn more about the details here. 

The verdict

Portals are a unique form of content experience. And Smint.io is more than just a content experience platform – it’s content activation, enabling organizations to seamlessly publish content directly from their DAM, SharePoint, OneDrive, Google Drive, and PIM systems without creating another dreaded content silo. 

With Smint.io, businesses can deliver engaging, personalized content experiences tailored to specific audiences. Whether for brand management, media distribution, or sales enablement, it helps ensure that content is always accessible, up-to-date, and on-brand. 

What’s great about Smint is its simplicity. Marketers have enough cognitive overload to manage, and this portal solution eliminates the complexity in a single hub. Deployment is easy, out-of-the-box, and uniquely catered to the collaborative needs of teams, agencies, retailers, and other organizations where nimble marketing solutions are a must. It also eliminates the need for additional asset storage.

For Smint.io, Censhare, and Marmind, it represents a strategic alignment to serve global enterprises with scalable, future-proof technology. It has the potential to boost creativity and flexibility for customers by harnessing the combined powers of all three solutions to deliver faster, scalable personalization.

Our recommendation: If portal experience management is part of your integrated marketing and content strategy, Smint.io’s new partnership looks promising, and offers a potentially powerful augmentation with Censhare and Marmind – which benefit from the Entirely ecosystem. You can visit the Smint.io website for details on pricing, support, and other resources.  

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