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Not All Heroes Wear Capes. Here's Why CMS Is Your 'Unsung Hero' in 2025

janus-boye

In a fast and furious tech world, CMS Kickoff 25 was a ‘love letter’ to slow down 

matt-garrepy

<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 /><a target="_blank" href="https://cmscritic.com/critics/laura">Laura Stringer</a> is founder and principal at <a target="_blank" href="https://www.ninthfourth.com/">Ninth Fourth</a>, a product management consulting firm for B2B and SaaS companies, and a CMS Critic contributor. Localization is one of those things a lot of product and marketing leaders ask for. And with good reason: it’s critical for any interface or content product targeting people in multiple geographies. While English is the most common language on the internet, it accounts for <a target="_blank" href="https://www.statista.com/statistics/262946/most-common-languages-on-the-internet/">just over half of all website content</a>. And in today's connected world, global visitors expect to read information in their own language. Not meeting this expectation can negatively impact your brand's perception.Not only that, but MicKinsey reports that “<a target="_blank" href="https://www.mckinsey.com/capabilities/risk-and-resilience/our-insights/localization-of-data-privacy-regulations-creates-competitive-opportunities">75 percent of all countries</a> have implemented some level of data localization rules,” making this simply a fact of life for any product with global reach.Localization is simply providing users and website visitors with content that's relevant to them, no matter where they are – and it can take a few forms. On the simple end, you can manually create a screen for each geography. When it comes to websites, some companies take this further, maintaining an entire website dedicated to each place. I see this primarily with global companies wanting to reach an international audience while providing a local presence… or at least the feel of a local presence. On the more complex end, you can pull in localized content depending on the visitor’s geography. Most <a target="_blank" href="https://cmscritic.com/what-is-a-content-management-system-cms">content management systems</a> offer a way to create containers that display different content based on variables such as location. For more advanced localization, you may need a database-connected solution.Localization can drive up costs and workload pretty steeply. So it’s important to think about some key things up front. Understand what’s vital, what’s not, and make sure you have the resources lined up to capitalize on the actual build. Here are some things you should consider when implementing localization.<h3 id="1.-what-does-“local”-mean,-anyway?">1. What does “local” mean, anyway?</h3>This seems like such a silly question that I’ve had people get annoyed when I ask it. But it’s valid – and an incredibly important thing to lock down. Start with the basics: does localization go to the country level? Region? State? Neighborhood? Is it based on the radius from the user’s location?Many companies have sales offices or franchise locations. Those locations have territories that they’re contractually allowed to serve. If a website visitor is in Sales Territory A, but your website displays content from a location serving Territory B, you could have angry franchises – or even a lawsuit – on your hands. Avoid those headaches by defining very exactly what “local” means.<h3 id="2.-what-content-or-functionality-needs-to-be-localized?">2. What content or functionality needs to be localized?</h3>It’s easy to say “we need to localize this product.” But it takes some thought and planning to decide which parts of the product actually need to change based on location.Items like language, local office address, and phone number format are a no-brainer. Other low-hanging fruit: any time-based information needs to account for time zones, and you’ll need to convert measurements to the metric system for many countries. You may have local promotions or events to display as well. Depending on your industry, it may make sense to incorporate content based on local news or weather; there are services available to help feed in that data.Then there are cultural considerations. This is where U.S.-based folks tend to drop the ball, simply because it tends not to be top-of-mind. I’ve seen photos of lush rainforests and waterfalls all over something intended for a country that’s mostly desert. Colors that in one country signify sturdiness and boldness, but in another can symbolize death. You get the point: pay attention to your audience. And there’s no shame in asking. Your organization may have staff around the world, and they’ll be happy to review designs and content to determine how it will work for their country or region.If this all sounds like homework… it is! It also makes the difference between a product that claims to be localized, and something that actually feels to users as though it belongs to them.<h3 id="3.-design-the-right-spaces">3. Design the right spaces</h3>Ok, so you’ve had all your copy translated into multiple languages. And now…. it doesn’t fit!Turns out, English is a pretty pithy language. It has so many linguistic shortcuts that we can say most things in fewer letters than most other languages. And since we usually start with English (in most cases), we’re writing copy that's optimized for English. This means that all translated copy almost always consumes more space on the page – sometimes, a lot more. Get ahead of this problem by passing your designer some copy in the target languages so they can allocate sufficient space and provide flexible containers for expanding content. There are plenty of languages using non-Western character sets, so make sure the technical implementation accommodates that if necessary. Account for languages that are read right-to-left. This is all a challenge, but it can be met if you think about it during the design phase.<h3 id="4.-where’s-the-local-content-coming-from?">4. Where’s the local content coming from?</h3>Obviously, all the planning and design in the world won’t put actual content on a screen – it just gives you somewhere to put it. Someone needs to create or source that content. That’s true of any product, but localization multiplies the content and, thus, the level of effort. The biggest challenge to localization is often getting the content. A software solution can automate translation, and AI-powered translation is only getting better. If you have the right technical resources on your team, a solution like <a target="_blank" href="https://crowdin.com/ai-localization">Crowdin’s AI offering</a> can handle the bulk of the work for you. Results aren’t always perfect, however, especially when it comes to cultural context. If you’re going for a truly local feel, or if the content is highly technical, you’ll still need a human to get involved. And for actual local information, rather than simple translations of U.S.-based English content, you’ll need to go find it (although <a target="_blank" href="https://poeditor.com/blog/ai-localization/#:~:text=AI%20can%20assist%20in%20the%20extraction%20and%20analysis%20of%20content%20from%20various%20sources%2C%20such%20as%20social%20media%2C%20customer%20reviews%2C%20and%20forums%2C%20to%20gain%20insights%20into%20customer%20preferences%20and%20cultural%20nuances.%20This%20information%20can%20be%20valuable%20for%20creating%20targeted%20and%20culturally%20relevant%20localized%20content.">AI is picking up steam there</a> as well).The best local content comes from…. wait for it…. local people. They’re an invaluable resource in gathering content from all over the country and all over the world. Global organizations can sometimes task local employees with this work; just be aware that it won’t be their primary job and they may not be able to prioritize it.Make sure you know who is providing what content, and talk to them before committing to any localization project or design approval. If your company isn’t ready for that level of investment, ameliorate some of the publishing pain by designing and organizing content to minimize the need for local content.<h3 id="5.-where-will-the-local-content-keep-coming-from?">5. Where will the local content KEEP coming from?</h3>Content should never be “set it and forget it.” You need to ensure the content keeps flowing over the long term. And in many organizations, field staff are spread very thin, and they may not be able to keep up.To ensure quality well into the future, make sure you can answer “yes” to these questions:<ul><li>Do you have a commitment from at least one person in each geography that they will regularly update their local content?</li><li>Do you have buy-in from local leadership teams so those content editors can keep up with the work? </li><li>When there’s turnover, will the leadership teams replace the editors and ensure a smooth transition?</li></ul>If just a few locations are holding out, which is normal, you can usually fill in the gaps with generic content that works across geographies. This approach allows for localization where it’s feasible, while eliminating voids where truly local content is not possible. You may also identify an automated solution to fill in some of the gaps. Tools like Weglot let you set up translation workflows that automatically translate new content as it’s added. While Weglot automates many of the steps, it also allows you and your local team to edit the AI-based translations to address any nuance. The best tools will also localize currency, number formats, and a host of other details that need to be considered for that truly local feel.More good news is that modern content management systems such as Optimizely and Adobe Experience Manager support multiple versions of content in various languages, making it easier than ever to manage this work.If, after these factors, you’re still left with a lot of holes, it may be time to rethink your localization strategy. With these actions – defining geographies, deciding what spaces need local content, designing to accommodate that content, identifying content sources, and ensuring regular updates – you’ll avoid some of the most common snags in website localization. <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.

Localization: 5 Things to Consider When Planning Local Content

laura

<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

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<a href="https://www.cmscritic.com/shock-and-awe-adobe-to-acquire-ui-design-platform-figma-for-20-billion/">Adobe</a>, <a href="https://www.cmscritic.com/acquia-and-the-art-of-the-possible-interview-with-chief-market-officer-jennifer-griffin-smith/">Acquia</a>, and <a href="https://www.cmscritic.com/optimizely-integrates-b2b-commerce-cloud-and-content-cloud-combines-headless-commerce-with-cms/">Optimizely</a> are Leaders in the latest <a href="https://www.forrester.com/report/the-forrester-wave-tm-content-management-systems-q3-2023/RES178520" target="_blank">Forrester Wave: Content Management Systems, Q3 2023</a> – a quarterly report published by one of the most prestigious and respected analyst firms in the technology industry.
The report, published today, provides a glimpse of where CMS platforms are positioned. Forrester ranks companies on a visual graph across several concentric strata: Challengers, Contenders, Strong Performers, and Leaders. A CMS platform’s position is then determined based on criteria reflecting its offering strength, strategy, and market presence.
<h2>Leading the CMS category </h2>
According to a <a href="https://www.businesswire.com/news/home/20230822212172/en/Acquia-Named-a-Leader-in-Content-Management-Systems-Report-by-Independent-Research-Firm" target="_blank">press release from Acquia </a>– one of the three platforms in the Leader category – the Q3 Forrester Wave report evaluated 10 CMS providers based on 26 criteria, focusing on the aforementioned criteria.
The report cited that “Acquia performs the strongest in low-code/no-code, translations for global content deliveries, and back-end extensibility – all supported by strong practitioner and developer programs.” The company earned the highest possible scores in the architecture (extensibility and configuration), practitioner and developer communities, partner ecosystem, and global delivery strategy criteria.
Optimizely, another Leader, also <a href="https://www.prnewswire.com/news-releases/optimizely-named-a-leader-in-content-management-systems-by-industry-research-firm-301908245.html" target="_blank">issued a press release</a> about its position. The Forrester report stated that the platform "performs very well in personalization, A/B testing, and translation and localizations."
Additionally, the report indicated Optimizely's CMS "excels at depth of content and audience analytics off the shelf (no additional licensing) and a strong ability to scale content delivery through its partnership with <a href="https://www.cmscritic.com/contentstack-offers-microsoft-azure-becomes-only-multi-cloud-saas-cms-qa-with-cto-nishant-patel/">Microsoft Azure</a> and its cloud-native architecture."
<h2>Contentstack drives strong performance</h2>
While the Leader category remains the domain of large enterprise DXPs, <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless</a> CMS players are gaining ground. Case in point: <a href="https://www.cmscritic.com/contentstack-raises-57-5-million-in-series-b-round-qa-with-ceo-neha-sampat/">Contentstack</a>.
Buoyed by its <a href="https://www.cmscritic.com/new-mach-alliance-maturity-assessment-tool-helps-organizations-evaluate-their-mach-readiness/">MACH</a> (Microservices, APIs, Cloud-native SaaS, Headless) focus and composable approach – along with best-in-class, turnkey, no-code integrations – the company is leading the Strong Performer category in the Forrester Wave report.
According to an article on the <a href="https://www.contentstack.com/resources/report/forrester-wave-report-2023?utm_medium=email-newsletter&amp;utm_source=marketo&amp;utm_campaign=2023-23-08-august-monthly-newsletter&amp;mkt_tok=NDg5LVdOSS0zODMAAAGNwg2flcZin6FEq-r-0_FcJUMeWdg_wzl49C_gzpN1gvxH7TnAnUakU4Mp4aFsa52WTa2dI1bZs97lBpqwBgmvq3Ivq1I0p0AUV9BkNOClolY" target="_blank">Contentstack website</a>, the report stated that “Contentstack performs well in several categories but shines in its ease of back-end extensibility through turnkey integrations, coupled with global deployments.”
Along with its MACH posture, the report also noted that “as a founding member of the <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">MACH Alliance,</a> it excels in innovation, global delivery, and a straightforward pricing model.”
<a href="https://www.cmscritic.com/what-contentfuls-175m-investment-round-means-for-the-future-of-cms/">Contentful</a>, another headless platform, also scored as a Strong Performer in the report.
<h2>A broad CMS field from headless to open source</h2>
While a presumed crop of DXPs dominated the top of the mountain, headless players and managed open source platforms like <a href="https://www.cmscritic.com/cms-monthly-recap-wordpress-acquires-parse-ly-siteimprove-releases-upgraded-accessibility-product-twilio-segment-releases-2021-cdp-report-and-more/">WordPress VIP</a> provided some variance in the landscape.
As the downstream vendors look to contend and challenge the market, it’s clear that composable is becoming a more important part of the mix – and helping to propel those CMSes to the front of the line.

Adobe, Acquia, Optimizely Top Latest Forrester Wave for Content Management Systems

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Like most businesses, colleges and universities rely on digital experiences to reach and serve their audiences. While many were forced to transform during Covid-19 to support remote learning requirements, they have often trailed the commercial market – following more of a public sector arc when embracing new (and often expensive) technologies. 
That's why they require deep specialization from their digital partners, and this is where <a href="https://www.zengenti.com/" target="_blank">Zengenti</a> excels. The software and consulting firm behind the <a href="https://www.contensis.com/" target="_blank">Contensis</a> CMS recently announced a partnership with <a href="https://www.hw.ac.uk/" target="_blank">Heriot-Watt University</a>, growing its enrollment of higher education customers to more than 20.
Contensis, an <a href="https://www.cmscritic.com/lets-celebrate-the-winners-of-the-2022-cms-critic-peoples-choice-awards/">award-winning</a> composable CMS, has carved out a niche within the higher ed marketplace with its flexible platform offerings – which is further buoyed by Zengenti's focused expertise in the higher ed sector. According to the company's press release, Heriot-Watt plans to use the new CMS to enhance the digital experience for prospective students, alumni, and partners.
<h2>A CMS built for a world-class university</h2>
If you're unfamiliar, Heriot-Watt is considered one of Scotland’s most international universities, with more than 27,000 registered students, five campuses, and over 100 learning partners worldwide.
The school's previous on-premise CMS powered a website serving thousands of users, including students from over 150 unique countries. By moving to Contensis, the legacy system will be replaced with a modern API-first and cloud-hosted CMS, enabling the school with greater flexibility and scalability to manage its digital experience.
“We’re excited to be working with Zengenti as our partner for this major transformation project,” said <a href="https://www.linkedin.com/in/emmajaneleech/" target="_blank">Emma Leech</a>, Global Marketing Director at Heriot-Watt. “Their market understanding, wide-ranging expertise and track record of delivery will be pivotal in allowing us to rethink our global digital presence.”
<h2>A lesson for serving the higher education market</h2>
On its website, Contensis emphasizes the importance of content modeling, editing, and governance tools for helping content teams and developers – specifically those working in modern universities. Not only does Contensis deliver on these features, but its API-first approach makes connecting and managing content easier across websites, apps, and omnichannel experiences.
In addition to Heriot-Watt, Zengenti supports a multitude of notable higher ed customers in the UK, including <a href="https://www.kcl.ac.uk/" target="_blank">King’s College London</a>, <a href="https://www.lse.ac.uk/" target="_blank">The London School of Economics and Political Science</a>, and the <a href="https://uwaterloo.ca/" target="_blank">University of Waterloo</a>.
“We’re delighted to be working with the Heriot-Watt University team,” said <a href="https://www.cmscritic.com/contensis-cms-writes-new-script-for-composable-and-headless-interview-with-ceo-rich-chivers/">Richard Chivers</a>, CEO of Zengenti. “This is an exciting and evolving period for the education industry, as leaders in the space continue to look for innovative new ways in which they can adapt to learning practices, hybrid working models and meeting the needs of its digital-savvy students who expect a seamless journey online.”
Chivers also mentioned a new Contensis feature called <a href="https://www.cmscritic.com/contensis-launches-blocks-new-container-first-website-builder-qa-with-richard-chivers/">Blocks,</a> which was released earlier this year and covered by CMS Critic. 
“For developers, working with Blocks and React enables more of the team to work remotely in Contensis with a lower risk of change failure,” Chivers said. “For content editors and marketing teams, roles and permissions allow more changes to be pushed out, and its roll-back function can undo changes if needed.”
To learn more about Contensis CMS and its work with leading higher education institutions, visit <a href="https://www.contensis.com/" target="_blank">https://www.contensis.com/</a>.
<h2>About Contensis</h2>
UK-based Zengenti is the creator of Contensis, a headless Content Management System (CMS) with an integrated deployment platform. Contensis provides a single place to create, maintain and deliver content. Its content modeling, authoring, and governance features help teams create and keep top of well-structured content. Open APIs make integrating with leading platforms and products easy to deliver immersive digital experiences for audiences. Contensis powers websites for world-leading organizations across various industries, such as higher education, local government, and the private sector.

Zengenti Expands Focus on Higher Education, Brings Contensis CMS to Heriot-Watt University

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Heriot-Watt University and Zengenti logo icon again a wall of books

<h4>The two-day conference will be held January 17-18 in St. Petersburg, Florida, and feature keynotes and workshops with leading global experts in the CMS field. </h4>
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If only there were a vendor-neutral conference dedicated to CMS...
That was the vision guiding <a href="https://www.cmscritic.com/critics/janus-boye/">Janus Boye</a> of <a href="https://www.boye-co.com/" target="_blank">Boye &amp; Company</a>, a leading peer group organizer, to create a new kind of live experience – one that focuses exclusively on Content Management Systems.
The <a href="https://www.boye-co.com/conferences/cmskickoff23" target="_blank">CMS Kickoff 2023 Conference</a> will offer attendees a fresh and unique perspective on the continuously evolving CMS space. The two-day event promises diverse opportunities for learning and networking, as well as keynotes from top industry speakers and thought leaders.
Aptly named a “kickoff” and held in January, the conference will look back at the previous year’s challenges and trends. But as Boye pointed out, event speakers will emphasize what’s ahead for the CMS community in 2023.
<h2>A program featuring global brands and industry experts</h2>
The CMS Kickoff 2023 will share learnings, insights, and best practices from leading brands that are utilizing CMS, including <a href="https://www.aetna.com/" target="_blank">Aetna</a>, <a href="https://dia.org/" target="_blank">Detroit Institute of Arts</a>, <a href="https://www.jnj.com/" target="_blank">Johnson &amp; Johnson</a>, and <a href="https://www.wellsfargo.com/" target="_blank">Wells Fargo</a>.
Attendees will also have an opportunity to hear from CMS industry experts like <a href="https://www.linkedin.com/in/deane/" target="_blank">Deane Barker</a>, <a href="https://www.linkedin.com/in/bartomlo/" target="_blank">Bart Omlo</a>, and <a href="https://www.cmscritic.com/from-legacy-to-composable-whats-the-best-way-forward/">Sana Remekie</a> (to name a few). These respected thought leaders will interpret market trends and discuss topics that range from <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless CMS</a> to digital experience composition.
<h2>Exclusively focused on CMS</h2>
Boye has long been a respected voice within the CMS community, conducting peer groups that tackle a range of topics. Along the way, Boye &amp; Company has built a global cabal of experts representing a multitude of vendors and integrators, and many have been yearning for a CMS event.  
“The CMS industry does not currently have a dedicated conference,” said Boye. “This event aims to change that while remaining focused on helping customers and ultimately moving the industry forward – without sales pitches.”
The CMS Kickoff 2023 will offer curated talks, workshops, and a “perfect mix” of presentations and discussions. Along with Boye &amp; Company’s legendary learning format and social events, the conference promises something for every CMS user, builder, or enthusiast – regardless of skill level.  
“Think of this conference as a mixture of world-class masterclasses, relevant lectures, enlightening discussions, high-impact learning, and down-to-earth networking,” said Boye.
<h2><img src="https://cmscritic.com/ms-content/uploads/2022/12/don-cesar.jpg" alt="Don Cesar Hotel image" /></h2>
<h2>Hosted at the Don CeSar Hotel in St. Petersburg, Florida</h2>
To top it off, the CMS Kickoff 2023 will be hosted at the legendary <a href="https://www.doncesar.com/" target="_blank">The Don CeSar</a> Hotel in beautiful St. Pete Beach – giving many attendees from around the globe an opportunity to leave winter weather behind and enjoy the Florida sunshine. Built in 1928 to resemble a Mediterranean-style castle and known as Florida’s "Pink Palace," the Don CeSar is the only historic hotel on Florida’s Gulf Coast.
CMS Kickoff will be held from January 17-18, 2023. Registration is now open, and you can visit the website to <a href="https://www.boye-co.com/conferences/cmskickoff23/program" target="_blank">explore the event</a>, <a href="https://lnkd.in/dy_cSrhe" target="_blank">see the speakers</a>, and <a href="https://www.boye-co.com/conferences/cmskickoff23/tickets" target="_blank">book your seat</a> today.

CMS Kickoff 2023 Brings Laser Focus to Content Management, Offers Sessions with Industry Leaders

CMS Kickoff featured image with palm trees and logo

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<a href="https://www.cmscritic.com/kontent-ai-raises-40-million-to-bring-the-power-of-ai-to-content-management/">Kontent.ai</a>, an award-winning modular content platform, shared some big news yesterday that's reinforcing its ambitious growth plans. Along with stellar additions to its executive team, the company also announced a newly minted membership in the <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">MACH Alliance</a> and the opening of new offices in New York City.
In addition to covering the announcements, CMS Critic had a chance to ask <a href="https://www.linkedin.com/in/vojtechboril/" target="_blank">Vojtech Boril</a>, the company's Vice President of Growth &amp; Marketing, a few questions about the news.
<h2>Kontent.ai prepares to enter its next phase of growth with two key hires </h2>
The senior executives joining the Kontent.ai team are <a href="https://www.linkedin.com/in/olga-stuck-480207/" target="_blank">Olga Stuck,</a> who will serve as COO, and <a href="https://www.linkedin.com/in/montewilson/" target="_blank">Monte Wilson,</a> who has been named Head of GTM Strategy and Field Operation. According to the company's press release, these key executive appointments will serve Kontent.ai during a time of major growth and change, energized by a recent <a href="https://kontent.ai/blog/kontent-ai-has-raised-40-million-in-growth-capital/">$40 million growth capital</a> investment from Expedition Growth Capital.
With more than 20 years of experience in organizational development, Stuck has guided companies like Moravia IT and RWS Moravia through organic growth as well as acquisitions, scaling from 500 to 3,000 employees in 23 locations. “My mission is to help Kontent.ai scale and bring the organization to a new level while preserving our unique culture, relationships, and DEI at the center of what we do,” she said. 
Wilson's role at Kontent.ai is to fuel growth, developing innovative go-to-market plans and efficient sales and operational structures. Wilson's impressive pedigree includes successful builds, turnarounds, and rebuilds of organizations for companies like <a href="https://www.cmscritic.com/sitecore-updates-experience-platform-and-experience-commerce-releases-new-sitecore-content-hub/">Sitecore</a>, <a href="https://www.cmscritic.com/cms-monthly-recap-wordpress-acquires-parse-ly-siteimprove-releases-upgraded-accessibility-product-twilio-segment-releases-2021-cdp-report-and-more/">Oracle</a>, and <a href="https://www.cmscritic.com/adobe-experience-cloud-adds-new-headless-cms-capabilities-updates-to-commerce-integration/">Adobe</a>.
“Martech is a highly competitive business segment, so it is vital that you have the right product, the right team of highly talented individuals, and be with the right ecosystem of partners," said Wilson. "Kontent.ai is perfectly positioned for high growth, especially since composable, headless technologies are really taking off in the market. We have unique advantages that I’m certain will allow us to quickly separate from the pack and help customers realize the potential of this new space. The talent in this team and the capabilities of the product speak for themselves, and I’m honored to be a part of the Kontent.ai team,”
<h2>Kontent.ai joins MACH Alliance to deepen cooperation with other vendors and empower large organizations  </h2>
Another critical accomplishment for Kontent.ai is achieving <a href="https://kontent.ai/blog/kontent-ai-joins-the-mach-alliance/">membership in the prestigious MACH Alliance</a>, a group of more than 70 independent technology companies advocating for open, best-of-breed technology ecosystems. MACH architecture – which stands for Microservices, API-first, Cloud-native SaaS, and Headless – empowers organizations to adapt to customers’ changing behaviors and deliver results.   
A true cloud-native service since its inception, Kontent.ai meets the Alliance’s stringent certification standards, with its membership serving as strong validation of the platform’s impact and future vision. Becoming a member of the MACH Alliance will also allow Kontent.ai to deepen technology cooperation with other MACH vendors and deliver even more value to customers.
"Joining the MACH Alliance, Kontent.ai is pleased to shine a light on our long-standing dedication to MACH technology principles," said <a href="https://www.linkedin.com/in/bartomlo/" target="_blank">Bart Omlo</a>, CEO, Kontent.ai. "Our customers’ measurable success with our modular content platform is evidence of the transformative power of MACH, not only for engineering teams but also for global content teams.” 
<h2>Expanding Kontent.ai’s global footprint with an office in New York City </h2>
To meet increasing global demand, the company has opened another office in the U.S. to support its growing customer base on a local level. The new office – located in the iconic Chrysler Building in New York City – will serve as the main hub for all U.S. operations, enabling professionals at Kontent.ai to help US-based clients reach their ambitious goals.
According to the company's press release, the decision to choose New York City was reinforced by a successful New York-based session of the <a href="https://horizons.kontent.ai/" target="_blank">Kontent.ai Horizons conference</a> in November. The Kontent.ai team believes their presence in New York City will provide a great platform for establishing stronger and closer relationships with customers and partners. 
Kontent.ai's distributed team continues to work from multiple different locations around the globe, with offices in London, Amsterdam, Brno, Olomouc, Sydney, and previously Bedford, New Hampshire. On its mission to help people tell stories that change the world, the company is rapidly growing with new hires across engineering, sales, customer success, and other departments. 
<h2>Q&amp;A with Vojtech Boril, Vice President, Growth &amp; Marketing at Kontent.ai</h2>
Our CMS Critic editorial team had the opportunity to connect with Boril and follow up with a few questions regarding the company's recent announcements.
CMS Critic (CC): Large technology companies are announcing layoffs and adjusting expectations for 2023. With your recent investment news, Kontent.ai appears more bullish. That said, how do you see a potential recession affecting your new business strategy?
Vojtech Boril (VB): We keep a positive outlook for 2023 and plan to continue hiring across the board (for both commercial and technical roles). We can still see strong traction for Kontent.ai, and while the growth rate may slow down due to a recession (that would eventually impact every business), we're still confident that we will significantly grow year-over-year. 

CC: How will the new MACH Alliance membership help Kontent.ai better differentiate in what is becoming a more crowded space? Which vendors or categories do you see as key for growing your composable opportunities?
VB: Kontent.ai has always been focused on what we do the best: content management at scale. While the market is becoming more crowded, we strongly differentiate from other headless CMSs by providing key capabilities for business and marketing teams too, including real-time collaboration, superb content governance, or content collections. That being said, since we focus solely on content management (and do not plan to change this focus), it's critical for us to build strong relationships with other MACH vendors to provide customers with a composable DXP offering. We see the biggest partnership opportunities with vendors in areas of commerce (eg commercetools or Vue StoreFront), personalization (eg Uniform or Conscia.ai) and localization (eg Phrase or XTM Cloud).
CC: You mention an aggressive hiring strategy. Will more of the investment be made in specific regions like the new NA/NYC office?
VB: We're building and scaling Kontent.ai as a global, remote-first organization with office hubs in some critical locations. While our office in New York City is our main hub for North America, we're hiring across the entire US without any specified location requirement, as we aim to bring on the right talent. Over the next few years, we expect significant growth in NA, which is why the location is a focus for us from a hiring perspective, but we're also hiring in Europe (most significantly in the Netherlands, UK and the Czech Republic).
<a href="https://www.boye-co.com/conferences/cmskickoff23/program" target="_blank"><img src="https://cmscritic.com/ms-content/uploads/2022/12/cms-kickoff-2023-banner-1024x151.jpg" alt="CMS Kickoff 2023 banner" /></a>
<h2>Meet Bart and Vojtech at CMS Kickoff 2023</h2>
January 17-18 in St. Petersburg, FL
Don't miss the only conference tailored for everyone working with content management systems, from beginners to experts! Featuring two packed days with a carefully curated mixture of talks, workshops, activities, world-class facilitators, thought provokers, speakers, and session leads. Meet Bart Omlo and Vojtech Boril from Kontent.ai and mingle with CMS experts and users from around the globe at this exclusive event in beautiful St. Petersburg. 
Register today at the <a href="https://www.boye-co.com/conferences/cmskickoff23/program" target="_blank">CMS Kickoff 2023 website</a>. 
<h2>About Kontent.ai</h2>
Kontent.ai is a leading modular content platform that enables marketers and developers to plan, create, and deliver content at scale. Business teams collaborate daily in the intuitive authoring experience designed for governed content production and management, real-time reviewing and approvals, and modular content reuse. In parallel, developers leverage the total flexibility of the headless solution, best-of-breed technologies, and composable AI to deliver digital experiences via API to any channel. With hubs in New York, London, Amsterdam, Brno, and Sydney, Kontent.ai helps companies like Zurich Insurance, Algolia, Vogue, AC Milan, and Oxford University unlock the full potential of their content and connect with customers worldwide.

Kontent.ai Adds Key Executives, Joins MACH Alliance and Opens NYC Office: Q&A with Vojtech Boril

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If you’ve ever used <a href="https://developer.chrome.com/docs/lighthouse/overview/" target="_blank" rel="noopener">Google Lighthouse</a> (or a similar tool), you’ve probably experienced that sobering moment when the results surface… and you realize your website is slow.
Or, at the very least, slower than you thought.
Website performance testing is an elemental function. It’s core to delivering and maintaining a positive user experience for any business or organization. And speed is just one dimension: brands need to be concerned about quality, accessibility, and a host of other variables that impact UX.
Of course, the most important part of any website testing regimen is what you do with the results to optimize and improve – so future tests look better. 
As it turns out, your specific industry might reveal a lot about your sensitivity to customer needs relative to your website performance. That’s what the team at <a href="https://www.contensis.com/" target="_blank" rel="noopener">Contensis</a>, an enterprise content management system, discovered in its recent analysis of all FTSE 100 and 250 homepages.
Contensis <a href="https://www.contensis.com/community/blog/ftse-website-performance" target="_blank" rel="noopener">published its research</a> in the beginning of August, but we finally got a chance to sit down with <a href="https://www.linkedin.com/in/richard-chivers-34a36b11/" target="_blank" rel="noopener">Richard Chivers</a>, the key man behind the platform, to talk about the report's goals and what Contensis has been doing to help organizations build better-performing websites.
<h2>A legacy of CMS innovation </h2>
One might say that Rich Chivers is Contensis. During his 23 -year tenure at <a href="https://www.zengenti.com/" target="_blank" rel="noopener">Zengenti</a>, the parent company of the CMS platform, he has served as head of development, CTO, and now CEO. Within that stretch, Chivers helped grow Contensis within the UK market where the company is based, with international customers in regions like Canada and Italy.
In his current role, Chivers is helping to guide the strategic direction of the core Contensis product as it enters its next chapter. “Seeing the rise of <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/">headless</a>, it’s massive,” he said. That’s underscored by the platform’s hybrid capabilities to serve both traditional and headless roles in an omnichannel strategy. The platform's focus on easy-to-use CMS features like content modeling with fast, adaptable, and reusable content types have put wind in its sails, allowing it to compete head-to-head with other modern platforms designed for content operations. 
We also discussed the nature of being composable as a modern digital experience tool. “The composable way of thinking is how we’ve been since the beginning,” he said. “Contensis has always tried to provide the basics to keep things simple. For 90% of cases, that works. But if they want something specialized, we recommend other resources to integrate with.”
Since 2001, Zengenti has been “crafting and refining” Contensis, providing a stream of improvements. Now, the Zengenti practice seems focused on providing expanded services that include hosting, design, UX, project management, and other web-related disciplines. They have a team of 30 people dedicated to custom development and implementation, and 40% of their customers choose Contensis for these optional services.
“We have agency partners, and we provide training and resources,” said Chivers. “We try to remain agnostic and let the customer design it [the project] how they want to.”
<h2>Big players, slow webpages: unpacking the FTSE 100 and 250 research</h2>
According to Chivers, Contensis has always focused on higher education, where accessibility is an essential baseline requirement. As he noted, they “know the space” and were building with accessibility in mind before much of the web and digital experience industry.
When asked about the research and what prompted it, Chivers said that they saw an opportunity to focus on a larger portion of the market and reveal what was happening around readability and content governance. This led to the testing engagement – which was quite revealing.
When a second can mean the difference between a buy and a bounce, it’s fair to say that performance measurement has become critical for every online business. But as Contensis discovered in the study, it’s companies in the media and publishing industry that are optimizing for success. Contensis provided a table of industry sectors and their respective Lighthouse scores, which illustrates how sectors like retail and travel – businesses that rely heavily on digital performance – are lagging. Interestingly, areas like manufacturing and logistics are doing very well, perhaps for a myriad of reasons such as fewer digital commerce requirements. 
Contensis used three dimensions of Google Lighthouse measurements – performance, accessibility, and homepage speed – to develop its scoring rubric. Chivers noted that the biggest eye-opener was around accessibility and the disparity between categories like travel and hospitality. With 22 percent of UK citizens living with some manner of disability, Chivers noted that improving accessibility would be a “win-win for the sector and their customers.”
<h2>Increased competition and economic challenges</h2>
As CMS becomes an increasingly commoditized layer of the digital stack, legacy platforms must find new ways to enhance their features while energizing their user base. As Chivers noted, much has changed across the CMS landscape in the last decade, particularly with how organizations select platforms.
“Everyone was handing the problem of a website to a monolith provider,” he said. “That’s how we used to be ten years ago. Where we [Contensis] sit today is that we offer a completely headless CMS with everything you would expect from the content side – and more.” This includes APIs, a deployment platform, hosting, and even the freedom for developers to build in any language they prefer.
“With Contensis, you have one house under which all things sit,” said Chivers. “You don’t have to have a big DevOps team to create CI flows – like a large organization using AWS and other tools that need three or four people just to deliver.”
As the enterprise software market faces the growing specter of a global economic recession, we asked Chivers how Contensis and the CMS category might be challenged by the headwinds. He took it in stride, noting that he successfully navigated his company through the previous recession and they're buoyed by customers in the public sector, including local government and higher education. These organizations, he noted, tend to "tighten procurement" versus eliminating it.
Despite the economic realities, Chivers says that Zengenti and Contensis are in a “position that many would love to have” with long-standing customers that continue to stay and evolve with the platform. The company is stable, self-funded, and currently not reliant on VC investment.
“[Our customers] have no reason to jump because we’re always ahead of where they want to be,” he said.
<h2>What’s ahead for Contensis?</h2>
We asked Chivers about any new product features on the Contensis roadmap that readers would be interested in learning about, and he immediately mentioned two things: first, some new advancements to the platform's blocks functionality, which should start releasing in the next month or two. The other is a new concept that will enable developers and site owners to release code and features faster – and roll back in a split second. Chivers described it as a more “agile-esque” approach that will impact coders while infusing more low-code capabilities. 
The gauntlet of personalization came up (as it always does), and Chivers said that it’s critical but needs to give customers the insight to see what users are doing on a site. This in turn provides more actionable information about what needs to be personalized. He also noted that personalization can be a struggle for organizations using multiple platforms, even if there are clear benefits.
“If we look at what everyone is trying to do with [personalization] right now, like Contentful and others that have been marketed heavily, there’s a place where composable solutions make sense – and others where they don’t.”
As Contensis looks ahead into the unknown of 2023, they have the unique advantage of hindsight. With over two decades of constant innovation and dedicated leadership, it’s no wonder their community of customers remains loyal and stalwart. It’s a rare position built on relationships – and one that continues to serve them well under Chiver’s leadership.
<h2>About Contensis</h2>
Contensis provides a single place to create, maintain and deliver your content. Its content modeling, authoring, and governance features help your teams to create and keep on top of well-structured content. A flexible set of APIs makes it easy to use your content in any way you like. Learn more at <a href="https://www.contensis.com/" target="_blank" rel="noopener">https://www.contensis.com/ </a>

Contensis CMS Looks Ahead with Headless, Focuses on Performance: Interview with CEO Richard Chivers

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<a href="https://www.semrush.com/blog/what-are-keywords-simple-keyword-definition/" target="_blank">Keywords</a> are the lifeblood of SEO. When used properly, they can juice the search performance of any website and drive more traffic. Of course, they've become somewhat of a precious commodity when utilized for Google Ads campaigns, fluctuating like the price of gold based on their volume metrics.
For most website builder platforms, the fundamentals of technical SEO (search engine optimization) are often engineered into the platform on an architectural level. This might be in the form of structured data on a website template that governs the use of an H1, H2, aria-label, and so on. But there hasn't been as much direct integration with rich keyword tools, leaving marketers to run separate reports and seed keywords in their CMS.
That's about to change for <a href="https://www.cmscritic.com/wix-to-host-first-ever-developers-conference-wix-devcon-2022/">Wix</a>, a leading SaaS website builder for creating, managing, and growing websites. The company just announced a partnership with <a href="https://www.cmscritic.com/semrush-and-yoast-partner-to-enhance-wordpress-seo-and-digital-marketing/">Semrush</a>, a leading online visibility management platform, that will enable Wix users to access Semrush’s SEO keyword data directly through the Wix Platform. The integration will help users identify the right keywords for their website to help improve their rankings in search results.
<h2>Semrush brings industry-leading SEO keyword optimization to Wix websites</h2>
Powered by Semrush’s global database of more than 21 billion keywords, the new integration enables users to easily find the most relevant and effective keywords for their website without leaving the Wix platform. This includes access to critical metrics like search intent and keyword difficulty generated from Semrush’s rich SEO toolkit. 
The integration is available through <a href="https://support.wix.com/en/article/wix-seo-wiz-creating-your-seo-checklist-in-the-wix-seo-wiz" target="_blank">Wix’s SEO Setup Checklist</a>, a tool that guides Wix users on how to optimize their website for SEO and get it indexed on Google – with actionable steps and educational resources.
In addition to performance, reliability, and security improvements, Wix has recently augmented its suite of SEO tools. This includes adding 25 new SEO features and products over the past year, as well as hundreds of SEO-related enhancements. As a result of this focused investment, the SEO community has begun embracing Wix. 
The Semrush integration will live inside the Wix dashboard in the SEO Tools section:
<img src="https://cmscritic.com/ms-content/uploads/2022/09/wix-semrush-seo-tools.jpg" alt="Wix SEO Tools screen" />
The keyword insights from Semrush provide useful metrics such as:
<ul>
<li>keyword volume</li>
<li>keyword trends showing how popular the keyword is and how popular the keyword has been over time</li>
<li>keyword difficulty, which shows how competitive that particular keyword is, and search intent (i.e. commercial, informational)</li>
</ul>
You can also select and add your favorite keywords and save them to your SEO setup checklist:
<img src="https://cmscritic.com/ms-content/uploads/2022/09/wix-keyword-insights-screenshot.jpg" alt="Wix EMRush SEO Tools dashboard" />
<h2>A partnership aligned around website experience and organic SEO</h2>
The new integration with Semrush is available to all Wix users in English. Users will need to have a Semrush account to leverage the integration; the usage quota available will depend on the account connected to their website, starting at a daily limit of 10 words for free Semrush accounts.
“It’s always been our mission to help businesses and search professionals have one unified platform to grow their site’s visibility in search engines,” said Nati Elimelech, Head of SEO at Wix. “With this integration, we’re taking another notable step in democratizing SEO by enabling our users to conduct better research and choose the right keywords and topics to focus on in their content strategy, right from within their dashboard. We are dedicated to making SEO more accessible to everyone and helping our users to make better decisions that will impact their organic growth.”
Both companies appear bullish about the value of the integration. For Wix, arming its users with advanced SEO marketing features may differentiate the platform in a dense market of competitors like <a href="https://www.cmscritic.com/squarespace-a-diy-website-builder-1/">Squarespace</a> – and enhancing its portfolio with foundational tools like Semrush will help amplify its perceived value, improve loyalty across its community, and attract new users.
For Semrush, Wix presents a broad channel of access to website owners who might now be thinking about the importance of keywords but now have easy access to an industry-leading toolset. 
“By leveraging Semrush’s keyword databases and metrics, Wix is giving users the necessary tools to find smart opportunities and improve their ranking on Google. As Organic Search traffic is incredibly valuable, the new integration in Wix can help to grow their businesses,” said Marcus Tober, SVP of Enterprise Solutions at Semrush. “Now is the time for business owners to take website and online marketing management into their own hands, and platforms like Wix and Semrush can help them do it.”
Want to learn how to conduct keyword research with Wix's Semrush integration? Visit <a href="https://www.wix.com/seo/learn" target="_blank">Wix's SEO Hub</a> and explore this great <a href="https://www.wix.com/seo/learn/resource/keyword-research-wix-semrush-integration" target="_blank">tutorial.</a>
<h2>About Semrush</h2>
Semrush is a leading online visibility management SaaS platform that enables businesses globally to run search engine optimization, pay-per-click, content, social media and competitive research campaigns and get measurable results from online marketing. Semrush offers insights and solutions for companies to build, manage, and measure campaigns across various marketing channels. Semrush, with over 91,000 paying customers, is headquartered in Boston and has offices in Philadelphia, Trevose, Austin, Dallas, Amsterdam, Barcelona, Belgrade, Berlin, Limassol, Prague, Warsaw, and Yerevan.
<h2>About Wix</h2>
Wix is a leading platform for creating, managing and growing a digital presence. What began as a website builder in 2006 is now a complete platform providing users with enterprise-grade performance, security and reliable infrastructure. Offering a wide range of commerce and business solutions, and advanced SEO and marketing tools, Wix enables users to have full ownership of their brand, their data, and their relationships with their customers. With a focus on continuous innovation and the delivery of new features and products, anyone can build a powerful digital presence to fulfill their dreams on Wix.

Wix and Semrush Partner to Provide Users with Valuable Keyword Data to Help Grow Online Visibility

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Roadmaps have long been regarded as the "vision blueprints" for a software's lifecycle. Companies share them with their users in an effort to build anticipation while demonstrating their commitment to innovation.
For every roadmap, customer interaction is essential. Product managers and marketers rely on users to provide critical feedback – good and bad – to help remediate issues, shape new features, and enhance future versions. Some enterprise software platforms even utilize voting systems to prioritize the development of certain features, thus elevating community engagement to a more interactive level. 
When it comes to roadmaps, having an "ear to the ground" seems like a high priority for <a href="https://www.dotcms.com/" target="_blank" rel="noopener">dotCMS</a>, an open source content management system. The company just launched its new <a href="https://www.dotcms.com/roadmap" target="_blank" rel="noopener">Interactive Roadmap</a> to encourage user influence and increase transparency around the development of its products and features. 
According to its press release, the roadmap will allow both customers and the CMS community to submit product ideas, comment on ideas submitted by other users, and even prioritize the importance of an idea by tagging it at different levels ("nice-to-have," "important," or "critical").
<h2>Three goals for a more interactive product roadmap</h2>
In the press release, dotCMS outlined three goals for its Interactive Roadmap. The first is to welcome product feedback and ideas from customers as well as the broader CMS community. dotCMS will use this input to help shape and prioritize future product development.
The second stated goal is all about communication. With its roadmap, the company aims to cultivate a more engaging relationship with its customers, prospective customers, users, and fans by providing the latest news on its product and feature development. It also suggested that while not all feature plans are substantial enough to be listed, key items will be continually added.
The third and final goal is to promote transparency around its product development roadmap itself. Though already an open source platform, it seems that dotCMS is doubling down on its community roots – reinforcing its responsibility to its users by highlighting its development plans and priorities.
<h2>Redefining the roadmap experience for open source CMS</h2>
While roadmaps are far from novel, dotCMS is rethinking the role of its own roadmap to the development process. Given how quickly CMS (or any software) needs to change and adapt – particularly as more <a href="https://www.cmscritic.com/top-free-headless-cms-platforms/#:~:text=As%20the%20name%20implies%2C%20a,it%20to%20be%20displayed%20across">headless</a> and <a href="https://www.cmscritic.com/the-future-is-composable-a-conversation-with-new-mach-alliance-president-casper-rasmussen/">composable</a> features take center stage – a roadmap can represent strategic value as a living, breathing conduit to the user. In the end, it's all about gathering relevant customer data and using it to improve performance, enhance loyalty, and even accelerate outcomes.
"As our client base grows and the pace of our product development accelerates, we want to inform our clients of our product development roadmap and give our community the chance to directly voice their needs," said Jack Diego, dotCMS Product Manager. "That's why we're excited to publish our product release highlights and our roadmap in the same online space and collect valuable feedback at the same time."
When it comes to providing a transparent development process, dotCMS already has a leg up as an open source platform. Its codebase is freely available on <a href="https://github.com/dotCMS" target="_blank" rel="noopener">GitHub</a>, giving its users and community a clear line of sight to the software's capabilities. In many ways, it's the ultimate expression of trust and accountability that a software vendor can provide. 
"With this, dotCMS welcomes the opportunity to strengthen client relationships," said Diego. "Both by highlighting our near-term accomplishments and by giving greater visibility into our long-term product vision."
If you're interested in perusing the dotCMS roadmap, you can find it at <a href="https://www.dotcms.com/roadmap" target="_blank" rel="noopener">https://www.dotcms.com/roadmap.</a>
<h2>About dotCMS</h2>
Built on leading Java technology, dotCMS is an open-source, hybrid-headless content management system that gives developers the flexibility of a headless CMS while equipping marketers with no-code visual content authoring. Founded in 2003, dotCMS is a privately held US company with a global network of certified development partners and an active open source community. dotCMS has generated millions of downloads and more than 100,000 implementations and integration projects worldwide. Notable customers include: Telus, Standard &amp; Poors, Hospital Corporation of America, Royal Bank of Canada, Comcast, Thomson Reuters, Dairy Queen, City Furniture, Varo Bank, Lennox International, Firstmac, and Newell Brands.

dotCMS Launches Interactive Roadmap to Engage with Customers and Community on Product Development

Image of dotCMS logo against a dark purple background.

<a href="https://www.storyblok.com/" target="_blank" rel="noopener">Storyblok</a>, a <a href="https://www.cmscritic.com/tag/headless/" target="_blank" rel="noopener">headless</a> content management system (CMS) that empowers both developers and content teams to create better content experiences across all digital channels, announced the launch of its all-new CMS. <a href="https://www.storyblok.com/mp/v2" target="_blank" rel="noopener">Storyblok V2</a> includes a fresh user interface complete with an all-new design experience, collaboration tools, and an enhanced digital asset manager designed to improve content workflows.
"We've been fortunate to have a front-row view inside the content operations of some of the world's leading businesses," said Alexander Feiglstorfer, Co-Founder and CTO of Storyblok. "We built V2 because companies need flexibility and smarter workflows to adapt and scale to support the ever-increasing complexity of omnichannel digital experiences. After testing it in beta with our 82k+ users over the past year and listening to their feedback, we're finally ready to show even more companies what content management should be like in the 21st century."
<h2>What is New in V2?</h2>
 Storyblok's V2 brings an all-new visual editor with a new UI and navigation buttons to make content creation easier.
V2 includes updates such as a renewed digital asset manager, a new in-engine image editor that removes the hassle of using different tools to edit images, and an improved Blocks Library. 
With V2, you can find your blocks straight from the visual editor. That means you can edit and create components directly in this area. They've also streamlined how you work with your teams with the new Discussions feature, which helps you collaborate directly within the CMS.
<h2>Delivering Scalable Digital Experiences with a Composable CMS</h2>
Storyblok's <a href="https://www.storyblok.com/lp/state-of-content-management" target="_blank" rel="noopener">The State of Content Management 2022</a> report revealed that 47.96% of businesses use 2 to 3 CMSs, and 47.08% said 2 to 3 different teams use those CMSs. Storyblok's robust headless CMS architecture enables developers to build anything, publish everywhere, and integrate with any technology stack. Content teams are empowered to create independently with a visual editing experience, Google Docs-style collaboration suite, composable components, presets, and powerful publishing workflows. 
V2 also introduces support for a US data center, providing Storyblok users with additional hosting options across the US and Europe. All of this results in a scalable digital experience for audiences that delivers fast performance, optimized omnichannel storytelling, and robust personalization and localization.
"We live in a world of connected channels and interfaces and expect modern digital experiences for every digital interaction. But most CMSs in use today were built at a time when there were only desktop web browsing experiences," said Dominik Angerer, Co-Founder, and CEO of Storyblok. "Many businesses fail at managing content across departments and are not capable of providing high performance, personalized experiences at scale. It's time for businesses to fix these challenges. Storyblok V2 is the content engine for any digital experience and helps businesses tell their stories on any channel."
A Forrester report called The Forrester Wave™: Agile Content Management Systems (CMSes), Q1 2021 said: "As organizations produce more experiences that leverage a common back end, the value of those services and assets increases relative to the cost to create them. Brands grapple with the challenge of delivering content to new endpoints (e.g., web, mobile, smart displays, voice assistants, and marketplaces), so it's important to manage content and experiences centrally to drive reuse. This makes updating and analyzing — and optimizing — experiences more efficient as well."
<h2>About Storyblok</h2>
Storyblok, the content management system (CMS) category leader for 2022, empowers both developers and content teams to create better content experiences across any digital channel. Storyblok enhances audience experiences with best-in-breed performance, optimized omnichannel storytelling, and robust personalization. Enable content teams to create and manage content intuitively and independently with drag and drop visual editing, custom collaboration workflows, and a world-class digital asset manager. Empower developers to build anything, integrate with everything, and publish everywhere with Storyblok's headless CMS architecture. Leading brands such as Adidas, T-Mobile, Harvard Business School, Renault, and Marc O'Polo use Storyblok to shape their digital storytelling.

Storyblok Launches New CMS Experience to Shape the Future of Digital Storytelling

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