Why making an impact with your content begins with selecting a data-driven CMS
By Bernard Jan Boekholt
Let me tell you about Evan. Evan is a content manager at a renowned broadcaster somewhere in Europe. He loves his job, as he has a deep-rooted passion for creating stories.
When Evan gets to work, the first thing he does is turn on his laptop. Then, he makes himself a thermos full of coffee, sits down at his desk, and logs into the broadcaster’s CMS. He doesn’t move for hours, unless he’s called into an editorial meeting or when it’s time for lunch. Evan is busy editing content — and he is entirely absorbed by it.
But when Evan clicks his final ‘publish’ and goes home after a long day of work, the content he so lovingly created disappears. It’s swallowed by a pool of content quicksand, and it fades into oblivion. It doesn’t reach the audience he has in mind. While an accidental few will probably dredge up Evan’s work, it doesn’t receive the exposure it deserves. It’s the only thing about his job that frustrates Evan. It drives him to work even harder. But despite his efforts, the content Evan creates doesn’t stay on the surface for long.
Publishing is easy, making an impact is hard
The thing is, there are thousands of Evans out there. The amount of available content is growing significantly, as we collectively publish 47,000 Medium articles and upload more than 432,000 hours of video content on YouTube per day. As a result, it is getting harder and harder to stand out.
For some companies, such as broadcasters and media organizations, content is their livelihood. For others, content is a way to share a vision or become a thought leader in their domain. From e-commerce to hospitality: the importance of content is top of mind for all kinds of organizations. They all have one element in common. It’s the same thing that frustrates Evan, and all the other Evanses around the globe.
Their content lacks impact.
While publishing content in the year 2020 is easy, building a strong relationship with your audience around that content is really, really hard. And the issue lies with improper content management.
The rise of traditional and headless CMSs
Before content management ever was a thing, all websites had to be handled manually. Teams uploaded their content to a website through an FTP and relied on their developers to update HTML pages. The rise of traditional content management systems (CMSs) such as WordPress, Drupal, and Joomla made publishing digital content a piece of cake. These CMSs were the first to connect the frontend to the backend of a website. This allowed content teams to manage all content in one place, without the need of a developer to edit or upload items. The so-called ‘age of content’ commenced.
But as technology developed over time, audiences began using more devices to consume content, and the number of platforms offering content sprouted. To publish content suitable for different kinds of devices, CMSs needed to adjust. This required more resources, including the support of a developer. Maintaining and enhancing traditional CMSs took up valuable time and budget.
As a result, headless CMSs emerged.
A headless CMS is a CMS that disconnects the frontend and backend of a website. It has no presentation layer but only focuses on the content itself. Having a database backend, a headless CMS makes content available on several platforms through an API. Working with a headless CMS meant content teams finally got to focus on the content alone. They were now able to serve any type of content to every device. In other words: headless CMSs made publishing content across multiple channels super easy.
The content pool is flooding
This innovation in content management made way for the huge number of blogs, vlogs, videos, and stories published today. Now, the pool of available content is flooding. There is so much to read, see, and listen to that companies are endlessly competing for attention.
They fence with amazing stories, ferociously test headlines and images, and clickbait their way into salience. While the desired audience sometimes finds its way to your content, it’s really hard to make them stay. It’s even harder to make them come back.
But while creating an impact is so important, even regular headless CMSs can’t facilitate this need. They are focused on creating content, editing and publishing it, but they lack the opportunity to gather relevant user data. As a result, these CMSs are short of means to deliver personalized notifications and miss out on ways to make relevant recommendations. And it is this personalization based data that helps you get the desired attention from your audience.
It’s time for data-driven content management
So, here’s the advice I gave Evan. It’s the exact same advice that I’ll give you. If you work in a content team, or if your business uses content to grow, don’t rely on a traditional or ‘regular’ headless CMS.
Why? Because with these insufficient tools, you’re never going to win the attention struggle — not in the long run. Simply because the CMS you use no longer suffices. Neither does the process you go through.
Only by starting a continuous flow of publishing, personalizing, and analyzing content, you discover what kind of content works for your audience. Only by utilizing data, you are finally able to hook your audience and to make them come back more often. That’s why I told Evan to take a look at a data-driven headless CMS like Prepr.
Prepr is a data-driven, headless CMS that enables a more holistic approach to content management. It offers all the tools needed to publish, personalize, and analyze content. Because this solution is based on graph database technology, Prepr enables you to combine the power of both content and data. As a result, you can maximize the impact you have on your audience. And in a world where businesses worldwide share hours’ worth of content daily, this is how you make sure your content is viewed.
For Evan, that’s what matters most. What about you?