1、Understanding the differences between a content hub and traditional CMSBrightspot White PaperJuly 2021Move beyond outdated concepts of web content management systems and toward the forward-looking idea of your CMS as the hub for your content,digital brand identity,data and integrations.2of executive

2、s say the pandemic sped up their digital transformation efforts97%Digital transformation efforts are no longer a“nice to have”but a“need to have”and something that cant be delayed.This necessity for digital progress was propelled even further due to the pandemic,as we saw consumer and customer deman

3、ds shift,causing organizations to pivot(rapidly)as well.In fact,97%of executives say the pandemic sped up their digital transformation efforts,while 79%have increased budgets for digital transformation this year.Yet,while almost every organization and team is aware of this,some dont know how to take

4、 even small steps forward in their digital journey to realize substantial,positive results in the future.Luckily,there are solutions and technologies to help make these transitions go more smoothly and successfully,and ensure organizations experience consistent wins throughout their efforts.At Brigh

5、tspot,we have an overarching principle we apply and follow to ensure progress doesnt slow down or halt altogether:take control back.Bring everythingyour legacy and disparate systems and your new solutionstogether into one modern,central hub to more easily and seamlessly control your path forward.Let

6、 us explain.3Benefits of a modern CMS A decade ago,businesses were focused on adopting the latest and greatest technologies to gain a competitive edge and streamline operations as our world turned digital.Unfortunately,before the right solutions existed,this push resulted in multiple disparate syste

7、ms in play,a huge investment in technology,and overall inefficient processes across siloed teams and business units.For publishers specifically,this turned into oftentimes slow yet chaotic content strategies and workflows.Now,organizations and publishers utilizeor will soon utilizepowerful content h

8、ubs at the center of their digital strategy,which is vastly different than the typical approach of even a few years ago.What is driving the need for content to sit at the heart of your digital strategy?More channels and greater opportunities to connect with customers have shifted the ways businesses

9、 use content to build their brands and create loyalty.These shifts mean organizations and publishers need modern,scalable solutions to transform their content businesses now and into the future.Todays modern CMS technologies provide flexible,scalable content management capabilities,all centered in a

10、 content hub.These systems deliver the experience organizations and their teams want,and that their customers expect.These are the gains teams experience when taking the leap forward with technology right-sized for their organization,centered in one hub:True flexibilityThe right solution provides th

11、e flexibility organizations need to keep their current operations running with existing technology,while also allowing for seamless integration with new systems and technology.Unique business needsCustom workflows give teams a flexible solution to address specific business needs and manage unique si

12、tes with complete control over the content-development lifecycle;this also sidesteps a one-size-fits-all approach.Future-proofingFuture-proofing your business with the right architecture promotes speed,agility and interoperability;a content hub solution will streamline publishing processes and empow

13、er editorial teams to adapt to any changes in audience behavior or business objectives.4Evolving business challenges,impact on content management Every organization stands at a different stage in its digital transformation journey,as well as an understanding of the changes necessary to succeed in ea

14、ch unique business environment.To make the situation even more complex,organizations today continue to face new,evolving challenges.5Disaster and crisis preparednessCOVID-19 has made disaster and crisis preparedness essential for businesses today.The word of the year in 2020 was“pivot,”and companies

15、 ability to pivot quickly now and moving forward will continue to be a key area of focus.How does that tie to content?Managing your content operations and processes through one central hub allows you to make critical changes to your business and content output easilyorganizations can be more nimble

16、and pivot quicker when all operations are centralized and the technology is flexible enough to adapt.New workflows can also be set up when you need them,and new channels can be set up when they need to be.Process doesnt slow you down or lock you up.At-home everythingConsumers are spending more time

17、at home than ever before.How does this impact the content you create and how you manage it?Again,having one central hub for your content operations lets you get more creative and collaborate more easily.Intuitive technology means you spend more time on the actual content that will engage this audien

18、ce rather than how it reaches them(thats already taken care of).Data overload Companies are able to gather more data than ever with new technologies and solutions being implemented into day-to-day operations.Understanding this dataand even knowing where to go to access itcan start to feel overwhelmi

19、ng.But from a content-management standpoint,you need to know how your content is performing in order to inform what you continue to create versus what you leave behind.Having performance data in one central location makes managing all other components of the process that much more intuitive.With the

20、se challenges in mind,its important to understand why a more modern content hub can unlock your digital potential beyond the idea of a traditional workhorse CMS.Traditional CMSLegacy CMS systems are ideal for simpler sitesblogs,personal sites,text-based content,and very basic company websites.Theyre

21、 essentially for static content output,and result in a heavy reliance on IT,limited scalability and a one-to-many approach.Content hubContent hubs bring together all existing and new solutions in one place and can seamlessly handle integrations.They enable you to work with your existing technology a

22、nd let you adopt your own workflows.In short,its a modern content management system that brings multiple systems,channels and processes in play into one central hub that keeps businesses moving forward without slowing them down.6Brightspot CMS:A content,data and integrations hubBrightspots platform

23、was built to evolve alongside changing business requirements and consumer expectations.It brings businesses reliable content management solutions that:1.Act as an extension of existing business logic2.Support integration and migration3.Prioritize flexibility through custom workflows and a headless,d

24、ecoupled or hybrid architecture4.Take a data-driven approachIn other words,the Brightspot CMS serves as your content,data and integrations hub to better enable your digital journey.Lets define the differences and how they all relate and weave together.7Content Hub Extended business logic and workflo

25、ws:Brightspot becomes your platform;customize the experience to meet your unique business needs and processes.Intuitive,functional experience:Built by publishers and developers,Brightspot provides an intuitive and functional experience tailored to how you work.We are experts in editorial workflows a

26、nd the challenges associated with content creation,including a fast,delightful and powerful publishing UI and experience Migration support:Brightspot offers several tools to help ease the workflows around content migration directly into the CMS,including search and counts for various content types,c

27、ustom search results,bulk export of search results,bulk editing and workstreams.Get to work faster by overcoming one of the biggest challenges when moving between two systems.Data Hub Real-time access:Access to data,including analytics and insights on customer behavior,is key to being able to make m

28、easurable and meaningful decisions around your content.Teams can easily leverage existing data rather than start from scratch,while they can also integrate new data over time.Real-time access to insights through machine learning also means businesses can make quick,strategic content decisions to bet

29、ter engage with their audiences.Ease of integration:Brightspots platform minimizes time spent on things like creating definitions and new architectures when other tools,applications or data are introduced to the system.The hub instead allows you to integrate new data easily over time.Integrations Hu

30、b Integration-ready:Brightspot is built to integrate,extend and enhance all your relevant important enterprise information and systems.Instead of adjusting your processes and systems to fit your CMS,the CMS you choose should fit seamlessly into your infrastructure by extending and embracing your sys

31、tems(e.g.content syndication systems,site analytics or the tools your marketing department depends on).Avoids rip-and-replace:Teams can create their own business logic and adopt their own workflows.A content hub solution fits by allowing the digital transformation journey to start with what you alre

32、ady have,as opposed to ripping and replacing current systems and processes.Brightspots API-first architecture ensures interoperability with the existing technology stack and is built to adapt as new business logic comes into play.Shifts in business needs and challenges today are requiring organizations to embrace modern,scalable solutions to transform their content businesses now and into the future.Brightspot can help you do exactly that.Contact us today to learn how a content hub like Brightspot CMS can help propel your business forward.Request a Demo