A content management system blends creativity, collaboration, and productivity.
Organizations face the challenge of engaging customers with split-second timing. Selecting the most effective images, video, copy, and other digital content shouldn’t take days. A good content management system provides the means to create, organize, access, and deliver just the right combination of content for a personal, rewarding experience.
Your content is out there, displayed through web, mobile, print, and offline. Historically, marketers would create and publish content for each channel separately. They had little control over production, relying on developers to make even the smallest change.
Then along came web content management and content management systems (CMS). A CMS contains a broad selection of functions, including web-based publishing, content assembly and editing, version control, indexing, and search and retrieval capabilities. Content management systems were built so marketers could publish their own content without the help of an IT team. More importantly, content performance can now be measured and improved from inside the marketing team.
Speed up time-to-market.
Competition for consumers' attention is more challenging than ever. Content delivery has to occur in milliseconds rather than days. A content management system, such as Adobe Experience Manager, allows you to create, modify, and distribute your content within a single platform. You're able to create new pages by accessing existing content with drag-and-drop capabilities. And you can easily update content and push the new content out immediately from anywhere in the world.
Deliver personalized experiences across different websites, mobile sites, geographies, and channels to screens of all sizes in moments, not days and weeks. You create pages using the WYSIWYG (what you see is what you get) editor rather than having to code in HTML, CSS, and other languages. This saves valuable time during content creation.
Content publication is a collaborative effort in many organizations. Product managers, sales teams, and legal departments may all be involved in finalizing your content. With a CMS, you're able to save time collaborating, get feedback quickly, and iterate rapidly, getting your content out faster. You can build, share, and deliver content from within the same system, decreasing time-to-market by limiting redundant work and improving coordination among teams. Using customizable project areas and intuitive workflow tools, you can streamline and control the production and approval of marketing assets from start to publish.
Manage any type of content.
Today, you’re dealing with highly interactive and dynamic experiences that require use of many different types of content to create truly engaging experiences. Experience Manager improves your agility and productivity with robust-yet-simple tagging and search capabilities. Experience Manager allows you to search, share, and repurpose various types of content elements:
- Fluid content — Use content fragments to easily assemble and repurpose pieces of content using machine-learning and algorithms.
- Templates — Create and control built-in content templates in a free-form and modular way without writing a single line of code.
- Textual content — Easily re-use headings, subheadings, and paragraphs for delivery on different channels.
- Rich and dynamic media — Manage a single set of rich media assets, yet serve unlimited dynamic variations.
Globally deliver to any touchpoint in the customer journey.
For many brands, content is pushed out to multiple channels. Web, email, social, mobile, and in-venue screen targeting all play a role in a cross-channel marketing strategy. Adobe Experience Manager allows you to share consistent brand experiences across those channels. You can be global in reach, touching diverse audiences with unique demands, yet your content can be relevant and engaging on a personal level.
Experience Manager makes it easy to publish for different screens with drag-and-drop functionality, allowing you to quickly access, organize, and deliver content. Global marketing teams can share similar content with their markets, modified to fit their local audiences. Experience Manager features that help international marketers to share the same brand story include:
- Master templates — Use out-of-the-box templates or create your own and reuse assets and content to keep it consistent for all your digital properties, yet customized for specific regions, when needed.
- Regional editing — Allow regional teams to edit and update content to account for local interests while still maintaining a global consistency.
- Built-in website localization — Translate content into multiple languages using built-in processes and tools to share your brand story globally without coding.
Bake in mobile and venue screens.
Mobile has become a critical touchpoint for many organizations. Adobe Experience Manager Mobile makes it easy to deliver mobile app experiences that make a difference. Responsive web design capabilities are built into the foundation of AEM, which means you can create great mobile experiences with default settings. And you’re able to automatically adjust content for all mobile devices by detecting device characteristics such as screen size and operating system. Adobe Experience Manager also allows you to manage mobile apps just like any other content from within the same unified platform, thus maximizing productivity and content re-use.
You can also create experiences for your in-venue, physical screens from the same system.
You can also create experiences for your in-venue, physical screens from the same system. Adobe Experience Manager Screens allows you to manage content, devices and locations for all your in-venue experiences, personalizing them to provide truly relevant, interactive experiences for your customers.
Maximize content performance and personalization.
Data-driven insights and analytics play a very important role in web content management. You need to rely on data to know what, where, and how your content is consumed. Data also fuels your KPIs and tracking practices, giving you the ability to measure and improve performance. Adobe Experience Cloud provides powerful capabilities by integrating Adobe Analytics and Adobe Target with Adobe Experience Manager to gather and use data for better, more contextualized opportunities.
Integrations of Adobe Experience Manager with solutions within the Adobe Experience Cloud provide a complete set of digital marketing solutions for modern organizations that strive to provide personal and rewarding experiences to their customers. For example, when designing a marketing campaign, you can use Adobe Analytics to align content with customers’ actions on your website. Adobe Target then lets you test versions of campaign or website elements to know which versions will get customers to act. And Adobe Audience Manager helps you segment and target your customers with precision.
You don't need to stitch together different systems. Email, display, social, and other channel content can be improved, personalized, and pushed out from anywhere in the globe using Adobe Experience Manager — a unified platform that is easy to use, secure, and scalable for organizations of any size.
Adobe can help.
Content management helps define your brand story and deliver the most engaging, rewarding experiences. Managing your content has never been easier or more efficient with Adobe Experience Manager. From content creation to delivery and optimization, you can take control of creating the most compelling experiences.