How a DXP streamlines content operations for cross-channel efficiency

Highlights

You’ll learn how a DXP streamlines content operations for more effective marketing outcomes.

• Enhanced collaboration: Improves teamwork and coordination with centralized tools
• Efficient workflows: Automate tasks and simplify processes for faster content delivery
• Seamless delivery: Supports the use of headless CMS for consistent content experiences across all channels

Save time, reach the right audiences and eliminate the manual tasks in your workflow. Switch to a composable DXP today to revamp your content operations. 

Statistics from the New York Times show that 63% of marketers state that content marketing helped them increase customer loyalty, while 81% state that it helped them create brand awareness. As a result, B2B marketing decision-makers plan to increase their budget on content marketing operations.

However, content operations can get messy with multiple and complex data structures and audience segments to cater to. There is the issue of silos, as each department may have data stored in fragments. These issues usually lead to a disjointed customer experience and inhibit cross-team collaboration. A digital experience platform (DXP) addresses these concerns.

What is a digital experience platform (DXP)?

A DXP is a digital system that enables you to create, optimize and deliver digital experiences. It combines bits and pieces of digital solutions, like a content management system (CMS), CDP, CRM, analytics, personalization, etc.

Think of it as your digital operations control center. It helps you manage, track and deliver content effortlessly, improving the customer and team experience.

Managing content without the right tools can lead to miscommunications between teams, improper content tracking, duplicate content and fragmented operations. This leads to missed opportunities from customer churn, wasted resources and long hours spent rewriting code for updates.

Why you should streamline content operations with a DXP

If you are still using traditional content management systems, you may be facing some of the problems mentioned. You can fix this with a DXP, which will help unify your digital tools in a single platform. Using a DXP to streamline content operations also allows you to:

• Deliver seamless customer engagements and omnichannel experiences at scale
• Improve the consistency of your content and brand messaging
• Automated content workflows and approval processes
• Reuse content, reducing redundancy and saving time and resources
• Personalize content and streamline operations and your digital assets management

Understanding content operations for modern businesses

Content operations go beyond blog posts and social media content. It is an entire process that governs why and how you create, organize, optimize and deliver content. It also involves managing the people, processes and technologies that combine to bring the process to light.

Modern businesses struggle with unclear procedures, isolated teams and fragmented data that make it difficult to pull content. A digital experience platform (DXP) solves these problems. It combines relevant tools like content management systems (CMS), customer data platforms (CDP) and workflow automation, making managing and producing content in one place easier.

Features that enable content optimization in DXPs

Below are the features that optimize content operations in DPXs:

Headless CMS

While a traditional CMS offers certain templates or pre-built designs, a headless CMS offers more. It separates content from its presentation and offers APIs that enable you to deliver content to any front-end device. It also supports content reuse, which saves time and provides omnichannel capabilities.

Workflow automation tools

One major superpower of a DXP is its automation feature. A DXP relieves you of the need for manual work in content operations. Whether you need to create content, schedule posts, automate approvals or update content, it automates these content workflows. That way, you eliminate the need for last-minute rushes and ensure your content is published on schedule.

Data security and compliance features

Global organizations prioritize security when handling customer data and content. A DXP protects sensitive data with built-in features like virtual private clouds, data encryption and role-based access controls. These security features also enable you to adhere to data privacy and security laws such as GDPR, preventing future legal problems.

Benefits of using a DXP for content operations

Considering the cost and time it requires to set up and transition to a DXP, business leaders may be skeptical about making the switch. Here are some practical arguments for a DXP.

• Higher returns on your investment: By saving time and delivering omnichannel experiences, you deliver higher quality customer experience. That leads to better engagement, higher conversion rates and increased customer loyalty.
• Ease of use: A DXP offers a drag-and-drop interface that is easy for non-technical team members to use. You do not have to rely on developers to make changes. You cut out the long hours of rewriting code for updates. This gives marketers more control as they can create and update changes on the fly. 
• Streamlines business processes: Imagine the hours your team spends on repetitive tasks, like manual website and content updates or chasing approvals. A DXP automates these processes, allowing your team the time to concentrate on producing high-quality content.
• Enables omnichannel content delivery: When combined with a headless CMS, you can generate content once and distribute it across all platforms and devices. This leads to a seamless and consistent brand experience for customers irrespective of where or how they interact with your brand.
• Enhanced internal collaboration: With a single source of truth for your content management, your team of marketers, strategists and developers have access to the same data and digital assets. This enables them to communicate better, track progress and speed up work.

Why composable DXPs are essential for efficient content operations

One way to think about a composable DXP is as a custom toolkit. Rather than sticking to a ‘one-size-fits-all’ system that comes with multiple features you may not need, composable DXPs allow you to select only the tools and features that are best for your business. 

You can integrate the digital solutions your business needs, such as customer data platform (CDP), content management (CMS), or even marketing automation. You get to pick and choose what works best for you.

A composable DXP allows you to integrate a headless CMS for content management and a CDP for consumer behavior insight. This modular design is perfect for dynamic, fast-paced businesses as it enables you to scale content delivery as your business needs evolve.

Case studies

Tourism NT

Tourism NT is the government agency that drives tourism in Australia’s Northern Territory. Aside from managing three customer journey stages, it had to deal with multiple vendors and partners. Hence, the agency needed a solution to tie these components together to enable it to deliver seamless content to visitors.

Working with Contentstack composable technology has enabled Tourism NT to eliminate technical barriers with third-party content creators. It also gave them access to localization features, enabling it to serve audiences in multiple regions. With Contentstack, it can also push content in 5 minutes, a significant reduction from the 2 weeks it took previously.

Hear from Jonathan Rossiter, the Digital Manager. “When we previously published content, pushing a piece live took up to two weeks from the approved draft to final publication. With Contentstack, we’ve cut that to 5 minutes. It’s made every step, including reviews and publishing, much simpler and gives us more control over the final experience.” 

Mitsubishi Electric

With the demands of managing content for multiple markets, Mitsubishi Electric needed to migrate from a legacy CMS to improved servers and a new URL. It also needed to improve search capabilities.

By choosing Contentstack, it migrated to a more seamless content operation. The composable DXP and headless CMS power 21 of its sites; updates are now done in-house, and publishing has become faster.

Andrea Intveen, website manager, Factory Automation EMEA, said. “Embracing headless CMS, especially the concept of providing centralized content for individual localization alongside all-local content, was a new way of doing things.”

Keep reading to see how Mitsubishi Electric streamlined its content operations via a composable DXP and headless CMS.

How to get started with a composable DXP

A composable DXP streamlines your content operations. It is modular, API-driven, microservice-enabled and headless. It is the ideal tool for optimizing content operations and delivering omnichannel experiences. Here are pointers to help you implement it.

1. Outline your goals: These may include omnichannel content delivery, content personalization for various audience segments, managing content campaigns and more. Outline these specific goals and get the buy-in of major stakeholders.
2. Get the right components: A DXP offers various components that allow you to manage content experiences, like a headless CMS. You may also need to automate your marketing process or create personalized experiences. Opt for a DXP that allows you to integrate automation and personalization features.
3. Seamless integration with existing tools: Switching to a DXP can be challenging as you would need to replace existing systems. Fortunately, composable DPXs are API-driven, enabling you to integrate existing systems. It also enables you to upgrade your operations while you transition and keep your current systems running.
4. Training your team: Adopting a DXP requires a shift in culture and business processes. Ensure that the DXP vendor provides adequate support, technical documentation and learning materials to help you get used to the new system.
5. Set up and measure success: Once your DXP is up and running, ensure you track its performance. Outline content performance metrics and track them. That ensures you can make incremental changes as you go.

The future of content operations with composable DXPs

The modern customer is technology–savvy. Hence, businesses must stay on top of technology trends while delivering resonant content. Here are some technology factors that may come into play.

• The rise of AI and automation: As AI adoption increases, it will become more prominent in streamlining content processes. It can assist with tasks like content tagging, performance prediction, and production automation. The use of brand-aware AI will increase as businesses try to avoid generic content.
• Real-time personalization: Research will allow businesses to use shows that more customers demand personalized content. With DXPs offering analytics tools, businesses will rely on these customer behavior insights to craft and update content in real time as customers interact with them on multiple channels.

FAQ section

What is a digital experience platform (DXP), and how does it work?

A DXP is software that uses marketing platforms, customer data systems and CMS tools to make work easier for your team. It increases teamwork and helps companies deliver effortless, personalized customer experience.

How do DXPs help streamline business operations?

DXPs simplify the publishing and approval of content, making it easier for teams to stay in sync with each person managing their assigned roles. It also automates repetitive content tasks, saving time and resources and reducing time-to-market.

What is the difference between composable DXPs and monolithic DXPs?

Composable DXPs allow you to select only the tools your business needs. Monolithic DXPs are not that way. They are difficult to customize, leaving you with tools that become outdated over time. They also come with many tools that may not offer any value, leading to a bloated system, wastage and vendor lock-in.

Why is a headless CMS important for modern content operations?

A headless CMS separates content creation from its presentation and uses APIs for content delivery. It supports content delivery to any platform via APIs. It also supports content reuse—you can create content once and publish it in suitable formats across multiple front-end devices and interfaces.

Learn more

DXPs are changing the way businesses share and manage content. They give you better control of your content and enable you to publish on multiple platforms. With composable DXPs, you can add new tools to support new teams or departments, replace obsolete tools, adapt content to different audience segments and scale your content needs.

Traditional DPXs require overdependence on developers for updates, leading to wasted productive hours. They are also unsuitable for when you want to scale or plug into new technologies. These bottlenecks make them unsuitable for a modern, dynamic organization. 

If you are still struggling with these issues, Contentstack offers a composable DXP that streamlines your content operations, improving your team’s productivity and helping you target the right customer segments with the right content at the right time. Talk to us today to learn how to get started.