- Is your current content management system
suited for the uncertain times beyond COVID-19?
With many teams reuniting in the office
and consumers more active on the web more than ever,
ensuring that your content management system
follows the agile methodology
can be the key to success in this environment.
(upbeat music)
Hi guys, it's Trav here, from Neighbourhood,
where we help brands find, sell, and keep their people.
At the start of 2020, in the heart of COVID-19 outbreak
and social distancing regulations,
LinkedIn's marketing team found themselves in a predicament.
Their team was dispersed,
and working from home proved to be distracting,
meaning productivity levels were less than favourable.
Despite all the challenges of the pandemic
brought to the business, LinkedIn made a bold move.
They moved all of their tech staff to HubSpot.
Why?
Because HubSpot's Content Management System,
or CMS, is an agile one.
So what does it mean to be agile?
Originally conceived by software developers,
agile refers to flexible planning
and responsive implementation so that you can meet new
and emerging needs of the customers.
This replaced the waterfall approach,
which required long planning and tedious shifting of work
that often resulted in outdated and late-to-market outputs.
The agile method, on the other hand,
is a process that requires bite-sized efforts
that could easily be defined, implemented,
or reviewed in a short time span called sprints.
This allows your team to adapt
their offerings based on real-time changes
rather than following a fixed plan that can't be modified.
So, now that you know what agile method is,
how exactly does it apply to CMS?
Well, according to DNN Software, and agile CMS
should be one, stable and reliable,
CMS software should be bug-free, high-performing
so it won't compromise the performance at the wrong moment.
Number two, intuitive, meaning software
is uncomplicated and makes logical sense
with easily navigated interface
that allows you and your team
to be self-sufficient and productive.
Number three, flexible and scalable.
An agile CMS can publish rich media content
like images and videos across all content formats.
Also, it should be able to deliver delightful experiences
on both mobile and desktop, and handle complex workflows.
Additionally, it needs to handle high levels of web visits
or paid views without negatively affecting performance.
Number four, it has to have the data that you need.
An agile CMS needs to deliver content analytics
across all of the channels your brand operates on
providing insights that help you and your team work.
And lastly, it needs to be future-ready.
An agile CMS is adaptive.
It allows you to customise your content
when customers' behaviours change or if new channels emerge.
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We're in a unique point of time right now as marketers,
and because of that, here are our top two reasons
as to why you should get on board the agile CMS trend.
Number one, people are going online
to learn and find their community.
While stores have reopened
and people have resumed life outside isolation,
the demand to use the internet during the peak of COVID-19
continues to stick with us.
According to Pyments' study,
almost a quarter of its respondents
said that they're more likely to do more things online
rather than offline as they had before,
indicating the opportunity for brands
to get more in touch with customers.
Add to this the fact that 346 million new users
have come online within the last 12 months,
with more than a half of the world now on social media.
For us marketers, this suggests
that your content marketing game
needs to be stronger than ever before
so you can attract and keep online audiences.
This means an agile CMS that supports large traffic spikes,
and high-tempo publishing is essential
to the backbone of your content marketing strategy.
Furthermore, you don't want your CMS to hold you back
from responding to your customer's needs
because it's too complicated to operate.
Therefore, a CMS built upon an agile method is key
to optimising your content creation and promotion processes.
And number two is the change we're all going to experience
in a post-pandemic world.
As we've witnessed firsthand, the way our world operates
can change in the blink of an eye.
As marketers, if we don't keep up with these dynamic shifts,
we will fall behind and we can all agree
it's detrimental for all businesses.
Therefore, we need to have on-hand tools
that consistently aid us in effectively and efficiently
forging and delighting customers' experiences
no matter what is going on outside the marketing sphere.
An agile designed CMS is crucial to make this happen
because it equips marketers to respond better
and quicker to our rapidly changing social,
economic, and political environment post COVID-19.
So while overhauling and completely
swapping your tech stack out for a platform
that's agile may seem unwise and reckless,
LinkedIn proves that it's possible
and can lead to good business outcomes.
So if you wanna future-proof your company,
a change in CMS with an agile flare
should be part of that answer.
For B2B marketing, we strongly recommend
HubSpot's CMS Hub.
Unlike other CMS platforms
where time hinders their usability
and capacity for brand innovation,
HubSpot's CMS evolves and scales in line of business growth
and eliminates the need for continuous software maintenance.
In other words, users can dedicate their energy and time
to the more important stuff, creating awesome content
and experiences for their customers.
HubSpot's CMS Hub includes two tiers,
enterprise and professional,
meaning organisations can choose a CMS offering
complimentary to their stage of growth.
Additionally, the CMS hub is an all-in-one package,
integrating and optimising every marketing tool known to man
and allowing multiple stakeholders,
IT teams, developers, sales, and marketers
to work in tandem for anything
from small content updates to major website renovations.
We know what avid users of HubSpot's CMS prior,
and for some time now, so we know what we're talking about
when we say that HubSpot is the bee's knees
when it comes to the CMS space.
Whilst we can't recommend it enough,
we also encourage you to explore other alternatives
to discover the best fit for your business needs.
So this brings us to the end of the video.
Now you know what an agile CMS is and why your business
needs it to keep up with the times ahead.
Just like every marketer needs to be able to adapt
to challenges and the changes in your market,
your content management system should also do the same
in order to stay relevant and innovating.
So, if you found this video helpful,
then feel free to share it with someone that you know
that needs a hand with a content management system.
You can also subscribe to our blog
where you'll find a bunch more tools, tips, and templates
to help you find, sell, and keep your people
just like Neighbourhood does.
And that's it for me.
Happy marketing.
(upbeat music)