It feels like yesterday that we were standing on the precipice of a mobile revolution. The year: 2001, the place: Amsterdam. I-mode had recently exploded in popularity in Japan, and Dutch Telecom giant KPN had purchased the frequency to be the exclusive i-Mode provider in the Netherlands. KPN faced a challenge, though: customers were paying for i-Mode, but there was hardly any content for them to access with their devices. Recognizing their need for content, they implemented Hippo to build the largest i-mode portal in the Netherlands. When organizations wanted to share their content on the mobile web, they used Hippo CMS and could check the web and mobile version of the site on their own igo.nl/myname address. Back in the early 2000s, Hippo saw mobile taking off, and understood that content was key— that organizations shouldn’t just think about the internet, but about the channels their customers are using to engage with their organization. Our vision was that this challenge could only be solved by creating a loosely coupled Web Content Management system.
These days, Web Content Management (WCM) is changing again---making choosing the right enterprise web content management system more important than ever. As mobile and social expand, not only is freeing content from pages key to saving time and maximizing efficiency, it’s crucial to maintaining brand consistency and by extension, brand integrity. Tony Byrne at RealStoryGroup recently posted an article emphasizing that “we need more loosely-coupled WCM offerings” where he identified Hippo CMS as one of the WCM solutions that can run in a loosely-coupled fashion. We feel very strongly about the power and primacy of content here at Hippo, so I wanted to take a moment to talk about why businesses should prioritize content editing over page editing when selecting a WCM.
If you’re an enterprise sized business, you realize that a multichannel approach is crucial to the way you connect with and reach your audience—your customers. It’s up to customers to decide how they access your content, be it on your site, via mobile or on a tablet. You have to empower your audience.
It’s your objective to guarantee that the content accessed is consistent and updated quickly. All customers should be up to date on information relevant to them, regardless of how it’s accessed. As new channels diversify, changing each channel individually and manually becomes increasingly time-consuming and inefficient. It is also susceptible to human error, which can damage your brand’s reputation.
Reliability and consistency in your multichannel content delivery is vital to your brand—it’s also essential to your customers. Large enterprises understand this. They recognize the potential cost of not having a loosely coupled system, as well as the benefits of quick and consistent multichannel content updates. Imagine an airline that has recently changed its policy regarding travelling with pets for particular flights. With a tightly coupled WCM, the airline would need to manually update its regulations for every channel. This risks potentially missing an update for one of its channels, and misinforming customers who accessed the pet travel policy on a channel that was not updated. Enterprises can’t afford the potential inconsistency of being tied to pages, changing each manually. Marketers know that the world is changing quickly--- they must be able to maintain and update their content at pace. With Hippo CMS, you change content, not pages. Your updates are reflected on all channels. That’s content power, and one of the benefits of a loosely coupled WCM.
The way we manage content is changing. In the early 2000s, Hippo was looking at new ways to do content management in C-HTML on i-mode phones. We were excited for the coming mobile revolution. Now we see the dawn of a new era in content management. Effective content management must go beyond multichannel sharing. With personalization, businesses don’t just share content across devices, they leverage big data to add context to content. The first step in effective content management is setting your content free-- the next is making it personalized. To be able to personalize and engage with your customers in their context, you need loosely coupled WCM. But this I’ll discuss in my next blog post, a new revolution in content management is coming, and it will be personalized.