It’s no secret that these days, companies are striving to create, deliver and personalise content for their customers. And according to Salesforce’s latest ‘State of the Connected Customer’ report, 78% of customers expect consistent experiences across departments. That’s why Salesforce has just announced its hybrid CMS!
Salesforce says the trouble with legacy CMS’ is that they’re designed for a single touch-point, rather than the ‘ever-evolving, omnichannel customer journey‘ of today. Salesforce’s CMS is designed to easily help us create and deliver content to any channel or device, and connect that content to your customer data.
What’s different about Salesforce CMS’ features?
You can choose a content type, or create custom types and quickly draft the content in the app, without really needing any technical skills at all.
For example, if you want to add content to an experience built with Salesforce, you can choose from two of the CMS’ “what-you-see-is-what-you-get” tools: Experience Builder and Commerce Page Designer.
You can build a great experience by simply dragging content components right onto the website, portal, forum, or commerce storefront you’re using. But both tools are developer-friendly too, which is perfect if your design and development teams want to build the experience with code.
If you want to deliver content into a third-party site, experience, or mobile app, you can also use their headless APIs to do that smoothly. And it also has multi-language and translation features to help you scale.
Instead of blindly creating content, your teams will have access to their customer data to help inform their decisions and personalise their content. Plus, Salesforce CMS lets you actually turn your data into content. No, seriously. They say you can take a CRM record from your CRM and translate the rows and columns into rich, visual content, such as a banner or engaging promotional CTA. Pretty cool, that.
Salesforce CMS is also a shared service, meaning you can collaborate across teams who use:
- Salesforce Platform
- Service Cloud
- Community Cloud
- Customer 360.
And according to Salesforce, soon Commerce Cloud and Marketing Cloud will be added to that list, too.
Your teams can create a variety of content in one central location and then distribute it to any digital touch-point. You can also create content collections, which are like playlists of content that can be added to different experiences.
And this can be any format — blogs, news, events, social, email and more. You can start new projects with a single click, visualise that content in every format before publishing, build custom content, and drag components right into your site as needed.
Your content will also be dynamic — adapting to wherever it appears, meaning there’s no need to recreate content for different touchpoints. You won’t need to worry as the experience, branding and assets will stay just as you intended across each interaction.
Connecting a CMS to the world’s best CRM instantly sounded like a fab idea to me, especially since at oe:gen, we’re always looking out for ways to give better, more personalised digital experiences. Learn more about Salesforce CMS via this link!