Optimizely’s enhanced CMS capabilities—will it kick the roadblocks to modernize digital experiences?

Published: June 19, 2023

min read

According to statistics, 35% of business executives believe digital transformation enables them to fulfil customer expectations and improve operational efficiency, and 38% plan to make more investments in technology to gain a competitive advantage.

With the advancement of technology, a customer journey has grown to start and end just digitally. And it necessitates brands to create cohesive digital customer experiences to make it hassle-free for audiences and meet their growing expectations. Without any doubt, curating a customer-focused strategy for both physical and digital customer experiences is more than essential for businesses in today’s digital era.

As a result of positive responses from customers for digital-first businesses, digital transformation occurs at a fast pace in the industry. Although it is undeniable that developers face numerous challenges to make it a successful journey, a wide variety of digital tools continue to hit the market in order to level up the game by multiple folds.

Recently, the digital experience platform (DXP) provider Optimizely launched Content Graph, a brand-new service that allows developers to hunt for and provide content from anywhere. This update improves the Optimizely Content Management System by allowing for easier repurposing of content, highly customised search experiences, and the creation of appealing content blocks.

GraphQL, a query language for APIs, powers the Content Graph. It functions as an instantaneous content library, allowing for simplified content access and a seamless transfer of content throughout various platforms, channels, and devices.

Optimizely allows customers to use the CMS in a headless or traditional mode, or even a combination of the two if they want flexibility.

The Content Graph is currently accessible to all Optimizely CMS customers.

What does the update mean for chief digital officers?

With the proliferation of a myriad of digital touchpoints in today’s digital landscape, CDOs are in a position to concentrate on providing personalised content via multiple channels at all stages of the customer journey to engage customers in an effective way.

In that context, Optimizely’s addition of headless CMS capabilities via content graph can streamline modern digital experiences for businesses in various ways.

The headless CMS capabilities of Optimizely provide huge content flexibility for businesses. From mobiles and desktops to smartwatches and smart fridges, the marketing team of the company will hereafter have no restrictions on delivering rich content as they can structure the content in a way that is independent of specific platforms. As a result, they will be able to create differentiated customer experiences for every channel and thereby enhance the overall digital customer experience.
With this new capability, businesses will be able to deliver dynamic and personalized content experiences to users more quickly as per market demands and trends, be it by creating new websites or making changes to existing portals or websites, etc. This targeted content delivery at the right time, in turn, can help businesses increase the chances of user engagement. Besides, as it enables businesses to handle more content easily, they can also effectively scale and grow.
As the new capability enables the marketing department to push content into many different channels, they can easily ensure a consistent and personalized experience for users. By tailoring content for specific audiences and managing content variations effectively, they can build Omni channel experiences efficiently for their customers. This way, it can lead them to get higher customer satisfaction and retention rates and keep up with emerging customer expectations.
In this fast-paced world, content and platforms become outdated quickly. Thus, it is crucial for businesses to experiment and optimize the content faster to align with users’ worlds and get their attention. In that regard, with the new capabilities of Optimizely, businesses will have the flexibility to perform A/B testing by repurposing content across channels and optimising content performance easily. This, in turn, can contribute to improving the effectiveness of their marketing campaigns and meeting their marketing objectives.

Overall, given the increasing need for businesses to provide more diverse digital experiences, we believe Optimizely’s new move to offer the flexibility and efficiency of headless CMS via Content Graph will directly assist businesses in taking their digital potential to the next level.

Author

Pete Johnson

Pete is a MarTech expert guru with a knack for getting diverse MarTech solutions work for brands. He has a wealth of experience in working with a plethora of MarTech platforms that dive Personalized Omnichannel Experiences. When he's not at work, you can find him playing basketball or listening to jazz.