Here is a writing test I did for a SaaS company that produced a combination content management and customer experience platform, known as a “content experience platform” (CXP). Below are my assignments and the corresponding copy. The company name has been anonymized and relevant links removed for privacy. If you like what you see and want to hire me for something similar, let’s get in touch!
Assignment: Blog Post
Write a blog post making the case for the emergence of a new technology category called “content experience platform” (CXP), a merger of traditional CMS and modern DXP.
What is A Content Experience Platform (CXP)?
With the content management industry evolving at a rapid pace, your technology needs to not only keep up with your business needs, but the expectations of your customers. Content management systems and digital experience platforms have served marketers for years in automating many of their day-to-day tasks, but the need to create a cohesive customer experience across all digital channels requires new technological capabilities and new solutions to manage it all.
This blog takes a look at how an emerging new technology category called “content experience platforms”, or CXP, are combining the features and functionality of CMS and DXP into a must-have solution for your business.
Content Management Systems (CMS) Focus on the Content Itself
Before CXP can be explained, we need to take a look at the functions it combines, starting with CMS. A content management system (CMS) is a software platform, typically used by marketers, web designers, or other web content creators, that allows for the user to create and manage content on a website in an easy-to-use, self-contained system. Most CMS platforms are designed with ease-of-use in mind, requiring little specialized technical knowledge to operate, often featuring a user “What You See is What You Get” (WYSIWYG) user interface.
Well-known examples of CMS platforms are HubSpot, Squarespace, and WordPress, just to name a few. In addition to providing an easy-to-use backend for creating and managing content, most content management systems provide basic in-app site data and traffic analytics and automation tools, such as blog and email scheduling. However, the primary focus of a CMS is on the just content itself.
Digital Experience Platforms (DXP) Focus On the User Experience
A digital experience platform (DXP) is software that aids companies in their digital transformation journey by digitizing business operations and providing a better customer experience across all digital channels. These digital channels are not limited to just the website, but also include mobile, social media, and e-commerce experiences as well. Examples of DXPs on the market include OutSystems, Liferay Digital Experience Platform, and Sitefinity.
Many of the functions of a DXP overlap with those of a typical CMS but goes the extra step by allowing for content and asset management to be handled on a much larger scale across multiple channels and providing a more robust back-end for marketing and demand generation activities. An example of this is a DXPs ability to collect and gather actionable customer insight to learn how prospects and existing customers are interacting with your brand, issues they’re having, and identify potential evangelists.
How your customers interact with and experience your brand is critical to business success. A poor or inconsistent experience on one of those channels can make or break your chances of winning over prospects or securing contract renewal with existing customers. These are issues that digital experience platforms are built to solve by completely digitizing business operations.
Combining CMS and DXP Into a Single Solution: Content Experience Platform (CXP)
Where CMS allows you to create and manage the content itself and DXP can automate and track digital touchpoints with customers, new technologies are emerging that combine the features and functionality of both into a single solution: content experience platform (CXP).
A content experience platform is a technology that combines content management with digital experience, allowing users to both create and manage content as well as track consumption, engagement, and the customer experience around it. An ideal CXP should work with all customer-facing touchpoints on the front end, including social, email, and web, while also allowing your teams to schedule, track, manage, and view engagement metrics on the back end.
By moving all things content into an all-in-one solution, you’ll be able to ensure a cohesive and consistent customer experience across all channels that all internal team members can contribute to per their specialized role. From content producers, marketing, demand generation, web development, and analytics, the value of being able to get your entire content development team speaking the same language in one solution is exceptionally critical for engaging, converting, and retaining customers, regardless of what stage of the customer lifecycle they’re in.
{Company Name}: A CXP Solution That Brings Teams Together
{Company Name} is a CXP platform that aims to help you get more customers through a better content experience. With our award-winning integration-ready, API, and microservices approach, {Company Name}’s headless CMS serves as the ideal content hub for corporations and enterprise organizations to deliver omnichannel, personalized digital experiences.
Contact us today to learn more about how we can help you streamline your content management strategy and get more out of the great content you’re already creating.
Assignment: Web Page
Write a 300-word minimum web page focused on CXP, optimized for the web.
[Top Banner:]
Digitally Transform Your Content Strategy
Deliver great content, monitor customer engagement, and provide a personalized digital experience across all of your channels.
[Section 1:]
You Deserve More From Your Content Management Platform
{Company Name} is an award-winning CMS platform designed with the user experience in mind. With our integration-ready, API, and microservice approach, you’ll be able to make the great content you’re already creating work even harder for you, delighting your customers and achieving the business results you’re looking for.
Create, Publish, and Manage Content: Get robust content management and customer experience monitoring tools together in one intuitive user interface.
Track Engagement: See how prospects are engaging with your content and your brand across all of your digital channels.
Align Your Teams: From content managers, marketing, demand generation, web designers, and more, {Company Name} gives your teams everything they need to move your content strategy forward
[Section 2:]
Where Content Management Meets The Digital Experience
Traditional content management systems allow content creators to publish to the web with minimal coding knowledge or need to learn complex web development skills. Digital experience platforms take this one step further by integrating monitoring tools that provide better visibility into prospect and customer engagement across all channels. Previously, the features and functionality of most CMS and DXP platforms rarely overlapped in ways that were ideal for all web development, IT, and marketing stakeholders...until now.
[Section 3:]
The World’s Leading Content Experience Platform (CXP)
It’s time to break away from piecemeal solutions and invest in a single content experience platform that does it all. With {Company Name}, you’ll be able to take your content strategy to the next level, track engagement, and keep a consistent content experience that will engage prospects and keep your existing customers coming back for more.
[Section 4:]
Start Getting More From Your Content
{Company Name} is an award-winning CXP that combines the best features of an ideal CMS and DXP into a single affordable solution. Schedule a demo today to see how it works.
{Link: Schedule A Demo}
{Social Proof Logo Carousel}
Assignment: Email
Write an email, marketing CXP with relevant link(s) and call(s) to action meant to drive the reader to the site and request further information/demo/trial.
Subject Line: Don’t you wish your CMS did more?
Preview text: Get more business insight from the content you’re already creating.
Body:
Looking to get more business insight and results from the content you’re already creating? Then it’s time that your CMS was as advanced as your content strategy.
{Company Name} is an award-winning content experience platform that combines the best features of an ideal CMS and DXP into a single affordable solution.
With {Company Name}, you’ll have the intuitive content creation tools you’ve come to rely on, in addition to robust experience tracking capabilities so you can monitor customer engagement and provide a great experience across all of your digital channels.
Check out our full list of features to see how investing in one tool that does it all can help you and your team move your content strategy forward.
{Link: View Features}
Assignment: Digital Ads
Write ad copy for 2 text search ads. Please utilize Google Ads best practices. 1st ad copy should be a general {Company Name} brand ad. 2nd ad copy should market {Company Name} as a CXP; be creative.
Combine CMS and DXP
{Company URL}
Finally, get the best of both with a content experience platform (CXP).
Gartner Customer’s Choice CXP
{Company URL}
Content management and digital experience technology for businesses, IT & developers.
Assignment: Physical Ad (billboard, airport sign, display, etc.)
Write ad copy for a {Company Name} brand physical ad. Ad style chosen: airport sign.
Prepare for Landing Better Deals With Your Content
A content management system that combines analytics and experience monitoring across all digital channels in one user-friendly platform? The destination is closer than you think.
{Company Name} helps business and technology teams work together to deliver a personalized omnichannel digital experience. Stop settling for your old CMS and start making your content work harder, and smarter, for you.