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Sitecore övergår kärnlösningen till en modern molnarkitektur

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Sitecore transitions core solution to a modern cloud architecture

Digital experience platform Sitecore has announced the availability of Experience Management Cloud (XM Cloud) representing the transition of its core CMS solution, as well as associated capabilities like personalization, to a modern cloud architecture. XM Cloud combines a headless CMS solution with a WYSIWYG authoring interface suitable for use by marketing or other business teams.

Sitecore is also supporting composability as a new go-to-market strategy, offering distinct parts of its suite as separate modules in recognition of the complexity of today’s digital experience stack.

We spoke to Sitecore’s Chief Product Officer Dave O’Flanagan about the significance of the announcement. O’Flanagan was co-founder and CEO at Boxever, the CDP acquired by Sitecore in 2021.

XP and XM. Key to understanding the transition is the distinction between Sitecore’s Experience Platform (XP) and its CMS (XM). XP is a broad portfolio of digital experience tools, including a customer data platform, analytics, AI and marketing automation. XP is typically purchased by customers as a managed cloud solution. “Think of it as a private cloud solution whereby they get XM and XP and we provide the hosting,” explained O’Flanagan.

“With our evolution we view a world which we want to be fully multi-tenant, fully headless and fully composable. Unfortunately, our previous architecture would not have allowed that.” The answer was to transition the CMS to a modernized architecture as XM Cloud.

Although XP itself hasn’t been transitioned to the new cloud architecture, the CDP acquisition is natively embedded into XM Cloud. “You can personalize in the user interface, you get analytics out of the box, A/B testing, experimentation — all of those are natively available in the same interface you use to create your experience.”

Composability as an option. One advantage for Sitecore customers, he explained, is that the new architecture will allow them to buy components of the DXP rather than the entire platform. “It will allow our customers not to buy the monolithic, fully-integrated solution — which was historically the way DXP vendors sold — but actually allow our customers to buy modular components of our DXP stack in a way that fits how they buy and grow.”

For example, a customer that needs digital asset management (DAM) will be able to buy just that module whereas previously it had been necessary to buy the full DXP. “With our new SaaS approach,” he said, “we are bringing two things to market. One is this composability of modularity… The second thing is that it’s a fully cloud-based, API-first solution so that customers can integrate quite quickly and avail themselves of the value that a cloud solution offers.

Läs nästa: Sitecore integrates CDP, marketing automation features

The importance of integration. “Many vendors of our size and scale tend to go for the full-suite approach,” said O’Flanagan. “We will continue to offer value as a fully integrated suite, but we do acknowledge that it’s a multi-vendor stack out there.” If a customer chooses to use a CDP, for example, or DAM from a vendor other than Sitecore, “we’ll continue to be a friendly neighbor in your stack.”

Room for the business user. A headless CMS can be a daunting proposition for non-enterprise scale businesses lacking teams of developers. Implementing headless can be a notoriously heavy lift. “One of the disruptions with XM Cloud,” said O’Flanagan, “is that we’ve completely rebuilt our visual authoring environment to be natively integrated with headless. Whereas before, headless was a compromise, going more with IT than marketing, we feel we can opt for the flexibility of headless but not compromise on the business user (experience).”

O’Flanagan would not describe this as a hybrid approach. “We’re uncompromisingly headless, in that we’ve decoupled the delivery and the front-end from the back-end. The disruption we’re trying to bring to market is that we don’t think that should be at the expense of the marketer.”

Varför vi bryr oss. Technicalities of cloud architecture aside, we see Sitecore developing a strategy that recognizes the reality of today’s marketing technology stack. As a vendor, of course it wants to provide as comprehensive a solution as possible. But the market is demanding flexibility, demanding indeed that the range of solutions it needs to create digital experiences play well together.

Sitecore is not alone in the space in recognizing these needs. Giants like Salesforce and HubSpot are emphasizing the scale of their app marketplaces rather than attempting to fill every niche themselves. With composability, Sitecore is offering to be a part (an important part, it hopes) of the digital experience stack, but not necessarily the whole stack. And, of course, it has an app marketplace too.


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Om författaren

Kim Davis är redaktionschef för MarTech. Född i London, men en New Yorker i över två decennier, började Kim täcka företagsprogramvara för tio år sedan. Hans erfarenhet omfattar SaaS för företaget, digital-reklam datadriven stadsplanering och tillämpningar av SaaS, digital teknik och data i marknadsföringsområdet.

Han skrev först om marknadsföringsteknologi som redaktör för Haymarkets The Hub, en dedikerad marknadsföringsteknologiwebbplats, som sedan blev en kanal på det etablerade direktmarknadsföringsmärket DMN. Kim började på DMN proper 2016, som senior redaktör, och blev Executive Editor, sedan chefredaktör en position som han hade till januari 2020.

Innan han arbetade med teknisk journalistik var Kim associerad redaktör på en hyperlokal nyhetssajt i New York Times, The Local: East Village, och har tidigare arbetat som redaktör för en akademisk publikation och som musikjournalist. Han har skrivit hundratals restaurangrecensioner i New York för en personlig blogg och har varit en och annan gästbidragsgivare till Eater.

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MARKNADSFÖRING

Stop Writer’s Block, Imposter Syndrome, and Other Content Fears

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Stop Writer’s Block, Imposter Syndrome, and Other Content Fears

Yes, writing is hard.

When writing for content marketing, the process becomes even more challenging. You have no time to sit and wait for inspiration or the muse to help you craft engaging text. You have content plans to follow and deadlines to meet.

That’s when fear arises.

Raise your hand if one of these whispers creeps into your mind when you try to write:

  • “A better article exists already. My content is a pathetic copy.”
  • “I’m not good enough. I can’t write better than [your guru’s name here].”
  • “So much info! Can I structure all of it? I’ll miss something essential.”
  • “What should I write?”
  • “They won’t like it. I’ll get rejected.”
  • “My draft sucks; it’s boring.”
  • “Johnny writes 1,000 words every day. I’m too slow.”

Writing fears fall into two categories: doubts about your abilities or concern over others’ judgment of your work. You can tame blank-page syndrome, imposter syndrome, writer’s block, or whatever stops you from creating great content with these seven simple yet effective tricks.

Writing fears fall into two categories – doubts about your abilities and concern over others’ judgment of your work, says @LesleyVos via @CMIContent. #ContentMarketing Klicka för att tweeta

1. Practice therapeutic writing

Therapeutic writing will help prevent blank-page syndrome – staring at the screen with no idea how to start a content piece. Some blame this on a lack of inspiration, while others use grimmer diagnoses like emotional burnout or even workplace depression. Skeptics are less euphemistic, calling it nothing but the fear of writing crap.

To beat it, develop a daily writing habit. You may have heard about Morning Pages – a system that has you write (in long hand) three pages of stream-of-consciousness text first thing in the morning. Following free-writing practices and keeping a diary also fall into this category. If these exercises work for you, great. If not, you can try therapeutic writing.

Keep a journal where you regularly write a letter to a chosen addressee, telling them about daily events that made you angry, sad, anxious, or happy. You may publish these as short sketches on social media.

In the post below, the author at handle @heyamberrae pens a letter to her followers about “experiencing the most extraordinary love” she’s ever known.

How can therapeutic writing help with professional content writing?

Practicing such reflective writing makes you less likely to freeze at that intimidating text cursor. You’ll beat the fear of an imperfect draft and use the “write-first, edit-later” rule we all know (but often forget).

2. Start a ‘clever-thoughts’ notebook

A notebook with clever thoughts is not a collection of quotes from writing gurus and influences, though that could be an inspiring practice.

A clever-thoughts notebook contains the ideas, sentences, and interesting facts you learn during the day from books, websites, etc. An average person has around 6,000 thoughts daily but forgets most by evening, so the notebook will help you remember your best ones. And that list will come in handy next time you need to write text but worry you have nothing to say.

Jot down your clever thoughts in a notebook. They may come in handy the next time you struggle to come up with content ideas says @LesleyVos via @CMIContent. Klicka för att tweeta

3. Record your voice

Сreative content ideas, topics, and arguments may come to you when you’re nowhere near your laptop or a notebook. Haven’t we all had a brilliant idea caught in the dead of night, only to forget everything by morning?

Other times your thoughts flow freely – until you try to write them down. When you sit down to summon the right words, you forget what you wanted to say.

It’s like this meme, which I tweaked for content writing: You envisioned a real-life dog, but your writing only produces the socket puppet version.

To avoid writer’s block and still get your idea down, record your thoughts when they come to you. Then transcribe the recording or use the voice-typing feature in your writing app. You’ll be able to structure your dictated thoughts into content assets later.

4. Opine on opinions

This trick can help you beat the you’re-not-good-enough writing fear.

After reading an influencer’s thoughts and insights on a topic, think of supporting arguments or counterarguments. Then, write them down as if you were having a dialogue with that person.

The tactic helps you think critically, develop arguments, structure the facts, and manage your information priorities. It serves you in crafting more comprehensive content, whether you write about restaurants, create cause-related posts, or practice guest blogging to reach content marketing goals.

Writing trick: Read a respected person’s thoughts on a topic and write a counterargument, says @LesleyVos via @CMIContent. #ContentMarketing Klicka för att tweeta

5. Mirror your favorite writer

It stands to reason that content creators read a lot. As my favorite author, Stephen King, says, “If you don’t have time to read, you don’t have the time (or the tools) to write. Simple as that.”

And, as my second yet no less favorite writer Ernest Hemingway said, “There’s no friend as loyal as a book.” Not only can these loyal friends make your content better, but they can help smash the fear of rejection and not being good enough to write.

(Confession: I had both those fears before pitching my first article to the Content Marketing Institute.)

Who is your favorite writer, essayist, or blogger? Do you analyze their writing style while reading? Do you notice language tricks they use?

Mirroring a writer is among the most efficient techniques for developing a writing style. It helps enhance your vocabulary, add a few alternative writing tactics to your content creation toolkit, and conquer your fear of criticism.

(Confession: Once I learned that Stephen King got 30 rejections before his book Carrie was published, there was no room left for the “not good enough” fear.)

6. Read the news and niche resources

The daily habit of reading the news and niche blogs brings benefits for content writers. These include:

  • Better cognitive skills and brain functioning
  • Enriched vocabulary
  • New ideas for content creation
  • Writing style inspiration

But please note: This trick won’t work if you read everyone and everything. Make a list of professional resources that inspire and educate you at the same time.

(Confession: I learned the art of web writing from Ann Handley and Jon Morrow. And Henneke Duistermaat’s works help me feel the skönhet of English and make peace with my inner critic. Plus, her list of writing fears inspired me to create this article.)

This tweet from Henneke describes how she used to think of herself as a writing wimp and pondered why she couldn’t be as confident as others. But she discovered that writing fears are normal – the fear signals that you’re out of your comfort zone and writing something that matters.

Who is on your list of resources to follow?

7. Stay in a professional space

A great practice to smash fears and self-doubts for content writers is to stay in the professional space. Attend seminars, participate in conferences or webinars, visit local meetings, communicate with interesting people on social media, etc. These interactions can prevent you from hitting a plateau and enhance writing productivity.

Social participation can trigger happy chemicals in the brain to satisfy the need for excitement. This excitement acts as an inspiration to write more and “forget” the imposter syndrome and other writing fears for a while.

Ready to say goodbye to your writing fears?

Fears (of a blank page, failure, rejection, writing crap, or not being good enough) act like little beasts, gnawing at your writing ego and preventing you from enjoying the content creation process.

Once you name your beast, you can arm yourself with one or more of these tricks to help you smash them.

Vill du ha fler tips, insikter och exempel på innehållsmarknadsföring? Prenumerera till arbetsdags- eller veckomail från CMI.

HANDPLOCKAT RELATERAT INNEHÅLL:

Omslagsbild av Joseph Kalinowski/Content Marketing Institute



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