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Salesforce Launches New Tool to Encourage Content Developers
Publishers often choose a CMS that is homegrown. Other companies stitch together multiple systems off the shelf. CMS software vendors include Contentful, Butter CMS, Agility, and Contentstack as critical players
Fremont, CA: Salesforce launched a new tool called Salesforce Content Management System (CMS), designed from the ground up to deliver a quality customer experience across multiple channels. The device which can be used to meld data, content, and personalization in a central location and then provide it to multiple screens is a hybrid content management system which enables content creators to draft content and then syndicate to external systems as well as across Salesforce to hit commerce sites, mobile apps, desktops, and other screens.
"Salesforce built its CMS based on customer feedback and complaints about managing legacy content systems. The aim of Salesforce is to connect content, data, and customers. This is less about a CMS and more about what our customers are trying to do. Companies are trying to create a consistent customer journey and keep content moving. Everyone is on a content team," said Anna Rosenmann, vice president of product marketing for Community Cloud, Commerce Cloud, and Salesforce CMS.
The challenging part here is that businesses have multiple content management systems designed for individual use cases that reside in silos. In most cases, CMSs are custom built. Publishers often choose a CMS that is homegrown. Other companies stitch together multiple systems off the shelf. CMS software vendors include Contentful, Butter CMS, Agility, and Contentstack as critical players. The Salesforce CMS comes feature-laden with the likes of drag and drop interfaces, headless APIs that can put content everywhere, connections to external and internal sites and apps, and, more importantly, personalization based on data. It also includes What you see are What you Get tools built-in.
“It’s easy to build a simple CMS. It’s much harder to build an extensible, enterprise platform,” said Tony Byrne, founder, and principal analyst at Real Story Group "There's a lot of work they still need to do to feed other platforms around things like connectors, simulation, tracking, very advanced asset management (e.g., compound assets), object-oriented storage, etc.," he added. Surprisingly, for a company that pursues an aggressive acquisition strategy, Salesforce opted to build this tool by itself rather than buying a company and integrating it into the Salesforce