Many of us start our day by scrolling through our favourite sites, social media and checking email. Their content, and its consistency across multiple channels, keeps us coming back to these places. So creating coherent content should receive increased attention from modern businesses. It’s what keeps customers and partners up to date and enables them to make informed decisions. However, even having the best content, if it is poorly organised or difficult to find or update, can fail to deliver the expected benefit. Delivering them can be labour intensive and consume far too much time, happily a CMS has emerged to make everything easier.
With Salesforce CMS, any empowered user has the ability to create, manage and deliver targeted content and without the need for technical skills. It is the first feature of its kind native to the Salesforce platform to give us a centralised, ready-to-use headless content service. It offers easy-to-use declarative tools. The strength of the Salesforce CMS is that the content creation process can be supported by customer data. In this way, content will not only be personalised and focused on the audience (their needs, questions, pains and desires), but will also be the result of data analysis and the power of artificial intelligence. Content can be created by any authorised team and distributed to any channel (such as a sales site, partner portal or email marketing), as well as used on channels outside Salesforce. We also have the confidence that the content will be delivered to the right people at the right time.
Salesforce CMS is available as an app from the App Launcher in Lightning. There you can easily manage the content lifecycle (create drafts, publish and archive). Within this application, we navigate in workspaces, each of which can have its own co-authors, language settings and publication channels. Workspaces are accessed by (in order of greatest access): Salesforce Administrator, Content Administrator and Content Manager. Created content can be collected into collections and also “tagged” within topics. The CMS application offers standard content types (such as images, documents, news), as well as the possibility to create customised types. The latter can be created by editing an XML file and implementing it using the Metadata API, or by using the CMS Content Type Manager application developed by Salesforce Labs (available on the AppExchange). Experience Builder, on the other hand, provides the ability to create sites where content created for customers, partners and employees is ultimately exposed.