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We exist to make your business thrive and our greatest reward is our returning clients. Our focus is and always will be on our clients and not on industry awards and accreditations, which could account for why we’ve won so many of them…
Sitecore vs Kentico .
Throughout this content series we have been looking at the website development platforms and which one is best suited to which type of business.
Next up in our ‘vs’ series are platform heavyweights and arguably world leaders in ecommerce: Sitecore and Kentico but what are the differences between these leading CMS platforms and which one is best suited to your business? Explore them with me and learn a little more about the features and benefits of each below.
At Face Value
Sitecore are global leaders in .Net licensed commercial platforms and recently launched Sitecore Experience Commerce which boasts a seamless ecommerce experience that will take omnichannel retailing to the next level.
Whilst Kentico is a mid-tier CMS and commerce platform and is arguably one of the longest standing platforms of its kind that provide a fully integrated ASP.NET CMS.
Both platforms require you to pay a license fee and both offer a yearly support license.
Kentico is a much more cost-effective option if you are looking for a basic news and page based brochure site or a simple ecommerce solution with a low year-on-year cost, however, this does scale up quickly based upon a number of factors that should be considered when purchasing.
Out of the Box Functionality
Sitecore and Kentico both include modules that allow you to add additional functionality to a standard site with component libraries and shared community areas where such components can be purchased or integrated free of charge.
Sitecore’s new Sitecore Experience Accelerator (SXA) now includes scores of ‘out of the box’ components that enable you to build out your ecommerce pages using their drag and drop interface - so you can be up and trading far sooner than other enterprise solutions.
Features such as versioning, workflow, content editing, user and group permissions are standard across both platforms but are much more granular in Sitecore where users are able to lock down and control items at an individual component level.
The ‘partner delivery model’ has been successfully implemented by both platforms across national and international brands.
Kentico’s commerce platform has been around much longer than Sitecore’s as part of an integrated suite. However, when it comes to needing a large scale multi-lingual, multi-site ecommerce platform, Kentico does not compete where as the Sitecore Experience Commerce product is set to dominate.
Sitecore’s approach to only having to create content once that can then be used in multiple locations makes the platform much more suitable to larger enterprise companies for both a basic CMS and an ecommerce solution.
If you have a particularly large number of products and/or require complex searching capability then Sitecore Commerce will win hands down. Many eCommerce platforms are really aimed at smaller retailers whereas Sitecore Commerce can cope with literally millions of product SKUs.
Managing the Customer Journey
Kentico is a great solution for businesses that are not yet implementing a ‘customer centric’ approach to their web process and provides an easy to use, scalable CMS that can be built to be both pretty and functionally user friendly.
Whereas Sitecore is commonly known as a customer engagement platform, their entire focus is around the ownership and management of the user journey with lots of development time spent building features such as path analyser, advanced personalisation and segmentation tools as well as deep dive analytics.
Each of which allow marketers to better understand every point of a user’s interaction and what stage of the consumer journey they are in so that this can then be personalised accordingly. With Sitecore, personalisation is not simply ‘rule based’ it can be both implicit and explicit so that it can imply user behaviour and suggest relevant content where necessary.
Which Platform for Which Business?
Choosing between these two very competitive platforms is primarily measured by mindset and ambition.
Companies that invest in Sitecore are usually looking for a long term investment in a customer engagement platform that provides in-depth reports and analytics, advanced personalisation features and an integrated suite of products. These brands are often undergoing a digital transformation process and choose Sitecore because it is the best platform to support the transition.
Whilst those that opt for Kentico are often restricted by budget and resources but still want all the basic functionalities of a marketing platform that provides a functional pages, brochure or ecommerce site.
I asked Commercial Director, Brad Smith his opinion on which CMS brands should be considering:
“It’s very difficult to outgrow Sitecore as a platform. Usually if a brand is frustrated with the software the issue is due to implementation opposed to a platform restriction or the way in which something has been explained, or lack of explanation.
“Sitecore delivers everything it sets out to do and therefore from a business perspective it's much easier to integrate to one platform that it is to make a load of disparate technologies talk to one another. Sitecore future-proofs your investment because it gives you all the functionality you are likely to need all in one place.”
Want to learn more about how Sitecore could support your business’ digital transformation project? Speak to a member of our team today!
Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.
A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.
So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance.
What is a Content Strategy?
It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.
But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business.
Who are my Audience?
You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.
So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context.
Do I need to tailor content?
As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.
Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:
What are the problems that your product or service will help them solve?
Who are they most influenced by?
What voices influence their behaviour?
What type of content do they consume?
Where do they consume content and engage with brands?
Different Content, Different Objectives
All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.
There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.
Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale.
Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels.
Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.
Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.
Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.
How do I manage all this?
Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.
Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.
Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.
If ever you want to chat content and explore new initiatives we’re always here to help.
want to speak to one of our experts?
Naomi joined Sagittarius in January 2021 to deliver exceptional external brand experiences, engaging internal communications and to assist with the driving of sales and the developing of relationships with key strategic suppliers.