Sitecore vs OpenText .

sitecore-vs-opentext

When choosing the right CMS for your business it’s important that you take into consideration all of your objectives and what your roadmap looks like. It’s also a decision all of your key stakeholders should be included in as it moulds the future for the brand.

With that in mind it’s essential to compare the key elements of different platforms, so we’ve taken some time to do a direct feature comparison of some of the world’s leading CMS. This week we’re looking at Sitecore vs OpenText.

With over 10 years of Sitecore experience and having worked at OpenText for a period too, I felt that it would be a good idea for me to explore these platform heavyweights and help you weigh up their similarities and differences.

First, let’s take a look at the platforms at face value

OpenText as a company is very successful in the digital asset management and content management; not to be confused with CMS systems; content management in this instance is a lot wider and is about email, CMSes, SharePoint, document management and more. For the purposes of this article, we’ll be looking at one of the OpenText CMS systems - TeamSite. TeamSite is a Java-based CMS, which has good integration points, especially when looking at other OpenText products, such as OpenText Media Manager.

Sitecore is a .Net based platform that takes a much more object-based approach than TeamSite which is more geared towards page-based. Sitecore also boasts itself as a customer experience platform designed to put all of your marketing efforts under one roof with the ‘suite offering.’

Usability

OpenText’s TeamSite is a very complex product and requires an add-on, such as OpenDeploy to publish the content to a live server. There is also a distinct lack of documentation available and some features are not documented at all.

Sitecore gives you the complete package all in one instance, with a very easy-to-use interface the platform caters to the needs of everyone, from developer to content editor. In recent years, Sitecore’s documentation has gone from okay to simply amazing, with the community stepping in where the documentation team stops.

CMS Functionality

With OpenText, you have to use TeamSite for the core CMS functions, in a similar way to the Content Management environment within Sitecore’s interface. However, to get content from TeamSite to a public-facing server you would need another product: OpenDeploy, whereas, with Sitecore, the publishing engine is already there.

With OpenText you would also need something to render the request to the browser. For Sitecore you would use a Content Delivery server, which is simply another instance of Sitecore, but with OpenText you would need another product called LiveSite. So, where CM, CD and publishing is all simply in an instance of Sitecore (and can be installed altogether) this is very different in OpenText.

Out-of-the-box Functionality

Sitecore comes ready with testing capabilities including analytics, personalisation, marketing automation and more. It’s possible to get the same functionality in TeamSite, but would mean using additional bolt-on products.

Integration Possibilities

OpenText has very good integrations with its other products including Optimost for A/B testing and OpenText Media Manager for DAM integrations. However, both systems are very extensible and can integrate with any other platform, providing they have public APIs.

Updates

There have not been any major releases since TeamSite 8.2, in 2016. To me, there is no (public) clarity on the roadmap, making it more of a risk to start new projects.

Sitecore has recently changed their release cadence to have a spring and fall release, meaning they’re constantly looking forward to providing better, more advanced software solutions to help ensure your website is the best-in-business.

Other things to consider

Let’s start with an obvious one: I’d highly recommend reviewing the roadmap before making any decision.

Both systems are enterprise level products, and while Sitecore has a lot built into the system in terms of testing, analytics and the like, those tools are more ‘best of need’ rather than ‘best of breed’ meaning you might still want to purchase additional products and integrate them depending on your use case.

Which product would I recommend?

Definitely Sitecore. Sitecore’s pipeline approach allows users to granularly tell the platform what it needs to do at each stage of the rendering process. It lets you hook anything into it with an API, and the community is a great environment where developers are constantly interacting and sharing ideas, problems and solutions.

The platform also offers lots of free open-source modules that have been built by other developers meaning there’s a lot more creativity and options when it comes to building your website.

Want to find out more about how we could support your website development? Speak to a member of our team on 01233 467800 or via hello@sagittarius.agency

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

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

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

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?

 
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Sagittarius
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Sagittarius

25 Jul 2018 - 7 minute read
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