What's New In Sitecore 9 .


Heard about Sitecore 9 recently? Here at Sagittarius, an award-winning Sitecore agency, we’re getting ready to implement the platform’s updated tools and integration elements to our new and existing customers; supporting them on their journey and owning the Sitecore experience.

We’re adept at helping companies transition from one agency to another as well as advising those after a completely new build. Our expert account managers and dedicated development teams will oversee your build for the entirety of the project, ensuring it goes as seamlessly as possible.

Billed as the single largest wave of innovation ever released by Sitecore, XP 9 has a lot to offer. As with any new release, there are a raft of new features and functions but we’ve picked out our top highlights for marketers:

  • The launch of the Sitecore Experience Cloud: improved hosting capabilities for developers and partners of the Sitecore platform.
  • Advancements in marketing automation: xConnect includes updates with specific support surrounding Personalisation, Email & Commerce. The upgrade also includes an easy to use toolset built for marketers that provides a drag and drop interface.
  • Enhanced experience database: xConnect will allow users to collect, connect and store data from campaigns as well as 3rd party data, continuously and in real-time providing a comprehensive view of customer actions and behaviours.
  • Sitecore Forms: the next-generation forms that allow users to effortlessly create and manage form-based interactions. This element also includes a variety of mobile-friendly drag-and-drop elements. Forms can be varied across the site and allows for full personalisation with the data collected automatically feeding into the xDB in real-time.
  • Coretex - Machine learning: provides marketers with the ability to understand how content performs whilst being able to adapt said content to appeal to their audience in a more productive manner and optimising user paths throughout the site. Future updates to this platform will include intelligent segmentation and automated personalisation taking marketing automation to the next level.
  • The most straightforward upgrade yet: upgraded migration and conversion tools mean that upgrading from your existing Sitecore version has never been easier.

Want to learn more, head over to Sitecore.net or, if you're interested in upgrading to Sitecore 9, get in contact 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

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?

Naomi Harper
Head of Marketing & Communications
Naomi is the agency's Head of Marketing & Communications with a strong background in Public Relations, events, Marketing and Brand campaigns.

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.


Naomi Harper

17 Oct 2017 - 5 minute read
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