The one thing any digital property needs to do, regardless of channel, is to serve content. The kind of content it serves depends on what kind of experience you are building. If you are building an ecommerce experience, you’ll serve product content along with related videos, images, promotions, offers, articles and blogs. If you are building a knowledge base for your employees, you’ll need content such as documents, articles, blogs, etc.
So, let’s agree that the content layer is essential in building any digital experience.
But confusion enters the picture when we try to determine where content fits in the digital tech stack. Does it belong in a CMS? A DXP? A content services platform or content collaboration platform?