The decades-long reign of the PC is over, with mobile devices now making up more than 52% of all internet traffic. While plenty of people preach the importance of responsive website design, far fewer have articulated updated guidelines for the reality of today’s internet. Keenly aware of trends as ever, Google has continually refined its search algorithm to keep pace with increasingly mobile and untethered internet. Advertisers, marketers, and website owners alike need to be aware of what these paradigm shifts are, and how that could impact their sites’ SEO.

Cellphones’ bountiful data has empowered Google to enhance its search engine. Search results are more custom than ever before, incorporating key differentiating factors like time of day, weather, and geography. The search results for a morning bagel in Washington D.C. will look entirely different three hours later in San Francisco.

Optimizing for Local Search

More so than ever before, websites need to be local. Gone are the days of simply tacking on addresses and list of phone lines. To be competitive in 2020, websites need to address the mindset and inquiries of the region they serve, be it a street, coast, or country. A quintessential, doughy foldable New York slice is in stark contrast to a dense, deep-dish pie from Chicago. The top result for a pizza in Manhattan will not be wasting content on merely their cheese, sauce, and pepperoni, but rather what distinguishes their slice from their other New York brethren. Language, context, and local distinctions are now a mandatory part of website content strategy.

Dealing with Short Attention Spans

Major changes to search algorithms are only a handful of the changes introduced by the rise of mobile. Attention spans online are shorter than ever with the ubiquity of the internet and easily accessible information, even more so for mobile where screen size comes at a steep premium. Hero zones should be appropriately leveraged. Heroes should state the most important critical information concisely and contain a quick and simple CTA or takeaway. Organic visitors who cannot immediately find an answer to their search query after a glance and a few swipes will assuredly bounce away to a competitor.

Search and Virtual Assistants

Smartphones’ impact on websites has not just been limited to mobility and smaller screens. Virtual assistants like Amazon’s Alexa, Google Assistant, and Apple’s Siri fundamentally change how people browse the internet. For many on-the-go, the automated search functionality provided by these virtual assistants have all but replaced a typical Google search.

How Google and the other virtual assistants parse through webpages and present them for voice search is a complex topic, but the vital SEO fundamentals remain in place. Research demonstrates that people are unsurprisingly far more conversational in their wording versus a typed-in search. Optimized content thus needs to serve this need directly, often best served using blogs that cover such frequent, informal topics as “What is the best X” or “Y versus Z”.

Google has been increasingly leveraging its structured data for voice search results, largely due to its predictable format and parseable nature. For best results, website owners need to cross-reference website content and identify what data could be passed off to Google using structured data. Articles, menus, locations, events, and reviews are just a handful of the many structured data formats that Google accepts. Conveniently, Google now provides a simple tutorial for anybody familiar with HTML to get started on incorporating structured data and improving their site for voice search.

The shift to mobile devices has opened up new avenues for content creation and design. Location and voice were unheard of topics even a decade ago, but they are here to stay for organic search. It’s up to website owners and marketers whether they take advantage of these new strategies, or get left in the dust.

As the world has changed in the blink of an eye, so has the way we market to consumers. Now, more than ever, your website exists as BY FAR THE MOST IMPORTANT doorway to your brand and your brand experience. While stores stay shut, and face-to-face interaction is vastly limited, brands will rely on reaching their target audiences via their websites. Therefore, your website is mission-critical to your success.

Bluetext has published a 5 part blog series to help you think about and pressure test if your website is the best it can be.

Bluetext clients are often asking for our recommendations on the best content management system for their website, whether as a redesign or a re-platform for their business. We are a forward-thinking digital marketing agency that provides game-changing digital experiences for brands looking to make a difference in the market, and as such, we have always been a technology-agnostic company and supporters of the open-source community.

Over the years, we have helped countless clients identify the appropriate CMS to meet their specific use cases. We work with organizations of all sizes: from startups looking to launch their first website, to large, established organizations with complex business workflows and integrations and distributed teams. No matter where your company falls on this spectrum, we have proven guidelines for deciding on which CMS will be the most appropriate for your organization. Here are three key considerations to guide you through your CMS selection process to ensure you are set up for success for the next 3-5 years.

1. Determine Your Stakeholders and Their Needs

The first step in selecting the best content management system is to identify those individuals who have a stake in the redesign/re-platform and analyze their needs. To begin this process, take stock of who is involved with the current website (typically Operations (IT), Marketing and Executive Management). Depending on the size of your organization, there could be many additional stakeholder groups.

For each stakeholder group, take time to understand their specific needs for the new CMS and use these insights to develop KPIs for the platform:

• Operations (IT) – Your IT team is likely concerned about the technology stack (what can they support), where it lives (cloud, on-prem) and what their role will be in terms of ongoing maintenance.
• Marketing – The marketing team typically drives the website. They are likely concerned with the feature set: content management features, workflows, learning curve, marketing integrations, social sharing, etc.
• Executive Management – Most often, the executive team is focused on two things: cost and timeline. How much is this going to cost, and how long is it going to take to build?

It is important to conduct this step every time your organization goes through a redesign or re-platform, as structure, needs, and concerns evolve over time. For example, in recent years, day-to-day website ownership has generally shifted away from traditional operations/IT teams into the hands of marketing teams.

2. Outline Requirements

The next step in the process is to translate stakeholder needs into requirements. We recommend building a requirements matrix that outlines the full set of necessary features for the new CMS platform. Much of the matrix will consist of functional requirements, but it should also include cost, technology, and timeline constraints. A forward-thinking mindset must be applied when developing requirements. Consider feature sets that are planned for the next 2-5 years to ensure the selected CMS has the flexibility to accommodate business changes. To build an effective matrix, leverage the following strategy:

1. Gather Requirements.  Supplement and expand upon the needs of the stakeholders by gathering wholistic requirements from actual users. We recommend conducting workshops with each user group. In some organizations, the user groups may include the marketing, operations and sales teams. In other organizations, distinct business units or regional teams may make up other user groups. The workshops will result in pages and pages of notes, which should be consolidated into a set of functional requirements.
2. Consolidate & Group into Usage Scenarios. Consolidating your requirements into high-level usage scenarios will help you, and your team, come to a consensus on critical functionality. During the CMS product demos, you will be armed with your list of usage scenarios and can ask specific questions regarding how the platform in question would handle such scenarios. Some possible usage scenarios could be:

• As a content editor, I want to be able to manage and reuse digital assets from within the CMS so that I do not need to re-upload items.
• As a content editor, I want to be able to manage content from my mobile device so that I can provide real-time updates from remote locations.
• As a content approver, I want the ability to review content before it is able to be published on the website.
• As a site administrator, I want the ability to update the menu links on the website when the organization decides to change the navigation of the website.
• As an IT Stakeholder, I want the CMS application to be built in PHP so that my existing team of developers can manage and support the website.  

Creating a Prioritized Feature Matrix

Leverage the usage scenarios to develop your feature matrix and prioritize each requirement. What are the must-haves, nice-to-haves, and stretch features that you could live without? Prioritization is very important and should not be taken lightly. Be sure not to let your feature matrix get out of control. This should be a list of no more than 50 “features” that you need the new platform to provide.

The matrix will allow you to score the products against each other in a logical way and get a good idea of the product’s compatibility for your organization.

Feature	Prioritization	Product 1	Product 2	Product 3
Easily manage content	5	3	4	3
Easily manage content on mobile devices	3	4	4	4
Integrate with Product X	4	3	3	3
Integrate with Product Y	2	1	1	5
Strong Multilingual Support	5	2	1	3
Personalization Capabilities	4	3	0	1
….	…	…	…	…

Easy, right? Of course, gathering large groups of people for workshops is easier said than done! No matter the size of the organization, the scheduling for these types of workshops is a challenge, but ultimately, the work pays off. Skipping this step will, more often than not, result in the selection of a sub-optimal product and the need to rebuild the CMS again next year.

3. Market Research & Validation

Market research will help down the list of products available on the market to arrive at a “short-list” of candidates for consideration. There are several resources available to inform your research. Two of our primary sources of information come from top analyst companies Gartner and Forrester. Dries Buytaert put it beautifully in his blog post:”If you want to find a good coffee place, you use Yelp. If you want to find a nice hotel in New York, you use TripAdvisor. Similarly, if a CIO or CMO wants to spend $250,000 or more on enterprise software, they often consult an analyst firm like Gartner.”

To give a brief recap in case you are unfamiliar with how Gartner rates vendors, they look at two key, top-level criteria: Ability to Execute and Completeness of Vision. They rate vendors on their ability to deliver what they promise and their ability to stay ahead of market trends to provide a quality product to their customers.

While this is not a complete step-by-step guide to performing a CMS comparison audit, it should give you the tools you need to get it started. While every organization is different – wether it be organization structure, specific requirements or current marketing goals –  utilizing these activities while performing your CMS selection will help ensure that you are setting your organization up for success.

Looking for help in determining what CMS is right for you? Let us help!

As the world has changed in the blink of an eye, so has the way we market to consumers. Now, more than ever, your website exists as BY FAR THE MOST IMPORTANT doorway to your brand and your brand experience. While stores stay shut, and face-to-face interaction is vastly limited, brands will rely on reaching their target audiences via their websites. Therefore, your website is mission-critical to your success.

Bluetext has published a 5 part blog series to help you think about and pressure test if your website is the best it can be.

With 57% of the world’s population now on the internet, promoting your business through a website has become even more critical. Additionally, over 50% of website traffic comes from mobile, and over 66 million American adults now own a smart speaker with digital assistant capabilities. Your website is where a potential customer will get their first impression of your business, and navigating the way website browsing behavior continuously evolves can be tricky.  Because having a poorly designed website can be worse for your business than having no website at all, turning toward an expert website design agency can help you find the best website solution for your company. An agency can help you stay on top of the latest web design trends, and bring both your website and your business to the next level.

User experience (UX) is one of the most important things to consider when redesigning your new website. According to Jakob’s law, users spend most of their time on websites other than yours. This means that users prefer for your site to function in a similar manner to other sites they frequently interact with. Staying up-to-date with current web design trends is imperative to keep your users engaged.

Bluetext suggests considering the following seven trends when building your website to ensure that your site combines SEO functionality with the best UX, boosting your brand’s presence online.

1. Make Mobile a Priority

 

 Over 50% of all website traffic comes from mobile. With a user-base continuously becoming more dependent on mobile, it is even more important for website designers to prioritize and optimize web experience for mobile devices. Designers must create a thumb-friendly design to not only make mobile navigation easier for the user but also create a seamless, visually-appealing design.

More than 60% of companies reported an increase in sales after designing mobile responsive platforms; however, approximately 40% of people will leave your website if it isn’t mobile-friendly. While simply having a mobile presence may seem good enough, optimizing this experience through design to cater to mobile users is the most important factor.

If these statistics aren’t convincing enough, it’s also important to keep in mind that Google gives priority to mobile-friendly sites by ranking them higher in search results, positively impacting your SEO. Lacking a mobile-friendly experience can negatively impact your website’s ranking, whereas sites that are mobile responsive will often receive a ranking boost, even for searches on a desktop.

Check out some of Bluetext’s work on mobile with Paya and Mindtree.

 

2. Increase Page Speed 

It takes users only three seconds to decide whether or not they want to stay on your website. These three seconds are crucial to your website’s dwell time (aka the time a user spends on your website before returning to the search results). Web design agencies can provide creative solutions to help engage your users within these three seconds. Additionally, web agencies know the best tactics for improving page speed, such as image compression. Image formats like JPEG 2000, JPEG XR, and WebP often provide better compression than PNG or JPEG, which means faster downloads and less data consumption.

The less time it takes your website to load, the better your SEO. Because of the Google Speed Update, Google won’t prioritize your website to users if it will take too long to load. Taking your site to a web design agency will ensure that your website is optimized for the user, while also ensuring that you have the best possible SEO ranking. 

3. Optimize for Voice Search

Page speed is also becoming more important as the number of smart speakers and digital assistants continues to grow. Over 66 million American adults now have a smart speaker, and designing a website that capitalizes on Voice Search Optimization is the only way to ensure that those using smart devices for their searches will have access to your site. Voice search is meant to be a faster, more convenient way to get information, and if your website takes too long to load, it is less likely to be returned for a voice search result.

According to a PWC study, 71% of respondents would rather use their voice assistant to search for something than manually typing their query into a search engine. The differences between these spoken and typed searches may lead to different SERP results, and if your website is not properly optimized for vocal search, you may lose ground to your competitors. Because vocal searches only result in one top result, everyone is vying for this “ground zero” position. You can obtain this coveted position by gaining Google’s featured snippet spot, which aims to directly answer users’ questions. Voice searchers are also more likely to search in long-form questions as opposed to using shorter keywords, so it’s important to consider the types of questions your target audience may ask, and to position your website well to answer these searches. 

4. SEO vs. SEM: Choose Wisely

How can you tell whether to focus your marketing efforts on SEO or SEM? Let’s return to square one: what’s the difference? Search Engine Optimization (SEO) was traditionally thought of as a component of Search Engine Marketing (SEM), which comprised of both paid and organic tactics. However, this language is shifting, with SEM now referring exclusively to paid search. SEO is a method to optimize your website to receive organic traffic, while SEM is a way to funnel in relevant traffic from search engines by buying paid or sponsored ad listings. 

So which is better to focus on for your website? SEO allows your business to get more visibility, building brand awareness at a low cost. Choosing keywords that are relevant to your website can earn you a spot on the first page of the SERPs, automatically earning you credibility and trust from search users. In order to increase your website’s chances of making this first page, follow these simple steps:

1. Use relevant keywords in the URL to describe the content of the page
2. Use your main keywords in the beginning of the title tag of your page
3. Use the right keywords in the meta description of your page and make sure it is enticing enough for users to click-through to your site
4. Use your primary keyword(s) in the H1 tag of your page
5. Use your main keywords along with related long-tail keywords in the first few paragraphs of the page

SEO will bring your website brand visibility at a lower cost, but it’s important to invest in researching which keywords will best optimize your website. 

While SEO is typically more sustainable, turning to SEM can also do wonders for your website. SEM allows you to capture the attention of your target audience by claiming a spot above-the-fold of the SERPs. Sponsored listings also give you more control over the results you achieve; every element of the ad can be customized and tweaked to target your audience. SEM charges on a per-click basis, and while this may be more expensive, it allows you to achieve quick, measurable results without going through the trial-and-error process that SEO typically involves.

Both SEO and SEM have their pros and cons, and both may be right for your business at different times. Turning to an agency that specializes in SEO and SEM will help you choose the right tactic at every turn. 

5. Hello, Homogenous Hero

 The fast pace of modern life means that people have less time to spend on your website. When they enter your site, simple and intuitive web design will allow them to quickly find what they’re looking for. The use of minimal design allows for the rapid digestion of information and ultimately leads to more satisfied users.

The inability to spend endless time searching for information on a website also means that many web design agencies are moving away from the once-popular ubiquitous site, and shifting instead toward the homogenous hero. Instead of boldly featuring the headline in the center of the landing page, designers are opting instead to move the header and CTA to one side, with the image on the opposing side. This split-screen aesthetic also allows for easy conversion to mobile, providing a clear dividing line between the two content blocks.

Check out some of Bluetext’s latest homogenous hero designs through their work with Centauri and Perspecta.

6. Animate Your Site 

The use of animation is an easy way to make your website appear polished and dynamic. Animation also helps bring your brand’s story to life, quickly engaging users and drawing more visitors to your homepage. When used as a tool to communicate complex messages easily, animation can reduce the time that a user must spend in order to understand your message, which enables them to spend more time exploring your website. 

When adding animation and motion into your website design, it is important to consider web image optimization, which is the process of providing the smallest-sized images optimized in terms of quality, resolution, and format. With the rise of internet browsing on mobile, images and animations must be optimized to perform well on mobile. While animations are a fantastic way to engage your site visitors, they can also slow down your website load times and negatively impact your SEO. Let a professional website design agency like Bluetext help ensure that your website can support lively animation without dragging down your website load time. 

When Bluetext redesigned the Clarabridge website, we made sure to incorporate motion in a sophisticated way, making the UX come alive. We used motion throughout the homepage to engage the user and pull them further down the landing page. This design also quickly explains how Clarabridge works and allows a site visitor to visualize how they might best use Clarabridge’s services.

7. Incorporate More Video Content

Video content diversifies your web page, and also appeals to those fast-moving users who do not have the time to search through a lot of text. Videos are also a great way to make an emotional connection to your users and lead to a better overall website experience. By 2020, experts predict that 80% of online traffic will be video. Additionally, 72% of businesses say that video has improved their conversion rate, and 45% of people watch an hour or more of video per day. 

While video content is clearly an important marketing tactic, 64% of marketers see video as the most difficult content to create. Not only do videos take time to plan, shoot, and edit, but it is also tough to decide exactly what type of content should be presented in your video. Because viewers’ attention starts to drop off after roughly two minutes, finding an expert who specializes in video content may be the best route for creating the perfect video for your website. 

Not only will video content boost your website’s success, but it is also rewarded by Google. If your site includes video, it is 53X more likely to get a first-page spot in search results. Video improves SEO, which boosts your ranking. But if a short video is one of the first impressions a user will have of your business, how do you go about creating successful video content, and keep the user coming back for more? Many website design agencies have video specialists who can tell your story in a clear and powerful way. Check out Bluetext’s latest video work with Invictus.

 

Invictus Brand Essence Video, July 2019 from Bluetext on Vimeo.

Interactive content is here to stay. Just take a look at the 96% completion rate on BuzzFeed quizzes. Even more, a 2016 Content Marketing Institute (CMI) study found that just over 80% of marketers say that interactive content is more effective than static content when it comes to grabbing consumers’ attention.

Well, what even is interactive content, anyway? Interactive content is “content that requires the participants’ active engagement — more than simply reading or watching. In return for that engagement, participants receive real-time, hyper-relevant results they care about.”

Digital branding agencies, such as Bluetext, will ensure you are leveraging all that interactive content has to offer. Here are the top 3 types of interactive content to look out for in 2020.

Quizzes and Assessments

Quizzes and assessments are pieces of interactive content in which the user provides answers to a few questions in order to receive insights based on them. They are fun for the user to complete, and if the results are what they were looking for, they will help you build trust with your audience.

This type of interactive content doesn’t only boost engagement — they also help you get to know your audience. So when you plan to incorporate quizzes or assessments into your content plan, seek out a brand strategy agency to help you develop your content and ask yourself: What do I want to know about my audience? You may discover something new and gain some essential insights that can help you tailor your marketing efforts to be more effective.

Bluetext, a leading branding company, worked with the Graduate Management Admissions Council (GMAC) to develop a microsite to invite top-of-funnel business school candidates to learn about what is available to them in the world of graduate business schools. The introduction page on the website is an interactive quiz that helps direct users to content specifically geared toward them based on where they fall in the business school process.

Polls

Polls are the easiest and simplest way to introduce interactive content to your marketing plan. They provide a quick way to get in touch with your audience and allow you to build a genuine connection with your followers.

The most straightforward way to use polls is to ask your audience for opinions on your content, service, or product. This not only helps you drive engagement online but gives you great insight into how your audience is feeling about your brand.

You can also invite your audience to interact with your profile by asking fun, light-hearted questions that invite them into learning more about what your company has to offer.

Contests

According to the CMI report, marketers believe that contests are the most effective type of interactive content you can use, especially in the early stage of the buyer’s journey.

Contests can include traditional raffles or giveaways. They can offer the chance to win a prize if they refer a friend to your company’s offerings. You can even introduce photos or hashtag contests where you invite your audience to submit their own user-generated content. 

We have seen a rise in these types of hashtag contests and challenges across all social media platforms, especially on TikTok. The platform allows companies to leverage a hashtag to promote their brand, and users are eating it up. 

Guess was the first brand in the US to release a marketing campaign as an official partner with TikTok. They ensured that every time a TikTok user opened the app, they were directed to the #InMyDenim hashtag challenge. Since its launch, videos with the hashtag have garnered over 38 million views and introduced the Guess brand to young Millenials and Generation Z.

Contests are great at bringing out people’s natural curiosity and competitive spirit, so encourage them to participate by providing an engaging contest.

---

Interactive content that is engaging and personalized provides your audience with a new way to engage with your brand and can build trust with your audience. Learn how Bluetext can help you leverage interactive content in your content marketing plan here.

With the start of the new decade, the digital marketing industry is abuzz with anticipation for 2020. Top interactive agencies are predicting big shifts in the upcoming year, in everything from engagement tactics to design and user experience. Bluetext, as one of Washington DC’s leading digital marketing agencies, has some 2020 predictions of our own.

 

In the upcoming year, trends in technology will alter and enhance how the world interacts with various media.  Top interactive agencies are predicting massive growth in virtual reality digital marketing. The future will be filled with smart devices delivering increasingly insightful and interactive digital experiences. Recent innovations have allowed marketers to blend digital and physical realms to create an immersive world. Technology will enable expanded connections between sets of people, businesses, devices, content and services.

 

A top technology trend of 2020 will be virtual reality (VR) and augmented reality (AR). Virtual reality refers to any type of experience that places the user “in” another world or dimension. Augmented reality is a term for essentially placing virtual content “into” the real world by way of, for instance, your camera on your iPhone or an app. The most popular example of this is Pokémon Go. 

Top interactive agencies have been demonstrating the power of VR to change how users perceive the world and creating a truly immersive experience. Virtual reality production companies are expecting the next generation of VR to be able to sense shapes and track a user’s position and mixed reality (augmented and virtual) will enable consumers to view and interact with the world. 

 

Virtual and augmented reality have been around for years, however, many companies were hesitant to adopt due to a poor user experience. Through recent tech improvements and growing expertise of user experience & interface companies, such as Bluetext, AR and VR are expected to grow quickly. In the next two years, Gartner predicts “70% of enterprises will be experimenting with immersive technologies for consumer and enterprise use.” Google cardboard glasses are a popular —and inexpensive—method to distribute the virtual reality digital marketing experience.

A number of companies have already deployed innovative AR and VR experiences, especially in the B2C realm. Companies such as Sephora and IKEA are using augmented reality to allow consumers to preview and test products. While AR and VR lend well to the “try before you buy” sales strategy with enticing previews to persuade a final purchase decision, it has also been used in campaigns to turn heads. Burger King unveiled an AR experience that quite literally burned away the competitor. The fast-food chain encouraged app users to scan competitors’ ads, which would activate an augmented reality experience. As the competitor’s ad combusted, it was replaced with a Burger King ad and directed to the nearest restaurant to claim a free Whopper. 

 

Top virtual reality digital marketing experts will tell you this tech trend is sweeping a variety of industries as a method of differentiation. Especially in the B2B market, virtual reality has proven to be an incredibly powerful marketing tool to help close a sale and drive conversion. A virtual reality experience can go in-depth to product specs and prove exactly why it’s superior. When designed by a top virtual reality video production company the experience can be like a trade show, a sales demo, and a marketing presentation in one. Industries like cybersecurity or manufacturing can truly benefit from immersive experiences. When products are shown through virtual reality, the viewer can demo a complex product with ease. Top virtual reality video production companies also stress the importance of standing out in saturated markets and hectic trade shows.

An effective and memorable AR or VR experience is an opportunity to capture physical attention and convert that to digital action. Interested in differentiating your company with next-generation digital tactics? Learn how  Bluetext can bring your video and virtual reality ideas to life.

Has your CMS become a drag on your organization? One of the most frequently-asked questions we get in conversations with clients is, “Should I upgrade my Content Management System?”.  As trends in marketing evolve, so do the feature sets of tools used by marketers. As your CMS begins to show its age, the costs of keeping it up to date and adding enhanced functionality increases.

For many technical, marketing and IT teams, a clunky CMS, or one that they have simply outgrown, can mean lost opportunities to update and management content and analytics from one of the most valuable corporate assets. To help you determine if your Content Management System is weighing you down, we have put together a list of questions that can help you decide if it is time to upgrade your CMS platform. 

First, Consider Refreshing your Brand

• When was the last time your refreshed your brand? If you don’t remember the answer, it’s probably time for a refresh.
• Is your brand identity fresh and modern? Take a look at your website, your logo, your digital assets and email campaign you use to sell your brand and connect with your customers. Also look at what your competitors are doing.
• When was the last time you did market/user research to identify your target audiences? Do you know if you are you still marketing to the right audiences?
• Does your messaging and positioning accurately reflect your current value proposition and customer pain points?

Asking yourself these types of questions should help determine if it’s the right time to progress your brand with a fresh perspective to meet customer preference and expectations. A brand refresh is the perfect timing for an update to your Content Management System. It also allows you to take advantage of the ever-growing feature sets that today’s platforms provide. Take the time to review the CMS market and do a comparison to determine what platform best meets your business needs.

Upgrade your Technology Stack

• Does your current CMS platform allow your team to easily and effectively find, create and update content?
• Are you managing several web properties across multiple technology platforms? Would it be easier if these were consolidated into a single platform?
• Does your Content Management System provide you with the tools you need to effectively reach and attract you target market?
• Is your Content Management System built for IT or is it built for Marketing?

Over the past few years, there has been a dramatic shift in ownership of Content Management Systems in the Enterprise. No longer are CMS’s provisioned and managed by your IT teams. No longer is it enough to provide an easy, structured way for non-technical users to create and manage content. No longer is it enough to provide useful tools such as WYSIWYGs, Form Builders, Workflow Tools and Enhanced Navigation Structures.

Today’s CMS’s are expected to not only support native content management tasks, but they are expected to support multiple digital properties. They are expected to keep up with ever evolving policies like accessibility and privacy. They are expected to enable a conversation with users based on what is known about them.

Improved Security

• Is your current Content Management System supported by a company and/or a community?
• Is your CMS currently up to date with the most recent version of the technology?
• Do you have old legacy custom code preventing you from updating the underlying CMS technologies?

Security is always a concern when dealing with your website. The last thing you want is for the homepage of your website to become a poster-board for the hottest deals on the dark web. Having an old or outdated CMS leaves you vulnerable to well-known security vulnerabilities that are just waiting to be exploited. It might be time to get that ticking time bomb disarmed.

Most platforms provide tools to keep you informed about platform security and notify you both when a vulnerability is found and when a patch is presented. We highly recommend learning how your platform handles this type of communication to ensure you are in the know. Below are some links to useful information for Drupal/WordPress.

• Drupal:
  • CMS Provides Warning Messages from Admin UI
  • Public Service Announcements: https://www.drupal.org/security/psa
  • Security Releases: https://www.drupal.org/security
  • Twitter Feed: https://twitter.com/drupalsecurity
• WordPress:
  • CMS Provides Warning Messages from Admin UI
  • Releases: https://wordpress.org/news/category/security/

Reduce Maintenance Costs

• Are you paying a hefty monthly retainer to keep the lights on for your CMS?
• Do simple changes (like text or image updates) require a technical team to implement and/or take days or weeks to get updated?

Wouldn’t you like to use all of the money you are dumping into keeping your technology up and running into your marketing campaigns and content initiatives? If you are spending more money on your technology than you are on your marketing, it is likely past time to upgrade your CMS. A CMS should streamline your content management tasks and empower your team, not suck it dry.

Save Time

• Do simple changes (like text or image updates) take days or weeks to get updated?
• Are your page templates flexible and adaptable across desktop and mobile?
• Are you spending a majority of your development efforts trying to keep your website up and running rather than enhancing it?
• Does your system allow you to effectively market to your customers?

 If the answer to any of the questions listed above are “yes”, then it is likely you have outgrown your current CMS platform and need to upgrade.

Looking for help in determining if your organization is in need of a CMS upgrade? Contact Us Today!

A Public Service Announcement was released on July 30th, 2018, announcing a moderately critical security update to Drupal Core. This update is not part of the normal Drupal Core security releases but was deemed important enough to release the update. A link to the public service announcement can be found here: https://www.drupal.org/psa-2018-07-30

More information on the actual vulnerability was released along with the security updated on August 1, 2018. Based on the feedback and messaging around the issue on other forums such as Acquia.com, it is highly recommended that anyone on Drupal 8.5 install this important update. For organizations not running on the latest version of Drupal 8, it is recommended that you manually upgrade the impacted libraries as soon as possible.

For more information on the Drupal Security Advisories, the Drupal Security Team and Drupal Security Rating Process, check out our previous post here: https://bluetext.com/drupal-8-critical-security-release-march-28th-2018/

Looking for help upgrading your Drupal website? Contact Us!

Drupal 8 has made significant improvements in standardizing its upgrade path. Gone are the days where an upgrade would require a full site rebuild and migration. While some upgrades are more significant than others, the overall standardization of the upgrade process is welcome.

Minor Upgrades:

With minor upgrades beginning with Drupal 8, no functionality will be removed from the core. Any changes to core API’s or functions will be “deprecated” and will be slated for removal during the next major upgrade.

Major Upgrades:

Major upgrades will clear out all of the deprecated functionality that has accumulated in order to start off with a clean slate. With the standardization onto the Symphony framework, there is no plan to rebuild the Drupal core like as was done from versions 6 -> 7 and 7 -> 8.

Great! So upgrading my sites in Drupal 8 should be easy!? Right!???

Answer: Not so much!

The big takeaway is that the Drupal 8 updates made to standardize the upgrade process will make staying up-to-date much easier. That being said, there are still complications with the minor version upgrades. Drupal 8 continues to be in very active development — the community is working hard to integrate critical functionality, such as Media and Workflow, into the Drupal core.

With these core improvements comes a new dilemma: How do I upgrade my website that was built utilizing contributed functionality because the core functionality was not ready at the time? It might sound simple to do, but there are many improvements and alterations made to functionality when it is being integrated into the core. This requires an upgrade path to be built in order to move forward with updating the version of Drupal 8 you are running.

The good news is that Drupal 8 will not release a new core upgrade without an upgrade path for migrating the contributed functionality to the core. The bad news is that this won’t cover customizations or other contributed add-on functionality. This is where the real work comes in and where planning is required.

Here are some high-level questions that will help you plan your core upgrade path:

• What contributed modules that I am using have been moved into the core?
• Which of the patches that I am using has been committed to the core?
• Are there additional dependencies that need to be updated due to core API updates or changes?
• Do I have any custom code that is utilizing deprecated core functions or modules?

Things here can get a little bit more complex based on how your website is built. For example, if you are utilizing features for configuration management you will need to also consider:

• Are my features dependent on configuration from core/contrib that has been updated or removed?
• Do my features contain configuration related to a deprecated module?

While the new upgrade plan for Drupal provides a much clearer path forward, it still requires effort to stay up to date. For many clients, separating a large upgrade into several, smaller chunks is desirable because it is more manageable and allows them to spread the cost of upgrading their entire site over several quarters or years.

Looking for help upgrading your Drupal website? Contact Us!

If you are not already aware, and, more importantly, have not already upgraded, on March 28, a critical security update was released for all versions of the open source Drupal content management system platform. The vulnerability was rated as a 21/25 in severity based on the NIST Common Misuse Scoring System. The vulnerability was described as “(a) remote code execution vulnerability (that) exists within multiple subsystems of Drupal 7.x and 8.x. This potentially allows attackers to exploit multiple attack vectors on a Drupal site, which could result in the site being completely compromised.”  More information can be found here at this link: https://www.drupal.org/sa-core-2018-002

Drupal Security Advisories

Security advisories are posted on the Drupal.org website under the security advisories page. It is important for anyone who is maintaining a Drupal website to regularly check for security advisories that may apply to their websites in order to keep their sites secure. There are several ways to stay up to date with the most recent information:

• Visit the Drupal Security Advisory Page
• Subscribe to the rss feeds for core, contrib, or public service announcements
• Follow @drupalsecurity on Twitter.

Drupal Security Team

One huge selling point of Drupal as a platform is the large community of users. An integral part of this community is the Drupal Security Team, a volunteer team of professionals across the industry who want to help improve the security of Drupal. The goals of the security team are to:

• Resolve reported security issues in a Security Advisory
• Provide assistance for contributed module maintainers in resolving security issues
• Provide documentation on how to write secure code
• Provide documentation on securing your site
• Help the infrastructure team to keep the drupal.org infrastructure secure

For more information about the Drupal Security Team, what they do, and how they do it,  check out their page on Drupal.org.

Drupal Security Rating Process

The security rating of a vulnerability is used to help determine the level of urgency you should take when dealing with a new security advisory. While all security updates should be incorporated, some may not warrant disruption to your business to implement immediately upon release.

Based on the  NIST Common Misuse Scoring System (NISTIR 7864) in which all Drupal security advisories are measured, vulnerabilities are given a rating:

• a score between 0 and 4 is considered Not Critical
• 5 to 9 is considered Less Critical
• 10 to 14 is considered Moderately Critical
• 15 to 19 is considered Critical
• 20 to 25 is considered Highly Critical

Each issue should be assessed individually, but, as a basic rule of thumb, any issue rated as Critical or Highly Critical should be taken care of immediately. Less Critical to Moderately Critical should be fit into the current release if possible, and Non Critical issues can be prioritized against a backlog of updates.

Looking for help upgrading your Drupal website? Contact Us!

WordPress and Drupal have been the leading open-source content management systems for the past 8+ years. During this time, both platforms have created strong reputations for themselves.

WordPress has been viewed as a user-friendly content management platform, built for bloggers who need to get their information out quickly and easily without having to worry about learning how to code. This made the barrier to entry onto the platform extremely small, resulting in the landscape we have today with more than 25 percent of all websites built in WordPress.

Drupal comes from the other side of the spectrum, designed for developers as a developers platform. With this developer-first mentality, Drupal offers many more features than WordPress to provide flexibility, scale-ability, and maintainability. While the learning curve for Drupal is significantly higher than that of WordPress – reducing the adoption rate by non-technical users –  this did make Drupal stand out in the enterprise by catering to larger applications with a more robust set of requirements. Yet, in the meantime, it acquired a reputation as a developers CMS that’s not as friendly for general users.

Drupal 8 changes the game for Drupal and highlights several core strategic initiatives to help break down the barriers and remove the developer-first stigma that the platform has acquired over the years. In this blog post, we will take a look at some of these core initiatives.

Fast-forward to today, with Drupal 8 in its prime

Drupal 8 opens up a new world for users. This is backed up by the fact that 5 out of 7 active strategic core initiatives for Drupal 8 relate to improving the content management experience. The goals of these initiatives are simple:

• Reduce the barriers of entry for non-technical users (Out-of-the-Box#, Outside-In#)
• Provide site builders with the tools they need without having to write code (Out-of-the-Box#, Layout#)
• Provide content managers the tools they need to be successful (Workflow#, Media#, Outside-In#)

Out-of-the-Box#  Out-of-the-Box# is a strategic core initiative for Drupal 8 which focuses on improving Drupal 8’s OOTB capabilities to provide a fully-featured CMS. Phase 1 of this initiative is to provide a fully baked example site into a core destination website for Food Network Magazine. The example will provide a rich and beautiful experience for users as they navigate through the website.

This example profile will also provide a framework for other developers to do the same thing and begin creating pre-packaged site templates, similar to what WordPress does, as a way of providing a near-plug-and-play experience.

Outside-In#  The Outside-In initiative is one which strives to improve the in-line editing experience in Drupal 8. With today’s landscape of website building platforms, it only makes sense for Drupal to push for this. A key benefit to this type of editing experience is that it keeps content managers in-context of the work they are doing. Content managers are coming to expect these types of slick editing interfaces which are offered by other CMS platforms and website builders such as WordPress, WIX, and Shopify.

Drupal 8 now ships with basic inline-editing experiences across its core features. The foundation is available and the “contrib” space is catching up. Many of the “contrib” add-ons support the in-line editing experience, while Drupal is adding more every day.

Layout#  The Layout initiative is one which is focused more on the site-builders and power-users. The goal for layouts is to provide cookie-cutter like shells where users can drag and drop content and blocks to meet their content needs.

Workflow#  The Workflow initiative is focused on improving the workflow, preview and staging capabilities for content in Drupal. Every organization has slightly different requirements when it comes to publishing content to the web. The Workflow initiative helps to strengthen the core functionality of Drupal to allow for these varied requirements by providing configurable workflows on a per-content-type basis.

Content staging is extremely important to large organizations. Being able to preview a new version of a page before publishing is significant.

Media#  Drupal 8 has long struggled with reusable media assets. The objective of Phase 1 of the media initiative is to provide a simple media solution to make Drupal 8 easy to use for basic use cases. There is a focus on strengthening this feature and integrating it into the core components of Image Fields & WYSIWYG.

While Drupal 8 may not set the highest bar for a great content management experience, it is making significant strides to catch up to its competitors. This combined with the areas at which Drupal already excels, including Performance, Security, and Maintainability, make it an obvious choice for enterprise-level CMS implementations.

Looking to see how you can transform the way you manage your website? See how Bluetext can help!