Cloud-based CMS: How To Create The Best Tech Stack

Overcast MAX #6: Max Orchestrate

What is Orchestration and why do you need a cloud-based CMS (content management system)? 

I could throw around terms like “RESTful API” and “transcode queue” and “headless” but I’d run the risk of stumbling into a rabbit hole of terminologies that often mean different things to different people. So, in the spirit of trying to keep things as straightforward as possible — which is one of our guiding principles here at Overcast — let me do my best to explain it in layman’s terms.

Let’s try this again. 

The first thing we need to do is get comfortable with 3-letter acronyms. The digital world is full of them. One of the most popular is CMS or Content Management System. It’s a bit of a catch-all for all sorts of software use to manage the creation and modification of digital content. Ask a developer what a CMS is and they will tell you it is a simple software solution like WordPress. Ask a CMO of a large FMCG company like Diageo or Nestlé and they will say it is sophisticated solution for managing content as data over an API.   

Bit of a difference — and the CMO version is a bit ethereal. Nonetheless, the term CMS has come to mean more than simply WordPress — CMSs are now the building blocks of Enterprise Content Management (ECM) and Web Content Management (WCM).

So on one level, a CMS can be WordPress (for managing your web content). On another level, Dropbox is also a CMS — like a filing cabinet that you use to store your content and share with others before putting it in your WordPress CMS.  

Are you still following? We’ll try to use fewer acronyms from here on in.

Now what happens when your filing cabinet starts to fill up? You either delete content (or you could archive it) or get another filing cabinet. Problem is that eventually you end up with a slew of filing cabinets and it all gets a bit unwieldy.

Step in ECM.

ECM typically supports multiple users, groups, security and the ability to manage workflows in larger organisations. 

So think about a large organisation (but by no means huge) like the London Metropolitan Police Force. With 44,000 staff and more than 250,000 cases per year — imagine trying to manage that content in Dropbox or Box or Google Docs!

Or think about a typically-sized local broadcaster with 200 employees. In a typical day, they will produce hundreds if not thousands of pieces of content (news, ads, bumpers, promos, tweets, posts, etc.) all of which need to go through a number of phases: production, a review and approvals, distribution, review, modification, and archive. Imagine trying to do that with Dropbox!

Which all goes to say: managing digital content, while maybe not glamorous, is essential to the well-being of an organization.

Cloud-based CMS is the future

Now let’s get back to how orchestration and a cloud-based CMS is the future of digital content management.

A cloud-based CMS is a “CMS built with Intelligent Cloud Architecture”. Mmmmm. CMS is like WordPress for websites. Intelligent (smart; got that) … Cloud (doesn’t live on my hard drive) … Architecture (my childhood Lego learnings are coming back to me). Whew! Got there in the end.

Now to get a grip on why I need one…

Max Orchestrate

The more technology we need, the more complicated our tech stacks become. But you don’t have to settle for a ‘one size fits all’ solution. 

Max Orchestrate is ideal for advanced organisations that have complex tech stacks but need to simplify workflows. 

By optimising your workflows, you’ll make them more efficient and thus get content to market quicker.

Let’s go back to our 2 examples. The London MET deals with cases and evidence while the broadcaster typically deals with projects and assets. Broadcasters use a number of software solutions that are tailored to their industry for tasks like editing and channel creation. The Police have forensic and case management solutions. The fact that they have very different needs means that it is unlikely that a vanilla pack solution for managing content is going to work for both of them — instead they need a solution that acts as a cloud-based CMS and integrates with their existing tech stack.

Benefits of Max Orchestrate

Workflow Optimisation

The great news is that whether you need a whole new system or just a problem solved, you can use Max Orchestrate to manage workflow problems of any size.

Micro-services for best-of-breed

Overcast wants to ensure you have the best-in-breed: with micro-services you can swap in and out what you need. Easy! Overcast provides 9 native solutions — and it has an API to integrate other solutions that you are already using or that you need in the future.

Micro-services also facilitate you to identify expensive parts of the puzzle and replace them with more efficient tech.

Future-proofed technology

In addition to advancing your tech by adding new services, it’s strategic to decommission legacy technology. Monolithic architecture is dead and you don’t want it to drag you down. By swapping in and out what you need, you’re orchestrating the best applications to future-proof your technology.

Sound good?

Get in touch

If you have any questions about Max Orchestrate or any of the Overcast Max solutions, please get in touch with Philippe on or through our contact page. He’d be delighted to have a chat with you.

How Does Your Technology Stack Up?

Tech Stack

During tech awards season in Ireland one technology award that you may not have heard of is the Stackies. The what? The Stackies! They are described by Scott Brinker, chair of the MarTech Conference (which presents the awards) as “the coolest awards programme in marketing!” It’s an accolade for companies who demonstrate the best marketing stack in terms of insightful concept, business alignment and clarity of purpose.

So what is a marketing stack? Well, it’s the collection of all the different software you use in marketing (marketing automation, social media management, content management, CRM, advertising, DAM, video, SEO, etc.)

If you were to analyse all of the different marketing technology tools that you’re using across your organisation, you might be surprised to discover just how many there are. Having this information is very useful strategically because you can then assess the purpose of each piece of the stack jigsaw and decide whether it serves the overall functionality of your stack.

How big is your stack?

The Stackies provide a very valuable opportunity to learn from market leaders. In 2017 the awarding body published 57 marketing stack illustrations, including Microsoft’s stack, which uses 44 platforms and Cisco’s, which uses 40.

Microsoft Marketing Stack MarTech

Microsoft Marketing Technology Stack courtesy of MarTech

If you hear companies claiming that they provide an end-to-end solution, you’d be well advised to check out their stack since very few actually do.

You’re probably familiar with CMS (content management systems) — WordPress is a good example. It’s used by companies to push out content. Within that platform, the content needs to be managed: drafted, edited, formatted, cross referenced through hyperlinks, combined (images, text and video), and published.

But how do you create the content that you wish to publish through a CMS and what kind of management does that entail? You’ll need an asset management system with a stack that’s designed with your workflow in mind. You’ll need to import media (images and video files), edit them, collaborate on them, store them, share them with stakeholders for review, get approval, export them in different formats and archive them.

How does a stack help consumers?

Stacks, if well designed, make tasks easier.

Overcast has created a comprehensive and strategic technology stack to make it effortless for you to manage your digital assets, in particular video assets. In fact, our stack makes it as easy to manage video as it is to manage a Word document.

The technology that we use in our stack includes AWS (Amazon Web Services) which features the best storage and voice-to-text functionality in the market. We also use the JW Player, which is first-class software that embeds videos into web pages.

Some other celebrity appearances in our stack include Google Cloud, Microsoft Azure, AVID, Video.js and Mailchimp.

We have also combined these renowned leading technologies with our own proprietary software. For example, we use artificial intelligence to facilitate people to search their video clips for objects, settings, colours, events, words, sounds and facial recognition.

The integration of these and the other technologies in our stack create a streamlined, smart, easy-to-use video management experience for all of our clients. Want to make your work life easier?

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