Over the past two years, Vance Publishing Corp., whose properties include Modern Salon and Pork, evaluated its content management system options, made its selection and installed a new system across most of its 38 websites.
Ultimately, Vance selected a cloud-based system from Limelight Networks that it began installing last year. It will complete the implementation process on all its websites by May, said Dean Horowitz, Vance's VP-e-media and marketing intelligence.
As he oversaw the selection process, Horowitz became convinced of the value of a cloud-based CMS. “Originally, I just wanted to use Drupal and just get going,” he said in an interview with Digital Directions.
But after three months of evaluating CMS options, Horowitz found that a cloud-based system offered several key benefits, among them the capacity to grow with Vance's needs and adapt to advancements in digital technology.
Horowitz pointed out that a could-based system also benefited from the suggestions of other Limelight customers, which include ESPN, HBO and NASA.
More specifically, Vance wanted the Limelight system to provide an integrated work flow, seamless delivery of content (including video) and analytics. “Work flow is something I'm really obsessed with,” Horowitz said.
Vance's CMS system is a combination of the Limelight Dynamic Site Platform, Limelight Video Platform and Limelight content delivery services.
In a statement, Horowitz said: “We knew that video would become increasingly important to our business, so the fact that Limelight could help us with internal and external video assets, handle user-generated video and aid us in driving new mobile video initiatives was very appealing.”
The Limelight CMS system also enables pre- and post-roll video spots to help boost online revenue. And because the system is designed to manage content from a single repository and streamline the publishing process, Vance has been able to increase publishing frequency and boost revenue.
Horowitz said Limelight's analytics have helped Vance deliver the appropriate content to the right audiences.
Since beginning to implement the new Limelight system last year, Vance has seen traffic to its sites increase by as much as 48%. Horowitz said the faster loading times afforded by the system helped increase traffic.