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Sitecore Content Hub for Dummies 2026: What It Actually Is
Ask five people what Sitecore Content Hub is and you’ll get different answers. A DAM. A CMS add-on. A PIM. A marketing platform. All of them are half right, which is exactly the problem. So let’s start properly. What is it, actually. The short version Content Hub is Sitecore’s content operations platform. Not a content… Read more
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The Mirror Problem Is Actually a Content Operations Problem
Scott Liewehr from Sitecore recently wrote another excellent article on CMS Wire titled The Mirror Problem: Why Generic Content Can’t Win in AI Search. His central argument is difficult to disagree with. As AI systems become increasingly capable of answering questions directly, much of the content brands produce is becoming invisible. If an AI model… Read more
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Why Are CMS Vendors Suddenly Buying Everything Except other CMS platforms?
The last few weeks have seen two acquisitions that, on the surface, appear unrelated. Salesforce acquired Contentful. Sitecore acquired Scrunch. One strengthens Salesforce’s content capabilities. The other expands Sitecore’s position in AI-driven discovery. Yet what struck me most about both deals wasn’t what was bought. It was what wasn’t. Neither company acquired another CMS. For… Read more
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Salesforce Didn’t Buy Contentful. They Bought Agentforce’s Brain
It’s a new week so you know what that means a new acquisition. Last week Salesforce acquired Contentful. This week they acquired m3ter. Most of the industry is still talking about it buying a CMS, because it was big news. I think we’re all looking at the wrong acquisition. Or perhaps more accurately, they’re looking… Read more
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Sitecore Didn’t Buy Scrunch. They Bought The Future Of Discovery
When Sitecore announced the acquisition of Scrunch this week, most commentary focused on AI search visibility. I think that’s missing the bigger story. Sitecore didn’t buy an SEO platform. They bought a way to help brands understand how AI systems see, interpret, and represent their content. For over twenty years, digital strategy followed a simple… Read more
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The Empire Strikes Back
Disclaimer: I’m watching the Star Wars films with the kids and thought the theme was fun The composable revolution was supposed to be permanent. Best-of-breed vendors. Open APIs. No more monolithic empires telling you which tools to use. The Rebel Alliance was winning. Then Salesforce bought Contentful. The Empire struck back. And it brought a… Read more
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