Why Editor Experience (EX) should be a priority in your Content Strategy

Digital Experience Platforms (DXPs) can be powerful. They help us deliver personal, seamless journeys that today’s customers expect. 

But when you're rolling out a new platform, it’s easy to focus on front-end design and overlook a critical success factor: Editor Experience (EX).

That’s a mistake.

Content teams are the engine behind every digital touchpoint. They need to work fast and smart, but many still wrestle with clunky, manual workflows that slow them down. In a world of zero-click search and AI summaries, most people won’t even see your homepage - they’ll see a snippet. And that snippet still needs to be brilliant.

This is why EX matters. Your DXP should work for your teams, not against them.

Editors need better tools - not more work

Today’s editors are expected to:

• Deliver high-quality, personalised content at speed

• Optimise for every channel - web, mobile, app, email

• Keep up with SEO, GEO, shifting markets, and tech changes

• Turn data into action, quickly

If your CMS is clunky or outdated, your teams are already behind. Publishing becomes slow. Collaboration is messy. Quality suffers. That’s not sustainable - and it’s not necessary.

What better EX looks like - and why Optimizely delivers it

We work with Optimizely because they get this. They’ve built a platform that puts editors first.

Here's how:

1. Smarter, faster content creation

Optimizely’s AI capabilities help with everything from content ideas to SEO. It handles tagging, formatting, and even suggests what’s likely to perform best. That means faster production, less guesswork, and stronger results.

Why it matters: Less admin. More impact.

2. A UI that works like your team does

Real-time previews. Drag-and-drop editing. Clean interfaces. No jargon, no fuss. Your team doesn’t need to be technical to do great work.

Why it matters: Less friction. More confidence.

3. Built for Collaboration

Optimizely’s workflows are streamlined. Review cycles are built in. Permissions make sure the right people have access to the right things - wherever they are.

Why it matters: Less chaos. More control.

4. One piece of content, all channels

Create once, publish everywhere. Optimizely’s CMS makes it easy to reuse and adapt content across platforms - without starting from scratch.

Why it matters: Less duplication. More consistency.

5. Data-driven improvements

Built-in A/B testing, heatmaps, and performance tracking give editors real feedback - fast. They can tweak layouts, test headlines, and prove what works.

Why it matters: Less opinion. More results.

Four ways to improve Editor Experience 

If you want faster campaigns, stronger engagement, and a better return on your DXP investment, start here:

1. Choose a DXP that puts editors first
   Look for intuitive interfaces, built-in workflows, and automation tools that actually help.

2. Automate the boring stuff
   Tagging, formatting, approvals - get those off your team’s plate with smart automation.

3. Use your data
   Measure what works. Optimise it. Repeat.

4. Equip your team
   Give them tools that make it easy to experiment, personalise, and scale.

Looking ahead

The way we build and deliver content is shifting. Fast. As AI-driven search grows and user behaviour changes, the need for high-quality, structured, fast content will only increase. Businesses that focus on EX will move quicker, reduce costs, and create better digital experiences across the board.

Optimizely is already ahead of the curve - and so are the clients using it properly.

Let’s talk about EX

If your teams are frustrated, your platform isn’t doing its job. The right DXP, configured the right way, should feel intuitive, supportive, and empowering.

We help clients get there faster by simplifying the tech and improving how teams work with it.

Ready to improve your Editor Experience?

Let’s talk about how Optimizely can make content easier to create, manage, and optimise - today and in the future.