Twilio's Lightweight CMS

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At Twilio, the lifecycle marketing team creates email drip campaigns to present technical documentation, support articles, and other materials to customers when they need it. We wanted a faster way to connect our content systems (Wordpress, Wagtail, Zendesk, etc.), while making it easier to find and map content to important customer information.

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Solution? We built a lightweight CMS with Airtable and Import.io. This Airtable base is a sample of a single-source-of-truth for all of our content.

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How did we get the content in there? We use Import.io to scrape our various content systems and copy everything into Airtable. Once in Airtable, we map content (if it’s not mapped already) to important customer inputs like use case, industry, region, etc. The end result is a lightweight but powerful CMS.

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Prior to using Airtable, campaign managers did all of this organization work by hand. Airtable allowed our marketing team to build the CMS we needed without having to tap into a technical resource.

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With all of our content modeled, we get everyone on the same page by pushing content into different systems using the Airtable API. Now, each team can recommend the right content to the right customer at the right time.

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Updated September 28, 2017 at 5:47 PM
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Tony Mataya

I work on Lifecycle marketing at Twilio. Home is Dallas, TX.
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