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“Must Haves” in a web CMS for enterprise

Content Management System or CMS has garnered immense importance over the years as content management became central to almost all the aspects of marketing. CMS is now more efficient and useful and hence people have started to expect more from it.

Related: How Can “Context” Create Disruption And Create New Standards in “Customer Satisfaction”

One of the reasons why CMS is of such high import in today’s businesses is its multipurpose nature. It is vital for ERP, CRM, Marketing and many other areas where it helps analyze data and consequently optimize plans. It is spreading beyond the confines of marketing and is now even helping manage content throughout the organization. When you have such cutting edge technology to take your business one step ahead, it really comes to the organizations how efficiently they are incorporating new solutions to satisfy their customers. Following are the 5 must haves for a web CMS:

1. Manage Your Digital Assets

This is the core purpose of a CMS that it can help you manage your digital assets. Be it textual or visual, a CMS platform will help you manage the data efficiently. It should help you on all the stages from editing to publishing. You should be able to resize, edit and preview data and also publishing it on different platforms like websites or social media. A web content management system should let you customize the digital experience for your website and your clients.

Content really has been a game changer in the digital marketing world as the competition gets stiff. Quality content is the ultimate weapon for marketers and that requires proper management. A content management platform should allow you to maintain quality of your content and keep everything under your thumb.

2. Everything in One Place

There was a time when organizations had separate marketing teams for separate channels. It seemed to be the most efficient way especially where there were a variety of products to market and the audience was global. But times have changed and this approach is a bit stale now and also redundant and expensive. How? Separate teams may be sending out the same content which only makes the whole thing dull. On the other hand, they could be following different themes that are incoherent and inconsistent with the image of the brand. And of course separate teams mean more resources and more maintenance expenses.

The best CMS will automate the publishing of your content and bring all the channels in one place. This makes it easier to manage the flow of content to websites, internal networks, social media and any other emerging channels for that matter. The process becomes smoother, cheaper and faster and the brand image remains consistent.

3. Utilize Everything

The CMS should not only allow you to publish your content but also give you control of how to improve it and the user experience. The best CMS will feature testing tools like the ever effective A/B testing or the useful customer engagement analyzer.

It will not merely be a tool but more like an adviser who helps come up with the best solutions. It should help you set goals and eventually achieve them and track your progress all the way. The system should track the customer’s journey and analyze the content and its outreach among the customers and produce feedback. The CMS can have intuitive algorithms integrated within it, giving it the ability to produce feedback in real time and help improve the quality & relevance of the content while enhancing the whole experience.

4. Integration

There may be a handful of channels and outlets for marketing but as a company your identity is singular for the customers. Similarly, on the other end of the spectrum if you are not able to integrate business intelligence, portals, analytical tools and content management, you will lose the identity and eventually the control. The web applications should be able to communicate through some out of the box connectors. This way the CMS will be in touch and integrated with other branches of your operations. It should not be difficult to bring together database, analytical tools, e-commerce, translators and publishing tools.

5. Personalization

With CMS you could be controlling multiple brands or products. The key in this situation is to effectively deliver results to each client by having a decent degree of personalization of the content. The content management platform should ideally make the personalization process easy and also allow reusability. It is important to keep in mind the channel you are going to publish the content on as it may require some tweaking on its own besides customizing the design.

Personalization of content is important as it can help increase engagement of the customer. According to Aberdeen, personalized emails improve click through rates by 14% and conversions increase by 10%. As said before CMS should not just be managing your digital assets, it should also help with improving it and getting results you want.

Benefits of CMS

If you know the importance of quality of content, it would not even take seconds for you to realize how beneficial a CMS can be for your web content management.

  • Minimal effort on your part as everything is under one place
  • Consistency throughout different platforms
  • Reliable insights about the content and user’s experience
  • Less resources and maintenance costs
  • Smooth flow of work
  • Searching information is easier and faster
  • Happier customers


A few years back, CMS would not have been of significant importance to a marketer as it is today. A CMS that allows smooth management, intuitive analysis and reliable results can do wonders for any business and its online marketing. With the right technology, any business can rocket into the realms of success – a multipurpose CMS is one such platform.

It should allow you to manage publication of content on different channels and customize content to your need. Additionally, it should be integration friendly so that other resources of your digital asset can be synched with the content management system. The importance of high quality cannot be stressed enough and quality is the direct product of effective management.

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