Managing the online presence of a business is a tedious task, challenged with changing trends, growing competition and increasing complexity. Experts of web content say that a good WCM, or Web Content Management, is the way to go. An average business can manage over 200 websites including mobile websites. Therefore, it can get incredibly difficult to stay at the top of your game.
There are a growing number of channels to distribute content, channels like social media, but websites are still important for any business and to keep customers engaged. Therefore, WCM has to have an ease of use, analytical tools and ability to adapt.
People who know how to succeed, use web content solutions that work in the following ways:
The biggest challenge of any channel is staying consistent across different touch points. A siloed system will be difficult to work with in achieving a brand consistency. In this context, your web content management system is not really a content management system, but a customer experience system. It has to have the ability to integrate and operate as central system for your content needs.
WCM focuses on an experience that brings together channels, data, campaigns and performance metrics, and combines them into a single tool set. This way it produces and delivers content that is relevant and is consistent across all platforms. Likewise, a robust WCM allows enterprises to effectively manage content without losing the necessary cohesion that contributes toward creating a digital imprint for the business.
Use of Analytics
Using the right data, at right time, to influence the customer is the key to making sales and conversions. Pushing out content is useless if it is not going to the appropriate audience. Companies use analytics to understand customers and then customize the experience. They deliver the most relevant content to their customers when they know what they like or prefer. Personalizing content requires valuable information about visitors and a WCM equipped with robust analytical tools that are able to provide marketers with the right data. Timing is also important, so a WCM that tracks the movements of customer and customizes the experience in real time is a surefire winner.
Interoperating with Other Systems
Businesses that manage websites know that interaction between different systems within the organization, not only makes operations smooth, but also optimizes results. For this very purpose, they use a WCM that seamlessly integrates with other core systems like Customer Relation Management System or Ad servers. Any system that can integrate with the WCM will provide meaningful data that can be used to create relevant content and measure customer response.
Emails and Automation
A web CMS that rolls out emails and manages email marketing campaigns is a definite winner. Why? Despite massive popularity and use of social media, email is still relevant. Using emails, marketers test campaigns, optimize conversion rates and drive more traffic towards their websites. Email has a very high ROI (Return on Investment) and therefore has to be part of your web content strategy. Enterprises use solutions that have the capability to streamline marketing through emails and use automation to market as well as collect information. This area also helps in segmenting the audience through testing in order to create personalized content.
Businesses that are truly international use web content management solutions that support multiple languages and translations. WCM provides internal support in native languages which are known to work the fastest. For crossing borders with content, companies choose WCM that easily integrate with translation services and streamline content in multiple languages. This is one way to personalize your content for a whole country or region. This is a must have for global businesses that want to speak to a potential customer in their own language.
People with years of successful content marketing experience choose solutions that are responsive and work consistently on all devices. They use solutions that detect a visitor’s device type and customize content to best support that device in real time. It should be able to do so without needing to render the whole website for every kind of device.
Experts suggest that even though there are multiple channels a WCM supports, it should provide you with these different channels as a singular view. This way you are able to communicate with a customer smoothly, no matter what device or platform they are on and measure interaction as well.
Social Media Support
When we talk about integration across different platforms, social media is the most important of all. People using WCM should be able to smartly and effortlessly use third party social platforms and establish dialogue with customers.
Any smart marketer knows how important it is to prepare for the future; and therefore they will choose the solution that suits their needs. Web content solutions should be able to adapt to future technologies and be easy to change and experiment with. People like ease of use so they go for a WBS (Work Breakdown System) that allows them to add pages and change layouts without seeking help from IT departments or from the vendors.
They also choose a WCM that caters to their long term needs, not just their yearly goals. It could be any of the above listed capabilities or something completely unique such as scalability. In any case, marketers use WCM to prepare themselves for the future and get ready for the next big thing before their competition does.
Your digital assets are really a treasure that needs protection. People go for web content solutions that provide good security like permission for users, groups or roles as well as support for authorization and authentication of external systems. Businesses realize this need and use solutions that have proper security from both internal and external threats.
A WCM is not merely a CMS designed for web solutions; it is capable of much more than that. To win your audience over with your content, you will need a WCM that works. Marketers choose solutions that essentially provide all these capabilities like consistency, multi channel support, heightened security, ability to adapt and scale and interoperability. The Internet is still very central to a business’s success and it requires a lot of attention to detail. A decent WCM will make sure that you produce relevant and high quality content that can be distributed wisely.
In order to get the best web content management solution, you have to understand your own goals as well. If you know what you’ll need in the future, it will be a lot easy for you to get your hands on the right solution. Once you do, everything else is a step toward success.