Content Management System or CMS has gained importance over the years as content management has become central to almost all the aspects of marketing. CMS is now more efficient and useful, and therefore, people have started to expect more from it.
One of the reasons why CMS is so important 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. Here are the 5 “Must Haves” for a web CMS:
1. Manage Your Digital Assets
This is the core purpose of a CMS. It can help you manage your digital assets. Be it textual or visual, a CMS platform will help you manage data efficiently. It should help you with every stage – from editing to publishing. You should be able to resize, edit and preview data. You can also publish 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 stiffer. Quality content is the ultimate weapon for marketers and requires proper management. A content management platform should allow you to maintain the 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. It’s also redundant and expensive because separate teams were sending out the same content which only made the whole thing dull. On the other hand, they were following different themes that were incoherent and inconsistent with the image of the brand. And of course separate teams meant more resources and more maintenance expenses.
The best CMS will automate the publishing of your content and bring all the channels to 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 over 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 should help you set goals and eventually achieve them and track your progress all the way. The system should track the customer’s journey, analyze the content and its outreach among the customers and then produce feedback. The CMS has intuitive algorithms integrated within it, giving it the ability to produce feedback in real time and help improve the quality and relevance of the content while enhancing the whole experience.
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 identity and eventually control. Web applications should be able to communicate through 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 your database, analytical tools, e-commerce, translators and publishing tools.
With CMS you can control multiple brands or products. The key is to effectively deliver results to each client by having 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 where you are going to publish the content as it may require some tweaking or customizing the design.
Personalization of content is important as it can help increase the 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 you the results you want.
Benefits of CMS
If you know the importance of quality of content, you’ll 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 as important 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 the publication of content on different channels and customize content. Additionally, it should be integration friendly so that other resources like your digital assets can be synced with the content management system. The importance of quality cannot be stressed enough and quality is the direct product of effective management.