9 Benefits of a Content Management System
Content is pivotal to customer experience (CX). Organizations have vast libraries of content, but for it to serve premium experiences, it has to be organized. A content management system (CMS) helps move businesses beyond mere content organization by allowing users to create, update, optimize, and deliver content to the right audiences at the right time on the right channels. That’s why a CMS is so crucial: It facilitates impactful digital experiences.
Every organization has different content requirements and business goals, of course, and a CMS isn’t a one-size-fits-all solution. The benefits we list here are, however, universally helpful if you’re trying to decide whether or not your organization should purchase a CMS or make the switch to more modern versions.
You’ve got marketers who care about creating, updating, and optimizing content to produce brag-worthy customer experiences. Elsewhere, developers focus on maintaining your website while simultaneously delivering content across multiple channels via different technical avenues.
Content management systems allow marketers and developers to more easily produce and serve content, but you want a content management system that both groups can use. More importantly, you want a system each team can effectively use without bothering each other. Developers work separately on the architecture and foundation on which the content sits, while marketers can iterate versions of that content. Both can happen with neither group stepping on each others’ toes.
Each user group can do their jobs simultaneously, free and clear of one another. That’s the agility that producing modern digital experiences demands.
2. Seamless content collaboration
Now, let’s zoom in on the marketing side of things. Your content department want workflows that sync cross-team collaboration with content publishing end points and scheduling. To ease production, you need workflows that support each part of your content development.
And if content for different digital channels needs different workflows, no biggie. You can build workflows for any type of content development process your organization requires. Best part? Workflows are flexible and customizable, so processes evolve with your organization.
Your workflows can reflect those changes, because workflows should scale with your business. Having a CMS that scales is an investment in the future of your organization’s content. Whether your growth plan is massive or minimal, having a CMS that can handle your content needs as they morph is vital to aligning content management with your growth.
You can also create user roles and permissions to ensure the right people have access to the right things and that workflows are flowing to the right people at each stage.
3. Rapid content production
With your content management, collaboration, workflows, and user permissions centralized, the production process is seamless. From the get-go, workflows are efficient — bottlenecks, be gone! Combined with easy-to-use UIs, you’ll enjoy accelerated content production timelines.
How often have you seen content workflows run into an accidental game of hide-and-seek between stakeholders, reviewers, and document versions because someone renamed the file or inadvertently relocated it to a personal Google folder? These hang-ups hinder your goal of getting content in front of audiences and frustrates everyone during the content creation process.
Well-developed workflows customized to your content development processes keep things flowing smoothly, which helps put content in front of prospects sooner rather than later.
4. Omnichannel delivery
Publishing content solely on websites and mobile apps is a thing of the past. Omnichannel content delivery is now a must. You need to deliver content to every digital format your customers demand it in while setting yourself up to serve it to whatever new channels may arise in the future.
To achieve that omnichannel experience, you need to push consistently branded content across existing and emerging channels while connecting content and experiences across them. That’s how truly omnichannel experiences are delivered. Gone are the days when organizations had to build content one way, then shape it to different digital channels. Now, you can create content in one place and deploy it everywhere it needs to be.
5. Built-in SEO
Google still rules as far as finding your content via search. A good CMS has search engine optimization (SEO) built in so that when you deploy your content, you’re giving it a chance to successfully perform organically. From site speed, keyword ranking, sitemaps, internal search, and language management, you need SEO optimization to push your content to the top of the SERP. You’ve already built relevant, personalized content for your audience; now it’s time to make it relevant to search engines.
6. Robust analytics
Content isn’t set-and-forget it. It should evolve based on how your users interact (or don’t interact) with it. This is where analytics come into play. Measure how your content performs, run A/B tests, and observe what attracts visitors and what doesn’t. Then, build content based on those results.
Whether simple or complex, analytics are the backbone of your organization’s content evolution. A key benefit of a CMS is the built-in ability to track metrics.
7. Easy integrations, plug-ins, and add-ons
You want a CMS that will play nicely with other systems — it’ll give you access to plug-ins and add-ons that complement the CMS. The business world knows that a content management system is a baseline organizational need and that each organization’s requirements vary widely.
That’s why CMSs are built to work well with other marketing software in your stack and have thousands of plug-ins for anything you could possibly need.
Customer data-informed personalization is key to delivering tailored experiences, and a CMS that integrates with a powerful martech stack helps you more readily deliver personalized content.
See content from your customers' point of view, observe how they interact with it, and test aspects of the digital experience you’re serving, then make changes where needed. Narrow user types into segments to better align content to those groups and optimize in real time. Apply that user data to create 360-degree customer profiles that adapt to the ways customers maneuver your digital properties.
This level of personalization communicates the care and attention you pay to the people visiting your content. And, as we mentioned earlier, content is crucial to good customer service. Having a personal touch is the best way to ensure that your CX is excellent from the get-go.
8. Centralized content
Think of a CMS as a kitchen and all the copy and media that it houses as ingredients for content you want to create and serve.
Brings mise en place to mind — the French culinary term for “everything in its place” or having everything ready to prepare a dish. The cookie pictured above — that’s your content.
If a piece of content is that cookie and your content management system is the kitchen, the benefits we’ve listed over the course of this article show how everything in a CMS is set up to build, manage, and deploy content wherever it’s needed. The CMS houses all those capabilities, so your team can create, manage, edit, and publish content from one location to several platforms or devices.
9. Cost effective
Whether it’s the expense of platform cost, implementation time, or something in between, you can’t get around investing in content management. It’s a worthy expense any way you cut it, especially because you couldn’t enjoy any of the benefits above without a CMS.
Ultimately, a CMS is beneficial to your bottom line. Because content influences customer experience, managing that content is important to earning, sustaining, and expanding your business. You’ll be pleased with the ROI you’ll see down the road.
Get started with a CMS platform
Content and digital experience work in tandem, so it’s worth investing in a content management system that’ll support production from ideation to execution and beyond.
Ready to start taking better control of your content? Our content management experts would be thrilled to chat with you.