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CMS for digital marketing: what elements are essential?

Headless CMS

In this blog you will discover the essentials to compare when you are looking for a CMS that empowers the marketer to achieve their digital content goals

CMS for digital marketing: what elements are essential?

Successful marketing strategies involve meeting the customer where they are. This means connecting with your market or audience on the platform they prefer, in the manner that they like.

It is all about being able to create personalized and engaging online experiences on all channels and devices, so you can successfully connect and build relationships with your target audience.

Some marketing and digital teams find it difficult to cope with the expectations placed on them in terms of quality and the amount of content that needs to be produced. To provide a great customer experience and drive bottom-line growth is demanding.

Any less than a flawless customer experience can result in the customer not returning to your site.   

Then there is also the need to be better than the competitors and rank above them in the search engine result pages, which means meeting ever-increasing quality standards. 

These demands are intense, and adding manpower only goes so far. One strategy to increase your content performance is selecting the best-suited content management system (CMS). 

A CMS is a framework for your content, allowing you to create, publish, and monitor how it is consumed, shared, and viewed. It assists in collecting leads and directing the way forward. 

You must select a CMS that adds value to your content production and delivery process and unifies, informs, and enhances it. It can be difficult for a marketer to find a suitable CMS when comparing all the existing CMSs. 

In this blog, we will explore the essential elements in a CMS to help you find a data-driven CMS that drives results.

CMS essentials for content creation and use

Applying the right CMS features and insights from the start across each stage of the customer journey can increase the effectiveness of your content, optimization, and results.

Opt for a CMS that enables faster content creation and delivery that is consistent across channels, error-free, and digitally inclusive. A CMS facilitates content reuse across channels and campaigns and assists with making content personalization easy to do. 

If you want to serve content to multiple platforms, opt for a headless CMS option. A headless CMS allows you to manage structured content in one place while being able to display it across any platform and device.

The content creation features must assist you in delivering optimized content for search engines making it more discoverable. Your CMS should make it easy to detect disjoined content that is not on-brand, and monitor off-brand assets across all your channels.

Any worthy CSM will enable you to conduct pre-publish checks and provide web access to resolve related blockers and compliance issues. It should offer quality assurance tools for content free of spelling errors, broken links, and other quality concerns.

CMS essentials for empowering marketers

The beauty of a CMS is that it gives you, as a marketer, more independence from developers. The API on-call requirements and site mapping parts handled elsewhere in the development cycle mean less reliance on IT for content creation and management.

Your CMS should make it easy to manage user roles easily with predefined options and permission sets defined. This makes it a breeze to control the content management processes. 

The CMS of your choice should be cloud-first based and run as Software as a Service (SaaS), meaning upgrading or maintenance will not affect your content management performance.

CMS essentials for content insights and decision-making

You need to look for a CMS that provides the insights required for your content decision-making. The insights should allow you to segment according to locations, behaviors, and backgrounds to craft personalized messages.

A CMS should make it easy to conduct content analysis to understand which content pieces elicit engagements that turn into actions. 

Knowing where your visitors are entering and leaving your content flow and the consumption trends at each buying cycle is vital to managing consumer movement along it.

Your CMS must help you detect trends in content popularity shifts to combine with broader industry research, improve low-converting content, and use visual data to zoom in on content issues. You should be able to spot content gaps easily and repurpose existing content.

Last but not least, your selected CMS must integrate with your existing marketing technologies and company systems like your CRM to route all activity on your website directly into these systems for analysis, reporting, and creating actionable insights.

CMS essentials for team productivity and collaboration

Your selected CMS has to increase team productivity and collaboration with features such as:

  • Automating manual content tasks with AI and automation
  • Cross-functional collaboration with shareable dashboards, workflow coordination tools, and approval capabilities
  • Prioritization to manage deadlines

If you are looking for an intuitive, scalable CMS that enables your brand experience and delivers high-quality, personalized content experiences to customers wherever and whenever they need them – get in touch. We’ll show you the future of CMS.