What is a CMS platform?
Any successful business creates content in order to attract an audience to its
website and drive sales. So what is enterprise content management software and
how does it fit into this effort?
A content management system (CMS) is a software application that lets your
organization create, manage, and publish content on various digital platforms.
It also operates as a central hub for marketing teams so that they have a single
tool and process for publication as well as a shared space for supporting
enterprise-wide engagement campaigns.
Essentially, a company’s CMS is a tool that enables your marketing department to
execute an effective enterprise content management (ECM) strategy, which defines
how you will manage and exploit published content to support your business
goals. If the ECM is your vision for the content and how it will be utilized,
then the CMS is the tool that enables you to realize that vision.
So if it’s clear why you need a CMS to drive a successful marketing plan, then
it’s time to discuss why choosing the right option is a critical moment
for your business.
How does using an enterprise CMS system benefit you?
There are a number of ways that a CMS platform can strengthen your website and
your business. Here are a few of the potential benefits you can realize if you
pick the best enterprise content management software for your needs.
Driving traffic to your website
If you want to make sure that your intended audience is actually seeing your
content, it will take more than just publishing engaging material. Your web
pages need to meet certain requirements in order to boost search engine
Obviously, all of your pages have a title. But there’s so much more that search
engines like Google draw upon when responding to a query. Have you included meta
descriptions for every page? How about breadcrumb navigation or XML sitemaps?
An enterprise CMS helps to ensure that every piece of published content will
contain information meant to support search engine optimization while
maintaining a uniform structure throughout the entirety of your website.
Improving content impact through better collaboration
What do you do with your content once it’s live?
For most companies, effective marketing isn’t driven by the volume of content
being published because, in all likelihood, you’re already publishing as much as
you need. But without an enterprise CMS, all of those articles and blogs and
announcements are probably not being managed as well as they could be.
With a CMS, you provide your marketing team with a common place to access,
share, and publish content in an organized way while ensuring appropriate
permissions are observed. That way, the various pages of your website can be
accessed wherever and whenever they are needed by the appropriate team members.
Cybersecurity and information governance
A CMS does more than help draw attention to and manage your content. It can also
make your business more secure.
It isn’t news that the drive towards online engagement and activity has expanded
the potential for security breaches. In response, businesses are introducing
updated regulations and compliance requirements to help protect their data and
An enterprise CMS helps with this by introducing easy-to-implement governance
over information and access rights so that you can be sure that anyone taking
your content live follows a common set of rules, which is even more important
for enterprise companies that are spread out across the globe. This enables the
company to have the same security governance in each country regardless of the
competence level of local teams.
Scalability and flexibility
When planning for the present, it’s always important to take the future into
consideration. Your company won’t remain the same size forever, so it’s better
to plan for success now rather than having to adapt when you achieve it.
If you already have a CMS platform, it might belong to a different era of design
and possess a structure from before the modern omnichannel and fully
personalized experience became a common expectation. Modern web CMS platforms
provide the functionality you need today, but are also prepared to expand or
adapt so that you can predict or react to the changing needs of our modern and
ever-evolving business environment.
Choosing the right enterprise CMS platform
But it’s not enough to just take the first CMS you find and apply it to your business. It’s essential to pick the right system, one that serves your particular needs and delivers the website that you envision. Here are a few things to consider about your options when reviewing enterprise CMS platforms.
Autonomy and flexibility
Whether your organization is big or small, spread out across multiple countries or more focused, your marketing teams are going to be publishing a variety of content and executing numerous campaigns at the same time. Rather than call on your developer team to create every page, your enterprise-level CMS platform should enable marketers to create and manage content themselves.
Different systems will alter who has ownership and what skill sets they require to be a part of managing your website.
Implementing a CMS across dozens of countries requires a completely different approach than launching a website in one country, even in a multi-language region. Verify with the CMS vendor how they approach global website launches to ensure coherent brand guidelines, scalability, system updates, and other processes.
Speed, flexibility, and repetition
Agility should be a primary delivery expectation for top cms platforms. You’re going to want to move quickly and be sure that you are ready to accommodate the needs of different content without having to worry about website pages straying from your established formats.
Look into the ways a CMS platform allows your team to update or create pages. Consider the kinds of template opportunities it offers and how much work it would take for your developers to make adjustments. Ask yourself this: how long do you want to wait to make changes, both large and small, to your website?
It goes without saying that nothing matters more than the basic performance of your website. After all, customers will have a hard time finding your exceptional content if your site crashes and none of your customers can access it. And even when it’s up, you want the pages loading quickly to avoid testing the patience of your audience.
Make sure that your choice of an enterprise web CMS maintains the performance standards that you and your customers expect.
Last, but certainly not least, you should consider how the best cms platforms secure your information and that of your customers. When comparing platforms, look into how each meets your standards for protection.
Also make sure to check the degree to which your hypothetical CMS platform uses third-party additions and plug-ins, each of which represent another potential security risk. If you can’t trust the third-party developers associated with these add-ons, then you can’t trust the platform and it’s time to move on to another option.
8 features to look for when choosing the best CMS platform for your
Now that we’ve covered the broad considerations that should factor into your
choice of an enterprise web CMS platform, let’s discuss the essential functions
that you need to get from your system.