What should you expect from your CMS?

Content is key to raising your profile on the web, and having good quality, relevant, accessible content is essential to attract good search ratings. Good quality content is time consuming to author and approve – so being able to reuse it is important for increasing the returns, in terms of visits, revenue and long term interaction, that it can help to generate.

Implementing a web site using a Content Management System (CMS) is a major undertaking. The end result should be a platform that will facilitate the growth of relevant services and channels of communication for your key target audiences. A good CMS should make it both quick & easy to author content and to reuse it.

Adapting to new online behaviour

In the digital age, users expect content to be up-to-date and relevant to their needs. What is relevant at one point in time may not be relevant at another. Patterns of engaging with content are also changing rapidly with the explosion of mobile internet. The market for smartphones and tablets has already surpassed the sales of PCs[1]. Already 90% of mobile phone subscribers have phones that can browse the web[2] – but the actual use of mobile internet will eclipse that of the fixed internet within the next couple of years[3].

With mobile internet rapidly becoming the primary means of accessing the web, users will naturally expect content to be provided in a form that is appropriate for mobile devices. More and more users will be accessing your content directly from search, or from links in recommendations in social media.

In order to maximize the returns from your online presence, your strategy will need to adapt to accommodate these changing patterns of usage. Your online strategy will need to support these changes in patterns of usage and your CMS platform should enable you to easily adapt your existing content, with little modification, to use in these new channels.

The end result of a successful CMS implementation is a platform that enables you to keep up with your users by providing these key benefits:

  • Easy to author and maintain content
  • Easy to reuse and repackage content across different site areas and web browsing platforms
  • Easy to re-theme content where required, keeping content but changing its appearance
  • Easy to make content searchable and findable
  • Easy to set up new data captures and communication channels with your users
  • Clear APIs extending CMS and storing data within CMS structures
  • Easy to upgrade your platform and take advantage of new features

There are no doubt many CMS systems that can offer these benefits – but the best ones are those created by a development team that are focussed on their clients with a clear roadmap and vision for the future. Fortunately for my agency, these are things that have been abundantly provided by our chosen CMS supplier – Kentico.

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About jonallenby
I'm the co-founder and Technical Director of a new media agency - Lime Media. I would describe myself as having a healthy scepticism about technology - new ways of doing things are always new, but they are not necessarily better. Best to cut through the hype and think about how technology will physically change people's lives, for better or worse. I am also struggling to finish a part-time PhD in language, metaphor and philosophy at Goldsmith's College, University of London. Apart from thinking and reading, I like playing with my children, cross-country running and White Crane Kung-Fu - though usually not all at once.

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