As your website is the most visible and valuable marketing asset, knowing which content management system (CMS) to use and when and how to upgrade it is a serious decision to make because it can have long-term impact on the success of your company.

What is a Content Management System?
A CMS is the control system for a website that creates and manages web content. It acts as a centralized repository that consolidates and streamlines web design and content (text, images, and videos). Using a CMS is a must for organizing heavy loads of website images, documents and pages (especially in e-commerce). It allows users to change live content without having to get a developer involved.

Today, a CMS solution is one of the most critical marketing tools which helps businesses broaden their customer appeal and reach, increase brand awareness and improve sales.

We have created a list of 4 critical features that must be taken into account while choosing an enterprise web CMS:

Stability and Reliability
A stable and reliable CMS is a must. Although stability can only be assessed after a prolonged use of the product through various scenarios, just make sure to check the list of quality-assurance processes that your vendor has and also have a detailed view of the reviews of your vendor’s current clients to gauge the user perspective. Select a mature solution that is bug-free, high-performing and has a good track record around data security.

Design Flexibility
An amazing web design is critical for your brand to differentiate from others and develop a competitive edge. Ensure these 3 components when judging design flexibility of your CMS product

  • Allows you to Represent your Brand the Way You Want
    The CMS platform should have a flexible architecture that allows complete development freedom irrespective of the template structure will help you stand out from the crowd.  Apart from enabling you to edit the existing template, it should also be able to handle the nuances of a custom and complex design by working outside of the existing template structure altogether.
  • Supports Mobile
    In today’s mobile-driven world, it is imperative for your CMS platform to support responsive mobile design so that you can reach customers and prospects seamlessly across all channels and devices.
  • Empowers Design Refresh
    SaaS CMS platforms make it easy to upgrade the system without any effort. As per your business requirements, the SaaS vendor can upgrade your CMS platform by adding more functionalities, improving bug fixes and performance, and allowing you to transform your site with new look and feel- all by staying on the same CMS.

Multilingual Support
As the distinction between domestic and global market is shrinking, most of the organizations are targeting international audience and if not, they definitely have plans to cross borders in the future. So, having a global content operating model that has the ability to speak to your site visitors in their native language is essential. Ensure that your CMS platform has advanced multilingual features such as Translation Management and Automatic Time Conversion with capabilities to fully customize URLs, support more translations than you currently need, and ensure that the user experience remains uninterrupted once the language has switched.

Open API
An API (Application Programming Interface) allows the exchange of data between different systems. In other words, an API is a software intermediary that opens your content to other applications, publishers, and third parties. This is crucial in case you plan to develop mobile apps that connect to the CMS data. An API will make those future app plans much easier to implement.

With open APIs, you can integrate with CRM, commerce or marketing automation systems that you already have in place. For instance, an ecommerce provider needing a connection between the CMS and payment processing system can use open API to facilitate the requirement.

Content has the power to transform the way you interact with your prospects and potential customers. Choose a powerful CMS that fulfills your current and future business requirements. If possible, evaluate the system using a trial version and then take the decision as it might affect your organization’s health in the longer run.

AUTHOR
Silky Sinha

Silky Sinha

She is the customer experience analyst at Compunnel Digital. A digital native with a global mandate, Silky is always on the search for industry best practices across multiple verticals. She identifies companies with superior customer experience based on the Compunnel Digital Customer Journey Framework. Her research helps our clients and informs the market at large.

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