How to Choose the Right Content Management System

If you want your business to grow, you’re going to need an effective and well-timed content marketing campaign. Sure, you can market with paid advertisements, email lists, and other short-term strategies, but content marketing is your best bet for a long term investment. Purchasing ad space gets your brand out there for an allotted time, and sending offers to leads is great so long as the list keeps growing, but original content is indexed in search engines and stays up for users to see unless you take it down.

Let’s say you’re a startup supplement company that’s been trying out some marketing ideas with private label supplements. You could make blog posts about your supplements on fitness sites or produce your own videos explaining the benefits of your supplements and brand. This original content can be used in addition to your other marketing efforts to give your brand more exposure, and the content stays up permanently as a bonus. Online content marketing brings more traffic, introduces your products to new users, and helps build your brand as an authority in your niche.

To make a content marketing campaign as effective as possible, you’ll need to know how to choose the best content management system to keep track of it.

Work With Your Stakeholders

You may be eager to start diving into CMS features to decide which ones sound best for your company, but you’ll need to find out who needs what, or you could be facing some big problems later on. As your company grows, you’ll naturally acquire more departments and stakeholders who will all want certain things. Commonly, you’ll have a Marketing, Sales, and IT department who all work to keep the company and its systems going.

Since your IT department will be responsible for keeping your CMS running, they’ll likely push for something easy to integrate and maintain. The marketing department will likely be after features that make it easy to keep track of multiple campaigns and index each piece of content. The sales team will probably want a system that makes it easy to analyze customer data and see actionable results. Working with stakeholders to prioritize a list of must-have to would-like features can make it much easier to narrow down choices.

Find a Scalable Solution

Scalability is arguably the most important feature you should be looking for. You need a CMS that can adapt to the needs of your business as it grows, especially if you’re still a startup. Scalability in business usually refers to changes in both operations and in technologies used. Your business will grow with your customer base, and you’ll find yourself with new needs to keep up with increased demand.

As your content becomes more popular, you’ll need to produce more of it and produce it more often. This could mean launching multiple content marketing campaigns at once to reach different subgroups of your audience, or it could mean maintaining more than one website to keep up with everything you offer. Either way, it’s a great idea to have a Sitefinity partner system that lets you easily produce, manage, and present content across multiple devices on multiple platforms.

Look for Omnichannel Support

If you’re like most companies, you probably focus on optimizing your content for desktop sites and especially mobile devices. After all, more than half of all web traffic is from mobile devices, so prioritizing these makes sense. You shouldn’t ignore platforms simply because you aren’t currently using them, however. Screens are all around us in forms like smartwatches and VR headsets, and there are more platforms than ever that can be used to engage customers. You’ll be ready to focus your marketing efforts toward new platforms sooner or later, and you need a CMS that can be ready when you are.

Steve Max
Steve Maxhttp://www.webzando.com/
A long time digital entrepreneur, Steve has been in digital marketing since 2010 and over the past decade he has built & executed innovative online strategies for leading companies in car insurance, retail shopping, professional sports and the movie & television industry.


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