The Role of CMS in Your Digital Strategy

W3Tech, a company specializing in surveys regarding technology and websites, found that 65% of websites do not use CMS or the content management systems. However, this seemed ironic since the top 100 websites and blogs of the entire internet use CMS.

WordPress, Joomla and Drupal were the major players when it comes to CMS. And among the one million most visited websites that uses CMS, WordPress takes a big chunk of the pie at 55%. This number can’t deny the fact that WordPress is getting the lion share among all other content management systems, overshadowing Drupal and Joomla, although there are many more notable CMS in the market.

Bigger names in the CMS market excel in many things however they are said to fall short in terms of usability and web standards. Choosing a lower end CMS may open businesses to vulnerabilities in security  among other issues. And that’s where mid-tier CMS vendors are often labelled advantageous, for they bridge the gap between the two and create a good and flexible CMS that can address the needs of vast clientele minus the problems mentioned. But that discussion is for another post.

The bottomline is, CMS plays a vital role in everything that spells online business.

Stages of CMS

Mark O’Brien, CEO of NewFangled, outlined 3 stages of CMS for marketers. For CMS to become an ultra powerful force behind every digital strategy, it needs to be established, nurtured and analyzed. O’Brien compares these three stages to Maslow’s hierarchy of needs on three sequential levels. Here’s how he made them look.

diagramSo in digital strategy, CMS can be the very foundation where everything else is propelled to start. It plays a huge role in digital marketing strategy as a foundation and engagement facilitator and finally of mapping the overall audience and clientele through the help of profiling.

Although Maslow pointed out that little part of the population may reach its pinnacle, CMS and micro-analytics is not impossible. Rather, once the foundation is started carefully and methodically (CMS and all its components), everything can be drawn from the first and second tier to come up with the results for the last tier of the pyramid.

So let’s move on. The right CMS with not only the thought of “content is king” but with all other strategy merged upfront can be a goldmine for most marketer’s digital strategy. Now, what roles will CMS play in your digital strategies?

5 Key CMS Roles

First of all, for a CMS to be effective, it needs to follow a certain checklist for efficiency and effectiveness. elcomCMS outlined a checklist through the following guide points:

  • Multilinguality
  • Scalability of architecture
  • Presence of migration tools
  • Documentation support
  • Accredited Security review
  • Easy Installation
  • Extensible API and SDK
  • Search Engine Option
  • Metadata Framework

Content Manager

The CMS needs to facilitate more than just content making and managing to be able to convert leads. However, content now should be the very foundation of most digital strategies since old SEO techniques have been relegated in the sidebar of most strategies.

The key thing is, CMS keeps everything in content marketing easy. From drafting stage to content promotion, CMS leads and guides. Writing and publishing in other platforms can be advanced and a bit technical, but with a content manager, even the non-technical staff may be able to access the site, manage basic function, write content and publish it.

CMS allows multiple authors or users. Managing roles among staff can be easy through CMS permission options. It also makes it easy for content creation. Presence of WYSIWYG or a visual editor in content creation helps writers or content managers plot effective content and format conversion-focused content layout.

Online Community Creator/Facilitator

A good CMS can build a community over time. Most strategy includes creating membership in given sites. A CMS with maturity and capability can extend its great effect among its audience. Digital strategists may need to choose CMS that is good with this feature since not all platforms are community focused.

Acts as a scheduler

CMS may not only schedule posts, but it can streamline the status of pages as well. Decent CMS can also allow website managers to assign tasks and check on their completion from time to time. Content can also be scheduled through the CMS and you can outline your strategy for the week or for the whole month in advance.

And you can literally access it everywhere. Schedule a post in Hawaii. Reconstruct a page in Paris. Or update maintenance jobs from New York.

Promotes SEO

Most digital strategies haven’t set aside the value of search engine optimization, however, the SEO has a toned-down priority due to Google changes in the huge overhaul of strategies that work. Search engine rankings matter, minus the old strategies. Now content is big, but CMS sill helps a lot in Search Engine Optimization through built-in mechanisms.

CMS two major contribution to SEO is built-in XML sitemap creation capability and keyword monitoring.

Acts Effectively in Audience Engagement

The first major role of CMS is content management, and many were fooled to think that they can stop their CMS functionality with it. However, it can’t just be your content designer and promoter, it is vital in your digital marketing strategy. Audience engagement is important in the end goal. It can make or break lead converts. The overall visual outline of your website can affect audience engagement. Your scheduling of posts and accessibility can affect visitor engagement.

CMS isn’t just a one shot platform, it is stretchable. It can accommodate more add-ons. It can be social and can promote social engagement.

Audience Segmenter

To be able to check and know audience behavior within the website, most digital marketers employs software to monitor visitors. These visitors will start to be segmented by the software into various useful information.

Most CMS can provide insights about their visitors. Choosing the right CMS matters and pairing it with the right data management platforms or conversion management systems is important. There will always be Google Analytics, but you can’t spend your time interpreting it. On the other hand, the mentioned system and platform can be integrated right into the CMS, right into the platform where most marketers spend most of their time.

Segmented and targeted behavior can be used to start content personalization, dynamic content creation and content targeting.

Facilitate Marketing

Scott Brinker, an influence in terms of the rise of technology in marketing, labeled CMS as the “Marketing Backbone platforms”. This backbone acts as a cohesive tape that helps glue together various software products. Here’s how Scott illustrated six classes of digital marketing experiences:

dry shampoo4 Labeling CMS as a backbone puts it in an important light among marketers, after all, without a backbone, there would be nothing to hold all other strategies such as the operations and the experiences needed to be bridged between the customers and the business.

CMS with varied options ensures consistent online experience in websites and to those who access it. It keeps consumer engagement high and may become an avenue for personalization to cater to various audiences.

CMS Advantages

So yes, we’ve mentioned the roles, but how would this benefit you all? Here’s a few reason why these CMS roles once acted upon can jump-start your entire digital campaign.

  1. Independence. Coding burden is gone. Even non-tech minded people can run the site.
  2. Accessibility. Level of ease is high with CMS. No highfaluting programming language.
  3. Price. CMS may require less spending. Of course add-ons may cost along the way but over all maintenance is saving you tons.
  4. Efficiency and effectiveness. Data and content update is easy plus it can be done once, published after. No more checking in with individual pages in case you need to update multiple ones.
  5. Collaboration. CMS allows multiple authors and it draws in multiple users as well.
  6. SEOfriendly. We’ve discussed how CMS may help SEO above, and the good thing is, these benefits haven’t changed a bit!
  7. Easy information search. CMS indexes its content in an automatic and systematic way making internal and external search engines crawl your websites instantly.
  8. Mobile Optimization. CMS are optimized for mobile. Since a large number of internet users today access through their phones, this can be a huge advantage among marketers.
  9. Improved online branding. CMS helps mange multi-channeled campaigns. this allows uniform and better online branding across channels like email, RSS, brochures, content, etc.


All in all these roles and benefits that CMS may play may not be the entire picture of what CMS is. Rather, it’s just a bird’s eye view of what CMS can offer. Technically, CMS can jump-start your entire website (as website builder) and be able to maintain it through its managing capabilities. Since most CMS are built to stand the test of time (it’s changes and maintenance are done regularly by vendors), it is definitely set to stay in the future.


featured image: r. nial bradshaw


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