Your website is one of your greatest marketing tools. There is not a single correct way to maintain it, but your customers expect reliability and consistency when it comes to design, content, and flow. You may have a technical team working on your website, but chances are, you will have non-technical contributors at some point. A content management system (CMS) is a tool that can allow you to easily manage your website without needing to get wrapped up in the technical details. Here are some key advantages to using a CMS:
- Easy collaboration. A CMS is nice because it is one single place to manage all the moving parts of your website. It is conducive to different technical abilities and easily regulated through varying levels of permission. Anybody who can use word processing software can use the basic functions of a CMS. This means that the people designing your website, contributing to the blog, and building the product pages can all have different roles and publishing abilities – only users you allow can publish content when ready.
- Better content management and SEO. Obviously a system designed to manage content will provide you with better content management. But not only does it provide visibility to the content on your website, but it allows you to edit and remove that content without worrying about broken links or menu options which are updated automatically. This helps to ensure the best user experience possible. Along the same lines, a good CMS will have built-in SEO tools. This will help you add appropriate keywords and tags, format your content properly, and create URLs that work for both users and search engines.
- Better translation management of web content. Using a CMS makes a lot of processes run smoother, including the management of translated web content. Your CMS can facilitate your translation workflow by initiating the translation process for new and updated content on-demand, and in scheduled batches. It can also ensure a streamlined workflow with your translation service, offering easy import and export of text as XML or other standard formats. This makes for a smoother exchange of translatable content and facilitates updates for the product management team.
- Easy social sharing. Social sharing is huge. Modern CMS systems make it easy to add social media sharing buttons to any page or piece of content on your website. When other people share your content, it increases your reach and is essentially free advertising. Your CMS might automatically append your Twitter handle to a piece of shared content and it might use open graph tags to optimize the display of shared content on different social networks.
- Analytics. Tracking the success of the content on your website is crucial to your marketing and content strategies. Knowing which content is performing well in terms of views and shares will help your business create more worthwhile content in the future. Likewise, tracking navigation on your website will help you in terms of usability. Most content management systems integrate well with analytics programs like Google Analytics.