If you’re a digital leader within a large organization, at some point you may be tasked with helping to choose a new content management system, or CMS, for your organization. While you will want to collaborate with your IT department to find a CMS that fits in with your organization’s technology stack and capabilities, you’ll ultimately need a CMS that works for your content development team. That means you should look for features related to usability, scalability, agility, security and speed, amongst other attributes.
Decoupled and headless content management offers the best flexibility and ease-of-use
Unlike legacy content management systems like WordPress, today’s decoupled and headless CMSes separate the front-end, that is—the website and what the user sees from the back-end, or where the content is developed, stored and distributed. This separation allows brands and organizations to distribute the content across multiple channels from one central place of production, creating a consistent and engaging omnichannel user experience.
Nowadays, if you don’t want to rely on developers to change coding each time you shift your marketing strategy, a headless CMS offers that flexibility. For instance, retail giant Walmart integrated Brightspot into its technology stack to create and distribute content across over 15 global websites in different languages. Social-media integrations helped engagement with the company’s worldwide network. The team manages 70,000+ pieces of content and realized a boost of 115% in web traffic.
Pre-built and custom integrations support speed, security and stability
Plug-and-play integrations can add functionality and useful features to your CMS without relying on developers. That saves time and money and makes it easy for your team to publish and distribute content faster. Some of the features you should look for include search tools linked to multiple stock art publishers, translation services for multisite publishing and tagging to aid search engine optimization, discoverability and personalization. Another major benefit from a library of CMS-supported integrations is that you don't have to worry about the versioning, security and stability of your various business-critical tech and marketing integrations.
Personalization and analytics are the heartbeat of your content platform
Today’s consumers want a personalized experience from e-commerce companies and their favorite brands. In recent research, 74% of customers said they feel frustrated when the content delivered on their favorite brands’ website is not personalized, and 71% of consumers want a personalized shopping experience.
Your CMS should deliver extensive personalization capabilities and analytics that allow your marketing team to track results. You should be able to set your target audience based on multiple factors, including data points like purchase history, location and user devices.
Create once and publish everywhere with a dynamic modular-content approach
Personalization across channels often means creating new content for each user base. For instance, a mobile user may require short snippets of text and a quick video, while a desktop user could benefit from a product gallery and more in-depth text on the screen.
Modular content creation capabilities allow your creative team the freedom to take blocks of text, images, videos and even data collection forms and repurpose them across channels where they can have the most impact. You can quickly and easily create a brand story that is consistent, engaging and memorable.
Protect your business, brand and bottom line with a trusted enterprise CMS the guarantees security and privacy
Even as they collect anonymous data for a personalized experience, organizations have a responsibility to their shareholders, partners and customers to protect consumer privacy and to maintain a secure site.
Your IT and cybersecurity teams want to know your CMS is not going to put the company at risk of a distributed denial-of-service attack or an cybersecurity risk that can put your business out of commission for hours—or days—and cost your company millions of dollars.
Research has shown the headless CMS solutions are inherently less susceptible to a distributed denial-of-service (DDoS) attacks. The use of APIs in a headless CMS leaves the processing to the client side, which means the server won’t feel the effects of the attack as strongly, since less processing power is required. It doesn’t mean that your CMS or site is impervious to attack, but it helps improve the odds of emerging unscathed.
Additionally, features like two-factor authentication, defined user roles and permissions that you can easily change and being able to lock crucial content such as brand assets can help your IT team further protect the CMS from attack.
For larger organizations with multiple sites, a CMS that is secure, flexible and easy to use is a crucial element to boosting web traffic and increasing productivity across national, or even global, teams. Today’s technology offers more ways than ever before to deliver a personalized, friendly user experience. The right CMS helps you make the most of today’s marketing tools.