What your business could lose without a modern CMS

Business meeting in modern office.

If your current CMS is a decade old, chances are it isn’t doing you or your business any favors these days. Instead of constantly applying small fixes to help your legacy CMS limp along, it may be time for you to make a significant change: to upgrade to a modern CMS.

When evaluating the price of a new platform, it’s important to consider what your legacy CMS is currently costing you. What does your business stand to lose by keeping an outdated system? Ask yourself: Are you getting the most efficient, engaged, cost-effective, customer-driven traffic to your site?

We’ll walk you through the consequences associated with staying with your current CMS and connect the dots to how the latest capabilities can strengthen your overall bottom line.

The Limitations of an Older CMS

Let’s talk about what you might lose if you stick with your older CMS. First, many systems that technically still work nevertheless require coding knowledge, visual design capability, or both. Publishers simply cannot work as quickly with these systems as they could with newer versions. You lose resource costs and time on your site’s back end.

The slower the updates are made, the worse your workflow will become—and as it gets more and more clogged, your control over content will become less and less stable. As customers search for information, they’ll be frustrated by information that doesn’t get sorted, saved or personalized. Your attempts to sell across platforms will fail, and your business will lose transactions.

Without an updated CMS to keep content fresh, your business will probably sink in search engine rankings. That’s not just because your own messaging gets stale, but because feedback from users gets stale. Fewer comments and likes and lower engagement, overall, result in less information being sent to search engines.

Many legacy CMS systems were designed before the concept of microservices entered the popular lexicon. Not only are these outdated platforms difficult to use, but they make delivering across channels complicated. The combination of an un-empowered content team with inefficient processes halts the creative process, decays relevant content from being published, and results in an inferior cross-channel experience for consumers.

The Latest, Greatest CMS Capabilities

An updated CMS should allow you to easily save, process, update, restrict, publish and style content using a UI that’s clear to everyone involved. A simpler, more efficient content workflow will quickly improve your online branding, both because updates will be made more easily and because your marketing team will be able to maintain campaigns across channels, such as with RSS feeds and microsites, increasing and improving message relevance in all areas of your online presence

Speaking of things like feeds, today’s CMS capabilities include more functionality (sometimes involving the purchase of plug-ins or modules) that can support your business as it expands digitally. This is especially important when it comes to the area of mobile optimization. An older CMS seldom offers the ability for your team to customize content—and its presentation—for different devices, including tablets, smartphones and IoT gadgets.

What an Updated CMS Can Do for Your Business

By upgrading to a modern CMS, you’ll lose fewer resources and save time, gain the ability to sell across platforms, and increase the amount of information that’s sent to search engines. You’ll get a clear UI that leads to a better UX for your content team, increased messaging ability for your digital presence, and stronger content and presentation for different devices.

Keep in mind, when you hear a presentation for an updated CMS, it’s easy to be awed by bells and whistles—amazing features that win your enthusiasm before you know whether or not they’ll improve your business. It’s essential that you conduct internal research before you make any decisions about a new CMS so that you understand which capabilities you need and which ones you don’t.

When you learn from stakeholders, including IT, what their pain points are with your current CMS and the workflow it entails, you’ll learn what ROI is needed, what your metrics for success could be, and how to minimize risks entailed in getting a new CMS integrated—before you buy. Not only will this cut down on problems from the start, it will also teach you valuable lessons about what didn’t work well in the past, so that you can avoid those pitfalls in the future.

What to Look For in Your New CMS

  1. Core Functionality. Drive before you buy. And remember, just because you don’t want or need a particular feature now doesn’t mean you won’t want or need that feature next year. Test all that you can.
  2. Speed: You need to be able to replatform and launch quickly. After all, if 12+ months are required to move from decision to implementation, your needs will likely change. Look for a CMS that can take you from handshake to “go live” in as little as 90 days.
  3. Asset Management.Example: You need a CMS with basic photo-editing capability. They exist, so don’t stop looking until you’ve found one.
  4. Search. Your CMS should provide unified and federated, semantic search across the platform, with standard relevancy and boosting. Users should be able to find anything, anywhere, without limitations from outdated directories or folder structures.
  5. Customization. While you’re still on test-drive status, see what your site might look like if you switch up the content parameters or privilege user-driven content.
  6. User Interaction. Which tools offered by your CMS candidate allow you to communicate with your customers, and they with you?
  7. Permissions. Think about who needs control over what: Edit-only? Access-only? As your business grows and changes, you’ll probably want a CMS that supports multiple roles.
  8. Multi-Channel. Your CMS should also enable you to publish to every channel, ensuring your content can be distributed everywhere. Look for out-of-the-box support for mobile, OTT video, podcasts, Facebook, Apple News and AMP, in addition to easily syndicating content to emerging channels.

The Brightspot Advantage

With the Brightspot Content Business Platform, migrating to a modern platform can take just a few months, at a lower cost than a pricey, year-long overhaul. To learn more about how this next-gen platform can revolutionize the way you publish content and engage with your consumers, request a demo today.


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