You may not be aware of whether you have a content management system (CMS) for your website. However, if you have a system that allows you to change and add content to your website without coding in HTML or some other language (php, asp, etc.), then you probably do. I think having a CMS is key to making your website work for your business goals and here’s why:
Ease of updating content
Having great content that is updated regularly is key to attracting visitors to your site and getting repeat visits. A good CMS will give you the ability to regularly update your content without having to have a developer hand code everything for you.
Multiple types of content
Sometimes it makes more sense to create a video to show how a product works than just having a written article. You should be able to easily add different types of content to your website with a CMS, enhancing the customer experience.
Ability to publish to multiple channels at once
Most readers still come directly to your website, but others will read your content through an RSS feed, or on an aggregator site. Having a CMS which supports XML (RSS) feeds will make it much easier for your content to get out into the wild and give your customers the option to read it however they want.
New features
If you choose a CMS with a good development cycle, you’ll be able to implement new features and ideas as they hit the market. While a website doesn’t need to be cutting edge, it’s a good idea to keep up with features that most visitors expect.
Accessibility
While it isn’t dependent on a CMS, most CMS’ include good accessibility practices which allow your content to be visible to people on a wide variety of devices (mobile, text readers, etc.). This will become even more important in the near future as the mobile market continues to grow.
Portability
A CMS usually stores all your content in a database so even if you move to another CMS it should be possible to migrate your content. Many CMS’ have the ability to export your data in a way that can be imported elsewhere as well. Having a site in HTML or some other language is also portable, but a CMS separates your content (important!) from the design and functionality of the site, making it much easier to switch to something else.
Focus development on differentiators
Having a CMS lets your developers focus on features that may differentiate you from your competition. This helps put expenses into projects which are more easy to measure return on investment (ROI).
Let experts work in their expertise
Designers, programmers and consultants can still be very valuable to your business, but now they can focus on what they do best – making great, usable designs and functions to help you attain your business goals.
Support
A CMS is a product that comes along with its own support system. If you have a custom-coded website and it breaks, you have to spend time and money getting it fixed, instead of running your business.
Summary
Even with a CMS there is a time for custom-coded features, but a CMS will give you the ability to spend effort on those features that will make a difference to your business instead of re-inventing the wheel. One caveat – if your website is a product or service, you’ll obviously want to spend time developing that product. But even then, you should still have some way to create and edit content on your site, and that still means a CMS of some kind.
(photo by dandeluca @ Flickr CC)
Technorati Tags: CMS, content management system, content strategy, content, business website, business
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