How to Choose the CMS That Will Aid Your Marketing Landscape

How to Choose the CMS That Will Aid Your Marketing Landscape

Authored by Ameex Technologies on 14 Jun 2019

Why is the CMS for the CMO so important? A while back, an analyst from Gartner predicted that by 2017, the CMO would have to spend more on technology than the CIO. And sure enough, this has turned up to be true. Today's digital ecosystem of an organization is much more than a website. It comprises of an entire suite of technology tools. 

Similarly, the role of the CMO is now more critical than ever. And to complicate things further, the success or failure of this position is highly influenced by the technology decisions and implementations made over the past several years. 

The Importance of CMS for a CMO

Given the many tools and software on the market, it can be easy for CMOs to disregard content management systems. Nevertheless, CMSs shouldn't be seen as any other piece of software that can be replaced like any other component. A CMS is the only platform of the entire marketing stack that you have full control over. 

The ability to integrate, connect and gain custom insights reside with the CMS installation. It is where the entire roadmap of features and capabilities can be managed and ultimately achieved. All third-party applications that exist today in the marketing stack need to work together seamlessly. It is for this reason why a CMS platform is more than just a content management hub. It can also be a data and analytics hub that's able to tie everything else together. 

Main Features for Your CMS

To put it simply, CMS plays a pivotal role in an organization's digital success. There are several factors that a CMS needs to do so that you can get the most out of it. Among these, we can include things like:

Easy content authoring experience - A CMS should be able to offer easy content authoring, fast development, advertisement management, SEO & analytics, as well as social media integration. 

A complete suite of content publication features - It also needs to create and manage content and photo galleries by using a full HTML editor for content upload. Likewise, you should be able to manage users and role-based permissions and offer content workflow moderation before publishing content.

An SEO-friendly architecture - A good CMS will need to have built-in SEO tools that will automatically create URLs for both readers and search engines. The CMS should also help with meta descriptions, page titles, add alt tags for images, avoid duplicate content, and comply with accessibility guidelines.

Seamless omnichannel connectivity - Great CMS platforms will enable highly personalized, omnichannel solutions, with each visitor receiving a tailored experience. Your CMS should be able to feature various tools and techniques that will push content into the right social environment and relevant third-party websites.

Application of AI and ML technology - Three areas of interest within content marketing will combine AI and ML technology with CMS. These are:

  • Content tagging using classification models
  • Chatbot-enabled CMS workflow (NLP and speech-to-text)
  • Faceted image search using image processing
  • Choosing a CMS

The best way to select a CMS is to understand what you want and need. To do that, you will need to divide your requirements into four categories:

  • Must Haves - Things that you can't do without
  • Should Haves - Features that you use or are planning to use in the future
  • Could Haves - Items that would be nice to have and that you will sometimes use but are not mandatory
  • Would Haves - Features that could be useful in the future, but you don't have any plans for their usage at the moment  

Ameex Technologies will help you determine all of these factors based on your current situation as well as your plans for the future. Contact our consultant for a customized solution that will best suit your needs.