Is your content management system (CMS) just a content repository? Or does it display a comprehensive and nuanced understanding of your customer needs?
Your CMS should earn its keep by doing more than just serving as a simple marketing tool or broadcasting blanket information to your staff members. It has far more potential than that.
If you use it only for the most basic marketing tasks, you’re also missing out on huge opportunities. Used to its full potential, your CMS is a powerful tool for building customer loyalty, weaving a compelling brand presence, and attracting return business.
Bart Banda, product manager of Squiz Matrix, believes it’s important to think critically about the function of your CMS and grasp the patterns that will see it evolve. As 2017 looms, Bart shares his predictions for the trends that will shape your CMS in the next 12 months and why you should start preparing for these right now.
1. Integrating with other products
Does your CMS freeze every time you attempt to integrate it with your customer relationship management (CRM) system? Or does it take hours to sync with your marketing platform when you’re about to launch a mission-critical campaign?
The ability to integrate with other products and platforms is no longer optional, says Bart. It will become a driving force for a winning CMS going into the new year. What’s more, integration shouldn’t be convoluted or clunky; it should be easy to execute out of the box.
“Integration with other products is so critical,” Bart explains. “Whether you want to connect your CMS to your marketing platform or even other CMS products, it needs to be simple, straightforward, and completely streamlined.”
2. Using analytics to drive content
Having bells and whistles doesn’t count as much as ensuring that your CMS excels at its core job. And although capabilities such as personalisation remain imperative, analytics will become absolutely essential to creating content that engages users, sparks conversions, and keeps customers coming back.
“In the future, the analytics capability within the CMS will need to be a core offering and work with both internal and external analytics tools,” Bart says. “This will ensure that you’ll be able to write the right type of content for the right segment of your audience. It will also make it easy to create different content for different contexts and understand what parts of your website you need to write differently. It’s important to not reinvent the wheel when it comes to this stuff.”
3. Tailoring your CMS to cross-channel touchpoints
Although cross-channel integration – the ability to facilitate a seamless journey as your customer moves among smartphone, tablet, and laptop – has long been a hot topic, your CMS has often been left out of the equation, until now. According to Bart, the power to ensure that users benefit from a compelling customer experience – no matter what their touchpoint – will drive the evolution of the CMS well into the future.
“Your users are not just going to interact with you via your website; they’re going to receive your email marketing, ring your call centre, or download and browse your app,” he says. “Of course, you’re not going to be able to use your CMS to manage every single step of this journey. But it should play a crucial role when you need it to integrate with other components across various cross-channel touchpoints.”
As customers’ browsing behaviour evolves in line with new technology, it’s critical that your CMS is one step ahead. If your CMS is a long way from integrating with other platforms, is disconnected from your analytics capability, or fails to respond to customers’ cross-channel journeys, now’s the time to move your approach to content management in a powerful new direction.
Contact Squiz today to find out how to use your CMS to accelerate your business.