Content management is all about handling the life cycle of digital information. It involves collecting, organizing, storing, and deploying content effectively. Whether text, images, videos, or other digital assets, managing content ensures the correct information reaches the right audience at the right time.
In the digital world, content management is more than just storing files. It’s about curating and delivering content effectively. While content management sounds straightforward, the tools you use can significantly impact your ability to manage everything well. And that’s where content management systems (CMS) come in.
What is a Content Management System (CMS)?
A content management system (CMS) is software that helps you manage, create, edit, and publish digital content. Even if you’re not a tech expert, the best part is that CMS software allows you to collaborate with others, create content, and publish it for the world to see. It’s an essential tool for companies that must manage digital information.
However not all CMS platforms are created equal. Some are simple and focus on specific tasks, while others are more complex and can integrate with other systems, such as digital asset management or data integration tools. Large companies often need multiple content management systems to handle various content needs.
Can One CMS Do It All?
The truth is no single CMS software can do everything. Most businesses use third-party tools alongside their CMS to manage specific tasks like handling digital assets or integrating data from other sources. If you’re part of a large organization, it’s common to find that several content management systems have been in place for years, each serving different purposes.
Before choosing a new CMS, involving your content creators is essential. Make sure that the CMS aligns with their workflow. Including them in demos and trials will help ensure your chosen system works smoothly for everyone involved.
How to Choose the Best Content Management System
Now that we’ve covered what a CMS does, how do you choose the best content management system for your business? Here are 14 essential tips to guide you through the selection process:
- Understand the Four Key Pillars of CMS Selection
Seth Gottlieb, a 20-year expert in the content management industry, identified four essential factors to keep in mind when choosing a CMS software:
- Support: Does the CMS provider offer only bare patches, or do they also provide hosting, training, and strategic advice?
- Vision: Does the vendor’s vision align with your business needs? If their focus differs, you might have features you don’t need.
- Community: Does the CMS have a strong user community? This can be a valuable resource for support and shared experiences.
- Stability and Focus: Choose a CMS central to the vendor’s long-term plans, especially when dealing with larger enterprise software providers.
- Is a New CMS Necessary?
Before selecting a new CMS, ask yourself if you genuinely need one. Many businesses need more time to adopt new tools than to fix underlying problems. Ask:
- Do we have a content or process issue rather than a technology problem?
- Could we improve things by optimizing our current CMS instead of replacing it?
Switching to new content management software can take time and effort. It can take years to implement a new system entirely, so it’s crucial to ensure this is necessary before moving forward.
- Build a Shortlist of CMS Options
Creating a shortlist is a great way to narrow down your options. Look for CMS software that meets your requirements and fits your budget. Remember also to consider how easy the system will be for your team. The goal is to find the right balance between functionality and usability.
- Think About Your Entire Content Process
Before jumping to a new content management system, take a step back and consider your entire content operation. The most significant pain points often lie in content creation and collaboration, areas only sometimes covered by a CMS.
Also, the role of digital asset management and content marketing platforms has started to overlap with traditional CMS systems. You may require multiple tools depending on your needs, and your overall content strategy should guide your choice.
- Use Real-World Scenarios
Consider using real-world scenarios instead of relying solely on lists of features when evaluating a CMS. Create stories that describe how a user would interact with the system to achieve a specific goal. This will help you see how well the CMS software can handle your needs.
- Don’t Rely Only on Feature Lists
A feature list or matrix can help when comparing different CMS platforms, but it’s not the only thing to consider. Just because a CMS has all your needed features doesn’t mean it will be the best fit. Features often require extra work to implement. For example, a CMS may support complex workflows, but if your content doesn’t need multiple approval levels, you might create unnecessary delays.
- Avoid Getting Distracted by Shiny Features
Modern content management systems have many buzzwords, such as “headless CMS” or “personalization.” While these features sound impressive, ask yourself if they fit your needs. If your team isn’t ready to handle complex dynamic experiences across channels, these features could create more work than necessary.
Focus on what you need, not just what’s trending in the CMS software world.
- Pay Attention to the Product’s Future
When evaluating a content management system, don’t just think about how it works today. Look at the vendor’s product roadmap and where they plan to take the CMS in the future. Technology changes rapidly, and you want a system to grow with you.
- Take CMS Demos Seriously
Demos are a critical part of selecting a content management system. Once you’ve narrowed your list, evaluate each product based on your needs. Be careful not to be swayed by the salesperson’s charisma—focus on how the CMS will work for your business.
A successful CMS should support both your content needs and your workflow.
- Place Heavy Consideration on the Implementation Team
Choosing a CMS (Content Management System) is not just about the software’s features; the team that implements it plays a significant role in whether the project succeeds. Cathy McKnight, who has extensive experience in this area, explained that even if your CMS has every feature you could dream of, it won’t perform well if the team implementing it doesn’t fully understand your business goals and how to align them with the CMS.
On the other hand, you could have a basic CMS, but if the implementation team knows how to customize it to fit your needs, both now and in the future, it will feel like the CMS was made specifically for your business. The key is ensuring that the people setting up the CMS, whether an internal team or external experts, understand what you’re trying to achieve and how the CMS can help manage your content effectively for your audience.
