Drive Growth & Personalize Experiences with CMS


by Paul Michelotti, Experience Management Practice Lead

  A CMS Platform and Implementation is a large investment in your message, your brand, and your ability to command your customer’s attention. When leveraged correctly, content management systems can improve content value and encourage brand and voice consistency. But effective use can be difficult, especially considering the capabilities of CMS platforms continue to expand at a fast rate. Sophisticated user demands include:

  • Content production
  • Digital rights management
  • Metadata management
  • Web, mobile, email, and novel channel management
  • Content gating
  • Content distribution and discoverability
  • Paid content

As capabilities expand, it’s harder to understand which aspects of a CMS platform may best serve your strategy. Is it more important to gate content, manage user permissions, reuse content effectively, or other options more suitable to your team? The better question is, what are my team’s goals, and what processes need to change in order to achieve those goals? Among its most beneficial uses, content management enables the delivery of personalized content to consumers at scale. 78% of online consumers are more likely to make a purchase with a company that best personalizes their experience, including content information and web site personalization. Individualized experiences win again and again, and CMS platforms empower brands to continually deliver personalized content that fosters relationships and increases brand power. CMS platforms know the stakes. Each promises to deliver exponential ROI, a wide array of out-of-the-box integrations, and a user-friendly interface. Determining which one is actually the best option – rather than the one that’s marketed best – can be daunting. When selecting a CMS platform, don’t get overwhelmed by possibilities; instead, focus on your current needs and the future growth of your business, and assess which platform attributes will help you achieve those goals. Missteps in selecting an appropriate platform can lead to decreased operational efficiency, inability to operationalize and institutionalize the platform and capability, or a mismatch between investment and business need. But the pressure to move to a new platform – especially for those on sunsetting solutions – can make the decision feel rushed. How can brands cater to current processes while driving towards desired outcomes? If you’re looking to transition to a new platform soon, make sure to avoid five common mistakes that could skew your perception of players in the market, and learn how you should be looking at a platform selection instead, with Avionos’ latest on-demand webinar. View the recording here.

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