Creating the right content is extremely important, but equally important is content management for displaying content for gaining high visibility.
The CMS aligns with your business goals by keeping pace with your marketing ambitions.
The choice of CMS becomes even more important because you can change it whenever you like.
But doing it might have some severe repercussions for your marketing campaign.
How exactly do you set out in choosing a CMS?
Well, let us assume that you already have a CMS in place and contemplating to replace it.
You believe that the new CMS will give fresh impetus to your marketing campaign and improve your business performance.
The first thing that you must do is to do a gap analysis to figure out how much help the new CMS would be for realizing your goals.
Preparing the ground for new CMS
Start the process by asking a few questions to yourself, like whether you want to publish content exclusively on your website or you want to upload it across many other channels.
Next comes your vision about the technology that you are using currently and how well the current CMS fits within it.
Looking forward, do you want to use a cloud-native solution or prefer to stay on-premise?
Consider if your existing CMS is failing to provide proper support for the kind of agility that you want to achieve and whether it is creating hindrance in achieving your goals.
The version of CMS you are currently using is also essential, and you must evaluate if it would be worth to invest in a major upgrade.
Do you find that your current CMS is way short in meeting your expectations and can be an impediment to your strategic initiatives?
Then surely, you have enough reason to look for a new CMS.
Whose call is it?
Having decided to have a new CMS, it is time to consider the features of CMS, which is very critical and influences the choice of CMS and its type.
But before you start moving, it is crucial to figure out who takes the final call in choosing the CMS, especially if your business has a few departments that are part of the decision-making process.
The task is relatively easy in smaller organizations that are like the one-person army.
The number of stakeholders keeps growing with the size of the organization, and the task can be quite complicated to satisfy every stakeholder.
The decision-making process becomes more complex as you must balance the different needs of the stakeholders.
Keeping the stakeholders happy can be a daunting task.
You must identify the stakeholders involved and prioritize their requirements by taking a layered approach starting with the must-have features and then gradually considering should have, could have, and would have features in that order.
You must complete the exercise before embarking on the CMS selection process.
Avoid multi-CMS approach to avoid content chaos
Many companies have enterprise-level CMS in place that works well for bigger projects.
But for handling smaller projects like launching a marketing campaign quickly, the CMS might be too complicated.
In such cases, the marketing team might like to use a lightweight WordPress alternative by outsourcing it to stay away from involving the IT department.
Using two different CMS for different projects is very much workable, but there can be serious issues with security practices and content governance in place.
There is a big risk of getting entangled with duplicate content that can exist in different silos.
Streamlining and updating content can be a tremendous challenge and lead to inconsistencies across channels that severely affect customer experience.
A centralized CMS is a norm for companies that follow the best practices, and an additional CMS may be a temporary solution in the interim when transiting to a more agile CMS.
Traditional or Headless CMS- it is all in the mind
The choice is between a traditional CMS and headless CMS, with the latter breaking into the scene in the last two years.
If you have a web-focused approach in content management, then traditional CMS is a safer choice.
However, if you are keen to use multiple channels, then headless CMS, which takes a content-first approach, maybe the way ahead.
You can use it if you have the right mindset to accept the new concepts that deviate from web-specific concepts like tree navigation and pages.
Headless CMS benefits are that it separates the content and its presentation, thus enabling the use of the same content across multiple channels by overcoming the limitations of traditional CMS.
Headless CMS may be a necessity if you are planning to adopt advanced technologies and want to incorporate chatbots, new channels, or voice assistants.
Types of CMS hosting
Having finalized the CMS features, it is now time to decide the hosting service you would prefer for the CMS.
On-premise CMS –
This type of CMS is hosted on your server after obtaining a license from the vendor and installing the software.
The responsibility of installing the CMS, infrastructure upgrades, and security rests on you, and the CMS provider will only maintain and update the software as it happens with WordPress and Drupal.
Cloud-hosted CMS –
If you have a space in the cloud, you can install the CMS software on the server of the web host or at a data center, depending on the kind of arrangement you have.
Except that the CMS sits on a third-party server, its modalities of use are the same as that of on-premise CMS.
SaaS CMS –
The SaaS CMS works in the same way as G-mail or Google docs, and you neither need to install or maintain or update anything.
By paying a subscription, you only avail of the services while the CMS provider takes care of all technical issues.
Balancing user needs with the features of CMS is the only way to ensure that you have the right CMS.