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According to WordPress, 43% of the global websites use its solution. However, that’s not the only CMS solution available. There are at least 770 other similar systems. So, what should the CMS experience look like for content creators, managers, developers and customers?

Answering that question is vital for determining whether to use a CMS or build your website from scratch with code and maintain it independently.

Key takeaways:

  • A content management system is a digital solution that enables users to build and maintain a website without knowing how to code.
  • A CMS streamlines content creators’ work in at least three areas: search engine optimization, image or video management and content categorization.
  • When coordinating the workflow process, content management systems provide tools that facilitate the content manager’s job.
  • A CMS supports a developer by streamlining the more straightforward functions, providing the latest plugins with new features to integrate and detecting issues with the website that the developer can correct to maintain optimum performance.
  • A content management system can provide a delightful digital customer experience by directing personalized content to unique visitors by persona, location or past interaction with the company.

What is a CMS?

A content management system is a digital solution that enables users to build and maintain a website without knowing how to code.

CMS provides a user-friendly interface where you can create, modify, and publish content. You can tailor the design and function of your site by downloading extensions called plugins. Some plugins are free, while others you either pay for at install or pay for an enhanced version. Here are just a few types of plugins:

  • Themes – Customize the look of your website with a design template, including layout and colors.
  • Mail notifications – Maintain a list of subscribers that receive the latest post notifications and newsletters.
  • Forms – Users can fill out a “Contact Us” form or take surveys and quizzes.
  • Ecommerce – Manage a product catalog and track purchases.
  • Analytics – Track new and returning visitors to your site and see which pages are popular.

Numerous users can access and work with a CMS simultaneously. These users are your content creators, managers, and developers. A CMS allows efficient collaboration by providing user roles and permissions. Content creators, for instance, can have write and publish permissions, while developers may have permission to manage plugins.


The CMS experience for content creators 

Content creators post blogs, videos, podcasts, infographics, etc. Content management systems greatly simplify the addition and maintenance of such content. Here are just three ways that a CMS provides a pleasant experience for content creators:

  • Search engine optimization (SEO) – Creators must shape their content to allow the page to rank higher in search engine results. Instead of remembering SEO rules, a CMS provides an SEO checklist as the creator adds the content. Furthermore, it gives both color and numerical grades to let the author know the page’s quality, both for SEO and readability.
  • Images and Videos – Content management systems permit creators to upload and store pictures and videos in a library. The libraries make it easy for authors to select images for their posts and reuse them elsewhere. The most significant benefit to the author is not having to know the HTML code for inserting images into, say, a blog.
    • Categories – Automatically grouping posts eases this work for content creators and allows the content management system to link similar pages. The advantage of this is that the CMS will guide visitors interested in a particular topic to similar pages, thus reducing bounce rate and increasing the time a user spends on your site.

The CMS experience for managers 

When managing the workflow process, the following tools provided by the CMS gives the  content manager a satisfying experience:

  • Calendar to outline the stages of the project
  • Status fields (e.g., Unassigned, Assigned, In Progress)
  • Notifications when there is an update to the task or as a reminder when approaching a due date
  • Role-based routing to send the task to the next stage automatically
  • Reassign feature for when the delegated person isn’t available
  • Change tracking

Since a content manager needs to juggle personnel and ensure the company’s brand comes across clearly, having the precise tools to best perform their work is essential.

What does a content manager do illustration

The CMS experience for developers

Web developers code the functionality of a website, ensuring the site is user-friendly. Functions can include a paywall, a shopping cart, or a message thanking the customer for their business. Among the qualifications for web developers are understanding web programming languages like HTML and PHP and server operations.

So, why would a web developer need a content management system? A CMS supports a developer by streamlining the more straightforward functions and offering the latest plugins with new features to integrate. Also, a CMS plugin can detect issues with the website that the developer can correct to maintain optimum performance. 

A dependable developer knows to leverage technology to automate where possible so they can investigate innovations to give their company a competitive edge.

The CMS experience for customers

While it’s vital for the content creator, manager, and developer to be pleased with the CMS, the customer’s experience must round out the satisfaction. The difference with the CMS experience for the customer is that they are seeing the results of the behind-the-scenes work that the content creators, managers, and developers performed.

How can a CMS provide delightful digital customer experiences? Here are a few ways:

  • As the customer jumps from one device to another, the CMS adjusts the presentation to conform to the device.
  • The content management system directs personalized content to unique visitors by persona, location, or past interaction with the company.
  • The CMS can translate into other languages and publish globally.
  • A CMS can deliver the customer a quick and simple checkout process.

Elements of successful customer digital experience

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Partner with Optimizely for the finest CMS experience

Optimizely’s Digital Experience Platform offers a complete set of APIs that integrates with your content management system. It helps you connect your backend content to various touchpoints across multiple devices and platforms. 

Optimizely offers excellent content management for all types of businesses. Contact us today for more information.