Top 5 considerations before choosing a Content Management System (CMS) to drive memorable experiences

In the digital age we live in, having an online presence is not enough for businesses, they must focus on having 'Quality & Contextual Content' on their website.

Customers are no longer satisfied by just opting for a service or buying a product. Instead, they want an experience where brands know who they are, what is their engagement history with the brand, and what are their needs. Naturally, content acts as a key enabler for brands & can drive intuitive purchases. Thereby, persuade users to take desired actions on your website & drive positive business outcomes.

Hence, managing content effectively on the website has become the need of the hour. By leveraging a great Content Management System (CMS) - businesses can easily edit, manage, and maintain existing website pages in a single interface without the need for any specialized technical knowledge.

In this blog, we will discuss the top 5 considerations before choosing a CMS, best suited for your business.

1. CMS that delivers personalised Customer Experiences

To do a personalization strategy right, brands need access to customer data. This data alone cannot lead to personalization unless it's properly connected to your CMS. With the right CMS, businesses can effortlessly collect and efficiently use customers’ demographics, browsing history, device use, location, and so on, to anticipate their needs and understand their interests, behaviour & content preferences across all channels.

CMS creates customer personas and segments based on the data available. The more the data, the richer the profile gets. This helps in targeting the right audience and delivering real-time personalization across all digital touchpoints.

For a leading Printers-Manufacturing & Solution brand based out of the UK, Espire implemented an End-to-End Content Management to enhance Customer Experiences and enabling intuitive purchases to ensure faster time to market > Know more

2. CMS that have APIs & supports Integration with Other Apps & Microservices

No matter where you are in your brand's digital maturity journey, you would need to focus on delivering contextual digital experiences in the coming times. This is the reason why your CMS needs the ability to be integrated with existing systems or third-party applications.

CMS with built-in APIs can easily integrate with the latest marketing automation, business intelligence & analytics tools to help assess customer data and provide unified customer experiences across multiple channels & devices.

3. CMS that supports Omnichannel

Today, content is not only confined to mobile and desktop screens, it also exists in the form of AR/VR, kiosks, digital assistants, jumbotrons and so on. Therefore, businesses should focus to deliver a consistent brand experience across various touchpoints to remain ahead of their competitors.

According to Google - Omnichannel shoppers have a 30% higher lifetime value than those who shop using only one channel.

With the right CMS, you can optimize, manage & publish your content on all digital screens from a single, centralized content hub for your customers to provide a seamless customer experience on their preferred platform.

4. CMS that is Scalable & offers Security

Scalability is another important factor when it comes to choosing the right content platform, especially where rapid digital adoption driven by COVID-19 has made it imperative for businesses to be flexible and scale when needed, in order to keep pace with the latest trends.

The right CMS will provide your brand the ability to expand when necessary and support the functionalities you envisage your business deploying in the near future. It can be fully customized with the help of legions of plugins or custom coding to accommodate the needs of the enterprise and withstand complex scenarios.

However, these plugins also pose a challenge to security. A CMS carries a lot of your own as well as customer’s data that you cannot afford to lose either by accident or security breach. Therefore, businesses should focus on embracing more decoupled or headless approaches for CMS in which the administrative system that controls web content is separated from the front-end display.

Watch our webinar on-demand , in partnership with market-leader Contentful to discover the host of advantages of using headless CMS to build better end-to-end digital experiences for 2021 & beyond.

Headless cms the future of digital experiences to increase customer loyalty

5. CMS that offers multi-lingual functionality

Research shows that over 56.2% of consumers are willing to pay more if the website’s story is in their native language.

Enterprises that work globally should make sure that they connect with their customers in the language they understand. People tend to engage more when they can read and comprehend a website’s content in their native language.

Multilingual websites also help in improving SEO rankings in other countries, providing brands an edge over competitors. Multilingual CMS bridges the language barriers by ensuring that you maintain a unified brand message across all content in all languages. Localization-ready CMS capacitates you to expand your reach and engage with a much wider audience.

Headless CMS is becoming a crucial component of the composable DXPs. A single headless CMS instance can serve unlimited digital channels and help brands deliver consistent content across all touchpoints, thereby offering a seamless experience to your users. With its API-first approach, it can also help your marketer's future-proof their brand’s tech stack. Our global partnership with Contentful, enables us to help brands deploy a multi-experience strategy throughout the entire digital customer journey.

Espire has a rich experience of more than a decade in redefining CX with the help of leading tools globally. Espire's endeavour to deliver customer-centric, digital & customer experience transformation solutions, and total experience by covering end-to-end services of multi-experience (MX), user experience (UX) and employee experience (EX) will continue to remain our consistent focus in the years to come as we march towards our mission to have a positive impact to our client’s revenue and profitability.

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