Everyone has unique content management requirements, so chances are the path for fixing your CMS is not the same as most others. Here we discuss some best practices to help you discover the path to fixing your CMS. You may find it is time to reinvent your content management approach, or perhaps you just need to adjust. In a recent webinar we discussed the crucial role of your CMS and how to ensure it works for you. Below is an excerpt of the discussion, learn more by viewing the full webinar.
1. Figure out your core
Do you need a Web Content Management (WCM) platform or an eCommerce platform? Are you a clear eCommerce company or do you use your site for client acquisition and customer service? For most organizations the answer lies somewhere between these two ends of the spectrum. Generally this is one of the easier steps to determine. But you will have to lead with one side or the other, either lean towards eCommerce or WCM as your core platform.
2. Determine your digital experience goals
A focus on acquisition, customer service, mobile or conversion can have a number of different implications for your implementation and information architecture. Ask yourself what your experience goals are before diving into point solutions.
3. Determine what “Point Solutions” you have or need
E.g. Analytics, Optimization, Email. Can I easily add-on and integrate these solutions into my core WCM or eCommerce platform with my current vendor?
4. Do a current platform assessment
Can I achieve my digital marketing goals with what I have? Consider things like product roadmap, extensibility, and governance. If your current platform can not meet your point solution needs, you may need to re-platform. Re-platforming can have significant implications. Budget is certainly an obvious concern, but even teams/careers can be tied to a certain platform. Training costs can also be associated with re-platforming. This is particularly why going to a third party can provide a balanced perspective and recommendation along with a roadmap of how to fix your content management approach.
Once you have a solid platform for content management at the core of your digital marketing technology, you will be set to rapidly improve your ability to address all things mobile, web, wearable, and whatever else the future may bring.