Content management systems are used the world over for maintaining up-to-date communications online. Post a new blog entry, a new event, a new article. Update any existing content. Or simply remove something that is now out of date.
Being able to control and manage every aspect of the content on your web site allows your business to communicate with customers (existing and potential), suppliers, shareholders and your staff as easily as writing an email.
Publish content instantly to react to changing market conditions, or time the release of pre-written articles to coincide with a new product launch. Manage versions of the same content or review contributions from external sources pending approval.
A CMS is the perfect way to ensure complete control of your search engine optimisation (SEO) efforts. Create new pages or entirely new sections of your web site with the click of a button. You can manage the footprint of your online operations with pin-point accuracy.
Access your CMS from any internet connected device in the world, at any time of day. Review your content and make changes that are reflected in your live publications instantly - or fix a date and time for the changes to be published.
Manage your content by each individual component. Create an overall site template with sub-templates for different sections. Do the same with style sheet to manage the look and feel of each part of your web site. At a 'per page' level divide your content with layout options; header, footer, body and related links on the right-hand side to suggest content, maintain interest and circulate traffic.
No mention of SEO would be complete without covering META information. Sometimes referred to as metadata or meta information, this is the information included in the code making up a web page that describes attributes of the page without them being displayed to or seen easily by the user - and this is where search engine optimisation and search engine indexing has its roots. With a CMS you have the same control over all of the META data (title, keywords, description and ALT tags) as you do over any other part of each page. For true ease, have your META information selected from a repository, ready with placeholders for key words or phrases relevant to the current page. Alternatively, your CMS could apply language recognition algorithms to analyse the content on each page and make suggestions to you about the most effective META information to use.
With methods of generating revenue and direct marketing becoming more sophisticated all the time, a comprehensive CMS can provide you with the tools to target your content specifically to the traffic passing through each page. Pass advantages like this on to your advertisers and maximise their return on investment (ROI), and subsequently your revenue, with ads placed in the optimum position for conversion. Your CMS could include an ad management module where advertisements can be served not only by their location within the web site structure, but according to the day of the week and the time of day. Retrieve ads from your database via key words and apply exclusions to prevent competing advertisers.
Make your content work hard for you. Consuming an XML-based, key word driven cost per click (CPC) feed can provide a sustainable revenue source by delivering advertisements to your users. Target these users and maximise your click through ratio by using your CMS to specify the exact key words or phrases to use on each page individually. Alternatively, use context-driven CPC (like Google AdSense or intelliTXT) and let the ads be delivered 'on the fly' according to the content on each page. Use your CMS to tailor content and ensure your users see relevant ads.
Have your CMS built to reflect the way you like to work, with all the features and control you need at your fingertips. A WYSIWYG (what you see is what you get) interface for editing content will allow you to add text, links and images, among more advanced layout options. Switch to source view to edit the HTML code directly for total control of the output. If you are technically minded, your CMS can incorporate hybrid languages for inserting pre-defined snippets that can display reusable portions of code and include server side functionality for dynamic content.
In addition to an HTML editor, your CMS could include a browser-based WYSIWYG CSS editor, giving you point-and-click ease of editing your style sheets. Your content management system can be as simple or as comprehensive as you require. Every feature, every option, every degree of control can be placed no further than a click away, with familiar HTML controls, like a text box or a checkbox. Through intuitive, user-friendly interfaces and powerful server-side software, managing your web site and its content can be a simple, everyday task requiring minimal training and no technical expertise at all.
I thought I was ahead of the game with regards our website marketing model. Within ten minutes of talking to Lee Johnson I realised, whilst I may be ahead of my competitors, I were a long way behind the trailblazers. - Gareth Jenkins