CMS Pain Points

Producing content on your website should be a simple, straightforward process allowing your content creators to focus more time on storytelling and less on formatting and optimizations.

However, many Web Content Management Systems (Web CMS) slow down the process,. They are not set up properly for editors or do not have the features to suit how businesses are using the web in 2016 and beyond. Here are five of the most common pain points experienced that will significantly impact their process.

Pay attention to your SEO. According to Search Engine Land, 51% of traffic to B2B and B2C websites comes from search engines, highlighting how essential it is to optimize your content accordingly. Unfortunately, many Web CMS platforms don’t allow you to edit the SEO metadata on pages of your website or blog. Metadata is a data set that provides information on other data. That sounds confusing, but it doesn't have to be.

Every page should be optimized in order to better rank in the search engines and a Web CMS should allow you to define certain metadata to inform Google, Chrome, Yahoo, Bing and other search engines what the subject of a particular page is.

It is frustrating when you’re not able to update the title tag or meta description, or make the URL of an article SEO-friendly. It’s worth noting that the title tag is part of the header of a web page and helps the search engines understand the headline and focus of an article.

The meta description is a summary of an article, but is geared for users viewing the piece in search engine results pages. The meta description helps users understand the focus of a piece and isn’t taken into consideration by the search algorithm for ranking purposes.

The URL of an article or webpage should be simple and concise, and the keywords should be focused on the main subject of an article, separated by dashes. This lack of functionality to customize these elements can have a negative impact on getting your content more visibility from your audience using search, which is often the whole point of producing it in the first place.

Your website and blogs need to have calls-to-action (CTA) that lead readers to perform some type of conversion, whether it’s shopping on your e-commerce store, downloading a resource, becoming an email subscriber, etc.

Lacking ability to add a CTA is a major disconnect between the content you’re producing and the action you would like them to take. The answer to fixing a lacking CTA functionality: a robust Web CMS that helps editors easily add CTA’s alongside their content.

Visuals make your content pop. For example, 86% of buyers expressed some level of desire to engage with visual content. However, the functionality many websites have through their Web CMS limits what can be done to easily add or edit images uploaded to an article or a page.

This can quickly waste your time as you’re formatting content and leave work less polished than it would have been having had more freedom to include visuals correctly. The ideal Web CMS allows content creators to add images of various formats like JPEG, TIF, PNG and GIF to the backend of your website to make an article or page more valuable to readers.

Once these images are uploaded, your team should be able to crop visuals as necessary, add an alt tag for SEO purposes and have flexibility on where to place the image.

Without this level of functionality, it’s likely that you will not be able to include worthwhile images in your content or if you do so, they won’t look like they are formatted correctly. This can make your brand look out of touch with what makes engaging content worthwhile, which isn’t what any business wants.

What can scale your content marketing efforts tenfold? Social media, but only if used with purpose. A Web CMS that doesn’t include social media integration is a missed opportunity potentially losing your organization additional traffic, engagement and valuable readers.

A lack of social media integration means you’re missing social plugins to simplify sharing, plugins to follow your brand’s key social accounts or the right formatting to streamline the way your content is presented on these channels once it is shared.

Integrating social media the right way helps make it as simple as possible for your audience to share your content with their network and easily generate more visibility from your efforts. A lack of social media integration dilutes your ongoing efforts to build a rapport with your audience using content.

Why log in to a desktop CMS, update content/data, logout and log in to your mobile CMS? Errors between two channels are bound to happen. A contemporary CMS should be able to manage multiple publishing channels from the same instance: enter content once, publish the same content to intended channels.

A consolidated authoring environment assures that your desktop and mobile content will be in sync, pulling your organization closer to the omnichannel promise.

So what is the secret in selecting a new CMS?

Create a concise list of requirements. List your top 5 to 8 pain points. Those are commonly known as current system “blockers” that inhibit your ability to move quickly or cause you to incur undue expense. Second, put together a Proof of Concept that will not only assure that your CMS addresses the “blockers,” but also advances your publishing and development pace. Do not create a 50-point feature wish list or a POC that resembles an Apache project. And remember – you will never find a CMS that fulfills all of your needs out of the box. You will find some that meet most of your needs, and from that point on it is up to your developers to extend and customize.