With the fast growth and spread of various technologies, content marketing and the mobile industry have definitely created their prominence for 2015. Some of the necessary features the platform is likely to witness this year include personalization of CMSs, pursuing a targeted audience and testing the efficacy of the CMS adopted.
In this two-part series, we will cover 11 key CMS 2015 essentials that will outline the growth of the enterprise in 2015. Let us take a look at the first batch of key essentials that you just cannot afford to ignore this year. Understanding, accepting and incorporating these essentials in your business will definitely reap good benefits.
1) Major focus on personalization and conversion
A good CMS is one that is like a canvas. The software itself may not be of utter importance, but the picture it paints of your business and products is what highlights its efficacy. Being able to personalize your website in order to let your customers interact with you on a more personal level is something that will gain focus this year. Rather than reaching out to a general audience, businesses now have the ability to collect relevant data from their website viewers and convert them into customers, based on the leads generated by the website. Personalization also involves tailoring the content available on your website to suit the needs and requirements of your customers. The language and information preferred by one viewer may vary from that preferred by another viewer.
Each customer has a different need. Being able to address this gap between the wants and needs of the CMS user is a challenge that will need tackling by the use of a strategic approach. Also, the CMS must help design the content that needs to be included when a viewer is browsing through your website in the comfort of his home, or if he is looking for quick and to-the-point information while he is on the go. The possibility and ability to access information through various channels creates the need for content developers to fashion content based on information that is relevant to the end user. This will definitely see your website getting a higher viewers ranking.
2) Creating functional and effective content through experimentation
Initially, businesses had to rely on their intuition of what their audiences actually wanted. This may no longer be a challenge as businesses now have the ability to test and experiment various content via options like A/B testing and multivariate testing. Businesses can get a better insight into the choices and preferences of their audience that puts them in a position to settle for the content that works best in attracting and converting customers. So now, content can be designed and developed based on facts rather than intuition. This will evidently reduce the possibility of delivering poor content and jeopardizing the image of your business or product.
3) Improved coalescence
Flexibility within the CMS ensures that your website is responsive to any minor or major changes and adjustments in the content. Technologies are on a constant change. So is the case with market trends. In order for a business to survive and thrive successfully, it must have the ability to integrate and extend information on its website so as to appeal to the customers’ preferences. Businesses need to understand that the website is more than just a digital illustration of your company’s catalogue. While catalogues only deliver one-way information, the website is a two-way interaction and derives the required response from the viewer. This response is then evaluated and used for further enhancing the content on your website.
4) Paying due attention to mobiles
Mobiles are a key essential to content marketing. It is undeniably important that you select a CMS that is compatible with every form and model of mobiles, androids and smart phones. The inability to do so will limit your reach to a huge audience as most people access the internet on their mobile phones as compared to their desktops or laptops. Developing a CMS for mobile phones doesn’t limit your task to the mere transfer of your website content onto mobile phones. It is more than that. It is about studying and analyzing your audience and using content that will target the appropriate viewer and generate business leads.
5) Publishing through multiple channels
Most customers today access the internet on their smart phones, as compared to the traditional desktop. Customers like to access the internet for information while they are on the go, so it helps to keep your CMS updated and interactive at all times. This aids access of information as and how the customer would prefer it. With technologies on an upsurge, customers now have the option to choose from a wide range of devices via which they would like to access the internet. Whether it be a desktop, laptop, mobile, tablet or smart phone, the experience of a customer must be pleasant, so as to benefit and bring profit to your business. It is hence imperative that enterprises design or choose a CMS that runs smoothly on both, desktops and mobiles.
2015 definitely illustrates a brighter horizon for both, budding and well-established enterprises. To shape a resilient foundation for themselves in 2015, businesses need to have these CMS essentials in place. The strategic use of CMS in 2015 will not only enhance customer engagement, but will also help businesses build on customer feedback, thus improving their online content.
Part II, the concluding part of this series will help you gain new insights that will equip you with an abundance of knowledge and new ideas on tackling business and customers this year.