These days, delivering a fantastic content experience is about a lot more than simply coming up with solid ideas and plenty of variety. Succeeding in today’s ever-changing content marketing landscape is also about relevance, consistency, and timeliness — and with good reason.
Modern audiences expect the content they consume to be fresh and completely in line with their evolving needs and interests. That means your content needs to evolve too, and an airtight approach to content management can facilitate that. However, effective content management is an art in and of itself with plenty to consider and master.
In the following content, we’ll go over a bit of everything you need to know to streamline your approach to content management and consistently facilitate top-tier content experiences your audience will love.
We’ll cover what content management is really all about and introduce you to the various types of content management systems out there. We’ll share some helpful techniques, best practices, and real-world implementations to help you make wise decisions about future CMSs as well.
What Is Content Management and Why Is It Important?
Content management is the comprehensive process of planning, organizing, creating, publishing, marketing, and overseeing various forms of web content, as well as any associated data. Without it, the entire lifecycle of your digital content becomes unstructured, disorganized, and inefficient.
As an ever-changing, evolving entity, modern content does indeed have a life cycle. The exact details of that lifecycle may vary slightly according to purpose and industry, but the basic stages to know are:
- Planning: the initial stage during which team members assess basic factors such as target audience, topics, content type, and message
- Creation: the stage where creators and other team members brainstorm and produce the content, getting it ready for publishing and distribution
- Storage: when finished content is stored away for future use, pending final decisions about distribution, platforms, etc.
- Workflow: the formulated and repeatable sequence of activities that brings content from conception to the final product
- Editing: the stage when content is refined and polished in preparation for publishing
- Publishing: the stage where content finally sees the light of day and connects with potential readers via a blog, social media, email, etc.
- Retirement: the end stage, when a piece of content has outlived its usefulness and is archived
A comprehensive content management approach supports your larger content strategy by ensuring all of those stages play out exactly as they should. When this happens, you reap the benefits of content management, including:
- Streamlined, efficient workflows
- Lower operating costs and higher return on investment (ROI)
- Better visibility for your content and brand
- Seamless content delivery that ensures your content finds its way into the right hands
- Stronger customer-brand relationships
- Better user experience and higher levels of trust in your brand
What Is a CMS?
CMS is short for content management system. CMSs are tools or systems designed to streamline the entire process of content management, helping to keep content organized, accessible, and efficient from conception to retirement.
There are different types of content management systems, including but not limited to enterprise management systems, digital asset management systems, and document management systems. Popular CMS examples include WordPress, Drupal, Joomla, and Magento.
What Is the Difference Between Content Management and a CMS?
Content management itself is the larger process of planning, curating, managing, and storing content like documents, blog posts, videos, or graphics. However, a content management system (CMS) is a platform or other tool used to support your strategy and make content accessible.
In other words, a good CMS is a key part of your more comprehensive ongoing content management strategy, along with additional tools like content calendars. A good content calendar keeps track of when and where new content will be published, as well as which team members are responsible for individual pieces, milestones, and content development stages.
Content Manager Role
A fantastic approach to content management, complete with the right CMS for your needs, is crucial to the future success of your content, but it still won’t run itself. That’s where a content manager enters the picture.
The right content manager can be an absolute game-changer for your larger content strategy. They can bring a level of culture to your content that makes audiences sit up, take notice, and pay attention to your brand. The average content manager’s role includes responsibilities such as:
- Constructing an efficient content strategy
- Facilitating the creation of top-tier content that aligns fully with your brand voice and values
- Distributing content across a variety of platforms, marketing channels, and outlets
- Collaborating with sales personnel to merge content into ongoing sales initiatives
- Researching subject matter, interviewing experts, etc., to gain insight into better content creation
- Connecting with design talent to ensure content is visually appealing and brand-aligned
- Evaluating content management effectiveness and making adjustments as needed
CMS Types
Content management systems bring countless benefits to the table for modern brands and businesses. They’re user-friendly, cost-effective, secure, versatile, and nearly infinitely scalable. There are several main types of content management systems to consider, each with its unique benefits:
- Web content management systems (WCMS)
- Document management systems (DMS)
- Digital asset management systems (DMA)
- Enterprise content management systems (ECM)
- Content services platforms (CSP)
Web content management systems (WCMS)
Web content management systems make it easy to manage and adjust various aspects of a standard business website without the need to be an actual programmer or web developer. Options like drag-and-drop tools and built-in automation help facilitate easy administration, collaboration, and authorship.
Benefits
Simple, user-friendly automation takes a lot of the guesswork out of streamlining your workflow, improving the function of your site and making the most of your valuable time. WCMS systems also often come with enhanced SEO features that boost visibility. They’re built for easy scalability and personalization as well.
Cons
Without additional web development knowledge, you’ll need to work within the confines of the WCMS you choose.
Examples
WordPress, Drupal, HubSpot, Webflow
Document management systems (DMS)
Document management systems are cloud-based options for storing, organizing, and managing important documents electronically, effectively replacing the need for old-fashioned paper document tracking and filing. Features like search functionality, easy integration with other software, and file-sharing also help streamline many aspects of a content strategy.
Benefits
In addition to being convenient, a DMS is secure, eco-friendly, and cost-effective. It also easily facilitates mobility and remote management from anywhere in the world via any device.
Cons
Depending on the DMS you choose, editing capabilities may be limited. Some options may also be less secure than others, harder to learn, or more complex overall.
Examples
Google Workspace, OneDrive, iCloud, Dropbox
Digital asset management systems (DAM)
Just as a DMS lets you easily manage documents, a digital asset management system lets you store, manage, produce, and distribute other types of digital assets. Key examples include videos, audio files, graphics, fonts, logos, and photography. DAMs are noteworthy for their seamless ability to handle large file sizes and support many different formats.
Benefits
DAMs provide robust centralized storage options that cut way back on potential issues like redundancy while supporting user-friendly, efficient workflows. They’re ideal for collaboration and easy integration with second-party publishing platforms.
Cons
As with similar system types, DAMs can be subject to data breaches, making security a key priority. Some systems also offer limited control over factors like metadata.
Examples
Google Drive, Bynder, Brandfolder, MediaValet
Enterprise content management systems (ECM)
Once a business reaches enterprise status, the task of content management grows to epic proportions, which calls for a CMS to match. Enterprise content management systems are specially designed to handle the unique needs, scale, variety, and output that top-tier companies require for their content needs.
Benefits
ECMs allow you to easily and safely store a multitude of content types in any format you need from multiple different sources. They also streamline the process of facilitating effective content management from creation to final archiving. Much of the process is automated to allow teams to focus on other tasks. Plus, ECMs are built with enterprise-level security, risk management, compliance, and collaboration in mind.
Cons
Depending on your ECM of choice, limitations on what you can do with your content may come into play. Enterprise content management systems may also be inappropriate for all but the largest companies.
Examples
eFileCabinet, DocuShare, Zoho WorkDrive
Content Services Platforms (CSP)
Sometimes a company’s content management needs exceed its ability to handle things in-house, but a full-fledged ECM isn’t yet appropriate. Content services platforms help bridge that gap by combining governance, content management assistance, and various processes emerging brands need to succeed and stay competitive.
Benefits
CSPs offer brands across multiple industries and niches scalable, integrated content management tools and solutions customized to suit their needs. Access to creative professionals of all types boosts creativity, fosters innovation, and paves the way for ongoing growth.
Cons
Depending on your choice of CSPs, there may be limits to the types of services available, so it’s important to thoroughly vet options. Some systems may also be more difficult than others to integrate into your existing routine.
Examples
Stellar, WriterAccess, Express Writers
Implementing Content Management in Your Organization
With so many choices at your disposal when it comes to content management systems, there’s bound to be an option out there that’s right for you. However, proper implementation is a must if you’re serious about getting the most out of your selection. Here are some key tips to follow as you navigate the process.
Clearly define your goals
Before diving in feet first with a particular CMS, it’s important to define your goals and overall expectations for the system you choose. What problems do you need your new CMS to solve? How complex is your content catalog? What does your budget look like?
You’ll want to consider the potential learning curve of each option as well. The idea is to choose something that makes content management easier for your team, not more complicated.
Plan out the implementation
CMS implementation goes a lot more smoothly when properly planned in advance. Set clear goals, timelines, and milestones for your process and determine who the key stakeholders on your team are. Go over any potential obstacles as well.
Then put together a plan for completing all necessary steps of the process. Include plenty of wiggle room, just in case.
Configure your new CMS
Fully customizing your CMS should be the first order of business after completing the initial implementation process. Some tasks to consider include:
- Creating custom templates to align with your needs
- Setting up individual user accounts for key players on your team
- Configuring the overall feel of your interface
- Settling on factors like permissions and individual roles for team members
Facilitate the migration process
If you’re transitioning to a new CMS from an existing one, it’s time to start importing your content into the new system. If you’re dealing with a lot of existing content, this step could be complicated and time-consuming, so be sure to schedule ample time to complete it.
Administer appropriate training
Adequate training and orientation are crucial parts of ensuring that your entire content management team has the support they need to learn the ropes. Training videos or user guides may be the right choice for some companies, while one-on-one training might be a better fit for others.
Test thoroughly before launch
Never launch a new system of any kind until you’re 100% positive everything is working the way it should. Some key tests to conduct include load testing to see how the system handles higher traffic levels, functional tests for various features, and security tests to identify any possible weaknesses before launch.
It’s also vital to have a plan for monitoring, maintaining, and updating your new system to ensure that it continues to line up with your brand’s ongoing content management needs. Think backups, mandatory updates, regular performance tests, and brand alignment audits.
Cost and ROI of Content Management
The overall costs attached to activating and implementing a new content management system can vary quite a bit from one option to another. For example, a small startup or sole proprietorship may be able to secure a solid CMS option for about $200 a month, while a huge enterprise may pay hundreds of thousands of dollars.
Factors that will ultimately determine your out-of-pocket investment include but aren’t necessarily limited to:
- The size of your company or organization
- How many users your CMS needs to support
- The number of features you need
- Your quantity of content assets
- The level of customization required to meet your objectives
You should also factor potential integration expenses related to training, licensing, ongoing maintenance, and installation into your initial budget.
To determine the pending ROI attached to a new CMS, subtract costs from benefits and divide by costs:
ROI = (Benefits – Costs) / Costs
The higher the ROI attached to a specific option, the better the investment. Be sure to evaluate the ROI of each potential choice as part of your selection process.
Likewise, the cost of hiring a content manager to oversee your content strategy can vary according to the person’s experience and qualifications, as well as the scope of your company’s needs. A good candidate can cost anywhere from $25-$50 per hour, if you hire a freelancer, to $10,000 a month or more, for a top-tier expert.
Keep in mind that top CSPs often include professional content management assistance as part of the package.
Ready to take your content strategy to the next level and beyond? Boost your blog with expert content management that delivers serious results with Stellar today.
Case Studies in Content Management
Successfully implementing the right content management system for your company or brand can be a game-changer for your efficiency, reach, and return on investment. Here are a couple of content management examples that demonstrate the impact a solid choice can have on your ongoing content strategy.
Facebook’s WooCommerce launch in under 30 days
When it comes to huge brands with serious content management needs, it really doesn’t get much bigger than Facebook. The social media giant once partnered with WordPress VIP to launch an e-commerce initiative called Gift of Giving.
As with many marketing teams, Facebook’s team needed to launch their campaign quickly without violating security regulations while staying within parameters set by corporate governance. They accomplished this by combining the customizable open-source solutions offered by WooCommerce and integrating them with WordPress VIP.
The result was an incredible plug-and-play experience, lightning-fast landing page load times, and agile e-commerce features, all implemented and launched within 30 days.
Stellar’s content gap solutions for TRIBBUTE
Boutique digital marketing agency TRIBBUTE had attempted to bridge growing content production gaps on its own by integrating AI into the mix. However, while AI absolutely has its uses and applications in today’s digital world, it also comes with numerous limitations.
The TRIBBUTE team attempted to solve this issue by hiring content writers via platforms like Fiverr and Upwork. However, these solutions ultimately turned out not to be scalable or cost-effective, so they turned to Stellar for assistance.
The Stellar team rose to the occasion by offering TRIBBUTE ongoing access to experienced niche content writers, scalable top-tier content solutions, expert content management assistance, and unbeatable consistency. As a result, TRIBBUTE saw benefits such as a 25% increase in organic traffic over 30 days and a 5%-8% increase in product page conversions.
How to Choose the Ideal Content Management System
Content miracles are definitely possible with the right content management system in your corner. However, everything depends on the appropriateness of your choice. Here are some considerations to keep in mind as you evaluate your options.
- Content needs: A good CMS aligns with your present and future content needs.
- Web traffic: Website speed is key when it comes to business success, so determine whether your CMS can handle your typical traffic volume.
- User experience: Consider whether you and your team can handle a higher learning curve or require a simpler option.
- Security: How efficient will a potential CMS be at safeguarding sensitive business and client information?
- SEO: SEO is the cornerstone of any successful content campaign, so it’s crucial that your future CMS supports your optimization efforts.
- Overall integration: How easily will a particular CMS integrate with your existing system and go-to content tools? For example, agencies may want to consider how well their future CMS will integrate with the various CMSs their clients use.
- Flexibility: Will your new CMS support the variety of content types you plan to include in your ongoing strategy? How easy will it be to scale your efforts into the future?
Best Practices in Content Management
Remember, a fantastic content management strategy goes well beyond simply crafting incredible content your audience loves and having the right CMS in your corner. It’s just as important to understand how to get the most out of the systems and solutions you implement. The following are some best practices to keep in mind.
Centralize your creation process
Consistency is imperative when it comes to keeping your brand voice consistent and audience engagement high. However, assigning different aspects of your content creation strategy to separate teams can make this challenging.
Centralizing your efforts instead can help put consistency back on the menu. Use your content management system to take the guesswork out of the process and support your larger content creation strategy.
Implement a content calendar
A good content calendar is the key to keeping your entire team on track when it comes to meeting deadlines, keeping track of who’s assigned to which tasks, and staying on target. You can further use your calendar to identify content gaps, zero in on prime growth opportunities, and adapt to your readership’s evolving needs.
Categorize your content
The right content management system simplifies the process of keeping your content organized and accessible, especially as your catalog grows, so take full advantage of this feature. Generate a full inventory of your various pieces, organize them using appropriate tags, and boost accessibility with a categorization system that makes sense.
Prioritize personalization
In a day and age when the average person is exposed to thousands of ads every day, relevance is essential rather than simply “nice to have.” Integrating personalization into your ongoing content strategy helps you tailor your content to various segments of your audience, and your content management system of choice can help.
Considerations when migrating between content management systems
Ready to start planning your migration from your old content management system to your new one? Make sure you consider the following key factors first.
1. Downtime
This is one factor many teams fail to account for. Come up with a generous estimation of likely downtime during your migration, and plan accordingly.
2. Team roles
Have a dedicated plan and system in place regarding who will be responsible for your content. Consider writers, editors, quality assurance personnel, etc.
3. Data transfer
It’s not just the magnitude of your impending data transfer that you’ll need to plan for. Know which regulations you need to adhere to and implement active measures to stay compliant during the process.
4. Security measures
What’s your plan for safeguarding sensitive company and customer data as you migrate from one CMS to another? Implement a system for preventing data leaks and breaches.
5. SEO
Don’t wait until after your migration to think about SEO. Considering key factors like user experience, website speed, and navigability beforehand helps streamline the entire process.
6. Content volume
How much content will you ultimately be moving? The size of those numbers correlates to overall costs and downtime, so be sure to keep them in mind.
How Do You Measure the Effectiveness of Your CMS?
Ongoing tracking and data analysis are important for ensuring that a newly implemented CMS is meeting expectations and doing its job. Here are some metrics to keep an eye on as you assess the overall effectiveness of your CMS:
- Audience metrics: How do your numbers look in this regard? Consider key performance indicators (KPIs) like unique visitors, bounce rate, dwell time, and page views.
- Number of backlinks: Are people endorsing your content by backlinking to it? How do those numbers compare to those attached to your previous system?
- Built-in analytics: Keep an eye on your analytics to get a solid read on what’s working with your content and new system versus what isn’t. Make adjustments as needed.
- Staff and reader feedback: What do members of your audience think of your new CMS and content approach? How about your staff members and system users?
Ultimately, vetting, choosing, and implementing an ideal CMS for your needs can take the hassle, confusion, and frustration out of scalable content management. However, it’s crucial to fully evaluate your options for appropriateness and brand alignment.
Be sure to do the same with your content needs. Understand that content management systems support robust content strategies, not replace them. Know whether you need the services of a dedicated professional content manager on staff as well. The right person can really elevate your strategy.
Take your content management to the next level today by working with expert project managers to craft your content strategy. You’ll love what the right creativity and expertise will do for your brand.
