As any digital marketer has heard many times before, content is the lifeblood of any sustainable online marketing strategy. However, while a great deal of time and effort goes into any successful content marketing strategy, publishing and managing those hundreds of blog posts, images, themes and other elements can also take up a lot of time.
In the early years of the Web, digital marketers were heavily reliant on professional designers who knew HTML fluently. Before content management systems became popular, building a website was no easy task, and a thorough knowledge of the inner workings of Web design was a must.
Today, the content management system (CMS) has opened up the possibilities of Web design to almost anyone. No longer do small businesses and online entrepreneurs have to hire a professional Web designer just to create a blog or other basic website, but the advantages of using a CMS don’t stop there:
Reduced Marketing and Administration Costs
While many businesses outsource their content creation due to the time it takes to meet the strict publication schedules demanded by successful businesses, a CMS allows you to take care of content publication and management using an in-house team. As a result, the administration costs are greatly reduced, since it’s rarely necessary for small businesses to hire webmasters and designers.
Using a CMS is usually no more complicated than using an office suite, since you can simply copy and paste your content into your administrator dashboard and publish it immediately. Even extensive customization of your website is a relatively straightforward procedure, thanks to the vast number of themes and plugins available for popular platforms like WordPress and Joomla.
Modern CMSs are extremely sophisticated to the extent that no two websites need look the same. Many themes available for platforms like WordPress are extensively customizable without requiring any knowledge of HTML, databases and other complex systems. Everything is already there for you in the form of a what-you-see-is-what-you-get website designer and editor.
While larger businesses and major e-commerce websites are usually still coded from the ground up by professional Web design companies, small businesses simply don’t need that degree of flexibility. In fact, even with a CMS, you can still build a fully-fledged e-commerce store incorporating a blog, forum, contact form and much more all without having to involve yourself in any programming.
Improved Search Engine Exposure
The search engines value relevant and up-to-date content, and this means sticking to a publication schedule whereby new content is added to the website on a regular basis. These dynamic websites are far less likely to fade into obscurity after a few months than the unchanging static websites are. By contrast, keeping a static website fresh with new content tends to be extremely impractical.
In theory, a static website provides you with more power to customize, but as modern CMSs continue to evolve, they become ever more search engine-friendly. Most have SEO tools built in, as well as many additional features in the form of plugins. These features can take care of many important SEO routines, such as XML sitemap creation, social media integration and keyword optimization.
Due to the open-source nature of the mainstream CMSs, they attract enormous communities of skilled developers who work tirelessly to keep them up-to-date and build themes and plugins. On one hand, this does mean you’ll need to update the platform, as well as any themes and plugins you use, on a regular basis, but the advantage of being able to take advantage of the latest technology is very important.
WordPress, for example, maintains a very active community of developers who update the platform regularly. As such, you’ll always be able to take advantage of current trends in Web design, such as responsive page layouts, HTML 5.0 and much more. You’ll never be held back by dated design styles of the type that will hold your website back in the search engine results.
Due to the fact that a CMS is normally an entirely Web-based platform, it operates independently of your hardware and operating system. You’ll be able to access it from any device that can connect to the Internet, whether it’s a desktop computer, a smartphone or anything else. There’s no need to install any additional software on your computer or other device.
The far greater degree of accessibility afforded by platforms like WordPress also helps to facilitate collaboration. You can easily configure multiple user accounts and customize the access rights for each one and, since everything is stored online, your colleagues can work on the same content simultaneously. If you want to work remotely, all you need is an Internet connection.
Websites powered by content platforms are far more practical for smaller businesses and entrepreneurs who don’t have the skills or budgets necessary to create an entire website from scratch. Larger businesses might have far higher technical demands, but they often commission professional designers to create made-for-purpose platforms specifically for themselves.