Why Your CMS Should Be the Central Hub of Your Digital Experience

Jonathan Voigt
Jonathan Voigt
May 5, 2017

Providing a personalized experience for your web audiences is critical not only to grabbing and keeping their attention, but also to convert more visitors into customers. 

An integrated experience, or providing a uniform look and feel across all your digital channels, is also essential. You want your guests to feel comfortable no matter where they are engaged with your content. Integrating your systems will also be helpful for your team as they have fewer assets to manage.

When you make your content management system (CMS) the central hub of your digital experience, you will be able to give your audience what they are looking for while also making the job easier for you and your team. Here's why.

Simpler Integration

The easiest way to provide an integrated experience is to integrate your systems. 

From your sales and lead tracking to email marketing systems to CRM, keeping track of all the ways you interact with current and potential customers can get messy. Whenever you make a change in one place, there's an endless number of places to carry that change. With so much to manage, the probability of errors and omissions increases.

What's more, adding new systems and channels individually usually requires building it from the ground up, making sure to keep it consistent with everything else. Digital marketing is in constant flux and new services and channels are continually rolling out. Every time you want to add a new asset, you must take the time to integrate it with each of your existing systems. A centralized system means a single point of integration and automatic connection with the rest.

When your CMS is the hub of your communication channels, you'll have access to everything in one place, making it simpler than ever to make and track changes across the board. Adding in new systems is easier and more efficient so your team has more time to focus on making customers happy!

Tracking Trends and Other Analytics

Speaking of happy customers, analyzing strategies across multiple systems is painstaking work. From trying to find comparable statistics within each one to analyzing a multi-platform campaign, identifying weak areas and effective messaging can only be done once you've compiled all the data and then put it together to make comparing meaningful.

Tracking individual behavior from the earliest stages of the buying process all the way through retention is more accurate when you're observing from a single point of view. Identifying bottlenecks and roadblocks is crucial, but often difficult when data from one system has to be compared with data from another.

When all your campaigns begin in your CMS, data from all your channels becomes accessible with the click of a button. When you have centralized data collection and analysis tools, identifying the trends and behaviors necessary to provide personalized content becomes straightforward.

A central hub is not only a faster and easier way to access information, but also to roll out personalized content. After all, what good is identifying trends if you cannot capitalize on them while they are still trendy?

Plus, the reports that are necessary to evaluate the effectiveness of your campaigns will be clearer and more accurate when the data is centralized. When it comes time to prove the ROI to the boss or the board, you'll spend less time compiling data and creating charts and more time talking about which areas aren't performing as expected and where to double down.

Better Content Management

If personalized, unified content is the key to customer success, then a unified content distribution method is the way to get there. Stop reinventing the wheel every time you want to push content out to multiple channels.

Without a centralized hub, the typical process looks something like this. You have a promotion that you would like distributed to your digital channels. You've worked with your creative and copywriting teams and have a message ready to go. First, you log into your website management system, upload and format your message, then post it to your blog.

Next, you log into your email system and repeat the process. Then Facebook. Then Twitter. Then Instagram. You get the idea. With each process, there is a separate login, upload, format, audience selection and release. Not only will this eat up a ton of time, but this method has far too many opportunities for human error. 

Instead, create your content one time and bring it into your CMS. Then, all you have to do is format and adjust the content as necessary to optimize it for each channel and send it on its way. From your website to social media to apps and kiosks, keeping track of your content is painless and more practical when pushed from a single hub.

User Friendliness Matters

Another major issue with managing multiple tools is the varying interfaces provided by each. Without a central hub, each member of your team has to be familiar with how each of these systems works and how to complete a simple task in multiple ways. This can be frustrating for users who know what they want to do, but must first figure out how a particular system handles such a task.

When you use your CMS as a central hub, there is only one workflow to create and one set of tools to learn. From managing a product catalog to updating web pages, users must only take the time to learn one process. That means more consistency across every project and more time dedicated to maximizing consumer interactions rather than fussing with tools.

When your team is confident and comfortable with the interface of your CMS, and when they are experts at the tools it provides, day-to-day tasks will be faster and easier and major projects will be more organized and consistent.

Tighter Security

Implementing and managing security protocols within a single system is smoother and safer than trying to manage multiple users across multiple systems. When you use a central hub, it will handle the connections to each of your systems acting as a secure gateway. 

Without a centralized system, each person on your team has a login and password for each of your systems. The opportunity for errors and security breaches is everywhere. Plus, keeping track of who has access to what quickly becomes a logistical nightmare. Onboarding new employees is tedious and removing former employees must be done carefully to ensure each point of access remains secure. A centralized system allows for a single login. Simple.

If a security breach were to happen, severing the connection to the affected area is a cinch and doesn't compromise the security or accessibility of the remaining areas. Everything else continues as normal as you repair the problem. Once the problem area is secure, simply bring it back online and reconnect it to your CMS to get back to work.

Happy Workers; Happy Customers

Using your CMS as a central hub is a perfect way to manage system integrations. It will allow you to quickly gain insight into customer behaviors no matter where they are in the buying process, while also identifying significant trends across platforms. With this information, you can effortlessly push content out to all your digital channels and assets without having to start from scratch every time.

The result is a unified look and feel for your audience wherever they are engaging with your company online. Your audience will enjoy personalized experiences with ease, and moving across channels and assets will be effortless.

Your entire team will also be more efficient as they waste less time logging into and out of multiple systems, learning multiple interfaces, and figuring out how to do a single task in several places using different tools. Uploading, downloading, and exporting content and data from various places will be a thing of the past. Your security team will appreciate the simplicity, and managing upgrades and additions will be streamlined processes.

In other words, your team will be happier and more productive and your customers will reap the rewards. 

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