How Technology is Revolutionizing Content Management Systems

BY: Patty Nicholson
MARCH 15, 2022

These days, it’s not enough to have a website designed and built by a team of professionals. You need more than conventional tools can offer to position your business to stand out from the competition. With today’s content management systems, you can reach those goals, and do so with independence from outside agencies.

CMS technology has become more open and robust than ever before, allowing small businesses to take control of their online presence and build fully integrated websites. Find out how CMS can revolutionize your content management system in this post.

Key Takeaways

  • Content Management Systems simplify the processes involved in managing online content.
  • Now, technology is revolutionizing how Content Management Systems work by broadening their capabilities with consumer-centric features.
  • The customer experience and shaping the lifecycle of their journeys are becoming increasingly crucial to CMS developers.
  • Modern CMS development capabilities intelligently deliver meaningful content to customers to provide value by connecting disparate data sources.

How Content Management Systems Work

A content management system or CMS facilitates the creation, editing, organizing, and publishing of content. Businesses use a CMS to manage a dynamic web material collection for auditing, editing, and timeline management.

The front-end user interface features a Content Management Application (CMA) that allows users to add, change, and remove content without help from a webmaster.

A CMS can be as simple as a single repository of files or have all the sophistication of a database-driven site that manages multiple users and permissions. At the very least, it will have an index file containing links to the rest of the site. It is usually a collection of templates that allow you to easily update the look and feel of your website while maintaining consistency.

The typical CMS includes web-based publishing, format management, history editing, version control, indexing, search, and retrieval. Additionally, Content Management Systems support the separation of content and its presentation (i.e., they separate what you see from what you get).

Why CMS Development is Changing

Content Management Systems have existed for decades, so why is CMS development changing now? There are a few reasons:

  • Businesses realize that getting results isn’t about the channel but the customer experience.
  • Companies need to deliver exceptional digital experiences across every channel: a website, mobile app, social network, or another platform.
  • Extensive data collections exist but are disparate and lack the correlations necessary to deliver meaningful customer experiences.

Many business owners know that consumers aren’t just using one channel anymore, but multiple channels to engage with a brand or product.

Online shoppers often start by searching on Google, then visit a company website, download an app, or participate in a social media conversation with the business.

These interactions must interconnect seamlessly to provide a consistent brand experience across all touchpoints.

Consumers are becoming increasingly accustomed to having products or services delivered when, how, and where they want them on any device at any time and place. Modern businesses need to deliver engaging experiences that drive their business goals regardless of the channel customers use to connect with them.

Three CMS Innovations Enhancing Future Customer Journeys

Content Management Systems are moving away from the traditional approach of managing documents and pages toward a new approach of managing the whole customer lifecycle and journey through content, data, and processes.

Modern technologies and concepts involving IoT, voice interfaces, and AI are changing how we interact with content. CMS developers are moving away from traditional interaction models to new ones that are more natural and intuitive.

The future of content is about understanding human needs, delivering content contextually relevant, and providing a continuously personalized experience.

Content management is no longer about managing content for a channel or screen. It’s about delivering engaging experiences across every customer touchpoint from websites to mobile apps, social media to IoT devices.

1. Customer Engagement and Experience Management

The digital landscape is changing rapidly. Everything is becoming more integrated, more collaborative, and more predictive. The consumer-focused nature of the digital world has created a need for every enterprise to transform from transactional brands to experience-led brands by providing personalized experiences at scale.

Digital has enabled companies to interact with consumers in real-time and capture many relevant touchpoints as consumers progress through their buying journey. Enterprises can create “micro-moments” by combining different interactions through one unified channel.

Innovative technology is helping enterprises identify customers with specific characteristics or affinities and offer them relevant content, incentives, and discounts that boost customer engagement and satisfaction more effectively.

2. Value Creation as a Focal Point

The rise of social/business networks, digital content delivery (video, audio) in marketing and customer service, analytics, online communities, mobile devices, cloud computing services, digital commerce, and IoT devices (wearables) are creating unprecedented demands on organizations.

To succeed in today’s increasingly complex environment, you must have an integrated approach that combines multiple business models into one cohesive offering for the customer across all channels, including the physical, digital, and mobile.

One critical aspect of this strategy is understanding how to deliver specific content to your target audience when they need it and in a way that creates value.

3. Connecting Customer Data Sources

The challenge is not just serving up content but also knowing which content to post and through which channel. At this point, a solid content management strategy comes into play.

Imagine a single, robust platform that lets you manage content, personalize it to individual users at scale, and deliver it across any channel or device. You can see how every piece of content is consumed and how it impacts behaviors and outcomes. These features enable businesses to connect all this data to build a 360-degree overview of the customer’s behaviors and interactions with your brand.

At its core, a CMS is designed to help you manage your content, but an effective CMS goes beyond that by uniting different data points from disparate systems so you can make better decisions about what to present and when.

Final Thoughts on Content Management Systems

The modern CMS is reinventing how businesses create digital touchpoints with customers, not just for content management. Although the advances are still progressing, the new wave of integrations will be critical to companies that want to deliver rich experiences through enhanced marketing and customer service strategies.

For now, CMS developers are starting to realize that the content delivery systems will soon look less outdated and more like robust platforms that connect customers across online channels and data sources.

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Written by Patty Nicholson

"With an exceptional ability to execute and implement enterprise-wide, highly complex strategic initiatives building trust with teams and cross-functional partners, and over 20 years of demonstrated leadership skills, Patty Nicholson oversees all operations while maintaining a commitment to 5-star customer success. Most of her career has been working with insurance organizations on ways to automate manual processes to new digital platforms."

MARCH 15, 2022
RD Global Empowers Insurance Companies to optimize total digital experience, unify data, and harmonize processes by developing high impact technology solutions infused with a 5-star customer experience.