What is a content management system?
Content management systems are applications that allow users to create, edit, publish, and manage content for a website without needing special technical knowledge like HTML.
Also known as CMS, content management systems can be adapted for various industries. Many companies purchase templates to style the customer-facing side of their website through their CMS, while others may work with a designer to create a custom look and feel depending on their preferences and needs.
Web content management systems also allow for collaboration across teams and users. This makes organizing digital content, files, and other data sources more efficient, as information can be easily accessed from anywhere.
Types of content management systems
Depending on the needs of the business, different types of CMS may be better suited for certain functions. Most fall under the following categories:
- Coupled CMS. This is the most traditional type of CMS, with an accessible backend that publishes content to a styled frontend. To run a coupled CMS, users need a dedicated web before the CMS is installed.
- Decoupled CMS. Instead of publishing directly from the backend to the front-end, decoupled CMS users take advantage of an application programming interface (API) to present the front-end content. This is most common in web and mobile apps to allow for greater flexibility on the front-end while maintaining an organized content management solution on the back-end.
- SaaS CMS. A SaaS CMS is similar to a coupled CMS but operates in the cloud instead of via a host. For businesses that need a simple web presence, this is a good alternative to a coupled CMS with lower overhead costs.
- Headless CMS. While backend content can be organized within a dedicated database like a coupled CMS, headless CMS software requires custom-built frontend solutions for presenting the stored content. This is the most flexible option but requires a developer to create the front-end from scratch.
Basic elements of a content management system
Every CMS features a front-end and back-end, with the front being accessible to users and the back-end being the place to manage content. Most businesses use their CMS differently, but any good solution should include:
- Easy-to-use content editing tools. The whole point of using a CMS is to make content management and to publish more efficient. It should be easy to create or edit content directly within the CMS, whether that’s making copy changes or moving a page from one area of the system to another.
- Digital asset management and storage. Regardless of the size of the business, a good CMS should have the capacity to store and maintain large amounts of data. Effective digital asset management software that’s built into a CMS should act as a centralized hub for all important digital data.
- Granular roles and user access. Different team members need varying levels of access to the CMS and the content it contains. CMS software can add or remove users and assign them specific roles that control their access to the backend of the site.
- Security features. One of the most important features of a CMS is its security. This is especially true for open-source software. Authentication for logins and vulnerability scans should all be possible within the backend of the CMS.
- Third-party integrations. No CMS comes with every feature a business requires. Instead, third-party apps can be installed and integrated via plugins that enable additional usability to be added within the CMS.
Benefits of a content management system
The biggest benefits that come with using a CMS are the increased efficiency and productivity they can offer a business. Specific benefits are outlined here:
- No coding knowledge is required. Not every business has access to a website developer to fix problems on a site or add new content and features. A CMS removes that hurdle thanks to the many templates and plugins available.
- Collaboration is easier. Having the option to add multiple users on the backend of a CMS means that several team members can work together in real-time on creating or publishing content. Different teams can even use the site at the same time without impacting the work others might be doing.
- More accessible content publishing. Content management systems give businesses the ability to add, remove, and update content on their website at any point. Most also have the option for content publishing to be scheduled in advance, which makes it easier for teams to work ahead and plan consistent content updates.
- Marketing responsibilities like SEO are easier to manage. Whether built into the CMS directly or available through plugins, many systems now offer features that marketing teams can use to enhance their search engine optimization (SEO) directly on the published page.
Best practices for using content management systems
Whether implementing a new content management system or overhauling an existing one, businesses should establish guidelines for using the CMS straight away. This should involve practices such as:
- Establishing a content calendar. The best way to get the most out of a CMS is to have a content publication calendar in place. This facilitates consistent uploads of relevant content to attract the business’s target audience.
- Determining tagging and naming conventions. Ensuring that content is consistent isn’t only necessary for the front-end. Users who have access to the CMS should be trained to find existing tags and create new tags. They must also understand the conventions to follow for page and media naming.
- Creating a content maintenance workflow. Content should be reviewed on a regular basis, so establishing a workflow for this upfront can save time later on. This also helps prevent duplicate content from being created and potentially interfering with SEO efforts.
- Adding analytics and tracking tools. Knowing how content is performing is essential for making plans for future updates. Many systems allow for analytics software and tracking directly on the backend, making data flow between the CMS and analytics tools seamless.
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Holly Landis
Holly Landis is a freelance writer for G2. She also specializes in being a digital marketing consultant, focusing in on-page SEO, copy, and content writing. She works with SMEs and creative businesses that want to be more intentional with their digital strategies and grow organically on channels they own. As a Brit now living in the USA, you'll usually find her drinking copious amounts of tea in her cherished Anne Boleyn mug while watching endless reruns of Parks and Rec.
