Darren Hitchock
Darren Hitchock 5 February 2020

Five CMS Priorities For Marketers in 2020

The 2010’s have been a golden age for content marketing, with brands realising the importance of providing audiences with quality content that keeps them engaged, informed and coming back time and time again.

Where once, brands would upload content in the hope that it would be seen, today they want to know that the assets they develop are hitting the right audience, in the right mindset, at the right time. 

Simultaneously, the nature of technology is also changing, with audiences engaging across more devices than ever before. As a result, brands need to find new ways to ensure that their content is flexible, available in real-time and ready for the omnichannel age.

To find out what the top CMS priorities will be in 2020, Magnolia surveyed 200 marketers across the UK and US. Based on this sample, here are the top five most pressing CMS concerns for the year ahead. 

1. Speed of content creation

At a time when the definition of success is increasingly speed based—launch faster, innovate faster, improve faster—it’s vital for marketers to prioritise speed of content creation in the year ahead.

By adopting a CMS that places high priority on speed, marketers can ensure they can deliver the best possible digital experience for the customer.

If you don’t find a way to deliver in real-time, customers will just turn to someone else who can.

2. Easy customisation

Your website is the best way to introduce yourself to potential leads, so you want it to represent your brand while providing something valuable to your visitors.

While having a standardised template for all of your content helps with consistency, if you’re running a particular campaign or need to create a bespoke landing page, you want to be able to customise your content.

If you can deliver bespoke web pages that fit the theme or topic you want to address, you’ll reap the benefits of a more engaged and informed audience.

3. Ease of use

Usability is a key factor when selecting a CMS. A CMS should allow marketers to create unlimited pages at the click of a button. The editorial team don’t need to deal with the systems code and should instead be left doing what they do best: writing and publishing content.

A quality CMS will include a powerful editor, and plenty of options to also ensure your content looks top-notch. But if the CMS is not easy to use, gaining adoption will be difficult, if not impossible.

4. Flexibility

Modern enterprises need to react quickly to market changes. That means that marketers need to be able to make changes in real-time and across any platform.

And in today’s omnichannel environment, this means that marketers must create and edit content in the most efficient way for the screen size and device input—whether that’s for a smartphone, tablet or smartwatch.

Ten years ago, marketers would’ve had to rely on the IT team to make changes in the backend. But with a flexible CMS, marketers can create and launch content quickly and easily.

5. Integration with systems

Integration with multiple in-house, legacy, adjacent technologies is a must. Brands need to know that the CMS they deploy can easily integrate with their current marketing stack such as their CRM or SEO platform.

And if you can have all of these systems on a single user interface, this removes the complexity of dealing with multiple systems, while enabling marketers to manage the whole process more efficiently. The goal is a unified, continuous and optimised experience. And you need integration with other systems to accomplish this.

In 2020, content management systems must focus on providing rapid content delivery and easy customisation. The result will be a better user experience for marketers and a better overall digital experience for the customers. At the same time, this experience shouldn’t come at the expense of security and other IT-related concerns. A good CMS must provide both speed and security in order to deliver real business value.

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