A good CMS business plan must have the following schema in place for effectively managing content and enabling a world-class digital customer experience.
From a business consulting perspective, it is very important to define roles in managing the web content for a successful promotional campaign and enjoy great digital customer experience. It is more so important, however, to define the process and schema of activities within the CMS to meet the expectations of today's digital customers. Key considerations are to be kept in mind:
- One of the key activities within CMS is 'Authoring Content' - the content in any form (html page, PDF, audio, video etc.) need to be authored and converted into the specific format before publishing. Authoring is the process to manage the content support, content form, type, dimensions, style, attached content (images, posters), tracking, versioning, etc.
- 'Publishing Content' should be aimed for the right web page, scheduled date and time, and provides the Content Strategist preview and notifications or alerts regarding unfitted image, duplicate names, content expiration, accessibility etc.
- For multinationals with heavy website content, it is very important to categorize the web pages and landing pages according to its product or service offerings into several pages depending upon target customers to foster navigability. 'Segmentation & Targeting' becomes very important in CMS to define rules of promotion during digital campaigns, target appropriate content on the right channel etc.
- The 'Workflow Management' within the organization for publishing content becomes very important for IP related protocols and timely go-to-market. All the activities within the CMS schema is effectively managed and run by a suitable workflow design. It enables the team for automatic notifications for approvals, quicker routing of approvals, specific escalations, quick review and specific modifications based on comments, view and expedite content status in workflows.
- 'User Management' is also very important for a targeted content to be effective and creating the right UI according to user segments. Setting the right authentication rules, rights management, security audit and tracking, admin management becomes very important for running CMS effectively and ensure filtered content and adhere to IP rules.
- A successful CMS must not only ensure perfect content aimed at the right customers, but needs to gauge its success with best-in-class digital reporting. 'Analytics Support' becomes necessary for the firms to extract site view reports, do predictive analysis and forecast website traffic, track prospects and customers and manage dashboards for key decision making.