While it may not seem that choosing the right content management system has to do with branding authenticity, there is a clear connection. The fact is that most content management systems put in place fail because of human factors (i.e.) the system is too complicated, the user is inexperienced, there are too many steps, the specifications don’t fit the company and so on. While some multi step systems may work for one enterprise, it might not work for another. Choosing the right system can open up a world of possibilities in connecting with users as well as creating a more positive and knowledgeable internal culture.

Even equipped with this information, the right content management systems are not being put into place. This is largely due to the fact that they are chosen in an artificial manner where the true needs of the organization are not considered. Aligning a company to the right content management system is a critically important decision for the future of an organization – particularly one that may be facing re-entry into the market, rebrand or restructure.

It’s no secret that there are a vast number of CMS recommendations out there and many designers and developers have their favorites. Equipped with the understanding of the true needs of the business, it is first important for a company to understand why the CMS is necessary and what needs to be accomplished with the system.

Asking some of the following questions can help to narrow the field:

For the internal team:

  • What aspects of content need to be managed and how much?
  • Who will be managing content?
  • How much specialization is required?

For the system:

  • What is the support like?
  • Is it scaleable?
  • Can it be customized?

CMS platforms, and in particular enterprise, when used at optimized levels can deliver a level of success to a company not seen before the CMS was introduced. Beyond serving it’s functional purpose(s) to an internal team, a solid CMS should adhere to usability standards, making it as easy to use as possible, efficient and even intuitive. In choosing a content management system, a company must take their core needs into consideration but also much ensure that the users can successfully accomplish their tasks and navigate the system.

Implementing a CMS that is highly usable can increase productivity and maximize company financial performance on a large scale. Much of the the success is ensuring that the CMS is user-friendly which will prove beneficial in regard to its long term investment. Most usable systems are intuitive enough for a semi tech-literate user to engage with immediately, but some form of training for a committed team is recommended.

Though a CMS can provide great ROI, there’s no arguing that they are often a big investment for a company and should be chosen by a team rather than a single stakeholder. Working with outside design and development experts who are well versed in multiple CMS platforms can ensure the CMS is used to it’s potential and help the company become more productive.

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