Universal, but tailor-made: CMS as an individual solution
Numerous companies are currently also looking for new CMS solutions to optimally address their customers on changing social media channels. There is more to it than just selecting a suitable platform: Adequate user address and a consistently good user experience are always based on a well thought-out concept - and the CMS should also be adapted to this concept and to the individual conditions of the company.
In a competitive environment where numerous providers of similar products compete, where offers can be directly compared via the major platforms or comparison portals, differentiation no longer succeeds solely through the products or services offered. Rather, it is important to address users on "their" channels - with content that is relevant and captivating for the respective target group. It's about trustworthy, high-quality content as well as a consistently pleasant user experience (UX).
New channels and the limits of classic CMS
The development of the content itself is quite demanding, but for many providers there is also a technical challenge: Several channels, some of them new, have to be covered, while the existing content management system (CMS) is still primarily website-oriented. According to a survey by Statista1 94 percent of the B2B companies surveyed already use social media channels for their content marketing in addition to their own websites. LinkedIn is named most frequently, while Facebook and Instagram top the rankings among B2C companies. But the development of these platforms is very fast-moving - whether it's always new channels for the younger target groups or increasing specializations, such as in the gaming sector, where there is a shift from Youtube to platforms like Twitch or Discord.
Providers who want to address their target groups on their respective preferred channels must not only constantly monitor these developments and trends, but also be technically capable of integrating new channels into their communications on an ad hoc basis.
And this is precisely where they reach their limits with classic CMS, which were primarily designed for the creation and maintenance of websites. If new channels then have to be maintained in parallel via additional, special tools, the effort increases, and above all no single-source concept can be implemented. However, the goal is to centrally maintain all required content, including product information (from PIM or ERP systems), and then automatically play it out to the respective channels. The focus of CMS is thus shifting from content provision to a true content management tool.
Content management systems are to be customized
But how can this be implemented? In the search for suitable systems, IT and marketing managers will come across concepts such as headless, decoupled or hybrid headless CMS. However, most companies lack an overview of which system is really suitable for their own needs.
Cooperation with external specialists is therefore recommended not only for the selection of the appropriate platform, but also when it comes to setting up the company's own content management system. Because despite the overarching principle of automated playout, the requirements for a CMS differ greatly from company to company depending on customer expectations. A supplier of sports fashion, for example, has different focuses and requirements than a B2B company in the mechanical engineering sector. Even within a single industry, there are individual differences. Following the trend towards more video and audio content, one provider will focus more on product videos, while others will expand their webinar offering or launch a new podcast.
Experience shows: Frameworks and best practices have proven themselves, yet there is not the a CMS system for all. A CMS system must always be adapted to the requirements of the company and its customers. An experienced, specialized service provider can help with this. In joint projects, the competencies of both partners complement each other. While no one knows the expectations and the customers better than the company itself, the agency partner contributes the necessary know-how for the technical implementation, but also ideas and suggestions from other industries and previous projects.
Attention to ease of use
A consistently good user experience for the end users is of course the top priority. At the same time, however, ease of use and thus also the UX for the employees in one's own company is important. After all, the core idea of any CMS is that it should be maintained by the departments themselves -- and as easily and intuitively as possible. For example, functions that are not used can be hidden for clearer operation.
Extensions for a better UX: Example product configurators
On the other hand, projects often show that not all requirements are covered by the standard. In most cases, additional, existing applications have to be integrated via interfaces, but often it is also a matter of specially developed add-ons that are tailored to the needs of the respective provider.
A typical starting situation for B2B companies, for example, is that PDF forms are still used for ordering; this is quite cumbersome for customers. In the search for a better and more user-friendly solution, a configuration solution comes into play, especially for complex products. Those responsible in purchasing usually know very well what they need, but not which individual components from the manufacturer are compatible with each other. Instead of searching or asking, they can simply combine all the required solution components themselves with the help of special product configurators.
Crucial: Involve the customers
When developing a suitable add-on, such as a product configurator in this case, an iterative, feedback-driven approach has proven successful. This means that it is first tested using a simple demonstrator before the prototype is subsequently created. To really meet their customers' expectations, companies should pull out all the stops - i.e., use feedback buttons as well as analytics tools, and also gather feedback directly via customer surveys whenever possible. The path leads via iterative adjustments and improvements to the optimal solution.
Conclusion
The result of these adjustments - extensions and add-ons, integration of additional systems as well as simplification of the user interface - is a CMS that covers the provider's individual requirements. This provides companies with an efficient and future-proof tool for implementing their own concepts for addressing customers in technical terms as well. They can react flexibly to new developments with regard to their communication channels and stand out from the competition with exciting content as well as appealing UX.
Author:
Denis Zimmer is Lead UX / UI Designer at Intera GmbH in Hanau (Germany). www.intera.de
