Fans of Marvel action hero Spider-Man, may well remember the above quote from Peter Parker’s Uncle Ben, in the Spider-Man 2 movie. While the title may sound a touch melodramatic, a CMS content management system website is inherently a very powerful publishing tool.
Business owners invest in a CMS business website because they want the control it provides to create and publish new content to their website on a regular basis. Usually the plan is to have their internal staff take care of the publishing. The challenge however is in the doing.
To make a CMS website work for your business, it requires people to be responsible for it - either internally or externally. A content management system demands attention. It doesn't work at all when it is ignored. In fact, it becomes a liability the longer it sits there, doing absolutely nothing for your business.
For a CMS website to be successful, it
needs three things, a 'grand vision, a
'wish list and an 'action hero'.
The grand vision - digital strategy
The grand vision is the digital strategy. It's the overarching plan that your entire business or organisation can embrace and support. It highlights how your business can better target and link with your customers, partners and members. When your CMS website is truly the centre of your grand vision, people within your organisation will rally around it. Some staff members will become accountable and responsible for the website. It becomes relevant and important to your organisation.
The wish list - digital marketing
The wish list includes the digital marketing strategy, SEO strategy, functionality and ongoing content design. All items on your list should focus around leveraging your CMS and the Internet to reach your target market, both now and into the future. Ultimately your wish list becomes a detailed roadmap for your business online. However it's not finite. Your market will change, your needs will change. With constant attention to your CMS website, momentum and experience will build, fuelled by a steady
stream of new content and marketing ideas ready to be applied.
The action hero
The action hero is the key to a powerful CMS business website. This is your website publisher or manager, responsible for the maintenance and management of the website on a day-to-day basis. Your publisher ensures that the grand vision and wish list are adhered to, along with all content and publishing deadlines.
With a strong digital strategy in place at the start of your online journey, your action hero will be able to elevate your website to a position of importance within your business and ultimately online. With responsible and dedicated resources in place to manage, maintain and publish content, your CMS website will have everything it needs for a bright and successful future.
Article by Marie Florian
Go Man Go Digital Marketing
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