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An efficient CMS with the right bells and whistles is essential. It can help you build your brand, grow your business and stay consistent in messaging and style. The right CMS features also make it easier for multiple employees to manage your content, saving valuable time.

 

These days, however, a high-quality content management system does much more than merely help you update your company's website. It can analyze visitors' behavior and deliver tailored content to users. If you're in the market, here are five important CMS features to consider before you commit.

1. Decoupling content from display

A good CMS decouples the way your content will look from the actual content, so you don't have to worry about display as you create. This is key, as you'll want to make sure the same content displays well on both a desktop monitor and a mobile device.

2. Personalization

A CMS should allow you to manipulate settings to analyze visitors' web behavior and deliver content that's relevant and interesting to them based on factors such as their location, language or role. This can lead to an overall better user experience and greater engagement, both essential metrics for anyone publishing content.

3. Permission control and security

You'll want plenty of options surrounding who can publish what, and where. Multiple permission control possibilities give you flexibility if you have (or expect to have) a large content team. Look for a platform that lets the admin add new user levels or adjust access for each user.

4. Speed and efficiency

Having a drag-and-drop feature for page elements will significantly cut down on the time you spend developing and posting your content. It can also prevent HTML errors that could cause issues with page rendering.

5. Search optimization

You can develop stellar content, but if it's not search engine friendly, you're losing out on hits. Seek out a CMS that can help you create a search engine optimized product. Specific things to look for include custom URL capabilities, tagging infrastructure, and the ability to easily change file and photo names.

 

Finding a CMS with the five features above is the first step toward getting the most out of your content and increasing engagement and brand notoriety.

Deborah Lynn Blumberg has more than 15 years' experience writing business and finance topics for The Wall Street Journal, Barron’s, The Christian Science Monitor and Newsday. She was a Knight Center fellow and a Donald W. Reynolds National Center for Business Journalism fellow and is a founder and co-president of the Texas chapter of American Society of Journalists and Authors.

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