Success in the business can be measured. In this digital world, however, it’s universal to include customer engagement as one top most deciding factor for success. Enterprise decision makers nowadays turn to online content to inform their choices, and there is definitely no shortage of content on the web. But while content management can sound a little challenging to those without professional background on web design, IT, or marketing, it is entirely feasible through easily accessible web content management (WCM) tools. Even small-scale businesses without prior or extensive experience on web content management will find most WCM tools to be easily adaptable.  

Understanding your Audience

To deliver compelling content, one must create content and drive content marketing around their target audience. In a research taken by Vanson Bourne for Avanade and Sitecore, it has been found that a genuine focus on the customer leads to a higher yield in sales. The result on the survey they conducted on 880 respondents from across the globe reveals that continuous prioritization on the customer’s satisfaction and their overall brand experience is what will deliver lasting results to the business. Hence, even as simple as a user’s experience while browsing the website must be of top-notch quality. A WCM solution is a great tool that will help streamline these important digital touchpoints with your audience.

To give your user a fantastic web experience that will keep them coming back for more, make sure that your WCM arsenal has these tools:

1. A highly optimized website. Following a guideline published in Crafter Software, a good web interface must be quick in responding to commands. The lag time is a factor in ruining a user’s experience.
2. In line with this functionality, a brand must have usable and relevant content. As Robert Mills of UXmatters puts it, the overall user experience will go bad without good content. A user-focused content strategy understands the information needs of your audience and delivers the information to the “right people at the right place at the right time.” For example, a tech site will come up with recommendations for the hottest gadgets that the user must have by the start of the new year. Their blog posts or social media content must be aligned with this perceived customer need
3. One CMS feature you should look out for would have to be user intelligence. As social media is unquestionably the venue where a huge part of the market can be seen, your WCM must have the ability to pool information as those found in these social networking sites. The insights you gain from user engagement data can help you determine which types of content they respond to so you can create more of the same. This will remarkably make the experience more personal and more user-oriented.
4. Localization in the user’s language would also be a hit if it can be provided since the web can always tap a global market. Localizing your content is a great way of helping the brand resonate with the audience even more.

WCM’s primary goal is to bridge the gap between the technical side of web management and a simple digital platform for businesses. A fantastic user experience would still depend on several factors such as those mentioned but, with content management tools, this is a highly attainable outcome.  

References:

Content Strategy and UX a Modern Love Story

User Experience: The Single Most Important Element of a Web CMS

White paper – Customer Experience and your Bottom Line

Creating good user experiences by focusing on content