In the digital age, marketing strategy now involves the development of Inboud marketing. This technique consists of attracting customers through the content of your website.
Competition in this area is strong. To establish your brand in this jungle, the use of a CMS is a necessity.
What is a CMS?
The CMS is software that allows you to easily design and manage a website . It is the acronym for the English terms Content Management System . In French, it is a content management system .
This system focuses on both the display of the site and its content as well as its administration, called reciprocally Frontend and Backend . Manipulating a CMS is accessible even without knowing programming . CMS are offered in open-source proprietary mode .
In summary, a CMS helps you produce and publish quality marketing content and rank it on search engines.
Principle of operation
Site construction is done using a very simplified management interface . This can be back-office or front-office depending on the CMS used. WYSIWYG editors .
CMS offer a minimum of navigation menu, image and file management modules. Web pages are generated from models contained in themes, also called templates, then stored as files.
Features of a CMS
The functionality of the CMS is not limited to simple site administration. It is a complete tool for a global vision of a marketing strategy . It helps to structure the content of the site , manage and analyze marketing campaigns , optimize SEO , monitor the customer journey and databases.
However, the basic versions of open-source CMS are a little limited, and the functionalities vary from one solution to another. You will need to add plugins to extend them. The possibilities then become almost unlimited.
How to choose a CMS?
There are over 250 different programs on the market. The choice is therefore immense. The possibilities are multiple depending on the purpose, whether it is a blog or a large website. It all depends on the requirements that the CMS must meet to carry out a Web marketing project. Before choosing your CMS, it is advisable to first have a planned project .
The choice must initially be guided by the area to be developed: web content , blog , social networks.
Requirements for marketing
It requires a classic CMS . Editors have access to the Backend involving a complex sharing method. Multimedia elements must be highlighted to give the best presentation to Internet users. The CMS must have the capacity to effectively manage news and present texts and content in multiple languages .
Requirements for blog posts
It emphasizes interaction Web 2.0 functions . It must therefore provide the possibility of writing articles and controlling the dates of publications. These functions are designed to be managed via mobile devices .
Requirements for social networks
On social networks, communities are more active than on other platforms. The contents are generated both by its administrator and by its members . The architecture is generally modular for this type of format.
Some of the best-known CMS
It is among the largest CMS with more than 15 million downloads recorded. Which represents almost 5% of market share. It offers more than 1800 templates and 15997 extension modules available.
The fact that it is offered as open-source helps to increase its popularity among users. It is mainly used by large companies, which have internal technical teams, for its high technicality.
Its main advantage lies in its community features on Web 2.0: blog, forum, etc.
- WordPress
It is the most used CMS, with more than 59% market share, or around 140 million downloads. It adapts to all types of sites and offers 34,364 plugins and 2000 templates. This CMS is available as open-source, although with certain paid themes.
Due to its widespread distribution , it has become the target of hackers. It is recommended to update security features regularly.
- HubSpot
This CMS has the necessary tools to carry out an inboud marketing . It provides access to complete functionalities with this in mind. Particularly for creating landing pages , emails , forms , calls to action , or also contact lists . It goes even further with SEO optimization tools.
- PrestaShop
This CMS is very popular with e-commerce sites . With its 3 million downloads , it is among the most influential on the market. It is easy to use, because its ergonomics are efficient . The functionalities can be extended by purchasing additional plugins, particularly to optimize SEO.
This French solution is easy to use with its intuitive interface . It is interesting for a first online store experience.
- Magento
It is the leading CMS for e-commerce sites . Thanks in particular to its multilingual store and its numerous currencies which offer its users more amplitude. It allows you to manage several online stores on a single administration panel.
However, its handling remains less fluid than that of its counterpart.
The use of CMS helps generate leads when used well. There is no perfect CMS model, but there is a content manager that meets the needs of every business in the short, medium and long term.
