Overcoming the Problems your Content Management System Won’t Solve
To some website owners, content management systems are regarded as miracle cures, capable of solving any problem that a content marketer may have. However, although CM systems are incredibly useful, the truth is that they are not enough by themselves.
A lot of website owners have claimed that they hate their content management systems, simply because they are incapable of producing the unrealistic results that they had been expecting. Some organizations purchase a CMS in an attempt to solve various issues regarding content delivery and production. However, the truth is that a CMS can only overcome some of these problems. Following are three problems that your content management system can’t solve.
- Absence of Personality
A lot of websites are seriously lacking the personality to make them distinct from other competitors. They’re either far too bland or much too fake. The reason behind this is that most of the content for sales websites are written by people who are more interested in selling their product than engaging with their users. Websites that have fantastic content, convey a better personality and therefore stand out from the crowd. They do more than simply communicate information – they actively seek out customers and make a connection with them in the same way that people do on a face-to-face basis.
The solution to this problem isn’t a CMS, it’s deciding on the personality you want for your website. Take the time to define your brand. Then, put together a style guide for your content, including examples of the writing that you think fits well with your company. Generally, your guide should include directions in regards to wording and tone, and once you are finished coming up with all of the important parts, it should be distributed to your writers.
Of course, producing an ideal style of content is no simple task. You might need to consider employing freelance copywriters if you don’t have the ideal member of staff ready to churn out excellent material at a moment’s notice. However, once you’ve found the right voice for your company, you’ll find that introducing more personality to your copy becomes far easier.
- A lack of Community
Many content management systems come with various tools to improve community engagement, including forums, comments, and buttons that allow users to integrate with social media websites like Facebook and Twitter. However, simply having the technology available to you will not build a great community.
The solution here is to build a relationship with your customers. Realize that online communities thrive on connections, more than simply the ability to use applications. If you want to build a successful community for your website, then you need to actively engage with your users on a regular basis, and this will take some time. Have staff members in your organization that constantly reach out to your customers, asking and answering questions, as well as getting to know what your users want from you.
- Poor Copy Writing
The unfortunate truth is that not everyone out there can actually write good copy. Even someone who has written for newspapers and magazines in the past may not be able to provide the ideal content for a web-based business. There is an art involved in writing amazing web copy that most people simply can’t get the hang of, and because of this, a lot of copy on websites today is un-engaging, boring, and far too verbose.
The solution to this problem involves three separate steps:
- First, get an editor for the copy that you are putting on your website. This will take some pressure off your writers because they do not have to worry about writing the perfect content straight away.
- Secondly, offer training to your writing staff that extends beyond simply offering advice on how to use the CMS system. Give your writers tips on what makes excellent content, and what your readers like to see.
Finally, create a template for your content providers to help them focus their writing to your specific needs. A template should focus on several things, including the intended audience, the key message of the page, and the call to action.