introduction
A Content Management System ensures that a company's web site is focused on the achievement of business objectives, rather than being driven by technical issues, by putting control of content into the hands of its business experts. Using only standard office applications, business owners can create and update content by simply dragging and dropping files to submit content to the Content Management System, which automatically applies corporate style and formatting to publish the new content and maintain a consistent look and feel to the site.
Consistent Branding
A coherent web site design philosophy, consistently implemented, is essential to successful Web communication. All too often, the ad hoc development and manual editing associated with the traditional static web site resulted in confused site appearance and navigation. This led to inconsistent branding and diluted corporate identity, and required considerable effort to police and control. A Content Management System establishes the design philosophy and ensures it is consistently applied throughout the site to maintain corporate identity and branding. The use of templates allows a 'design once' approach which, by separating content from presentation, reduces the time and effort required to create and police the brand. The benefit is extended to re-branding activities that, being far easier and less costly to implement, allow the adoption of a more dynamic and vibrant corporate identity.
Protecting Content Value
If content is the 'currency of the digital age' then protecting the value of that content becomes central to a company's ability to succeed. It must be accurate, up to date and easy to find. Inaccurate content is unacceptable, it exposes a company to jeopardy by threatening its credibility and inviting legal risk. Out of date content indicates commercial lethargy and will discourage visitors. Poorly structured content that is hard to navigate and search will do the same. A Content Management System protects the value of content by accelerating and automating publication processes, putting control of content into the hands of the business experts and providing centralised administration of its presentation.
