Content management is an important part of eCommerce today. It is sometimes overlooked when compared to other more technically advanced aspects of eCommerce. The truth is content management is key to how the website looks and how it performs. As far as a front facing part of the digital business is concerned, it is crucial. It determines the very look of the website and the UX possibilities. It is important for both marketing and brand loyalty reasons. 

What is a content management system or CMS? A content management system (CMS) is software that allows an online store to manage, create, edit and publish digital website content. Fortunately, they can do this without having to write any code. Users can modify the appearance and presence of the eCommerce site. It is simple to change product page layout, include promotional banners and effectively create new sections on an online store to promote certain products. It gives the manager a great deal of flexibility.

Separate Content Management System?

Some of the major eCommerce platforms include a content management systems CMS. They have a user-friendly digital infrastructure that manages the backend store management capabilities of the eCommerce site. eCommerce CMS software solutions are either Saas or open source. As a result, it needs to be considered in the decision making when selecting an eCommerce platform and a CMS solution. If the selected eCommerce platform includes a CMS, then that provides for great flexibility. 

However, not all eCommerce stores require a content management system. Therefore, this decision largely depends on the content strategy plan. Some businesses can benefit more from a flexible CMS system. It caters to online stores that regularly generate new content on an ongoing bases. Or even regular content updates on the homepage and product page. Stores with less regular content updates might not need CMS built on their site.

In addition, eCommerce CMS fall into two main categories which are pure content management systems or ecommerce platforms that support CMS functionality. However, the choice between the two depends on the maturity of your business, quantity of products marketed, sales volume and content strategy. Vendors that sell on third party platforms like on Amazon will make different decisions to those which have a strategy geared to driving online traffic to the online store. There are two approaches to CMS and they are an eCommerce centric strategy and a content centric strategy.

eCommerce centric strategy

Above all, an eCommerce centric approach does not limit an online store from the benefits of content marketing. As content and eCommerce become more important , eCommerce platforms must increase their content-first offering. Businesses need stores that give store owners flexibility to create, design and publish original content. Most importantly, this content should be generating online traffic. Today’s businesses need the ability to do many things. This is from on-page SEO management to visual drag-and-drop builder and trendy blog designs. Fortunately, eCommerce centric CMS has great benefits. If online store owners choose content-centric CMS, they can  efficiently integrate with other eCommerce platforms for more robust efficient digital infrastructure. Regardless, it allows vendors the ability to combine the selling and marketing features on a single backend platform. 

Content centric strategy

Moreover, online store sites with a content-first approach, the CMS plays a focal role in driving business growth. In other words, a content centric approach means brands focus on informing and engaging the online customer base. This is done through engaging marketing content that drives traffic trust and brand loyalty. The eCommerce functionality is managed by an add-on in the backend of the systems. It is a good option for businesses with strong marketing and design teams that can generate content-heavy online experiences. This allows brands to generate demand quickly.  For example, BigCommerce facilitates brands that have a content rich approach. The platform is good for those looking to blend commerce and content heavy UX designs. Websites can use WordPress as an example which power the core eCommerce functionality with the BigCommerce plugin.

Furthermore, online stores can craft their own unique narrative that underpin the lead conversion. Great content is a key part of this dynamic. Content heavy strategy via social media helps companies attract customers in today’s competitive internet.  Brands can differentiate themselves with a compelling narrative centered around products. they are trying to market. Product information management (PIM) also helps marketing and creative teams design engaging stories. Organized rich content, imagery, videos, testimonials is what distinguishes brands from the short attention spans of online customers. Moreover, PIM facilitates content creation through categorization of digital assets based on attributes to addressing the diversity of data types

In conclusion, regardless if companies select an eCommerce centric or content centric approach to eCommerce management the most important thing is the online experience. Today’s customers expect a user friendly and engaging online store. To stay competitive online brands of all sizes must embrace creative product showcases. They must combine effective marketing and storytelling with core eCommerce functionalities to be successful.