What is a CMS?

A content management system (CMS) streamlines content creation, enables collaboration, and ensures seamless delivery of engaging digital experiences across all channels, helping businesses meet demands and never miss a chance to connect with customers.

In this guide to content management systems, you’ll learn:

• What is a CMS?
• How does a CMS work?
• Why a CMS matters for enterprises
• What are the key features of a CMS?
• What are the benefits of using a CMS?
• Popular CMS platforms
• Getting started with the right CMS

What is a CMS?

A content management system is software that helps you create, manage, and deliver digital content. It acts as a hub for managing web content, enabling team collaboration for editing, publishing, and updating materials efficiently.

One standout feature is its real-time editing and preview capabilities. You can make changes and see how your content will appear once live, streamlining the entire content creation process. A CMS also integrates with your digital asset repository, guaranteeing resources are up-to-date and avoiding duplication.

In essence, a CMS bridges the gap between businesses and their audience, delivering consistent and efficient digital experiences across multiple channels.

How does a CMS work?

Managing a website without a CMS can be overwhelming, requiring manual coding and extensive technical skills. A CMS simplifies this by providing tools to create, update, and manage content without needing to code.

For example, Adobe Experience Manager Sites provides three CMS options: traditional, hybrid, and headless. These enable marketers and developers to work seamlessly together. Marketers can use drag-and-drop tools to build and update pages, while developers can leverage APIs to scale personalization efforts.

In headless mode, content is stored separately from its presentation layer. This allows it to be reused and delivered across various channels, including emails, apps, and webpages, for consistent and efficient content distribution.

With Experience Manager Sites, the content flow from the author to the audience is simplified into three easy steps:

• Content creators update the site content. These updates can be previewed, reviewed, and approved for live publishing — across channels, if required.
• Content is published. This can be instant or scheduled for a future date.
• Site visitors see the changes reflected on the live site.

Why a CMS matters for enterprises.

Large organizations face unique challenges, such as managing vast amounts of content, coordinating across teams, and maintaining consistent customer experiences globally. Without the right tools, these processes can become inefficient, limiting scalability and personalization.

A CMS tailored for enterprise needs, like Experience Manager Sites, addresses these challenges head-on. With features like headless content delivery, template-based authoring, and seamless integration with Adobe Experience Cloud, enterprise CMS systems empower teams to meet high demands effortlessly.

Enterprise CMS systems offer several key advantages, enabling companies to:

• Deliver omnichannel experiences. Headless CMS tools ensure consistent content delivery across all channels.
• Streamline workflows. Centralized platforms eliminate silos, fostering better collaboration.
• Scale effortlessly. Enterprise-grade tools help manage increasing content demands across regions.

What are the key features of a CMS?

User-friendly interface.

A CMS should make content creation and editing intuitive. Tools like drag-and-drop components and visual editors let marketers design and update pages easily without technical expertise. This reduces the dependency on developers, allowing marketing teams to focus on delivering engaging content quickly.

Workflow and approval process.

A robust CMS includes workflow tools to manage the approval process effectively. For large teams, workflows ensure that content passes through necessary reviews — whether by legal teams, business managers, or editors — before being published. Features like role-based permissions and automated notifications keep the process organized and on schedule.

Integration with other systems.

Seamless integration with tools like commerce platforms, CRM systems, and digital asset management (DAM) systems is essential for a modern content supply chain. These integrations create cohesive digital experiences by connecting features like product inventories, checkout processes, and customer data from web experiences.

Analytics and personalization.

A modern CMS offers analytics and personalization capabilities, either natively or via integrations. These tools help track content performance and tailor experiences to specific audiences. For instance, analytics can reveal which content resonates most with visitors, guiding future strategies.

Content storage and asset management.

A CMS with built-in digital asset management simplifies the organization of images, videos, and other assets. Centralized storage keeps content accessible and prevents duplication, making it easier for teams to find and repurpose assets.

Multichannel content delivery.

Modern audiences engage with brands across diverse channels, including websites, mobile apps, IoT devices, and social platforms. A CMS must deliver content seamlessly to all these touchpoints, ensuring a consistent user experience regardless of the channel.

What are the benefits of using a CMS?

1. Simplified content creation and publishing.

User-friendly tools allow marketers to create and edit webpages, blogs, and other content without technical challenges. This lets marketers focus on content quality while freeing developers to handle complex tasks.

2. Streamlined workflow and collaboration.

A CMS acts as a centralized platform, enabling teams to collaborate efficiently from anywhere. While marketers draft and edit content, developers can focus on back-end processes and stakeholders can approve content with ease.

3. Integrated search engine optimization (SEO) options.

Many CMS platforms include built-in SEO options, such as customizable meta tags, URL optimization, and XML sitemaps. These features optimize your content for search engines, boosting visibility and driving organic traffic.

4. Effective content organization and management.

Tagging, categorization, and metadata tools help organize content for easy retrieval. Features like version control and archiving make sure content remains updated and relevant over time.

5. Consistent branding and design.

Templates and customizable design elements maintain brand consistency across all content. Whether publishing on a website or pushing updates to a mobile app, a CMS ensures a cohesive visual identity.

6. Scalability and flexibility.

As your business grows, a CMS can scale with you. Plugins, extensions, and integrations expand the platform’s capabilities, enabling you to adapt to new challenges and opportunities without overhauling your system.

Popular enterprise CMS platforms.

Adobe Experience Manager Sites

Coca-Cola, BMW, Dell, Casio, and Sony use Experience Manager Sites for its support of omnichannel delivery, its template-based authoring, and its headless CMS capabilities. Because of its integration with Adobe Experience Cloud, Experience Manager Sites allows seamless connections with Adobe Customer Journey Analytics, Adobe Real-Time CDP, and Adobe Target, enabling data-driven personalization and real-time insights.

WordPress VIP

WordPress VIP combines the flexibility of WordPress with enterprise-grade features such as fully managed hosting, headless CMS capabilities, and an extensive plugin library. It integrates seamlessly with tools like WooCommerce and analytics platforms, offering global scalability and reliable performance for high-traffic websites. Designed for ease of use, it empowers teams to deliver exceptional digital experiences at scale.

Drupal

Drupal is an open-source CMS known for its flexibility and scalability, making it ideal for complex, large-scale websites. Popular among government organizations, it excels in handling high-security requirements and compliance standards. Drupal offers extensive customization through its modular architecture, allowing developers to build tailored solutions for unique needs. With robust multilingual capabilities and strong community support, it’s a top choice for organizations managing diverse, content-rich platforms.

Joomla

Joomla is a versatile open-source CMS that balances user-friendliness with advanced functionality. It is particularly suited for organizations needing flexible content structures and multilingual capabilities. Its extensive library of extensions allows businesses to customize their websites to meet specific needs, making it a strong choice for medium- to large-scale enterprises.

Salesforce CMS

Salesforce CMS is a cloud-based platform designed for creating and managing personalized content across multiple channels. Integrated seamlessly with other Salesforce tools, Salesforce CMS empowers businesses to deliver consistent messaging throughout the customer journey. Its scalability, AI-driven recommendations, and ease of use make it ideal for enterprises looking for centralized content management.

Sitecore

Sitecore is an enterprise-level CMS that combines content management with data-driven personalization. It enables businesses to deliver tailored experiences across channels using customer data and analytics. With its composable platform, scalability, and digital marketing tools, Sitecore is ideal for enterprises aiming to enhance customer engagement and drive conversions.

Getting started with the right CMS.

Delivering personalized content at scale can be daunting, but Adobe Experience Manager Sites simplifies the process with tools that unite marketing and IT teams on a single platform.

With Experience Manager Sites, your team can:

1. Deliver omnichannel experiences. Tools like drag-and-drop editing and headless CMS capabilities streamline content delivery across channels, saving time and ensuring consistency.
2. Streamline content and developer workflows. Centralized operations eliminate silos, fostering collaboration and reducing manual processes.
3. Scale with confidence. Enterprise-grade tools ensure that your CMS can grow with your business, accommodating increased content demands and evolving digital strategies.

See how Adobe Experience Manager Sites can help your team streamline workflows and deliver personalized digital experiences. Schedule a demo today.