When thinking about their website content, businesses often tend to focus on boosting user experience, leaving behind the human effort that makes content go live. At medium and large enterprises, content is usually created by multiple departments in distributed locations. If went out of control, a disparity of approaches together with complex personalization models can compromise corporate identity and lead generation. To avoid such unpleasant debacles and streamline publishing in line with your brand strategy, you need to work out a consistent and automated content contribution mechanism. Based on our experience of tuning Episerver CMS for established enterprises, we’ve outlined the key points you need to consider firsthand.
To prevent the spread of errors across the website, content editors’ access rights should be restricted to the extent of their responsibility, e.g. a specific product category, region, visitor group, page, language and more. Though you can grant access rights on individual users, Episerver recommends creating user groups to make maintenance easier and safer. It may also make sense to extend the CMS’s predefined roles according to your organization’s needs.
Content editors should be able to view pages as visitors will see them without publishing first. For example, Episerver offers several viewing options:
- Languages: seeing how visitors using the particular language version will view the content
- Visitor groups: viewing the page as the selected visitor group
- Media channels: selecting a screen resolution or a device
You need to configure your CMS to ensure automated and continuous reviewing of content before and after publishing, involving multiple reviewers, such as a PR or SEO specialist and others. In addition to flexible configuration options, Episerver provides several commenting features – for example, email notifications, user tagging and replying to comments – to facilitate cooperation among editors.
As your business thrives, some of the content, and especially that containing numbers and facts, such as years of industry experience on the ‘About us’ page, may grow obsolete. With a 10,000-page website, how are you going to take control over the outdated pages? We suggest having a CMS that supports automated scheduling of reviews and assigning editors to fix the obsolete content. Some of the changes may take time, so your platform should allow postponed updates, too.
The Bottom Line
You need to make sure your content works for you, not against you, meaning that it’s always relevant, consistent and up-to-date. The key player here is your CMS, bringing your team’s efforts together to have the content created and edited in a coherent manner.