Producing high quality content can certainly help build trust, provide context and therefore improve financial KPIs. 

Ultimately content that is tightly aligned with their product and lifestyle needs can play a supporting role throughout the ecommerce journey.

Which of the following business goals does (or should) content management help you to meet?

CMS systems

The focus on using content to build customer relationships is also reflected in the way that companies measure the ROI of their CMS systems.

The most common metric is improved engagement (45%), followed by improved conversion rates (38%) and increased web traffic (35%).

Interestingly around a fifth of companies (17%) don’t measure ROI at all.

How do you measure return on investment on your CMS?

Finally, when assessing which CMS to choose from, ‘ease of use’ is the most popular criteria (41%).

And in a commercial environment where increasing value is being placed on an organisation’s ability to use their content in a variety of ways and on multiple platforms, it is not surprising that the integration of CMS a top priority for businesses.

Nearly a third of company respondents (31%) deem ‘ease of integration with other parts of the business’ to be among the three key criteria when accessing a CMS, a 5% increase from 2013.

For more, see our Quarterly Digital Intelligence Briefing: Delivering Digital Experiences (free to subscribers).