Content Management Strategies - Part 2: How to Successfully Implement a CMS Structure

by Adam Luckeroth, on Apr, 7, 2015

This post is the second of a two-part series covering content management strategy for marketing and sales. In part one, we discovered how to create a CMS structure that works for your organization. Here, we’ll discuss how to implement the structure that you’ve created.


Assuming that you’ve followed the steps outlined in part one, you now have a CMS structure that meets the needs of your organization. Congratulations! It’s now time to implement and get the rest of your team on board.

The following are four key considerations for implementing a content management system:

Devise a Plan

The first thing you need to do is to come up with a plan of attack -- don’t implement all at once. Rushing the process or approaching it without a clear strategy could lead to technical challenges, loss of support, user abandonment or even a complete scrap of the project.

To avoid these and other unpleasantries, first determine and assign responsibilities. For example, who is going to ensure that all existing content is formatted and copied over correctly? Which departments will be in charge of testing media, organizing content, and collecting user feedback? Include the varied perspectives of the different teams involved to help round out the CMS implementation strategy.

Identify the Champion

Once you have a strategy in place, someone must take the lead, or “champion” the project to overcome hurdles and objections. Having one person responsible for the progress of the project leads to fewer internal hang-ups and mistakes. This person can also address specific concerns about the implementation process and work to resolve those issues as they arise. More ownership and less back-and-forth will streamline the process and leave everyone with a clear understanding of their role in the project and what they’re expected to deliver.

Train Your Team

The next step is onboarding and training employees across the organization. Once the new system is in place, host a training session to ensure adoption by team members and to discover and fix any immediate problems. It’s important to have someone in charge of  collecting feedback and relaying to the appropriate people. This is an area where Modus customers get to enjoy a little additional peace of mind. We’re constantly testing, checking, updating and collecting feedback from current users.

A good CMS provider will certainly work with you to fix any issues that stem from the development of the system itself. In the case of end-user error, understanding how an error occurred and adapting your process accordingly will greatly reduce the risk of issues arising in the field.

Address Ongoing Support & Updates

Now that you’re up and running, considerations need to be made for ongoing support and updates. As needs and new norms are added into your marketing and sales strategies, your CMS will need to grow and adapt with your team. Set a schedule to review current content, remove or update content that is outdated and add new content. Encourage user feedback and make it easy for users to report on any issues and their use of the tool.

Don’t forget to review performance periodically and make any adjustments necessary to meet your goals and objectives.

If you have questions about implementing your CMS for sales and marketing, or just want to share your experience, leave us a comment below or send your thoughts on Twitter @modusengagement!

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Topics:Content Management