Three Reasons Why Multiplatform Publishing is a Must for Any CMS

By Patrice Meadows — Tuesday, July 11th, 2017 at 11:00am

Numerous digital tools help practitioners to track audience engagement by connecting websites to social media accounts, email marketing platforms, search engines, and more. These connections make distributing content online easy, but fail to account for the other ways users consume information. How marketers leverage digital signs, mobile applications, and other third-party systems largely depends on their CMS and how it files, stores, and publishes web content elsewhere.

Powerful CMSs allow for the seamless transmission of digital content across several platforms at once. Decoupled CMSs like Cascade CMS separate content from design, making it easier to export various file types to many destinations. While this feature may seem trivial, it can prove essential.

Here are three reasons why multiplatform publishing is a must for any CMS.

Amplify Your Content

Information must be presented several times before people act. Seven times, to be precise. It’s the Rule of Seven, a longstanding principle that says prospects must see or hear the same message seven times before they act. These days I’d bet it takes even more.

The amount of information we see and hear each day has grown exponentially since this rule gained traction. To stand out, advertisers, marketers, and communicators of all kinds (i.e. you) must work harder to grab attention, and inspire action—which is where the right CMS comes in.

CMSs built for multiplatform publishing can send content everywhere it needs to go. Other systems either force users to repost the same information several times or require extensive customizations to achieve the same effect. In either case, using the wrong CMS makes republishing content (e.g. enforcing the rule of seven) harder than it needs to be.

Keep Messages Consistent

A study by the Global Web Index revealed that the average digital consumer owns 3.64 connected devices, and likely uses them in tandem to research brands before initiating a transaction. Chances are, this is not the only way prospects learn about your organization. Omnichannel customer experiences, those that combine all the ways audiences interact with brands on and offline, are quickly becoming the norm. Multiplatform publishing helps your brand deliver clear and consistent messages to prospects regardless of where they are or what they’re using to access information about your product or service.

Get More out of Your Content

According to the Content Marketing Institute, nearly 40% of B2B marketers plan to invest more in content marketing initiatives with hopes of seeing gains in audience engagement, amount of leads, and quality of sales opportunities. To prove the value (and ROI) of content marketing tactics, teams must ensure that all content is leveraged appropriately.

The right CMS helps you get more out of every piece of content by making publication, distribution, and redistribution easy. Say you write a blog promoting new product features, with a few keystrokes you can push that content (or elements of it) to various destinations within your marketing ecosystem. Within seconds, the information will appear on your website, in your mobile app, on kiosks, or anywhere else you want. For more on the benefits of content reuse, read this blog post by our CEO.

How does your CMS handle multiplatform publishing?  Share your stories of content amplification below or tweet us @hannon_hill.

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