Content management system (CMS)
Posted by: Margaret
Rouse
Contributor: Klaus Svarre
A content management system (CMS) is a system used to manage
the content of a Web site. Typically, a CMS consists of two
elements: the content management application (CMA) and the content delivery
application (CDA). The CMA element allows the content manager or author, who
may not know Hypertext Markup Language (HTML),
to manage the creation, modification, and removal of content from a Web site
without needing the expertise of a Webmaster. The CDA element uses and
compiles that information to update the Web site. The features of a CMS system
vary, but most include Web-based publishing, format management, revision control,
and indexing, search, and retrieval.The Web-based publishing feature allows individuals to
use a template or a set of templates approved by
the organization, as well as wizards and other tools to create or modify Web
content. The format management feature allows documents including legacy
electronic documents and scanned paper documents to be formatted into HTML or
Portable Document Format (PDF) for the Web site. The revision control feature
allows content to be updated to a newer version or restored to a previous
version. Revision control also tracks any changes made to files by individuals.
An additional feature is indexing, search, and retrieval. A CMS system indexes
all data within an organization. Individuals can then search for data using
keywords, which the CMS system retrieves.
A CMS system may also provide tools for one-to-one
marketing. One-to-one marketing is the ability of a Web site to tailor its
content and advertising to a user's specific characteristics using information
provided by the user or gathered by the site (for example, a particular user's
page sequence pattern). For example, if you visit a search engine and search for "digital camera," the advertising
banners will advertise businesses that sell digital cameras instead of
businesses that sell garden products.
Two factors must be considered before an organization decides
to invest in a CMS. First, an organization's size and geographic dispersion
must be considered especially if an organization is spread out over several
countries. For these organizations, the transition to CMS is more difficult.
Secondly, the diversity of the electronic data forms used within an
organization must be considered. If an organization uses text documents,
graphics, video, audio, and diagrams to convey information, the content will be
more difficult to manage.
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