A: Companies don’t necessarily need a CMS to deliver content to a website. A company can own the domain name and, with a lot of coding, they can find a way to deliver that web page themselves.
But content management isn’t just one person's job. A brand might have 50 people working on content and only certain people would be responsible for updating the experience online. Certain people would just be contributors, while others would need to approve the content before it goes up. And without a proper system of record to track these workflows, it becomes impossible to manage. So another purpose of a CMS is to help manage all those workloads between the teams and to ensure that a company efficiently creates, updates and publishes content.
Ultimately, a CMS platform helps companies deliver content to more than just one website. If a company needs to deliver content to a different channel, that content needs to be adopted to a different form factor. And if the company doesn't have a CMS, they have to re-create the content separately for that different form factor. For example, if a company is delivering content to a website and a mobile experience and they’re not using a CMS, they have to create those experiences completely independently. But with the right CMS, a company can create the content once and deploy it or put it in the right format for all the other channels.
The other benefit of a CMS is that it allows companies to better integrate with the other systems needed for the business to run. The main objective of a website may be rendering content, but that’s not its only purpose. A commerce site, for instance, will need to have the capability for people to not just view the content, but make a purchase. That means the site needs to have links or different checkout buttons that tie into a back-end commerce system. But the company wants those links to exist on the web experience, so the two need to be integrated.
It's extremely difficult for a company to have no system of management and still publish content regularly. Most businesses have multiple webpages or multiple people delivering content and they need to centralise that process somehow. A lot of companies will choose to build it on their own, but it’s expensive and hard to maintain. And it doesn’t generally make sense to invest so many resources when other companies exist to provide content management systems.
Brands or companies can't just deliver a static experience and expect to continue to engage and convert customers. They need to adapt to the latest trends and deliver the new information they want to communicate quickly and efficiently. If a company created their own CMS and were delivering content manually, it would take a significant amount of time. The developers have to get involved whenever a company makes a change — even something as small as correcting a digit in a phone number. And it can take two weeks to make this tiny change because of the back and forth between the marketer and developer, so companies don't want to lose that velocity for publishing content to change things.
A CMS is an easy-to-use tool that accelerates a company’s ability to deliver and update content. It allows a company to push out evergreen content and respond to changing consumer demands.