This document discusses content management systems (CMS) and their benefits for websites. It covers CMS fundamentals like elements, functionality and popular platforms. Key topics include selecting the right CMS based on needs, deploying a CMS through consideration of content expertise, stakeholders and metrics. The document also explores using a CMS for integrated digital marketing across channels and optimizing websites for search engines.

1. Free Your Website
From Its Straitjacket
Justin Kinser

2. Topics for today
• Understanding key CMS elements
& functionality
• Selecting the best CMS
• Deploying a CMS: implementation
considerations and keys to success
• Using a CMS for powerful integrated marketing

3. Understanding a Content Management
System
• Anatomy of a CMS
• Names you might have heard
• Elements and functionality

4. HTML

5. CMS: intuitive interface

6. CMS: real-time updates

7. CMS: posting files

8. CMS: options and consistency

9. CMS: other tools

10. CMS for your website
• Website foundation
• What it means for your website

11. Selecting the best CMS
• Key needs vs. the “nice-to-haves”
• Needs now vs. needs in the future
• Maintenance plan and process

12. Deploying a CMS: implementation
considerations and keys to success
• Content management know-how
• Stakeholder involvement
• Metrics capture

13. Using a CMS for powerful
integrated marketing
• Social media
• Email campaigns
• Direct mail
• Quick Response code (QR)
• Advertising
• Search Engine Marketing (SEM) / Pay-Per-Click (PPC)
• Search Engine Optimization (SEO)

14. Using a CMS for Search Engine
Optimization (SEO)
• Organic SEO
• CMS managed SEO
to include: URL rewriting,
title tags, meta tags,
H1, H2 styles
• Subscription alternative

15. CMS: Search Engine Optimization (SEO)

16. Boundaries
• Experience required
• Limiting font options
• Navigation restrictions

17. Myths about a CMS
• Implementing a CMS is free
• Implementing a CMS is expensive
• A CMS does not support Flash or videos
• There are limited templates for a CMS
• HTML knowledge is required to use a CMS

18. Ready to get started
• Is a CMS the right fit for me?
– Website size
– Dynamic or static content
– Additional functionality

19. Increase return on CMS
• Getting the most from your CMS
– Implementing SEO improvements
– Routine process for updates
– Using customized landing pages

20. Takeaways
• Easy to use/real-time updates
• Integration with operations
• Campaign support
• Additional functionality
• Scalable

21. Thanks!
Justin Kinser
Director of Business Development
Justin@LightsourceCreative.com
www.LightsourceCreative.com