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hat do you think of when you encounter the term “content management system” or “CMS”? I flashback to my first few office jobs where, upon first signing into their publishing systems, I was bombarded with essentially “systems-control” types of dashboards. They were loaded with options that did not apply to me and jargon that I did not understand. I felt overwhelmed, out of my league, and nervous about what I could possibly mess up for my new job.

Content management systems as a whole get a bad rap as being mind-boggling and downright uninspiring. I’d like to challenge you to reframe your perspective on this subset of tools most of us use on a daily basis.

Wait, what is a CMS?

According to Wikipedia...

“... a computer software used to manage the creation and modification of digital content. CMSs are typically used for enterprise content management (ECM) and web content management (WCM).”

According to Adobe...

“...a software application, or a set of tools and capabilities, that allows you to create, manage, and deliver content via digital channels.”

Adobe’s glossary also included a great key fact: “The best CMS doesn’t just deliver content, but also has workflow management capabilities, the ability to easily store or retrieve assets, the ability to easily integrate with other systems, and the ability to deliver personalized experiences.”

O’Reilly zooms out to define the concept of ‘content management’...

“We tend to look at content management as a digital concept, but it’s been around for as long as content. For as long as humans have been creating content, we’ve been searching for solutions to manage it.

The Library of Alexandria (300 BC to about AD 273) was an early attempt at managing content. It preserved content in the form of papyrus scrolls and codices, and presumably controlled access to them. Librarians were the first content managers.”

In a nutshell...

A CMS helps people to make stuff, organize stuff, share that stuff with others, and at times, see where all the stuff is going and how it’s getting there.

A CMS is empowering

A CMS allows us non-engineering plebians to easily create, manage, and publish web content (articles, images, videos, websites, etc) with a couple clicks or taps. Larger organizations, such as Forbes, utilize our CMS (named “Bertie” after Forbes founder) to also manage the different permissions and roles of the people creating the content. It’s now possible to run a publishing enterprise from a single web app–now, that’s amazing! Content management systems have played a vital role in supporting businesses to be digitally relevant.

Digital publishing platforms have allowed traditional publishing organizations, such as Forbes, to expand their network of authors thus expanding both their content and reach. Articles can be published quicker and easier than ever for the world to see. It’s a whole new level of empowerment for the reader, writer, and publisher alike. Larger fan-favorite apps that we use everyday have harnessed user empowerment to great success.

Social networks, such as Instagram and Facebook, are content management systems

Facebook, Instagram, TikTok, Twitter, Gmail, Dropbox, etc. are content management systems. Yeah, I said it. This brings me to the “cool factor” of a CMS. Whether we like it or not, Instagram and Tiktok changed the game.

Crowd sourced social network apps have allowed us as individuals to curate a unique digital presence and connect with other people on the other side of the planet. The amount of customizations, connections, and interactions that you can add to your content are nothing short of silly, trendy, smart, and exciting all at once. These content management systems have changed not only how we share information, but also how we interact with one another.

Designing a CMS is even cooler than using one

Admittedly, as a product designer on the platform team at Forbes, I’m biased regarding ths claim. As “users” of digital devices, apps, etc, we tend to take their capabilities for granted. Teams that participate in the creation of the aforementioned short list understand the strategy, collaboration, production, and execution that goes into the final products. The most important soft skill needed, is without a doubt, empathy for the business you work for, your team, and all the people signing into your CMS.

You should be asking a lot of questions

When designing tools and experiences for a CMS, there are absolutely some laws and knowns. For instance, obviously at Forbes, a writer must to be able to author and publish a story. Well, wait. What kind of story? What does the reader expect to be in this story? What writing style does the writer tend to use? How can we help the writer deliver the most value to readers without disrupting their organic process? What does a portfolio of a writer’s work look like in the system? The more questions you ask, the more answers you’ll get, and there are always several ways to visually and functionally address any given use case.

Think about now, before, and in the future all at once

When you’re designing a CMS, you are designing a system that could and should be able to scale in any direction. It’s a very vague point to make, but it’s true. The digital landscape is still very much the “wild west.” At the same time, you’re most likely designing a digital experience that optimizes a (physical) process that already exists. Think about how people behaved before your new feature, experience, or product to inform how you can design a familiar, welcome evolution.

The sky is the limit

As a designer or creator, if you don’t believe anything is possible, very few people will. Talk to people that are using or would use your product. Use the product yourself. What is missing? What could help? I often couch ideas to the teams I work with as “you know what would be really cool...?” Dream a little, and then bring yourself back to planet Earth.