CMS in retail and CPG: 5 ways to stand out with outstanding content

Why a strong CMS could be your USP

Why, you might ask, should a strong content management system (CMS) be the unique selling point (USP) for retailers or CPG brands? Especially given it’s not what they’re actually selling. But CMS in retail and CPG is a vital tool.

Brands today are living double lives. They may be manufacturers of cars, providers of banking services or, in this case retailers or CPG brands, but they are also publishers. They’re publishers of content of every shape and size, from on-pack messaging to shelf signs, newsletters, websites, Tweets and 96 sheet billboards.

If the brands are leading double lives, think about their employees. Now retail and CPG executives from marketing to merchandising, social to design, are also putting their content hats on. They need a system that gives them the information they need, guides them how to use it, stops them making mistakes and helps them make that content the best it can possibly be.

This is where a robust, intuitive and scalable CMS comes in - to deliver the huge amount of information retail and CPG brands produce to the end consumer in an accurate and timely manner. If you want to rise above the competition, CMS for retail and CPG brands is the boost you need.

CMS in CPG and retail

A content management system, or CMS, does what it says on the label – it helps a retailer or CPG brand manage its content so various employees and teams can use assets and templates to create, edit and publish their content in a range of places, including websites, social media, print brochures and more.

It allows employees to create digital content without using complex code languages and an intuitive interface plus guided workflows and permissions means there is minimal need for training. The CMS can work together with a digital asset management system (DAM) and product information management system (PIM) to create a fully centralized and holistic omnichannel content hub.

“Our work is faster now. Productivity has risen and the quality of output is much higher. The design agency’s feedback is positive and photographers benefit from being able to upload images into the system straight away, ready for immediate use.”

Joyce Stekelenburg

Specialist Communication Processes

PLUS Retail

5 ways a CMS helps create stellar content in Retail and CPG brands

1. Templates transform your content production

With the sheer volume of content that needs to be produced on a daily, if not hourly, basis, being able to quickly produce the right amount of copy, in the right style, for the right format is key. CMS contain a range of templates that don’t just allow users to find the correct number of words for a space, whether that’s a webpage or a social post, they can also suggest appropriate content and assets. By suggesting the right keywords and meta descriptions for the copy, the CMS helps the page be successful from both an engagement and SEO perspective.

2. Media neutral storage means content is ready for anything

With so many platforms and formats it can be daunting to anticipate the different types of content retailers and CPG brands need to produce to stay up to date. In a CMS, content only needs to be created once. By being ‘media neutral’ it can be adapted automatically for use anywhere, from online and print to point-of-sale and ATMs.

3. Versioning because not all content is created equal

Seasonality is a boon for retailers and CPG brands – new reasons to bring new messages to new (and existing) customers. Whether it’s Christmas, Ramadan, Black Friday or school holidays, there’s always a reason to celebrate. But once the party is over, you don’t want to have to spend all your time cleaning up your content. With versioning, you’re able to see each iteration of content and either revert to a previous version or use past amends to inform a future change. Or, if needs be, correct a mistake and return it to its original form.

4. Workflows, notifications, automated processes save time and sanity

From brief to design, keep control of the whole process whether you’re keeping it all internal or getting agency help. No more email flurries as stakeholders ask where content is or override amends as content passes seamlessly from one hand to another. With some design and uploading processes automated, CPG brands and retailers can rely on brand experts, rather than production ones, to get the content right the first time with no extra software knowledge.

5. Analytics to make sure the content works for customers, and for you

They’re fast-moving consumer goods for a reason, and trends can change in a heartbeat. CPG and retail brands need to know how their customers are reacting to messages and where they need to make a change. In a sector where margins can be razor thin, every insight can make the difference.

In summary

CMS in CPG brands and retail are the key to unlocking greater value in the brand, and in the relationship with your customer. From on pack to in-store to online, consumers want more insight and more inspiration from the brands they choose. And what choice they have. Standing out in this highly competitive marketplace is no mean feat so marketers must think beyond the product and to the content universe to deliver.

It may seem like a big ask, but making the most of a CMS’s potential, alongside complementary technologies like DAM and PIM, can help retailers and CPG brands build a highly efficient and effective content engine.

To find out how CMS, in partnership with PIM and DAM, can help fuel a sector-beating content engine, visit our retail hub for more information.