What is CMS? Easy-to-understand explanations of benefits, types, and functions for beginners

CMS is a system that many companies use when creating websites such as homepages . With the remarkable onlineization of recent years , site operation has become an essential part of business. It would be desirable for those in charge of site operation to have basic knowledge of CMS in order to increase the growth rate of the company.

Therefore, we will explain in detail the basic knowledge, functions, benefits, types, and features of CMS so that even beginners can easily understand it . We will also introduce recommended CMS that are full of functions and easy to use , so please take a look.

Table of contents

  1. What is CMS?
  2. Advantages of introducing CMS
  3. Typical functions of CMS
  4. Examples of marketing using CMS
  5. Recommended CMS tools
  6. Difference between paid CMS and free CMS
  7. Points to note when using a free CMS
  8. CMS can also be used as a marketing tool for customer management and site analysis.
  9. Types and features of CMS
  10. Easy and efficient web marketing with CMS

What is CMS?

CMS is an abbreviation for “Contents Management System”, and it is a system that allows you to easily build and manage websites without specialized knowledge . Since it can be operated without knowing programming languages, it is easy to share and manage with multiple people in the company, and work can be carried out efficiently.

The number of companies introducing CMS is also increasing, and a survey by the web technology research service “W3Techs” found that 68% of websites are made with CMS .

Advantages of introducing CMS

The advantages of using a CMS are:

  • Easier to operate website
  • Website can be operated and updated without specialized knowledge
  • Consistency in design
  • Compatible with multiple devices
  • Easy for SEO
  • Easy to link with SNS
  • It can also be used as a disaster countermeasure
  • save money
  • Update work can be done in a timely manner

Let’s take a closer look at each.

If you want to know the recommended CMS , the cost of introduction, and the points to note when migrating, please check the following article.

Easier to operate website

If you introduce a CMS that can be used without specialized knowledge , you will be able to easily update the website and add pages and you will be able to streamline the site operation by dividing the work among the members of the company. Even if you do not have to organize and summarize website information separately, you can easily check it on the CMS , so there is no burden of handover work.

You can operate and update your website without specialized knowledge or skills

It is also an advantage that even those who are not familiar with website construction or do not have specialized knowledge can easily create new and update web pages . When operating a website with in -house resources , the number of man-hours required for operation and updating will increase slightly, but costs can be kept down compared to outsourcing to a specialist company. In addition, speedy information disclosure is possible because all processes related to website operation and updating can be completed in-house .

Consistency in design

The advantage of using a CMS is that it gives you a sense of unity in the design of your website. CMS has design templates , so even if multiple people create sites and content , the design and layout can be unified.

By giving the whole site a sense of unity, you can give a good impression to visitors, which will lead to an increase in the length of stay and an improvement in the image of your company.

Compatible with multiple devices

With CMS , website data can be applied to templates that correspond to the devices used, so multi- devices can be implemented smoothly . It can be used not only on smartphones but also on tablets , and it is possible to improve the website to be highly convenient for users .

Easy for SEO

CMS has various functions, and it is also a merit that it is easy to take SEO measures. Each CMS has its own site structure and how to create html pages , and most of them are made with the intention of contributing to SEO measures.

Tags that affect SEO, such as title tags , meta tags , and H tags , can be easily set , making it easier for even inexperienced staff to implement SEO measures.

Easy to link with SNS

Many CMS can be linked with SNS, and it is easy to automatically tweet on Twitter when articles are posted , and automatically post to Facebook pages .

It is important to update SNS frequently, but there are many companies that do not have dedicated staff for SNS and cannot get around easily. By linking with CMS , you can reduce the effort of SNS operation and maintain the update frequency without difficulty.

It can also be used as a disaster countermeasure

By enabling anyone to easily update the website with CMS , you can create a system that can be operated anytime and anywhere as long as there is an online environment. It is also suitable for disaster countermeasures because it makes it easier to work from home even in the event of an infectious disease such as corona or a disaster.

save money

If you outsource the creation of the website , it will cost a lot, but if you introduce a CMS , you can reduce the cost. Even beginners can easily create high-quality content, and SEO measures can also be taken, so the cost-effectiveness will be improved.

There are also CMS that can be used for free , and it is recommended for those who use it for the first time. Once you learn the basics, you can create a website at a low cost .

Update work can be done in a timely manner

Another advantage of introducing a CMS is that updates can be done in a timely manner. As long as you have an online environment, you can access and edit from anywhere , so you can start updating immediately when you want to.

If you have outsourced, you will have to contact you when you update, and you may not be able to respond immediately. If you want to send timely content, it would be better to introduce a CMS that can be updated quickly.

Typical functions of CMS

A CMS has four major functions:

  • Ability to create and edit web pages and content
  • Access analysis function
  • External service linkage function
  • Lead management and nurturing

For each, we will explain the specific functions and outlines in detail.

Ability to create and edit web pages and content

The ability to create and edit web pages and content can be said to be the main function of a CMS . Even if you do not have knowledge of coding such as HTML and CSS , you can create pages simply by dragging and dropping or entering text on the CMS screen.

Examples of specific functions are as follows.

function overview
Article content , LP creation Create articles and LPs that match your industry and target audience with intuitive operations
Form /CTA installation Easily set up buttons, banners , text links, etc. that lead to inquiries and document requests
Document download page creation Easily create pages and buttons that encourage downloads of white papers , service introduction materials, etc.
Website creation for overseas Generate a multilingual site in a short time based on a Japanese site

By using these functions, you can not only create and edit pages without spending time and effort, but also streamline marketing measures such as owned media and white papers .

Access analysis function

The access analysis function is a function that converts site visitor information, number of clicks, page transitions, etc. into data.

function overview
Access analysis report Automatically generate reports that analyze the number of site views, number of CVs, bounce rate, etc.
User behavior analysis Analyze attributes, inflow routes, number of clicks, action history, etc. of visiting users
SEO rank check Check graphs for changes in SEO rankings over a certain period of time , rankings for each keyword, compared to the previous day, recent trends, etc.

If you introduce a CMS with a full access analysis function , you can easily understand the current state of your site and points to be improved. Therefore, it will lead to speeding up the PDCA cycle in marketing measures.

External service linkage function

Depending on the CMS , it is possible to link with external sales support tools, customer management systems, marketing automation tools, etc.

With the external service linkage function, data can be easily synchronized with other tools, so measures such as lead nurturing can be carried out more efficiently.

Therefore, if you are aiming not only to create a website but also to improve the efficiency of your marketing activities, it is a good idea to choose a CMS that has an external service linkage function.

Lead management and nurturing

Some CMSs also have features for managing and nurturing leads. Examples of specific functions are as follows.

function overview
Lead management Manage the information and behavior history of prospective customers who have made inquiries in the past in a database
Segment email delivery Segment your prospects and send emails all at once
step mail delivery Send emails on a pre-set schedule to automate communication with prospects

By using these functions, you will be able to manage prospective customer data in a list , making it easier to share information within your team. In addition, by sending content that matches the prospective customer , you can expect to increase the prospective customer’s willingness to purchase.

Examples of marketing using CMS

We will explain the specific effects of CMS using examples of companies that have actually introduced it .

Build owned media

Owned media are the easiest to use CMS . You can mass-produce articles with a fixed layout in a blog -like format , so you can efficiently update text and images without relying on engineers.

The advantages of owned media are as follows.

However, when trying to launch a new owned media, I think there are many people who get lost in the following two options.

  • Is it better to launch it alone?
  • Is it better to install it under the service site?

If you want to ultimately lead to product purchases and service introductions, rather than launching an owned media independently, we recommend setting up an owned media under the service site * “site integrated type ” .

When launching owned media, it is a good idea to consider a CMS that can smoothly cooperate with service sites, taking this point into consideration.

Updating seminar and event information

Seminars and event information are also updated frequently, so it would be more efficient if the person in charge could update them directly without relying on engineers .

In addition, the CMS , which has a template specialized for seminar information , can also notify information such as “full seats” and “few seats left” in a timely manner.

D&M Holdings Co., Ltd., which plans, manufactures, and sells world-class audio products, has introduced CMS to centrally manage not only product information but also seminar and event information. As a result, matching between users and stores is realized.

LP AB test

AB test of LP using CMS is a system that can aggregate and improve data such as LP conversion rate and impression by showing visitors who actually visited multiple candidate pages .

For example, Hulu, a monthly video distribution service operated by HJ Holdings Co., Ltd., had a problem that users who flowed into LP would leave on the top page or form . Therefore , the number of members increased by 116.7% as a result of making a copy centered on price appeal + service appeal on LP .

In addition, Gulliver, which handles used car sales and boasts the number one sales performance in Japan, had the issue of reducing the number of users leaving the company and increasing the completion rate of car appraisal applications. Therefore, when we conducted an A/B test on the LP and embedded a form for entering the necessary information for applying for a used car appraisal into the LP , the conversion rate increased by about 120%.

By introducing a CMS that specializes in AB testing for LPs , it will further enhance the effectiveness of websites and web advertisements , etc., and will contribute to business growth.

Recommended CMS tools

Here, we introduce three typical CMS tools.


WordPress is used by many companies around the world and boasts an overwhelming market share . It is software for building websites , works with various tools, and has a wide variety of plugins and templates.

Not only can it be used for free, even beginners can easily build a website , and it is also suitable for blogs and affiliates. Another reason for its popularity is the abundance of plugins that are advantageous for SEO .

However, please be aware that in order to create the desired design and enhance the functionality, it may be necessary to extend the functionality using themes and plugins , or to code using HTML and CSS . Furthermore, since WordPress is an open source type, there is a possibility that security vulnerabilities will be targeted, so it is necessary to take countermeasures on your own .

Movable Type

Movable Type is a CMS that was developed in the United States . Even people without IT knowledge can easily enter information in a blog format, and it is characterized by the ability to build sites smoothly.
It is also highly rated for its fast display speed of sites with a lot of information .

The big difference between Movable Type and WordPress is cost and support. WordPress is free to use, but Movable Type is paid. Although it is a paid service, it is recommended for companies that want to focus on security measures because they can receive manufacturer support and guarantees .

However, when it is actually introduced, the procedure is complicated and a minimum knowledge is required. Also, because Movable Type has a low market share, there is little information about customization on the Internet , and there are few production companies that have experience using Movable Type, which is a bottleneck.

If you are interested in CMS other than the one introduced this time , please refer to this article as well.

Difference between paid CMS and free CMS

There are some differences between paid CMS and free CMS .

  • Support system
  • Cooperation with external systems
  • Strength against server load
  • feature rich

In terms of support system and security, paid CMS tends to be safer . If you are worried about damage due to cyberattacks or leakage of customer information, we recommend the paid version with security measures. Even if you don’t understand something, you can receive generous support.

There are also differences in how they work with external systems. There are many cases where the free version cannot be linked with external tools or requires specialized technology. On the other hand, most paid version CMS can be linked with tools that can manage customer management systems and data .

A free CMS may not be able to withstand the load when there is a large amount of access, and the server may go down. Therefore, when building a site that is expected to receive a large amount of access even temporarily, be sure to check the strength of the server load .

In addition, paid CMS has many functions that are useful for marketing , such as access analysis, SEO measures, email distribution, and customer management .

In the article below, we explain the important points when choosing a CMS, so if you are considering introducing it, please take a look .

Points to note when using a free CMS

Here are some things to keep in mind when using a free CMS :

  • Lack of follow-up
  • have security vulnerabilities
  • I can’t make high quality products.

While free CMS can be used easily by anyone at no cost, there is no telephone support, etc., and the after-sales follow-up system tends to be weak. It is not uncommon for updates to be delayed due to the lack of prompt response when problems or errors occur.

In addition, it is said that open source type free CMS is easy to find security vulnerabilities and vulnerable to attacks Therefore, when introducing a free CMS , you will need knowledge and measures about security.

In addition, free CMS has limited functions, and you may not be able to create high quality ones. Without a certain amount of knowledge, it may be difficult to finish the minimum design.

CMS can also be used as a marketing tool for customer management and site analysis.

CMS is a tool that can be used as a marketing tool for improving the efficiency of website operation, customer management, corporate branding, etc. without specialized knowledge .

If CMS is introduced and used well, it can be expected that the credibility of the company will be improved by attracting customers from the website, increasing sales, improving customer satisfaction by transmitting detailed information such as seminars and events.

Success stories of CMS implementation

The following are examples of successful CMS implementations.

● 300 document downloads occurred in 1 month after renewal

“Her Story Co., Ltd.” achieved 300 downloads of materials in one month after the site was renewed with the introduction of CMS . Using a CMS to change the site to an easy-to-understand site, and increasing the ability to transmit information to B2B customers has produced great results.

With the introduction of CMS , speedy updates and site construction are also realized. Even after a few months, the effect has continued to be strong, and it is thought that the introduction of an easy-to-use CMS has made updating smoother.

● The number of inquiries increased by 1.6 times with the introduction of CMS

At ITmedia Inc., the number of inquiries has increased 1.6 times due to the introduction of CMS . We built a service site without any skills, and since the number of inquiries with specific content increased, we were able to successfully connect to subsequent approaches.

It seems that the speed of site creation and operation is fast, and the fact that updating is easy also leads to results.

Types and features of CMS

There are many different types of CMS , each with its own characteristics. Let’s understand in advance so that you can choose the CMS that is suitable for your company .

open source type

Open source is one that is freely available and does not require a license. WordPress , the most famous CMS , is also an open source type, and you can easily build a website with a wide variety of plugins and templates.

However, the open source type is easily hacked due to its high versatility, and there are concerns about security. In addition, there may be problems due to updates, so we need staff with knowledge to manage the website .

The open source type is suitable for small company websites , sites that can be created with minimal functions, and companies that want to create at low cost. It is recommended for small companies with a small budget and those who want to create a website with few functions such as blogs and announcements.

Package type

The package type is a CMS that is located between the open source type and the full scratch type , and is a system that asks the vendor to introduce and update. You can ask the vendor to customize it to some extent, and you can operate it while listening to the details, so it is easy to respond to unique business practices and has a certain degree of flexibility.

However, they are often more expensive than open source, requiring initial costs and licensing fees. It is suitable for medium-sized or larger companies with a reasonable budget, or companies that want to create an elaborate site even if it costs a lot.

Full scratch type

A full-scratch type is a CMS that is completely made-to-order and built from scratch . Even if your company’s rules are special or transactions are quite complicated, and the existing system cannot handle it, you can build a fully custom-made system that suits your company.

Since it is completely custom-made, development costs and annual maintenance contract fees are charged in addition to license costs. Keep in mind that it will cost you a lot more than open source or packaged. However, the advantage of full scratch type is that you can always receive support from the developer and you can operate it according to your company.

The full-scratch type is suitable for companies that want to build a special site or introduce functions that require specialized knowledge. The full-scratch type has an on-premise type and a cloud type, and we will also explain the differences between them.

On-premise type

In the on-premises type, a server is prepared in-house, and a CMS is introduced there to build and operate a website . Since the site can be operated offline , the advantage is that it becomes an environment that makes it easier to prevent communication failures.

On the other hand, server-related costs will be incurred, and if the CMS vendor and the server vendor are different, the number of man-hours and interactions will increase and the effort will increase.

● Cloud type

In the cloud type , we ask other companies to manage the server instead of in-house, and use the CMS online . Therefore, there is no need to install a CMS in-house, and you can manage and operate your site anytime, anywhere as long as you have an internet environment . The advantage is that it is easier to use than the on-premise type.

On the other hand, unlike the on-premises type, it cannot work offline, so it depends on the Internet environment. Also, be aware that monthly fees will be charged, so monthly running costs will be incurred.

Easy and efficient web marketing with CMS

Using a CMS makes it easier to build and operate a website without specialized knowledge, and promotes a smooth transition to online .

When introducing a CMS , choose one that has the functions you need and one that is easy to operate . It is also important to ensure that adequate security measures are in place when handling customer personal information.

CMS contributes not only to marketing but also to operational efficiency, so please actively use it to respond to the new normal era .

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