What is CMS? Basic knowledge


What is CMS? Basic knowledge and merits of CMS that even beginners can understand, introduction examples[Part1]

Websites often play a central role in the practice of digital marketing.

Companies that haven't focused on digital marketing in the past often need major refurbishments or full renewals of their websites. In such a case, the question is almost always "Which" CMS (Contents Management System) "will be used to build the website?"

This time, we will introduce the latest trends and case studies along with the basic knowledge and merits of CMS. The optimal CMS depends on the size of the website and the purpose of operation. Please use it as a hint to choose the CMS that suits you.

What is a CMS in the first place?

"CMS" is an abbreviation of "Contents Management System". Simply put, it centrally stores texts, images, design layout information (templates), etc. that make up the contents of a website. It is a system to manage. However, it may be difficult for those who have never been involved in the creation and construction of websites to understand.

Therefore, I have summarized the difference between the very general mechanism of a website that does not have a CMS and a website that has a CMS 

For websites that do not have a CMS, "Create complete Web page data page by page and store and manage it."

On websites that have a CMS, "CMS retrieves data such as images, texts, and templates that are individually stored in the database as needed, and automatically generates a web page."

If you think about it, it will be easier to imagine.
* The mechanism for retaining data such as images, texts, and templates, and the mechanism for generating web pages differ depending on the CMS.

Main benefits of deploying a CMS and building a website

So what are the benefits of deploying a CMS and building a website?

The point is that when CMS is introduced, "Web pages are automatically generated by editing the data stored in the database" and "An interface for editing the data in the database is provided". ..

[Advantage 1] Web pages can be updated / added without specialized knowledge.

For example, consider the case where you want to change only one sentence on a web page. In this case, for websites that do not have a CMS, you have to edit the HTML description directly, and even changing a single sentence requires expertise in HTML. If the website administrator doesn't have knowledge of HTML, you'll have to ask a web production company to do the work.

On the other hand, for websites that have a CMS installed, you can update the website simply by editing the text data stored in the database on the CMS interface. No HTML expertise or outsourcing to a web production company is required.

Also, if you want to use an existing template, adding a new page is not difficult. All you have to do is specify a template, register the necessary image and text data for that template, and the CMS will automatically generate the page for you.

If it becomes possible to complete the update / addition of Web pages in-house, the costs and man-hours incurred due to outsourcing can be greatly reduced, and information can be sent to users speedily. In many cases, work that would have taken a week without a CMS can now be completed in an hour. It can be said that it is a big advantage to introduce CMS.

■ Web page update image using CMS

In addition, CMS can "make SEO measures easier", "automatically handle routine tasks such as updating and adding breadcrumbs and menus", and "automatically change the layout according to the user's behavior history". There are also merits such as "Centralized management of Web pages in multiple languages" and "You can check the editing history".
* The functions installed in the CMS differ depending on the product.

Types and characteristics of CMS

So far, we have introduced the basic mechanism and merits of CMS. However, there are various types of programs and products in the world, even if it is called CMS, and in order to maximize the effect of introducing CMS, it is necessary to select the most suitable CMS for your website. there is. Next, I will introduce the general classification of CMS and its characteristics. Please use it as a hint for choosing a CMS.

Open source CMS (for small sites)

The source code of the CMS program itself is open to the public. Since there is no license fee, it can be introduced at low cost (additional cost will be incurred when requesting a web production company to design a website, create / develop a template, install it on a server, etc.). It's also a versatile platform, so it's relatively easy to customize designs and templates.

However, many open source CMSs are not designed for commercial use in the enterprise. Therefore, it is said that it is not suitable for medium to large-scale sites with thousands to hundreds of thousands of pages. In addition, there is no official support, and you are solely responsible for any defects or vulnerabilities in the program itself.

[Representative products]
WordPress, Joomla! , Drupal, Concrete5, etc.

Commercial package type CMS (for medium to large sites)

A CMS sold as a product by a system vendor. The big advantage is that you can get official support from the vendor and there is a guarantee against defects and vulnerabilities. Basically, it is developed for commercial use in companies, so we have products that can be used for medium to large-scale websites.

Inferior to open source CMS in terms of cost. There is a license fee, and in many cases, the cost increases according to the size of the website to be introduced. In addition, it seems that the initial cost for building a website is often higher than that of an open source CMS.

[Representative products]
-For medium-sized sites (thousands to tens of thousands of pages): HeartCore, NOREN, etc.
-For large-scale sites (tens of thousands of pages or more): Sitecore, Adobe Experience Manager, etc.

Full scratch type CMS

It is a CMS originally developed according to the website to be built. It can be said that development / introduction is considered when close cooperation with the company's system is required or when you want to perform complicated customization by incorporating unique functions. Since the design and development are done from scratch in cooperation with the system vendor, the introduction cost is high and the period until introduction tends to be long.

In addition to the above, CMS is classified into "static CMS" and "dynamic CMS" according to the mechanism of web page generation, and there are also classifications such as "general purpose CMS" and "EC CMS" depending on the purpose of the website . .. In addition, open source CMS and commercial package CMS also have strengths and weaknesses depending on the product, and it cannot be said that any CMS is superior. When introducing a CMS when building a website, it is safe to present an RFP and ask a web production company or system vendor to propose the best CMS.

CMS evolving as a marketing tool

Traditionally, CMS has a strong meaning to streamline the operation of websites. However, in recent years, as the number of companies focusing on digital marketing centered on websites has increased, the role of CMS has begun to change significantly. 

For example, one of the CMS, "Sitecore Experience Platform" (integrated solution of CMS and "MA (Marketing Automation)"), "How did it flow into the site and lead to conversion?" In addition to access analysis functions such as "Which page traffic is heavy and contributes to conversion", it also has a lead information scoring function that is very important in BtoB marketing. By linking with the MA system, more effective face-to-face sales and email marketing will be possible.

Furthermore, it is possible to link with the "CRM (Customer Relationship Management)" system. You can combine the user's behavior on the website with information such as gender, address, and purchase history stored in the CRM system to display a web page optimized for each user. "One to One communication" on websites is being realized, if not perfect.

Now let's look at specific CMS success stories.

■ CMS success case ①: Dai Nippon Printing Co., Ltd. (NOREN)

Dai Nippon Printing Co., Ltd. has introduced a CMS called "NOREN" for the renewal of its corporate website. The background was the expectation that the introduction of CMS should enable us to build a "website where information dissemination and branding grow together." He also thought that it was important to keep the website easy for anyone to control.

After the introduction of CMS, the work sharing has progressed by incorporating the approval flow. By adopting a system in which each person in charge operates from writing to publishing, awareness of website operation has also changed. For example, a news release manager says, "I can imagine the impression of the page that the reader can see, and I started to think about how to convey it and how to appeal it from the editing stage of the article." Improving the convenience of website operation through the introduction of CMS has led to the strengthening of information dissemination capabilities.

Following the renewal of the corporate site, we started the renewal of the Web page managed by the business division. In the renewal of the C & I division, which conducts marketing, corporate branding, promotion development using social media, etc., the template that is the basis for the renewal of the corporate site has been created, so it is possible to secure sufficient time for site design. After reviewing the site design, we have also created new content to strengthen web branding with an eye on future business development.

■ CMS success case ②: Tower Records Co., Ltd. (Sitecore Experience Platform)

Tower Records Co., Ltd. has introduced a CMS called "Sitecore Experience Platform". Before the Sitecore Experience Platform, we had been developing and introducing other commercial package type CMS and CMS with full scratch, but from within the company, "I am in trouble because there is a limit to the number of products handled" "Measures that we want" In addition to complaints such as "There is no function to hit", the CMS developed with full scratch has a problem of "slow response", which led to the introduction of Sitecore Experience Platform.

After the introduction of Sitecore Experience Platform, stable operation, improvement of convenience, multi-device support, and cooperation with many systems such as internal search engine and recommendation engine have been realized. The most effective effect was the stable operation of the website. The stable operation of the website has made it possible to quickly implement and implement measures planned by the site, such as campaigns and coupon distribution, and the online business has grown significantly. In the three years since the introduction of the Sitecore Experience Platform, the company's e-commerce sales have more than doubled.


This time, in addition to the basic knowledge of CMS, we have introduced its usefulness as a marketing tool. Like Dai Nippon Printing Co., Ltd. and Tower Records Co., Ltd., the number of CMS introduction cases aimed at not only improving the efficiency of website operation but also branding and sales increase is steadily increasing. It is no exaggeration to say that CMS will be the core of digital marketing in the future.

However, there is one point to be aware of when introducing a CMS. It's partner selection. As a result of introducing CMS easily without having sufficient knowledge, it is not uncommon for cases such as "cannot use all CMS functions" and "operational problems and inconveniences occur". When introducing CMS, clarify "the purpose of introducing CMS by your company", propose an appropriate CMS and operation system according to the purpose, and partner with a system vendor who will provide generous support. It is important to do.

CMS related solutions

product name
Sitecore Experience Platform
An integrated platform for creating a "personal customer" experience and understanding the needs and intent of visitors.
NOREN Content Server
A content management system that combines the advantages of both static and dynamic functions

Related column

Do not fail in CMS selection! Points to choose CMS[Part 2]

, there are various types of CMS, and each function has its own characteristics. CMS is roughly classified into "open source type CMS", "commercial package type CMS", and "full scratch type CMS", and it cannot be said that which CMS is superior. As a result, you may be wondering which CMS is best for your company.

This time, let's think about the points to avoid failing to select the CMS.

Determine CMS selection criteria

CMS is being introduced not only for the purpose of improving the efficiency of website operation, but also for branding and sales increase. First of all, it is important to clarify the purpose of introducing CMS, such as "what kind of site should be created" and "what kind of effect should be expected". Of course, creating new points of contact (channels) with customers should be one of the goals. However, depending on the situation of the company, there may be multiple purposes for creating the site, such as whether it is an approach from articles such as blogs and contents, whether it is centered on product promotion, or whether it is centered on cooperation with SNS.

In addition, the formulation of KPIs (Key Performance Indicators) on the site is also an indicator that clarifies the purpose. This is, for example, the number of visits to the created site and how many inquiries and orders you want to get from it. And you also need to think about your budget. In addition to the cost at the time of introduction, CMS includes the introduction environment (server cost, etc.), and the maintenance and operation system after the start of operation. Depending on that judgment, the sense of budget will change significantly.

It is also necessary to consider whether or not it has the necessary functions to create the site that you envision. It is possible to expand functions that are not standard equipment by using "plug-ins", but there are many cases where additional costs are required or the movement is unstable because it is not a standard function. It's a good idea to choose a CMS that is built in as standard as possible for the functions that are essential for your site.

The operation and maintenance system after production should also be planned in advance. Management will often be handled by multiple people. It is also possible that the operations personnel do not have sufficient knowledge. Make sure that the functions of the CMS are compatible with such a management system. Ease of use and whether the update procedure is easy to understand are also important points.

Also, check the support system on the CMS vendor side. It is necessary to consider in the long run whether there is room for customization with an eye on the future, and the amount of information on the support site.

What is a static CMS? What is a dynamic CMS?

Now, let's explain the difference between static CMS " and " dynamic CMS " in order to deepen our understanding of the criteria for selecting CMS .

The static CMS generates an HTML file, transfers the data to the web server, and displays a fixed HTML page.

On the other hand, dynamic CMS does not generate HTML in advance to display the page. The difference is that each time a user accesses a web server, it collects the necessary information from the database, generates HTML, and displays the page.

Advantages and disadvantages of static CMS

The static CMS displays a pre-generated web page for user access. Therefore, the feature is that the response of the site is faster than that of dynamic CMS.

In addition, since the Web server and CMS server can be operated separately, it is easy to make the site redundant and scale out, and the impact of CMS security holes can be reduced.

However, since the HTML generated in advance is displayed, it is not good to display different contents for each request, such as specifying search conditions like a real estate property site and displaying the corresponding information in a list. is. Therefore, it is not suitable for information retrieval sites and member sites. Due to the characteristic that it is difficult to change the display of the site depending on the user's operation and intention, it will be a disadvantage that the user moves within the site page and it is difficult to browse widely.

Static CMS is suitable for sites that do not need to switch the display for each request, such as government-affiliated sites and corporate sites. In addition, since the public server and CMS server can be separated, it is often selected for sites that require stronger security.

Advantages and disadvantages of dynamic CMS

Dynamic CMS makes it easy to customize the search function, and it is a big advantage that pages can be sorted according to user attributes and behavior within the site.

Also, being able to update information in real time will be a big point. This gives you a more aggressive approach to your users than, as the name implies, a site that specializes in page browsing only.

However, as mentioned earlier, it creates a web page each time a user visits it, which puts more load on the server than a static CMS. Therefore, the display may be slow, so-called "site is heavy" when accessed. In addition, compared to static CMS, there are vulnerabilities in CMS products as well as Web servers, and there is a tendency for structural security to become weaker.

It can be said that dynamic CMS is suitable for sites that require cross-search, such as EC sites and information search sites, and member sites.


This time, I have explained the points of CMS selection so as not to fail. In addition, although it is a little technical topic, I also introduced the features of static CMS and dynamic CMS, citing advantages and disadvantages.

The benefits of introducing a CMS, such as quick updates, reduced operating costs, and SEO measures, are attractive. In addition, cooperation with CRM and MA should be very effective in realizing digital marketing that matches the current era. Even if you create a site that will be one of the new channels with CMS, it is difficult to obtain a high effect unless you think deeply about the purpose and the content content.

Websites are not too expensive to produce and operate. Let's compare the functions and features of various CMS products, conduct thorough research and examination within the company, and utilize them to maximize the effects of CMS.

CMS related solutions

product name
Sitecore Experience Platform
An integrated platform for creating a "personal customer" experience and understanding the needs and intent of visitors.
NOREN Content Server
A content management system that combines the advantages of both static and dynamic functions

Related column

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