Web Content Management System

Web Content Management (WCM) refers to the practice of managing websites (layout, navigation, look and feel) as well as the content on it (text, images, videos and so on). 

WCM systems have been designed to do exactly this and can be seen as a specialized version of Content Management Systems (CMS). Sometimes the terms are used interchangeably, since most CMS’ focus on managing web content. 

Over the years WCMs have evolved from purely managing websites to managing the ‘Digital Experience’ (DX), which covers a broader range of digital channels (such as mobile sites, kiosks, and in-store displays to name but a few). Also, it usually covers additional features such as personalization, A/B testing, analytics and more.

Example use cases

  • Create standardized templates for content
  • Easily edit content without the need for technical coding experience
  • Collaborate with users to modify and publish content
  • Display content in multiple languages

Key benefits

  • Users can manage websites without a heavy reliance on IT 
  • With ‘headless’ content delivery, a WCM system becomes a content hub for delivery of content across multiple channels 
  • Better content governance across of a wide range of content types 
  • Integration with other marketing technologies enables a smoother customer journey across various digital touchpoints