Why the Content Optimization System Will Replace the CMS

08/20/2013 3 min read Written by Lynton

HubSpot COS vs CMSFor well over a decade a Content Management System (CMS) has been our preferred way to build a website. When CMS’s were first available they were a very basic framework that were frustrating to use. Over that time the possibilities of a CMS have come a long way in their capabilities and features. The benefits of using a CMS are:

  • Provides a framework to start and build a site easier

  • Make update and edits easy so your website’s copy doesn’t have to be static.

  • Makes it is easier to add new page

  • Makes it easier to run a blog

The Future is Now

HubSpot just announced a COS--Content Optimization System--to replace their current CMS. So the big question is what’s the difference? Why is this a “optimization” system as opposed to a “management” system?

CMS’s as we have them now are limited to just managing content.  This means even a nice website is still pretty static. Every user is seeing the same copy even though it may not be relevant as their experience with your company grows. Websites of the future are about getting the right message to the right person.

Emails Do this Now

When you do email marketing the most effective way is to segment based on experience. For example, when you download our eBook you will get an email in 7 days that asks you if you want to read blogs on a similar topic. This is a message that is based on what we know about you.

Emails also allow for personalization. How many emails have you read that have your name and company in them? This is not done by hand.

Websites of Tomorrow

Every now and then I need to remind myself that the internet is a fairly new thing. The internet was invented in the 1970s, but did not really take off until this 90s. Since the mid-1990s it has had a revolutionary impact on culture and commerce, but it is still a relatively new technology.

If you look at websites 10 years ago you can see that there have been drastic improvements. The question is: what will websites look like in another 10 years? A few predictions based on the way its trending:

  • Websites of the future will know their user and be optimized for them.

  • They will respond intelligently based on your previous actions and experience (Google search already does this).

  • It will be easier for your users to find the content they use most often.

  • It will have different messaging for customer vs leads vs first time visitors.

  • It will be a necessity to keep new and relevant content in the same way social media does now.

  • When you are logged into your social media profiles the websites you look at will be influenced to take your interests and habits into account.

The goal of a COS is to build a website that is more helpful to the user. This is the next step. Through the HubSpot COS we are seeing the inklings of what future of websites will hold.


By: Lynton

Lynton is a HubSpot Elite Partner that provides certified knowledge and tools to grow your business through integrated inbound marketing, including lead generation strategies, website designs and development, and CRM integrations.

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