A CMS tool represents both the control center of your content marketing activities and the associated database. Depending on the company, the requirements for a content management system (CMS) are completely different. In this article, we will introduce you to the two most common content management systems and highlight the most important criteria for choosing your CMS tool.
Important criteria for choosing your content management system
When choosing which CMS tool to use to set up and structure your website, we recommend taking a closer look at the following areas:
- structure of the system itself
- Content creation and maintenance
- Possibilities of analysis and search engine optimization
- Security and reliability of the tool
In the following we have compared the two most common CMS tools, WordPress and CMS Hub from HubSpot, in these areas.
WordPress , originally started as a blogging tool, is an open-source CMS that powers nearly 43 percent of all websites on the internet. The software is installed on local servers or accessed via third-party hosting services. WordPress includes basic content creation features.
Additional functions, for example for security, analysis or lead generation, are added to the CMS tool as a plugin. These are sourced from a database that includes over 58,000 free and paid plugins. The advantage of this is that you can set up your content management system completely individually with a little technical know-how.
CMS Hub is a cloud-based content management tool and part of the all-in-one HubSpot platform . However, the CMS tool can also be licensed individually and is provided as SaaS (Software as a Service).
In addition to the comprehensive content tools, further premium functions such as security, support and all other applications of the CRM tool attached free of charge are provided. The combination of customer database and content management software allows you to personalize the content you create. Again, additional extensions and plugins can be added via a marketplace.
Content creation and maintenance
The CMS Hub provides all the necessary tools for creating and maintaining text contributions such as blog articles, websites or landing pages. Whether it’s the wide range of pre-designed designs or the ease of use of the drag-and-drop designer to create your own templates, you’ll have the basics in no time.
Access to analysis and customer data from the CRM tool supports you in creating and continuously improving content so that it is perfectly tailored to your (desired) customers. In addition, the tools for blogs and landing pages make it possible to generate more traffic and therefore more leads.
Thanks to its simple structure, WordPress is ideal for creating text content. A large number of free themes are also available here. However, these can only be adapted and personalized by installing additional plugins. Without the use of additional plugins, WordPress makes no distinction between the properties of the created pages.
A content structure that builds on each other with landing pages and cluster content can still be created. With the help of appropriate extensions, you can add forms to your pages, for example, and thus create a landing page.
Analysis and SEO
The CMS WordPress does not provide a comprehensive analysis tool by default. Thanks to the open source structure and countless plugins, adding a suitable analysis tool is easily possible. For example, integrate Google Analytics to enable both content analysis and reporting.
The same applies to search engine optimization functions. A large number of plugins for keyword research and optimization of texts and meta data are available here.
As an all-in-one solution, the CMS Hub offers an integrated analytics function. In combination with the data from the CRM tool, the analysis data obtained from this provides valuable insights into the performance of your content.
Search engine optimization is also mapped within the CMS tool. You receive system-side support and suggestions for optimization while you are creating your content, thanks to functions such as on-page SEO.
By the way : HubSpot offers a plugin for WordPress that includes live chats and forms in addition to analytics functions. However, if you want to use the full range of functions and advantages of the CMS Hub, your CMS can also be completely migrated from WordPress to HubSpot. For more information on migrating to the HubSpot CMS Hub, see this article:
security and reliability
The included premium functions, such as the standard SSL certificates, a web app firewall and other stability and security functions, offer smooth working with the CMS Hub . As a SaaS provider, HubSpot ensures compliance with all necessary security guidelines and stable performance of the hosted websites.
Plugins also play a central role in WordPress when it comes to security and can be both a blessing and a curse: the CMS tool itself provides a rock-solid basis for security functions, which you can expand with the appropriate plugins. However, the open source structure and the large number of third-party applications offer a wide area for security gaps. Unless you use a hosting provider, speed and reliability are also your responsibility.
The monthly or annual costs of the respective CMS tools vary with the CMS Hub depending on the license selected and with WordPress depending on the hosting fees and costs for extensions and plugins.
The basic license of the CMS Hubs Starter includes basic tools for website management and amounts to 23 euros per month. Popular hosting platforms for WordPress can cost between 10 euros and 50 euros per month. Performance subscriptions with comprehensive service packages are up to 1,000 euros per month. The CMS Hub can also be upgraded in terms of performance and functionality. You can upgrade to the CMS Hub Professional, for 368 euros per month, or the premium version CMS Hub Enterprise, for 1,104 euros (as of April 2022). Detailed price information for the two CMS tools can be found here .
The comparison shows how different CMS tools and thus the work with them can be. WordPress scores as well-functioning basic software for content creation and with a variable modular system. The CMS WordPress gives you a free hand in the design of your content tool with the countless customization options via plugin. However, speed and performance of your websites are your area of responsibility, as well as securing any security gaps. The CMS hub from HubSpot is more secure here. This provides you with a bundled all-in-one bundle of functions that is strongly geared towards inbound marketing and the effective combination of content and customer data.