We recently picked the brain of a web content management analyst to discover what's in and what's out. Today, we go to the numbers to tell us who's hot.

Ektron reported double-digit year-over-year growth in revenue as well as double-digit earnings before interest, taxes, depreciation, and amortization (EBITDA) for fiscal year 2013. The Nashua, N.H.-based web content management (WCM) provider -- recognized by Gartner and Forrester -- claims its platform includes capabilities to unlock key parts of websites without affecting stability, involving IT resources or requiring a lengthy platform migration. 

On the heels of its growth announcement, CMSWire talked to Bill Rogers, Ektron's CEO and chairman, about getting the most out of your CMS.

Marketing Meets Web Experience Management

Rogers said the burden of supporting online marketing creates big pressures. CMS platforms like Ektron's originally took off because they allowed anyone at an organization to make content changes without disrupting the website or asking for help from the IT department.

customer experience, Five Ways to Make the Most of Your Web CMS

1. Focus on the Web Experience

"The next stage is web experience management to enable organizations to optimize their digital channels to acquire new customers, capture customer insight and deliver personalized content that leads to increased conversion rates and customer engagement," Rogers said. "A web experience management approach to web content management will empower businesses to respond in real time to marketplace needs through their website."

2. Leverage Mobile

Content management systems should provide natively responsive pages that will adapt to mobile screen sizes. Develop an app if necessary to provide your customers with what they need, Rogers said.

3. Recognize SEO is Different for CMS Sites

Many organizations don't understand that SEO can be different for CMS-powered websites, Rogers said.

"For example, ensuring that your CMS system is producing SEO-friendly URLs is a must," he added. "Knowing how to leverage your CMS for SEO can have a dramatic impact on your SEO performance. Take the time to evaluate how your CMS may be affecting your SEO strategy."

4. Run the Latest Version of Your CMS

Ensure you're on the latest service pack and update, Rogers said, of whatever CMS you're using.

"Obviously, you should evaluate any upgrade before applying it," he said, "but if you're running software that's several years out of date, you're going to be more open to modern risks."

5. Look into the Managed Cloud

Is it time to move your CMS to the cloud

"It may not make sense for every organization, but for those looking to decrease time spent on upgrades, maintenance and support," Rogers said, "having the management of their CMS software and infrastructure hosted externally in the cloud should be explored."

Managed cloud offerings can ensure that your CMS is always up, available, safe and secure, he said.

"And to tie back into my first tip," Rogers said, "offloading your site to a managed cloud solution allows your organization to focus on why you have a website in the first place: to grow revenue and increase your connections to your customers."