Web content management has lots of benefits to businesses especially to non-digital users. One main advantage of this is quick and easy page management. Content can easily be published by any approved user without complicated tools. Though design and content complement each other to communicate a unified message, their management under two different facilities prevents one from being affected by the changes in the other. Web content management also assists in optimizing websites for more search engine visibility.
Web Content Management vs. Marketing Automation
Though Web Content Management systems are used to manage online content, some businesses have not yet realized their importance in marketing. Surprisingly, web content management systems can also be used as tools for various marketing purposes. Some managers also confuse web content systems from marketing automation systems but these solutions are actually different. Basically, Web Content Management allows users to control basic day-to-day management of their website and provides some marketing tools while Marketing Automation systems automate specific aspects of a company’s marketing strategies to increase efficiency and improve data and reporting.
Web Content Management systems focus on the classification, administration, organization, and dissemination of content. Marketing can be a feature, a service, or an effect of one of its functions, but it is not necessary part of the initial system. Meanwhile, Marketing Automation systems are tasked with promoting the messages of the organization using different channels; web content is merely one of its platforms.
To clarify the differences, think of Web Content Management as an efficient librarian whose main task is to document, classify, label, and place within their proper respective solutions the books that are delivered to his office every day. If a user or reader needs information, the librarian will direct him to the specific shelf that contains the books relevant to his research. If the user finds a magazine that promotes the company and buys a product because of what he reads, that act, regardless of its benefit to the organization, is only a happy side effect of the librarian’s function. The librarian did not go out of his way to point a publication to the user to persuade him to buy a product.
Meanwhile, a Marketing Automation system is your marketing manager who does go the extra ten miles to show the user not just publications, but leaflets, DVD’s, and other material to persuade him to become a customer. The marketing manager’s first function is to shout the accomplishments of the organization from the housetops. Like the librarian, he does organize the material he sends; but unlike the librarian, that organized system that he builds supports his marketing efforts, not the other way around.
Now imagine that librarian is secretly a marketing guru at heart. He may look like a quiet, smart administrator on the surface, but give him a chance, and he might surprise you with his communication skills and ability to showcase a product and its advantages! That is the closest analogy we have to illustrate how a Web Content Management solution can fulfill a marketing function.
WCM Marketing Tools
Web Content Management provides marketing tools that can be used by businesses in their marketing campaign. One of these is email marketing. Sending emails to prospects has long been done by marketers for years and it still works today. It is an inexpensive way to target customers and reach a large number of audience. It is also used to strengthen relationships with customers and encourage loyalty.
Another marketing tool that a Web Content Management system may provide is lead scoring. Essentially, lead scoring works by assigning a value to each lead. This will help marketers determine which lead are sales-qualified. A Web Content Management system does this automatically to help save time and effort. Marketers use different ways of lead scoring such as demographic scoring, behavioral scoring, and negative scoring. One categorizes profiles according to demographics, the second notes their behaviors, and the third marks those who show less interest in the company or its offerings.
WCM User Experience
Web Content Management systems have helped a lot of companies improve their website as well as their marketing strategies. One of the companies that launched marketing campaigns using WCM is Nintex, a computer software company. It made their marketing tasks easier especially with the workflow module. They were also able to perform remarketing and advanced scripting.
Uponor, the Finland-based leading provider of plumbing, indoor climate solutions, and infrastrastructure pipe systems, used the Web Content Management System of SiteCore to launch their digital strategy to the North American market. Knowing that the web was the primary source of information of their users, they beefed up their site with relevant information, and then used their Web Content Management System to regularly disseminate it through various channels like social media and email blasts.
Concisely, Web Content Management systems can help businesses grow as their marketing campaigns improve and their content becomes visible and organized. It has lots of hidden treasures and it is time for marketers to unravel them and make good use of them to achieve success.