Must-Have CMS Features to Enable a Winning 2017 Content Marketing Strategy
Part Two: Organizational Intelligence
In our first part of this series on how to use your CMS to surface content strategically for your website visitors, we explored getting beyond your blog using the critical insights of your content data. Now let’s unwrap a second content marketing action that will set you apart from the competition – and the must-have CRM functionality that enables this differentiator.
Use Your CMS to Surface Content Intelligently
After you’ve strategically developed your content from data-supported decisions, you can employ the capabilities of your CMS to connect your website visitors to your content that is most relevant to their need. You can ensure that the content they “happen upon” in your website is purposeful and addresses their purpose for being there – and ideally guides them to the next step in the their buying process.
The CMS Functionality Must-Have: Tagging & Categorizing
Beyond organizing content with categories and indexing it with tags, applying categories and tags allows personalization of a visitor’s experience. Categories are a vertical organization of content attaching the appropriate navigational site structure to the content topic. Tags are a more horizontal organization tool that indexes content across numerous, searchable factors relevant to the content piece.
Bonus Tip: ensuring your website has site-search functionality that connects visitors to relevant content, using tags and other data points, is also must-have for your Content Management System. Disciplined and consistent tagging and categorizing of your content is an essential ongoing content marketing task. When used properly, your site search tool becomes a very powerful service in your users’ on-site experience.
A website visitor can click through navigation, browse through the chronological summary listings of your blog posts, and use site-search to find content on your website (all requiring action on their part), but wouldn’t it be powerful to meet them, where they are on your site, with relevant content to their need? Here’s how you can:
Standard CMS technology enables you to do this with functionality like simple “related items” areas of a page, customized by like-category or like-tagged content to that page. Sophisticated CMS technology can incorporate knowledge of how that visitor got to your page, and any other data known or collected-over-time about them, including their on-site behavior, to present super-relevant individualized content links to them. These can be links to content offers, e-books, guides, etc. It can be passive, as in a related content section, or active through individualized dynamic content and calls-to-action. Really powerful content marketing stuff.
All this related, relevant content is now being bubbled up to site visitors in a targeted way – without them ever having to sort through your blogs!
Note: We’re not advocating abandoning your blogs – they do bring you traffic and feed social branding and publishing. This is about staying ahead in the content marketing arena. As more and more businesses adopt blogging, your step-ahead strategy needs to turbo-boost the increasingly vanilla “Post a blog and promote it in social media” tactic. Thankfully, stepping-up is easier than you might first expect – when powered by the functionality of your CMS.
Stay tuned for the next CMS-powered content marketing tip on ensuring your Left and Right are not only speaking – they’re using the same language, through “The Right Connections.”
by Kimberly McCormick, Bayshore Solutions Director of Corporate Marketing