Must-Have CMS Features to Enable a Winning 2017 Content Marketing Strategy
Part Three: Making The Right Connections
In our previous parts 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 and helping your visitors happen upon the right content right away with intelligent organization. Next let’s look at a differentiating Content Marketing action that brings it all together – and the must-have CRM functionality that enables this differentiator.
Use Your CMS Integrations to Support and Extend Your Content Marketing Strategy
Getting the right content to your potential customers at the right point in their buying process is a pivotal aspect of effective content marketing. When you have this “When” answered, through tracked and scored demographics, signals, and behavior, you can accurately place the right content in front of potential customers with its highest likelihood of being noticed, consumed and acted upon.
The CMS Functionality Must-Have: Existing Integration Points or Out-of-the-Box Integration Readiness
Accomplishing such timely and relevant content presentation usually takes more than a stand-alone CMS. When your CMS is seamlessly integrated with your marketing operational tools including CRM, e-commerce and Marketing Automation platforms, you have the connected intelligence and technology to conduct highly relevant and powerful content marketing and lead nurturing programs.
You’ll want to ensure that well-tested integration points already exist to the marketing operations tools you use, or that a tool can be replaced by robust functionality built-in to your CMS. The most basic benefit of connecting your website to these tools is that it eliminates repeated data entry and exposure to errors. The advanced benefits center on your synchronized data that now enables optimized matching of content to visitor, given their individual factors – at the right time.
CRM Integration (such as with Salesforce, NetSuite and others) allows you to keep your detailed business database, contacts and accounts history, as well as associated conversions, opportunity and sales data connected to your website and marketing. This enables visibility from “First-Click-to-Repeat-Customer” and deep analytics data to guide your ongoing marketing decisions.
Built-in or integrated Marketing Automation (MA) supports an informed and effective content marketing strategy. Lead and Customer Scoring can be monitored and applied. Nurture paths of content that resonate with your prospect through the stages of their buying process can be built out.
It is important to note that “Marketing Automation” is an oxymoron – marketing should NOT be automated. The goal of CMS, CRM, MA, or any tool is to ease operational administration so you can be more strategic in your marketing. You need these tools to approach relevant one-to one messaging across many prospects. But your tools need to be driven by strategy and attached to robust controls that keep your marketing personalized and relevant – not robotic.
In order to surface relevant, personalized and behavior-based content, it is critical to the success of your content marketing that these tools interconnect. Your CMS provides the power to make that connection.
Stay tuned for the next CMS-powered content marketing tip on “Engaging Input”
by Kimberly McCormick, Bayshore Solutions Director of Corporate Marketing