Must-Have CMS Features to Enable a Winning 2017 Content Marketing Strategy
Part One: How to Get Beyond the Blog – Use Your Data
The fundamental purpose of a content management system (CMS) is to provide the ability to add content to your website in an ongoing and consistent manner. The power of a CMS is its capability to help you surface the right content to your website visitors at the right time and in the right place. The harsh truth is that the right place is not really where most businesses are adding content – on their blog.
Blogs definitely have their place in a good marketing mix. However truly effective, lead-generating content marketing breaks outside of the blog-box. Why? Because business websites tend to see the most visits to their services, products or other core pages. The hope is that an interesting blog post will pull people in to look around more – and convert. But web analytics will often show higher blog page bounce-rates, indicating a more typical visitor behavior of landing on a blog post, reading it, then exiting.
So how can you use your CMS to surface content strategically? This four-part blog series (and yes, we realize the irony here) will offer a checklist of Content Marketing actions that will set you apart from the fray – and the must-have CMS functionality that enables these differentiators.
Always Start With Your Data
The very first thing to do is look at your website data:
- What are your top visited pages?
- What are your top entry or landing pages – and what are the bounce rates on these?
- What are the pages that most of your leads are converting from?
The CMS Functionality Must-Have: Content Reporting
Your CMS needs to have either native page reporting functionality or an easy, out-of-the-box integration with Google Analytics.
Knowing your audiences’ on-site behavior is key to creating, monitoring, and refining your content marketing strategy to produce the results you are after (usually generating Leads & Sales).
Speaking of “Key,“ a very important data source is Keyword research. Using either functionality native to your CMS or through Google Search Console (formerly Google Webmaster Tools) connected to your website, you can uncover the keywords that people are using to come to your website.
Back this up a step, globally-speaking, and use the auto-complete functionality in search engines like Google or Bing to see what they auto-fill in the search bar when you start typing in keywords that people use to find your site, your products or services in general, etc. Helpful tip: Use an “incognito window” for this, because Google knows who you are and what you search and will give you customized results, based on your past search behavior – a little “Big Brother” yes, but an awesome tool for you to ideate around relevant marketing content.
What this data serves up to you on a silver strategic platter is:
- What type of content to create to meet your potential customers’ search topics – and close any gaps.
- Where you can best surface this content to the most eyeballs coming to your website.
- Where to best prioritize your content initiatives.
Stay tuned for the next CMS-powered content marketing tip on “Intelligent Organization.”
by Kimberly McCormick, Bayshore Solutions Director of Corporate Marketing