Must-Have CMS Features to Enable a Winning 2017 Content Marketing Strategy

Enabling User-Generated Content is a key way to use your CMS for great content marketing strategyPart Four:  Engaging Input

The previous posts in 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, intelligent organization that helps your visitors happen upon the right content right away, and effective synchronization of CMS and business tools integration.

Now let’s dive into some strategic content opportunities originating from e-commerce that can be applied to any business to build credibility and trust with user-generated content – and the must-have CRM functionality that enables this differentiator.

Use Your CMS to Enable Cross-Sell and Up-Sell Opportunities and User Interaction

Highly effective E-commerce websites track what you look at, what you have bought in the past and not only follow you with online remarketing campaigns reminding you of what you were considering or left in your cart, but offer related items that “Other people like you also bought related to this product”.  The products you are browsing through also likely have product reviews and ratings readily visible in the product information, and allow you to add your own reviews of the product.

While the use-case for e-commerce is clear, you can also use this concept to surface related content, as well as gather visitors’ opinions, ideas, and suggestions.

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The CMS Functionality Must-Have: User Generated Content Management

The combination of commerce & content is a powerful way to differentiate.  Tracked user behavior (both over time and in a current session), combined with their search analytics and CRM data, provide signals for displaying helpful “right-time” content offers.

For example, say you are a children’s toy store and one of your buyer personas, a working mom with elementary school-aged children, is looking around on your site, viewing various pages about “Pokémon” and “Legos.”  CMS technology can enable you to connect this behavioral relationship with a helpful content offer of “How to Build Pokémon Characters with Legos – Easy Instructions for Kids” – with the needed supplies list offered in a convenient add-to-cart function, of course.

In a different scenario, if a site visitor is looking through specific category pages on products or services, combined with a site-search, but is not taking a next step (adding to cart or proceeding to a form), You could use your CMS functionality to present the visitor an opportunity to comment in a dialogue box on “Are you not finding exactly what you’re looking for – how can we help?”

Further, when you know  a visitor has bought a certain service, you can ask them to give a review when they next visit your website, as well as offer content related to the use or extended uses of that purchase, both on-site and in nurturing campaigns.

An interconnected content strategy relies on multiple tools that connect and communicate with each other – and to your visitor.  CMS technology has the ability to power just such a rich content experience.
Stay tuned for the next CMS-powered content marketing tip on “OK, So how do I accomplish all this with my 3- 2- or 1-person marketing team?”


by Kimberly McCormick, Bayshore Solutions Director of Corporate Marketing

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