25 February 2015
The best time for B2B content marketing is right now! January and February represent huge opportunities to create content that engages prospects and convert them into leads.
Once upon a time, content management was a foreign language to the marketing team. A Content Management System (CMS) used to be as esoteric to a CMO as alchemy. In the current climate though, content marketing is booming as a way to establish your brand’s identity, credibility, and expertise. So if you want to enhance and streamline your content marketing, it’s important that your CMO and marketing team aren’t baffled by your CMS. Instead, turn your marketing team and your CMS into partners, delivering content to your customers without delay.
Here are our top 4 top reasons to deploy a CMS that makes it easy for marketers to do their job:
When we talk about agility, we’re not talking about gymnastics. Agility also means how fast you respond to recent trends, industry news, or even popular web searches. And when marketers post and update their own content, the marketing itself becomes more agile. Content management used to require the marketing team to liaise with IT or webmasters or developers. Now, a CMS that promotes ease-of-use for marketers lets the people that actually create the content handle the content management themselves. This is especially useful for content that requires regular updates, like blogs.
If your marketing team is larger than a single person, then one of the challenges to maintaining consistency is keeping everyone on the same page. One way to streamline your content marketing is to remove superfluous steps and channels. When your marketers handle their own content management, then that promotes fluid communication and makes it easier for marketers to delegate responsibilities (such as who is in charge of the landing pages, the blog, etc.). Your marketing team might also find it easier to use the CMS to schedule and time the release of specific content and updates.
Customers love personalization. A personalized customer experience is the 21st century equivalent to a local store with a friendly owner whose sole job is to help you find what you’re looking for. Personalization means putting relevant content in front of the type of customer who would be most interested. What you want for personalization is a CMS that works behind the scenes to identify the type or “profile” of the customer, but you also want enough varied content to present to these different types of customers. When your marketing team handles their own content management, they have the ability to create and segment their content, necessary for personalization and targeted marketing.
A marketing strategy wouldn’t be complete without a way to test its effectiveness. At the end of the day, marketers want to know what campaigns are working and what’s not. What landing pages convert the most? What product copy do customers find engaging? The way to find out this information is by looking at the data. When marketers use a CMS, not just for content management, but also for analytics, they increase the chances of success and greater sales. Even simple A/B testing tells a marketing team what needs to be changed and what pages are working for you and your business.
Content Management System and Content Marketing Solution
It’s true that CMS stands for “content management system.” But when your marketing team has the access and the coordination to deliver engaging content, your CMS is also your “content marketing solution.” Combining the drive of your marketing team with the power of a CMS that is also easy to use decreases the chance of roadblocks and increases the chance of conversion.