Content Management and Online Marketing

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Marketing is a conversation you have with your customers. Key to a good conversation is your ability to listen and respond efficiently, appropriately, and in a manner that enriches the consumer’s experience of the conversation. So let’s take these trends and apply them to some specific online marketing activities and look at how a CMS can help us solve some of the problems.

One of the key points of effective communication is content consistency. As an organization’s online presence grows and spreads, the primary challenge it faces is not only providing appealing and accessible content, but also ensuring that every bit of content delivered to a customer contributes a comprehensive, cohesive, and well-coordinated picture of the organization.

This is another obvious online marketing activity that centers around content and the ability to easily manage it. Atom and RSS (‘Really Simple Syndication’) are two of the primary syndication standards. They allow your customers to subscribe to your content – and have it delivered to them. The CMS will enable you to set up a plan that makes constant, automatic updates of syndication files from your site data. Syndication also means that your content will now be available not just on your site, but on others as well – automatically increasing placements in search engine results. For example, if you have your content on other sites as articles, press releases or news items, the first page on a Google search may display only two links to your site; but it may have several links to your content on other sites. RSS feeds have proven effectiveness in boosting traffic, and search engines are paying increasing attention to RSS feeds. What’s more, it’s easier to find better placement in feed directories than from regular search engines.

Search Engine Optimization

Being search-friendly is one of the primary criteria for a successful Web site, and good content is useless unless it found. This may be one of the most under-utilized ways a CMS can help your organization get better visibility on the Web. Whether an organization relies on Pay-Per-Click or organic search (or most likely both), it pays to improve content hygiene and make a site more search engine-friendly. With organic search, a CMS permits the institution of a number of SEO best practices.

Email Marketing

While Web content management systems typically do not have email campaign management systems built into them, they are still instrumental in their success. With single-sourced, centrally managed content, it becomes easy to publish directly into an integrated email system. The CMS will also allow content creators and marketers to create, manage and test the landing pages and micro sites that may be part of the call to action in the email. With style sheets and templates, the CMS can also ensure that your marketing teams need not wait for designers or technical staff to help with this process – they can publish when the need arises and not worry about branding inconsistencies or design gaffes.

As user behavior and marketing techniques continuously evolve, companies could easily get left behind. However, with the growth of crucial technologies such as the CMS, adapting to new scenarios and challenges does not carry with it a large technological burden. It only remains to organizations to have a finger on the online pulse and move fluidly with the audience.