Managing the online presence of a business is a tedious task, challenged with changing trends, growing competition and increasing complexity. So how do you win in such a scenario? The experts of web content say that a good WCM has a lot to do with it. An average enterprise manages over 200 websites including mobile websites and it can get incredibly difficult to stay at the top of your game.
There may be a growing number of channels to distribute content like social media but websites still remain vital for any business and to keep customers engaged, the WCM has to be an overall achiever in its ease of use, analytical tools and agility to adapt. People who know how to succeed use web content solutions that work in the following ways:
A big challenge in presence of several channels is staying consistent across different touch points. A siloed system will be difficult to work with in achieving a brand consistency. In this context, your web content management system is not really a content management system but a customer experience system. It has to have the ability to integrate and operate as central system for your content needs.
Such a WCM which focuses on experience brings together channels, data, campaigns and performance metrics and combines them into a single tool set. This way it produces and delivers the content that is relevant to the identity of the business and is consistent across all platforms. A robust WCM allows enterprises to effectively manage content without losing the necessary cohesion that contributes towards creating digital imprint for the business.
Use of Analytics
Using the right data at right time to influence the customer is the key to making sales and conversions. Just pushing out content is useless if it is not going to the appropriate audience. Enterprises use analytics to get a view of the customers and customize the experience in real time. They deliver the most relevant content to their customers when they know what they like or prefer. Personalizing content requires valuable information about visitors and a WCM equipped with robust analytical tools is able to provide marketers with the right data. The timing too is important because it may be too late to influence a visitor, so a WCM that tracks the path of customer and customizes experience in real time is a surefire winner for these companies.
Interoperating with Other Systems
Businesses that are managing scads of websites know that interaction between different systems within the organization not only makes operations smooth but also optimizes results. For this very purpose, they use WCM that seamlessly integrates with other core systems like Customer Relation Management System or Ad servers. Any system that can integrate with the WCM will provide meaningful data that can be used to create relevant content and measure customer response.
Emails and Automation
A web CMS that rolls out emails and manages email marketing campaigns is a definite winner. Why? Despite massive popularity and use of social media, email is still relevant. Using emails, marketers test campaigns, optimize conversion rates and drive more traffic towards their websites. Email has a very high ROI and therefore has to be part of your web content strategy. Enterprises use solutions that have the capability to streamline marketing through emails and use automation to market as well as collect information. This area too helps in segmenting audience through testing in order to create personalized content.
Businesses that are truly international use web content management solutions that support multiple languages and translations. Besides the global language, WCM that provide internal support in native languages are known to work the fastest. For crossing borders with content, companies choose WCM that easily integrate with translation services and streamline content in multiple languages. This is one way to personalize your content for a whole country or region. This is a must have for global businesses as the best way to speak to a potential customer is to speak to them in their own language.
People with years of successful content marketing experience choose solutions that are responsive and work consistently on all devices. They use solutions that detect a visitor’s device type and customize content to best support that device in real time. It should be able to do so without needing to render the whole website for every kind of device.
Experts suggest that even though there are multiple channels a WCM supports, it should provide you these different channels as a singular view. This way you are able to communicate with a customer smoothly no matter what device or platform they are on and measure interaction as well.
Social Media Support
When we talk about integration across different platforms, social media is the most important out of all. People use WCM that gives social media its due importance and has strong social media integration ability. It should be able to smartly and effortlessly use third party social platforms and establish dialogue with customers.
Any smart marketer knows how important it is to prepare for the future and therefore they choose the solution that meets their perspective. Such a web content solution will be able to adapt to future technologies and will be easy to change and experiment. People like ease of use so they go for a WBS that allows them to add pages, change layouts without seeking help from IT departments or the vendors themselves.
They also choose a WCM that caters to an organizations long term needs, not just their yearly goals. It could be any of the above listed capabilities or something completely unique or maybe it is scalability an enterprise is looking for. In any case, marketers use WCM to prepare themselves for the future and get ready to take over the next big thing before their competition.
Your digital assets are really a treasure that needs protection so people go for web content solutions that provide good security like permission for users, groups or roles as well as support for authorization and authentication of external systems. Enterprises realize this need and only use solutions that have proper security from both internal and external threats.
A WCM is not merely a CMS designed for web solutions; it should be capable of much more than that. To win your audience with your content you will need a WCM that works. Marketers choose solutions that essentially provide all these capabilities like consistency, multi channel support, heightened security, ability to adapt and scale and interoperability. Web is still very central to a business’s success in the online world and it requires a lot of attention to detail. A decent WCM will make sure not only do you produce relevant and high quality content but also distribute it wisely.
In order to get a best web content management solution, you have to understand your own goals as well. If you know your requirements including the ones you will have in the future, it will be a lot easy for you to get a right thing in your hands. Once you do, everything ahead of that is going to be a step towards success.