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Client spotlight.

Client Spotlight

Catholic Medical Center

Blending healthcare marketing and patient experience for an award-winning medical center.

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Client Spotlight

Miss America

Providing event support and maintaining a strong digital marketing presence so the spotlight stays on the contestants.

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Client Spotlight

Polartec

Adding the digital component to campaigns, contests and social media efforts for a brand focused on performance.

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Client Spotlight

The Jimmy Fund

Our search engine marketing strategy made fundraising campaigns for this amazing organization 175% more effective.

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Client Spotlight

VisitNH

Apps, games, and seasonal campaigns connect visitors to our amazing home state; smart systems tie it all together.

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Industry insight.

Industry insightHow to get the most out of your content management and automation systems

April 17, 2014 Derek Barka, Chief Software Architect

runners

Leverage the tools in advanced CMS and marketing automation platforms and deliver the right information to the right person at the right time. Here’s how.

Are you taking full advantage of your CMS?

When you purchased your CMS, you probably had a laundry list of features you required and may have even sent out an RFP to many vendors looking for the best fit.  You may have been looking for standard CMS features like:

  • A quality, intuitive editing experience
  • Multi-lingual content
  • A strong workflow and approval process
  • SEO Tools
  • Search
  • Blogging
  • Social Features

These are all important features and make up the core of any respectable content management system.  When I think of websites and content management, the very first requirement for any website is getting found online and building credibility with your potential customers.  Doing this requires a content management system that allows your developers and designers to create a visually appealing website and your marketing department and content authors to easily post updates to the site.  Ideally, you have a blog and are blogging a few times a month to increase your keyword exposure and bring in visitors to your website.

Unfortunately, that’s where a lot of companies stop.  Sure, you have Google Analytics and you’re tracking your traffic, but are you actually doing anything with this data?  Are you engaging your site visitors?

Content Management, meet Digital Experience Management

Today, most credible content management systems, like our partners at Ektron and Sitecore, do far more than manage content.  They’ve moved beyond the content and are focusing on Digital Experience Management (DxM) and Customer Experience Management (CEM).

So what is DxM or CEM?  Fundamentally, it’s about transforming your website into a customized experience for each site visitor.  It’s about each visitor’s context and the customer journey.  It’s been said that, today, 60 percent of the sales process is already complete before a salesperson even talks to a customer.  That means your website needs to do the talking for your brand and help guide the customer along in their purchasing decisions.

Driving Leads

After “getting found” and “building credibility”, your website’s main function should be converting site visitors into leads.   This can be done through premium content offerings and landing pages.  Your CMS should make it easy to create simple landing pages for campaigns, webinars, and premium download forms.  These landing page forms should be integrated into your Customer Relationship Management (CRM) tool so your sales and marketing teams can quickly qualify them and follow up with any potential buyer.

Marketing Automation – Landing pages, calls To action, leads, emails, oh my!

More advanced organizations should be using a quality Marketing Automation tool that is fully integrated into their CMS and website.  Tools like HubSpot and Marketo can work with your CMS to manage your landing page, calls-to-action, and ultimately your leads.  Marketing Automation can track your users’ behaviors as they browse your site and interact with your brand across various channels.

Once they fill out a form, complex workflows can help you manage the lead relationship as you engage them, nurture them, and work them down the sales funnel.  Integrated email campaign management makes it super-simple to send targeted email offers to different prospects at different stages of the buying cycle.

Persona Management and Personalization

One of my favorite quotes is from Erin Kissane in the The Elements of Content Strategy

Content is appropriate for users when it helps them accomplish their goals. Content is perfectly appropriate for users when it makes them feel like geniuses on critically important missions, offering them precisely what they need, exactly when they need it, and in just the right form.”

So you have to deliver the right piece of content, to the right person, at the right time?  Yikes!  That’s a tall order!

Fortunately, when taking full advantage of your Content Management System, delivering the perfect content is not as difficult as you can imagine.

Ektron, Sitecore, and other advanced CMS systems allow you to register your personas within the system and target content to each of these personas.  They also allow you to track user page views, form submissions, and other behaviors through analytics and integration with marketing automation tools to tailor the experience of each site visitor.

Consider having the ability to capture a lead who fills out a form to read your whitepaper.  After the lead is automatically entered into Salesforce.com, you send them a follow up email with a related content offering. The lead clicks on the related offering and the browses five more pages on your site.  As they browse the site, you’re calls-to-action are showing offers based upon what this user’s already done.

This is how you customize the digital experience for each site visitor and help guide them through the sales process.  With a modern content management system and marketing automation, there is no such thing as a cold call. It requires significant up-front strategy, planning and maintenance, but in my opinion is well worth the effort.

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