WCM is the foundation for content marketing, but marketers who miss this connection don't know how to leverage it. See how it should work on our blog.

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Web Content Management Is the Foundation for Content Marketing

Thu Apr 5, 2018

Himanshu Sareen’s recent post “In the Age of Content Marketing… the CMS is King” emphasized the importance of the web content management system in supporting content marketing. It follows on the heels of Scott Brinker’s recent publication of the Marketing Technology Landscape, clearly showing what has been obvious in the market: that Content Marketing and Content Management are considered two completely separate applications.

Without a full understanding of how content management and marketing are connected, how can marketers be expected to leverage their full power?

Separating Content Marketing from Content Management Weakens Your Content Strategy

Why should marketing content be managed in systems completely distinct from the management of the website, and why should the management of the website be so completely divorced from connecting with customers using content? There’s no good, deliberate reason for this, and yet two distinct disciplines have evolved alongside each other and often exist at a distance.

One of the reasons for the dichotomy between content marketing and content management is that WCM systems were not traditionally built with marketers in mind. Content management has historically focused on building website functionality and implementing design, not content creation. The focus has not been on the marketing user, but rather the web developer and technical administrator. 

Usually there is a team of designers or web administrators who are responsible for pushing content out to the website. In this environment, few people write directly in the CMS. Instead, they use Microsoft Word or Google Docs. Content approval happens via emailing and redlining documents. Rather than having marketing directly update the site, the core web administration team simply copies and pastes the content from these documents to the CMS.  

Connecting Content Management and Content Marketing Empowers Marketers

For web content management to be the foundation for content marketing, it must be accessible to the marketing team. It must be extremely easy for marketers to be able to log in, create and publish content, and measure the effectiveness of what they’re doing.

Mashing well with other marketing tools is also critical to successfully combining content marketing with content management. At Percussion, our marketing team uses Evergage for personalization, Optimizely for A/B testing and Hubspot for marketing automation. WCMs system should allow marketers to choose their favorite platforms according to specialization, needs, and budget, and tightly integrate them into the website. Although behemoth all-in-one systems are out there, they’re not a good fit for every business, are too broad to do everything well, or require a dedicated developer to deliver their full value. 

Make Your Content Marketing More Effective with Web Content Management

To create a compelling content marketing program, the website must serve as a hub and central repository of content that can be easily shared and distributed via social media and email. Creating an end-to-end process for content creation, management, publishing, distribution, and measurement allows marketers to collect data on the fly and remain nimble in creating content that supports their business goals. This “closed loop” marketing approach requires feedback, speed, and integration in order to give the organization an accurate picture of what’s working in their content marketing.

Build your content marketing strategy on a strong content management foundation to help you better manage and measure your efforts and focus your marketing resources where they will have the most impact.

Dan Flanagan Headshot
Dan Flanigan
Vice President of Products | Percussion Software

Dan is a product management specialist with over 15 years of experience building new enterprise products and launching them successfully to market. He has extensive customer and sales facing experience, outlining product solutions that have been successful for customers from 300 to 300,000 employees. Well over 3 million users are using products he has launched. In his spare time, Dan spends his disposable income on Apple products and dreams of seeing his name in TechCrunch.