How to Calculate the Marketing ROI of Web Content Management
Content management software hasn’t always been part of the marketing budget. Historically, IT has held the budget and the responsibility for getting a website up and running, and giving content contributors limited access to keep it updated. As digital marketing matures as a discipline, every year seems to bring a new bevy of tools promising to better connect with customers, and from marketing automation to mobile apps, the common thread among all of these is content.
With content taking center stage—whether it's original, aggregated, or user-created—marketers need to treat their websites as content hubs, with all marketing efforts leading back to that hub like spokes on a wheel. Managing your web content is now no longer something that should be sporadic and highly technical, but must be owned by marketers so they can bring marketing initiatives to the web quickly and efficiently, without relying on IT for updates or publishing.
Content Marketing Relies on Content Management
Effective websites deliver great content quickly to engage visitors, move prospects through the marketing funnel, and give marketers the control to publish, measure results, and adapt on the go.
Without giving your website the ability to serve as a hub for publishing content, pulling in organic search traffic, and doing business, the marketing dollars spent on all other efforts are marketing dollars wasted—like taking your date to a fancy restaurant and then eating without hands or utensils.
Making content marketing an effective technique for reaching your business goals requires the ability to implement initiatives, systematize content delivery, scale to meet changing goals, needs, and resources, and measure impact. Introducing the right web content management solution should give marketers a twofold benefit:
1. Minimize the Cost of the Status Quo
A WCM can reduce the current costs of using your website as a marketing tool.
2. Maximize the Return on Investment
A WCM can amplify your marketing efforts and website effectiveness in driving leads and growing business.
WCM Makes Marketers More Effective
Your content management system should increase efficiency by allowing you to:
- Lower barriers to entry for contributors to increase content output
- Use workflows to manage approval process and ensure editorial standards
- Assure brand continuity with templates and structured content
- Integrate tightly with marketing automation, personalization, testing, and auditing tools of your choice
- Make design changes easier and faster by reducing reliance on developers or third-party support
- Help your website provide a seamless mobile experience
To ensure your marketing content reaches a wider audience, you need a WCM system that enables easy, fast, and frequent publishing and distribution of SEO-friendly content that performs well on any device.
Build a case for a solid web content management system by showing the budget holders in your organization how you can relieve pressure on IT, drive down operational costs, and grow business through effective, engaging content.
Want to learn more about demonstrating the ROI of content management? Download our free white paper with tips for building a case for purchase, content ROI calculators, and other resources.
Karo was born in Poland, and learned to speak English by watching "Saved by the Bell" reruns during her first summer in the U.S., which has left her unable to go through life without occasionally breaking the fourth wall. As Percussion's content marketing manager, she oversees and creates content that drives website traffic, engages followers, and helps fill the marketing and sales funnel. She writes about content management, content marketing, SEO, social media and web design, and how to make it all less complicated.