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Pontus Börresen

Vice President & Managing Director Sweden


| Pontus Börresen


How does Content Management Relate to Your Digital Strategy?

Marketers all around the world cannot stress enough that content is a key factor for the success of your digital marketing efforts.

Content Marketing should be a major part of every digital strategy. Experts define it as a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action. The importance of content marketing has been repeated constantly for innumerous times. Marketers all around the world cannot stress enough that content is a key factor for the success of your digital marketing efforts.

This is more relevant now than ever. In 2017, when the Internet is overcrowded with content and people’s attention span is much lower, just simple advertising and “pushing” ads to end users will not cut it anymore. Every company that wants to succeed in its digital campaign must provide value to its customers. In order for your content to stand out, it has to be:

  • Relevant – It should address your target audience’s wants, interests, needs and fears. It is a terrific way to show that you understand your audience, and they will certainly appreciate this.
  • Valuable – It should provide value to the person that decides to consume it. The user should “walk away” feeling that he/she has gained some new knowledge or has been entertained by your content.
  • Consistent – The content delivered should feel like storytelling: focused on one subject and written in the same style and tone. This will eventually make you recognizable among your target audience.

High-quality content marketing has many benefits such as getting to know your customers, creating a community of loyal customers, and turning your brand into an authority on a certain subject. All of this, in turn, creates trust and it is common knowledge that trust is what makes customers choose a particular company out of a multitude of companies that offer similar products and services.

Here are some statistics that further prove the importance of content marketing. It costs 62% less than traditional marketing, and brings in approximately 3 times more leads per dollar spent. Furthermore, 90% of consumers find custom content useful, 82% of them feel more positive about a company after reading their content and 60% of them are inspired to seek out a product after reading about it. (Read more here)

However, we will leave the topic of content creation for another occasion. In today’s hectic online environment, it’s pretty difficult to give customers an engaging and consistent experience on all of those many platforms and devices. So, creating high-quality content is not enough, you also need to efficiently manage it. Here’s where the Content Management System (CMS) enters the picture.

Content Management Systems (CMS) are computer applications that support the creation and modification of digital content. The CMS is a completely web-based application, part of the marketing automation process. It has an intuitive interface that allows users to easily add, modify or remove content from a website, without the interference of a web administrator. Alongside the web-based publishing, CMS offers a variety of functions such as: format management, history editing, version control, indexing, searching and retrieval of archived content. The base of the applications is consisted of an editing component called the Content Management Application (CMA) and a publishing tool called the Content Delivery Application (CDA).

CMS also helps integrate all your company’s online presence by giving you a single point of control for all online sharing of content (your blogs, websites, social media accounts etc.). Another important advantage is that it allows for several users to work in a collaborative environment.

So, we can conclude that efficient management of your content is a crucial element for the success of your content marketing strategy. You can achieve that by using high-quality CMS, which helps you optimize and personalize the digital experience of your users. Here’s where our partner Episerver comes in. Their Content Management System provides managing of content and marketing campaigns all in one place. It also allows you to connect with leading marketing apps so you can maximize your efficiency and minimize your costs.

By using Episerver’s CMS platform you get control over every part of the process. The system aggregates personal and behavioral data to help you build a clearer picture of your customers. Then it engages them with an optimized individual experience for the best possible result. Furthermore, Episerver’s platform extends the reach of your content by grouping it together around key topics for your business. These groups are then automatically presented as Google-friendly landing pages in response to a long-tail search. It also enables effortless sharing of information between the CMS and other marketing automation or CRM systems.

The main benefit from Episerver is that with their CMS platform you get an all-round solution which covers the whole digital marketing strategy – from content creation to measuring the feedback. With its user-friendly layout tools, advanced personalization and testing built into the editing workflow, it empowers your team to deliver a substantially better experience for the customer.

This powerful Content Management System, combined with the rest of the marketing automation services that Episerver Digital Experience Hub provides, delivers an effective content marketing strategy that will significantly increase lead generation and customers’ trust in your brand, which in turn will increase your company’s revenue – the ultimate goal of your digital marketing strategy. With Episerver, you get everything you need, in one single screen.

 Start with Episerver CMS today!

Read next: Put your marketing on auto pilot – basic tips & tricks

Read previous: Context Marketing is the Next Step in the Evolution

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