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Thanks in large part to WordPress, one of the world's most popular open-source applications, the use of content management systems has exploded.
This has been a positive trend, enabling companies to cost-effectively build and maintain dynamic, content-rich websites that are easily updated by non-technical staff.
Social media and content marketing are easy prey for those who believe that ROI can only be measured by a direct link between a customer interaction and a sale.
This obviously ignores the good work that content does in building a relationship with that customer, so that when they do eventually receive a sales email they’re primed and ready to make a purchase.
Thankfully a new survey conducted by Adobe and Econsultancy shows that marketers are broadly aware of the benefits of content marketing, which one might classify as soft metrics.
When asked which business goals content management should help with, 87% of marketers said ‘improving user and customer engagement’.
The second most-popular answer was ‘building the brand through positive experiences’ (80%), while ‘driving sales’ came third (60%).
The findings come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing which examines the challenges involved with Delivering Digital Experiences.
It is based on an online survey of 975 client-side and agency respondents carried out in July and August 2014.
Today sees the publication of our latest Quarterly Digital Trends Briefing, this time on the topic of Delivering Digital Experiences.
The briefing, produced by Econsultancy in partnership with Adobe, explores the increasingly central role of web content management as a key building block for delivering personalised, multichannel experiences.
Here are a few brief highlights from the report, which is based on a global survey of around 1,000 respondents across marketing, web development and IT functions.
Do you remember that ridiculous programme “Pimp My Ride” on MTV hosted by the even more ridiculous 'rapper' Xzibit?
Well Xzibit and his creative mechanic friends were ahead of their time as they recognised the importance of personalisation and creating something that was tailored to individual interests.
An admirable philosophy that should be applied to web platform content.
This is the third in a series of posts discussing how to set up and run a WordPress blog from a relatively experienced expert, which will feature many helpful and hopefully relevant tangents.
In the first article I discussed the first few steps involving sign-up, the difference between WordPress.com and WordPress.org, and your social media presence.
Last week, I looked at writing your first post using the WordPress content management system (CMS) and I also offered some general writing tips for new bloggers.
This time I’ll be delving into the dashboard to help you set up the ‘backend’ of your blog, by taking a look at the diverse world of widgets.
Firstly though a quick note about the difference between WordPress.com and WordPress.org in relation to ‘plugins’.
It’s that time again when we present the finest digital marketing infographic we’ve seen this week and I’m pleased to say that this time round the winner is a friend of mine.
This infographic was created by our very own Matt Owen to summarise some of the findings from the new Econsultancy/Adobe Quarterly Digital Intelligence Briefing titled ‘From Content Management to Customer Experience Management’.
The report, based on a global survey of more than 1,000 respondents, is devoted to the topic of web content management (WCM), an area which is becoming a focal point for companies wishing to deliver a truly seamless multichannel customer experience.
Two of the major digital trends of 2013 have been content and inbound marketing, both of which rely to an extent on having an effective content management system (CMS).
New research from Econsultancy and Adobe shows that although organisations are very aware that their ability to implement an effective content strategy is tied to the integration of their CMS with the other technologies, the promise of the technology far outstrips their current reality.
The data shows that 94% of businesses believe that it’s “quite” or “very important” to tie content management together with the ability to measure its performance on site (i.e. web / mobile analytics).
Digital asset management (91%) and personalisation (88%) are also seen as key areas that need to be integrated with the business’ CMS.
Just 38% of businesses believe that their content management system (CMS) helps to deliver a brand-enhancing digital presence, according to the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing.
The report also shows that nearly all (87%) respondents stated that a CMS should help them to improve user and customer engagement, while 78% said it should help to build the brand though positive experiences.
But despite a widespread grasp of the fundamental role played by a CMS in delivering great experiences, the reality is that all too often the technology is actually the problem rather than the solution.
The report, entitled ‘From Content Management to Customer Experience Management’, is based on a web content management survey of more than 1,000 business professionals spanning marketing, web development and other business departments, carried out in March 2013.
Search optimisation is a well-discussed and documented marketing strategy to increase the visibility of your site and help customers find you.
But when we talk about search, most marketers focus their energy and investment in optimising content keywords, search engine ranking positions (SERP) and often overlook the power of an effective on site search engine.
Your brand guidelines and brand manual are the most important documents your company will ever produce.
A bold statement, but the truth is that these documents are your brand ‘bible’. They communicate why you exist, tell your brand stories, and communicate how it should be expressed.
Everyone tasked with communicating your brand should be consulting these instruction manuals whenever they are creating branded materials.
In many businesses the reality is somewhat different. Time and effort are spent creating brand guidelines, only for them to be left on someone’s hard drive or copies printed, distributed and ‘filed’ in the bottom of the marketing team’s drawers.
Brand consistency suffers as people may not thoroughly understand the brand.
If Facebook’s recent IPO tells us one thing, it is that social media is now big business and is here to stay. And yet we seem to be at a crossroad when it comes to the management of social media.
It’s hardly surprising that, with more and more channels out there, any business looking to capitalise on the social media opportunity faces an increasingly steep challenge.
Social media has opened up a huge opportunity: to engage directly with customers, to understand what motivates and interests them, and to increase the size of the audience for your content.
But it’s the very size of the opportunity that’s often the biggest problem. When marketing budget and resources are tight, where do you focus?
And how can you be sure the right message gets out to the right audience via the right channel and that the overall approach is joined-up and consistent?