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Develop a Web Content Management Strategy

Balance the needs of marketing and IT. Just don’t overbuy!

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Your Challenge

  • Web Content Management (WCM) solutions remove the burden of web maintenance from IT while giving marketing new capabilities.
  • Web Experience Management (WEM) solutions have emerged as advanced WCM tools that can personalize content and deliver it to a wide variety of devices. They also provide marketing insight into web user behaviour.
  • WCM and WEM solutions have tremendous capability. It’s very easy to overbuy an expensive solution that is inappropriate for both IT and marketing.
  • Furthermore, WCM solutions must exist alongside of other content management tools and sales and marketing solutions.

Our Advice

Critical Insight
  • The biggest benefits of WCM are to IT. They remove IT from the common task of creating and shepherding content.
  • WCM also provides benefits by giving web visitors a better experience. Marketing can then monitor their behaviour and use this information to warm leads.

 

Impact and Result
  • Every enterprise with a website needs a WCM solution. Most enterprises will never need to exploit all of the available features.
  • Make the case for WCM and determine how it interacts with other solutions for marketing automation, lead management, and email marketing. Don’t overbuy.

Get to Action

  1. Understand the difference between WCM and WEM

    Develop a WCM strategy that is aligned with the organization's needs.

  2. Determine if an automated solution like WCM is necessary for your organization

    Understand the appropriate approach based on a series of questions about your environment.

  3. Issue an RFP to aid in the vendor selection process

    Ensure that the vendor fits the organization's needs.

  4. Comparatively score potential solutions

    Evaluate the incoming RPFs based on the needs of the organization.

  5. Provide evaluators with a consistent set of instructions

    Give decision-makers a more accurate view of the product's capabilities and constraints.

Related Solution Sets

Vendor Landscape Plus: Lead Management Automation Platforms

From lead, to qualified prospect, to customer.

Vendor Landscape Plus: E-mail Marketing Services

Give Marketing the help it needs without getting dragged into the IT weeds.

Vendor Landscape Plus: Marketing Automation Suites

When lead management and email marketing aren’t enough.

Tags

automation, WCM, marketing, email marketing, LMA, ad-hoc, Governance, SEO, mobile, usability testing, Web, SharePoint, open-source, content management, video, OpenText, VBrick, ECM, peer-to-peer, social, Sitecore, Ektron, location, drupal, lead management, web redesign, joomla!, wem, content creation, website management, content repository, campaign administration, web experience, site.com, crownpeak cms, brightcove, bitgravity, kaltura, ooyala, web development, CMS, web experience management

Related Content


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Balance the needs of marketing and IT. Just don’t overbuy!

Companies Who Helped

  • Sean Murphy, Managing Principal, A Hundred Answers Inc.
  • Lance Martel, Indigo.ca
  • Dave Matthews, Princess Auto
  • Martin Mørup, J. Lauritzen, Shipowners
  • Nathan Reisdorff, Director of IT at New England Law Boston
  • Mark Pleasance, Data Center Manager, PMA Fine Wines & Spirits Canada

Solution Road Map

Other Solution Sets in Content & Document Management

  1. Reintroduce the Information Lifecycle to the Content Management Strategy
    Content is exploding; ensure it is a firework and not a powder keg.
  2. Vendor Landscape: Enterprise Content Management for Process Workers
    Bring the processes to workers - wherever they are.
  3. Vendor Landscape: Enterprise Content Management for Knowledge Workers
    Choose the tools that enable appropriate content movement for your organization.
  4. Use SharePoint for Enterprise Content Management
    Findability, taxonomies, and records management: It’s more expensive than you think.
  5. Develop a SharePoint Governance Strategy
    Bring a Sheriff to the SharePoint Wild West
  6. Extend SharePoint to Overcome Key Challenges
    Third-party products for administration, content management, mobile, and social address common use-case challenges.
  7. Develop a Web Content Management Strategy
    Balance the needs of marketing and IT. Just don’t overbuy!
  8. Vendor Landscape: Web Content Management
    Give marketing the tools it needs but keep the control in IT.
  9. Vendor Landscape: Web Experience Management
    Give users experience… and then take their money.
  10. Find Information in the Enterprise
    Being able to do so, and do it well, is critical to the success of your business.
View the full Solution Road Map