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.

Develop a Web Content Management Strategy

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.