Develop a Web Content Management Strategy
Balance the needs of marketing and IT. Just don’t overbuy!
- 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.
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