What does Marketing Really Want in a WCM Platform?

In the past web content management and website updates were solely in the power of IT. Any changes to websites had to be run past a strict IT department with a focus on content updates and ownership, content back-up and security, update scheduling consistency and audit trails. While that model may have worked in the past, web content management has come a long way and websites now tend to be (and in our opinion should be) in the realm of marketing departments rather than IT. Marketers need a web content management system that allows them to incorporate all the integrated aspects and channels of their marketing plans which include things like blogging, social media, subscribers, email marketing, RSS feeds and more.

So—what do marketing teams really want in a web content management system?

1. Flexibility and ease-of-use for non-technical users without HTML knowledge.
2. Easy page creation and editing tools including a WYSIWYG with image scaling/editing abilities.
3. Business blogging functionality that’s integrated and uses the same WYSIWYG module. 
4. Easy content syndication and social media integration (automatically generated RSS feeds). 
5. Quick and comprehensive analytics integration to allow for easy tracking and testing of campaigns. 
6. Simple form creation and management tools complete with auto responders. 
7. A built in lead-database with complete lead profile and activity history. 
8. Email campaigns with lead nurturing capabilities. 
9. Workflow and approvals for easy content collaboration (as well as versioning). 
10. Roles and permissions for accountability and secure content updates. 
11. Easy digital asset management.

Posted by Amberlie Denny at March 2, 2011 8:00 AM

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