The main point of B2B marketing is to generate leads. In the digital world, lead generation is driven by content, and 80 percent of organizations plan to focus on this in 2018. Whether your content is comprised of landing pages, social media campaigns, paid search, email marketing or organic SEO, the quality and reach determines whether your brand is found by prospective customers. It follows, then, that an effective content management system (CMS) can house this information and serve as the primary base for executing your marketing objectives.

Here are some ways a robust CMS enables every aspect of your B2B marketing marketing success.

Offers Ease and Flexibility of Use

Gone are the days when changes and updates to website content had to go through three different people in order to be implemented. CMS tools now make it possible for all employees to create and manage content. Access isn’t limited to people in the marketing environment, either, and users don’t need to know how to code using languages like CSS or HTML. An online CMS with an intuitive interface is easy to use with minimal training, so website managers and marketers can focus on the message instead of the medium.

Many strong CMS tools enable users to develop personalized content such as product or service pages, lead capturing landing pages, blog posts, videos, webinars, infographics, and much more. Some advanced CMS platforms, such as Drupal 8, also give managers the ability to publish or update content across multiple channels as needed, right from their connected devices.

Choosing the right CMS is essential for users to gain the ease and flexibility of use that makes this possible. Typically, the options available fall into one of two categories: an open or closed source CMS. Both have their benefits and disadvantages, so your selection depends primarily on your requirements and your budget. Check out our blog article on how we compare the pros and cons of these two distinct CMS platforms.

Grows Traffic through Optimizing for Search (SEO)

One of the essential factors in lead generation is to rank successfully in organic search. Stronger standings result in more traffic, more leads, and a higher conversion rate. Search engines now use sophisticated algorithms to index website content, but in order to work, the content needs to follow best practices such as:

  • Customized titles and metadata: These include the “snippet” text featured in search engine results, headings and subheadings such as H1, H2 in the copy, alt tags attached to images and keywords for every piece of content.

  • Canonical tags: These identify the master copy of a page for search algorithms. These help to prevent confusion when search engines find very similar content elsewhere.

  • SEO-friendly URLs: The URL is the first thing search engines and see when they come to your website. They embody a complex combination of usability, accessibility and SEO factors, and direct users to their destinations. URLs need to form the basis of your website structure for the future, and at the same time communicate your keywords, the title of the page and other messages for SEO.

  • Generating an XML sitemap: This is an important requirement for websites to be found in search. It instructs the search engines on how to crawl your website, indicates which URLs to index, and confirms the originality of your content through publishing timestamps.

A quality CMS can do most of these tasks automatically, or at the very least provide users with a clear template for them to include these items without having to manually insert code. This saves website managers an abundance of time and gives them clear visibility on these areas.

Improves Visitor Engagement

Using a CMS gives you the capability to improve visitor engagement. This is one of the cornerstones of lead generation, and it’s based on making connections with your target audience. Companies can achieve this through:

  • Personalization of content, based on the audience’s location, market segment or previous purchase history. The digital environment is currently seeing a major shift towards personalization in content marketing, based on the availability of data.

  • Publication of user-generated material, is a powerful way to tell a story about your brand through the experiences of your customers. A brand’s customers are often its most vocal supporters, and sharing user-generated material can include video clips, blog posts, discussion forum threads, digital images, audio files or any other original content created by users.

These opportunities can complement your inbound marketing efforts by offering visitors information specifically aimed at them. Since today’s consumers are accustomed to direct marketing, they have become proficient at tuning it out, especially online. Get in your customer’s shoes. Using a CMS that enables your content to stand out by being more personable and targeted can make a significant difference in your levels of engagement.

Serves as a Foundation for Application Integration

In our increasingly digital world, B2B marketers are finding it necessary to deliver a unified message across all brand touch points. Omnichannel communications offer a seamless, integrated customer experience across various devices and venues. Most companies are now comfortably navigating the waters of multi-channel sales, but omnichannel requires a deeper level of integration, which depends on the use of applications specially developed for the purpose.

A CMS solution that can manage the integration of your message with your existing marketing methods and enterprise applications can serve as a foundation for the omnichannel strategy. Some excellent CMS platforms, like Drupal 8, offer the ability to connect with marketing automation systems, giving you the tools you need to manage lead nurturing throughout the buying cycle. Many systems also support the project management and graphic design tools, as well as other applications.  

Here are some great examples by HubSpot of some companies that execute an outstanding omnichannel experience.

Most quality CMS systems also offer the ability to integrate with a range of analytics tools. Either they have cross-platform tools built right in, or you can integrate them with Google Analytics to get the metrics you need. Whatever type of CMS you choose, make sure it’s scalable enough to handle future growth and to enable optimal B2B marketing initiatives.

Is your current CMS is setting you up for scalability and growth? Are you currently taking advantage of the flexibility and optimization that a robust, modern content management system has to offer? If you answered “no” to either of those questions, we’re here to help! We'll help identify the right platform that has the right technology and support capable of setting your company up for a path to success.