Setting up your CMS: Planning your marketing strategy
Why you should consider marketing when getting your site set up
When you’re setting up your WCMS it’s important to consider what your marketing strategy will be. After all, your CMS is not just an IT concern: it’s an enabler.
We spoke with Pete Stevens and Adinda Sima of GOSS Interactive, a CMS software and development company that also provides hosting, who explained that many companies focus too much on technical considerations– much to their detriment.
Adinda elaborates: “We’ve found that in many companies, the IT department just focuses on the technology the websites have to use without talking to the marketing team. The teams don’t have the same focus at all.
“For example, the IT Department will want to use one particular type of platform. But that could limit what the marketing department can do.”
Common problems involve integration. Your marketing department may expect your CRM system to be integrated with your website, for instance. But perhaps the software the IT department purchased won’t allow that to happen. That’s why there has to be communication.
It’s worth bearing in mind that the capabilities of your CMS provider affect search engine optimisation (SEO). A good system will enable content managers to create unique page titles and descriptions, as well as sub-headings and in-inline links for each page. A poor or out-of-date system may not support rich media and web 2.0 gadgets, and you could find that media, such as YouTube or webcasting, is tricky to embed in the site.
You should check with your provider that RSS feeds are available and that they aren’t too complicated in their configuration. When you are monitoring marketing activity, measurement is a key factor. Be sure that your provider doesn’t limit the type of measurement that can take place. This could make it difficult to enter tracking scripts for web analytics.
Web presence is a marketing tool that needs to be supported by the IT department: making sure they work together is crucial if your site is to succeed.