In this video, Phil Gold points out that CMS does not remove the need to create solid marketing around content to make sure it serves a purpose. Learn how marketing can be facilitated by CMS, but how creating the marketing plan is still the responsibility of the business.
- [Instructor] Here's something else a CMS doesn't do, it doesn't create your marketing plans for you. If your content is geared at an external audience, like on a company's website, how are you gonna make them aware of it? How will you make it finable for them? Search Engine Optimization or SEO, will make it more likely that your search will come up in online searching, but are you just gonna sit back and wait for people to look for you? I submit that you need to be a little more proactive about that.
External or internal? How well do you know your audiences? What are they looking for? What will they need from your content? You can build whatever you want, but people won't come to it unless they see a value in it. I also think that determining a publishing calendar is a marketing responsibility. Your CMS will help you manage this, but it can't tell you when it's appropriate to publish. That's something you need to decide based on your audience and goals.
And how are you going to measure success? Your CMS will help you get metric so that you'll have data to analyze. But which metrics matter most to you? And how will you apply the results to future planning and development? You're the one who needs to think about that. The CMS will not do it for you. If you'd like some more information about online marketing, check out Online Marketing Foundations in the course library.
- Features: storage, search, security, and version control
- Document vs. content management
- Content team roles
- What a CMS won't do
- Benefits: Centralized permissions, reuse, automation, and more
- Selecting a CMS
- Best practices