Content Management & Your Digital Marketing Strategy

Originally Written by Tyler Stouder, Updated by Travis Pryor, Digital Account Strategist

The scope of marketing and doing business has changed. Today, almost every business- large and small- has a presence on the web. Marketing methods have also changed, content is what drives marketing.  Businesses are choosing to spend more on inbound marketing activities, such as content marketing. 
 
Implementing an inbound marketing strategy involves being able to manage and update your content.  Part of this management process is creating, publishing, editing and maintaining the content, which is an integral part of a company's online success. To avoid confusion and help you get started, here is a look at the different aspects of web content and how they are related.
 
Content Marketing
Content management is not just a system or a template to write and publish content- it is a process centered around people. You need to look at why you are producing content, what you are aiming to express and set definite goals for what you want to achieve through publishing that content. Content management involves more than just marketers; everyone involved in your business is an information architect and can contribute to your company's content needs, from marketers to product managers to customer relations executives.
 
Content Management Systems
There is a difference between content marketing and a content management. While content marketing is a process, content management is a kind of technology which gives you the tools to execute your content requirements. A content management system (CMS) allows you to create, edit, store and publish different kinds of content, including audio, video, graphics and text. It allows for the creation and delivery of content in one space; and also allows users to dig deeper to retrieve or modify content, as well as create templates for future content creation.
 
Blogging
A blog is a kind of CMS, since it enables you to publish content, edit it, organize it and categorize it using a few simple tools. However, some of the more complex features that a CMS offers- like customization and coding- may not be possible on some blogging platforms.
 
How to Choose a CMS for your Content Marketing Needs
You will need to choose a content management system based on the nature of your business and its size. Basic content management services will suffice for a site that runs some pretty standard features with simple functionality and may not need to be highly interactive, such as a simple corporate website, a community oriented website or an employee intranet.  On the other hand, sites that run interactive marketing programs or have a number of microsites within it (like a news portal) will require a more specialized content management system that enables users to communicate through specific channels. Complex content management systems are required for large websites that not only run into several hundred pages, but also incorporate other applications with their content. Ecommerce websites are a perfect example, as well as news portals or online magazines that may publish different forms of content, including video and audio.

At Bitwise, we offer Kentico Content Management Solutions in addition to web development services.  We understand that your marketing efforts are in a state of flux and will need to evolve and grow as your business expands. That is why we rely on Kentico CMS, which meets the needs of businesses of all sizes and scales and gives you the freedom and flexibility to create relevant content that is engaging for your audience. We are committed to providing you with a robust content management system that gives you the control you need, when you need it.