Prove Content Marketing's ROI with These Seven Solutions
How well is the content your company is producing working to convert visitors into buyers? While it is possible to attribute content to conversions within popular third-party analytics platforms, ideally it will be content management systems (CMS) that push those capabilities further - clearly mapping who viewed what and to what effect (even providing suggestions to generate more sales).
That being said, it's all important to deliver the right content at the right moment via the right channel to ensure high conversion rates when targeting potential customers. That necessitates a marketing platform that enables you to create personalized content suitable for various channels and deliver that content at the appropriate time. You need real-time dashboards to see which content is the most effective, the ability to conduct A/B-testing for performance improvements, and marketing automation to ensure proper follow-up and remarketing.
In the June issue of Website Magazine, we covered "The Six Elements of Content Marketing & Blogging for Profit" in which we shared information about how DNN shows how the different conversion paths attributed to a current page and other ways the CMS helps prove customers' return on investment. Since we only mentioned DNN in the article, we invited other content management/Web experience vendors to share how their platforms help prove content marketing's ROI. Here's what their representatives had to say:
James Norwood, Chief Marketing Officer & Executive Vice President, Strategy at Episerver
"Episerver provides a robust, unified content and commerce platform that empowers marketers to create responsive content and seamless digital experiences. Its capabilities help marketers automatically segment website visitors based on detailed behavioral data and then personalize content to individual users based on where they are in the buyer journey.To help drive conversions, The Episerver Digital Experience Cloud makes it simple to measure, test and optimize content for everything from landing pages to email campaigns. The Episerver platform provides A/B testing for pages, text and design elements and even displays conversion analytics on each page, giving marketers instant insight into what performs best. And thanks to advanced machine learning algorithms, Episerver can provide marketers intelligent personalization that improves over time and adapts to real-time changes in visitor patterns, presenting the right content to the right user at the right time."
Ryan Donovan, Senior Vice President of Product Management at Sitecore
"At Sitecore, we seek to use machine learning (ML) to support digital marketing programs and improve content development, which overall improves engagement. From a content perspective, our product roadmap leverages machine learning to perform semantic analysis to auto generate taxonomies and tagging, and help improve the tone of your content by analyzing for things like wordiness, slang, and other grammar-like faux pax.A great example of how we implement ML in our own platform today is through Path Analyzer, a tool that analyzes clickstreams to see how well your customers are converting against your intended marketing goals. Path Analyzer helps you identify things such as what content is working and what's not, where the points of abandonment are, and which tests you conduct are the most successful. This insight helps you improve your content, as well as the flow of content and product information on the website to support a specific business objective, such as selling a product."
Bart Omlo, Sales Director for EMEA at Kentico Software
"Today's B2B and B2C consumers have never been easier to reach. Yet at the same time, they have never been more difficult to reach. How is that possible? Well first consider the range of communication options that people have today. It's already huge. And it's growing. Today people have email, voicemail and text messages. They have a full range of social media outlets from Twitter to Instagram. And they have more LCD screens in their future with each passing day, from the elevator in their building to the gas pump at their local service station. So people are facing a barrage of messages every hour of every day.That being said, it's all important to deliver the right content at the right moment via the right channel to ensure high conversion rates when targeting potential customers. That necessitates a marketing platform that enables you to create personalized content suitable for various channels and deliver that content at the appropriate time. You need real-time dashboards to see which content is the most effective, the ability to conduct A/B-testing for performance improvements, and marketing automation to ensure proper follow-up and remarketing.
The goal is to create marketing campaigns that stand out and measure their effectiveness by setting conversion goals and adjust the campaign while it is running."
David Le Strat, Sr. Director of Product Management at Oracle
"With Oracle Content and Experience Cloud cloud-based content hub, customers have improved their content velocity and workflow efficiency by leveraging an integrated solution for business collaboration, workflow, content management and delivery.
They are able to replace time consuming manual, email-driven processes with automated processes accessible from desktop and mobile devices and streamline collaboration across internal stakeholders and external agencies. Once curated, content can be repurposed across channels further reducing content production costs and increasing return on content investment."
Loni Stark, Senior Director, Strategy & Product Marketing for Adobe Experience Manager
"Consumers are increasingly demanding rich experiences that adapt to the context, on new touch points. Brands must reinvent the customer experience to meet consumers' expectations and achieve a competitive advantage. Great content fuels digital experiences. With Adobe Experience Manager, part of Adobe Marketing Cloud, brands benefit from the ability to provide consumers with the most relevant content on whatever device and channel they choose - including websites, mobile apps, IoT devices and physical locations - in the moments that matter. Experience Manager enables brands to manage branded and user-generated content and then deliver them to owned, earned and paid channels.
Anton Hristov, Director Product Marketing at
Workflows spanning Adobe Creative Cloud and the assets management functionality in Experience Manager better connect creative content and data. Marketers can measure interactions with Adobe Analytics and optimize the relevance of content with Adobe Target. With Adobe Marketing Cloud, brands drive loyalty and engagement with their content — ultimately, impacting business growth."
Riad Hijal, Global Vice President, Omni-Channel Commerce Solution & Strategy at SAP Hybris
"Customers' expectations have reached a tipping point when it comes to engaging with brands. Legacy mass-segmentation driven content and experiences are no longer enough when acquiring and retaining customers. Customers expect high-quality, relevant content within tailored, contextual experiences in real-time, based on their interests, wants and needs (purchase history, past searches, click history).SAP Hybris Customer Experience, a next-generation Web content management solution, enables organizations to create relevant in-the-moment experiences that are consistent and contextual across touchpoints. SAP Hybris Commerce' content management puts the right products in front of the right customers at the right time, driving increased engagement, conversion, loyalty and advocacy. Having the same content easily available across all channels including webstore, mobile and cross-channel marketing campaigns, enables fast creation of first-class, multifunctional sites, management of responsive sites from a single interface and ultimately creation of a seamless omni-channel customer experience ultimately driving customer acquisition, loyalty and advocacy."
Anton Hristov, Director Product Marketing at
Progress
"The currency of today's digital marketing landscape is rich customer data, but having data alone is not enough. Marketers need intelligent, artificial intelligence-driven tools to help them spend this data currency wisely and continuously measure the return of their investment. Leveraging intelligent tools gives every marketer the superpowers of a data scientist.
Progress Sitefinity helps marketers do just that - answer important questions, measure ROI and discover what customer segments and micro moments (touchpoints) drive the most conversions. Sitefinity tracks user interactions across website and devices based on specified business goals like website registrations and purchases. The system then analyzes the data to show who to target, how to target them and what content assets attribute the most to conversions.
With Sitefinity, marketers can also use all collected information about the user, such as persona profile and behavior characteristics, to deliver the most personal and timely experience."
