Online Marketing is Content Marketing: Part 2: Technology - The Web Content Marketing Suite

Online Marketing is Content Marketing
Part 2: Technology | The Web Content Marketing Suite
| How Web content marketing transforms a fragmented online strategy into a focused marketing engine | „ Online Marketing Is Content Marketing | Part 2: The Web Content Marketing Suite
Table of Contents
Introduction..............................................................................................................................3
The Promise and Challenge of the Online Marketing Hub.......................................................4
Putting Them Together: The Web Content Marketing Suite....................................................6
Web Content Marketing Is Web Content Management...........................................................8
Capture & Measure Data From The Web..................................................................................9
Content Optimization - Manage, Segment and Target..........................................................11
Putting It Together - New Capabilities of Digital Marketers................................................12
Page 2 of 12Version 1 | ©2001-2009 copyright CrownPeak Technology, Inc. www.crownpeak.com„ Online Marketing Is Content Marketing | Part 2: The Web Content Marketing Suite
Introduction
This is the second of a three part CrownPeak White Paper exploring Why Content Marketing Is Online Marketing. In this series we present the new idea that Web content marketing is the central and most important tenet of online marketing. Today, the function of online marketing revolves around the Web which, itself, revolves around content. So as we talk about online marketing/marketers and content marketing/marketers consider them and yourself one and the same.
The purpose of this second part, in this series of the White Papers, is to outline how the right technology suite, supported by strategy and fueled by insight, transforms today's digital content marketing effort into a single view of the customer across channels, campaigns and activities. It also empowers the digital marketer with new capabilities - and a renewed focus. It provides the ability to manage more creatively, measure results more effectively and optimize more easily.
The function of digital marketing is in a crisis. The same technology that enabled us to become more efficient has now flat-tened our world to the point where every person with an internet connection now manages Web content and interacts with digital marketing. And, to that end, consumers are overwhelmed by information and are becoming inured to it. As digital marketers, we find ourselves struggling to keep up with the furious pace of technology; both the myriad ways to get our message out and the ways to manage the process. And, with margins shrinking, and the capability of measurement growing, we have to achieve "more with less" while we measure "less of more."
Today's digital marketer struggles with a seemingly conflicting set of expectations vs. capabilities. The expectation for "proof" and "ROI" is coupled with a desire to "engage" and "converse." We can measure and test everything - including (as Google did) the 41 shades of blue on a Web pagei. We lament the lack of scientific templates - or more precisely "maps" - that we can simply follow to achieve success; but also strive for the unique, creative message that will differentiate our product or service. As being "data-driven" becomes more and more pervasive in our lives - the yin and yang balance between the "art" and "science" of marketing seems to become more imbalanced.
However, there is a Chinese proverb that says a crisis "is an opportunity riding the dangerous wind." And so, we now find ourselves riding that wind, along with the opportunity to:
XX Transform our Web sites from brochures into online marketing engines.XX Effectively and creatively manage our message beyond the bounds of our Web site.XX Capture and manage both the quantitative and qualitative data coming in through our digital marketing initiatives.XX Establish focused strategies that measure the metrics that are most important to us - yet give us the capability to define and change what's important.XX Automatically optimize our message based on those metrics most important to us - so that we are delivering more relevant content to... [download for more]