Connecting the Virtual Dots

Everywhere you look you see brands pumping out content like there’s no tomorrow. Some of it is very engaging (like my blog), and some of it…not so much. Do these companies know what’s effective? Do they know if their content converts to a sale? Can they easily connect the dots between content and the customer experience?

In this world of content-driven marketing, there’s a need more than ever for CMS systems to work hand-in-hand with marketing automation platforms — making the two seamless and connecting those dots. I like dots.

So it’s no surprise that companies are increasingly looking to integrate the flexible front-end experience that a brand needs while working in tandem within a marketing automation platform framework to effectively communicate with their audience, no matter what channel they decide to engage with. The good news is that most companies have recognized the growing need for connected systems.

There are a number of platforms that integrate or collaborate with a CMS, like Magento for e-commerce, Sprout for social media and my favorite, Oracle’s Eloqua for business marketing. All deliver or help to deliver a seamless content experience providing modules, connectors, and direct API access. This allows brands to easily deliver content through as many channels, devices, and apps as they like.

For brands and consumers alike, this is a huge win. Now there’s a direct correlation between the content that brands generate and the sales that are made as a result. The ROI will be measurable and clear. Companies can easily tell what works and adjust their marketing tactics accordingly. In the end, not only will this generate more sales, but it also should ensure delivery of quality content that people want.