13/09/2018 Barry Marelli

CONTENT IS KING

Online Retailers are constantly under pressure to produce rich, effective, and engaging content for their websites. With the speed that trends change online, staying ahead of the curve is a challenge and one that can be made even harder if you aren’t using the correct CMS or the right resource internally.

Outdated CMS
With a lot of Clients we meet, invariably we’ll work together on platform selection. Typically companies have retained old tech due to heavy customisation and integration with existing systems. Consequently, though the status quo is maintained, restrictions on what can be achieved start to mount up. Outdated platforms tend not to include –

  • Marketing Automation
  • Drag and Drop landing page creation
  • Flexible templates
  • Approval processes
  • Personalisation
  • Ability to roll out Mobile First Designs
  • Links to Social

Trying to stand out from a saturated market without being able to utilise even some of the above, can be an uphill struggle.

Speed to Market
A knock on effect of not being able to use the above features, can severely impact on your speed to market. An outdated CMS will typically use either HTML blocks or WYSIWYG blocks. From a resourcing perspective, you start having to find new staff who are competent marketeers who are competent in HTML to release campaigns. Modern platforms mean you can focus on bringing more marketing driven users who can quickly pick up simplistic “drag and drop” processes, instead having to spend money with 3rd parties to ensure deadlines are met.

Strategy
Not having a strategy in place when updating and managing content on your website can have a detrimental impact on repeat customers.

Ultimately, a website that is refreshing carousels, product images, category/subcategory (for example) on a regular basis are always going to look fresh and interesting to regular visitors. Thinking more broadly around different ways campaigns can be promoted throughout the website, is a great way to sure your message is getting across and building up interest in a new product. As mentioned above, inflexible templates lead to cookie-cutter promotions that typically use a header image, body copy, and terms and conditions. Utilising built in functions of modern platforms means you are able to break away from “landing page fatigue” and really start to give each new campaign an individual feel.

In the coming weeks, we’ll be running an event in Sydney talking about content success stories using Acquia/Drupal, if you are keen to know more and would like to attend, please reach out to us on the form below.

Tagged: , , , , ,