CrownPeak White Paper

How Marketing Can Drive the Right Messages with a CMS

In an article on, David Aponovich states: “Marketing professionals are responsible for the overall communication of products, services and brands. Your Web site is an integral part of your marketing strategy; doesn’t it make sense to put more content control in the hands of marketing experts?” A content management system (CMS) can help organizations give non-technical personnel control of the Web site; which means that even marketing staff can actively participate in managing and updating content on their own. Repurposing or reusing content is easy, as every piece of content is centrally managed. Marketing staff can use the same information and deliver it using multiple mediums such as campaigns, direct email newsletters, pod casts or advertisements. Driven by templates, the CMS empowers the marketing function to focus on the content and its strategic value, without worry about design or formatting. Subject matter experts across the organization can contribute to maintaining different sections of the Web site, even if they are based at different locations. This is made possible by Web-based CMS that is accessible anywhere.

Tags: Content Management, CMS, marketing message

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