SiriusDecisions Marketplace

Web Content Management

Web Content Management

Web content management (WCM) solutions enable organizations to create, manage and measure the impact of Web site content. Digital interactions with buyers must be tracked to capture activities in the buyer’s journey and allow marketers to deepen their understanding of buyer needs based on role, buying stage, industry and persona. A basic WCM system allows non-technical users with little or no knowledge of markup or programming languages to author, collaborate on, publish, manage and update site content with minimal training. Most WCM systems provide a content repository to store page content, the ability to tag content assets with metadata, and a presentation layer to display content. More robust WCM systems also offer integration with marketing automation platforms (MAPs), sales force automation (SFA) systems and Web analytics tools to enable the capture and sharing of more granular information about visitor attributes and activities, which marketers can use to enhance the site experience. Although many WCM systems have become far easier for non-technical users, a systems administrator and/or a Web developer still must add or modify features and integrate the system with other marketing systems such as MAPs, SFA systems and Web analytics tools. Show less...

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