The importance of content marketing has never been more important. 67% of the buyer’s journey is now done digitally, which means that empowering your marketing team to make great content is more important now than ever. Making sure that your your content is found by your potential customers throughout their buyer’s journey is key to driving leads and increasing conversions.
Finding a platform that truly empowers a marketing team can be a challenge. Many content management systems (CMS) are extremely limited in the administrative roles, workflows, and types of content that can be created for a website. Making sure that your website’s CMS is built to give your marketing team the flexibility and control that they need to create great content and interact with your customers is imperative to your digital success. Through our many years of building websites for companies with complex marketing needs, we have found that Drupal is the best content management system for content marketing. Below are some reasons why:
1. Easily set up multiple types of content
Blogs are great, but they are often not flexible enough to promote all of the different content that your company creates. Using Drupal’s content types developers are able to architect as many or as little types of content as needed. This allows for a custom layout for all of your company’s marketing pieces, from blogs and articles to white papers and ebooks, events, photo galleries, and more. The content types are also scalable, so adding new fields or even new types of content in the future is hassle free. This means that you can easily expand your website as your content grows and changes, rather than being stuck with a system that cannot adapt to your changing marketing needs.
2. Roles and permission control
Often, companies will have different teams responsible for different pieces of content. Using Drupal’s roles and permission settings, you can setup different user groups for your content writers, content editors, and marketing managers. This defines exactly who has access to what pieces of your website content, and helps keep your team structure and responsibilities intact online.
3. Robust workflow rules
In addition to controlling permissions in user roles, Drupal’s Workflow module also grants the ability to create complex custom workflows. A workflow is a step of required steps that need to be taken before a piece of content is published on your site. For example, a workflow can be used to allow your content writer to go into the site and write a blog but can keep the writer from publishing the blog live. Instead that user will be able to notify a content editor that their blog article is ready for review. The content editor would then go in and proofread the content, and choose whether to publish it or send it back to the writer with suggested revisions. A workflow can also be setup to push content through various stages, for instance from creation to editing to optimization and finally to be published live. These types of workflows create a system of checks and balances that ensure your company is consistently posting strong website content.
4. Create lead capture landing pages
Good landing pages are an extremely important tool to acquire new customers. Whether the page is setup to prompt users to make a purchase, share a post, or just provide their contact information, landing pages encourage users to take a specific action with your company. In Drupal, you can easily build out landing pages complete with lead capture forms to gather information about new and prospective customers. Landing pages can even be created with a different template allowing you to remove distracting headers and footers in order to optimize conversions.
5. Lead generation forms easily integrate with your CRM
To measure the effectiveness of those landing pages or other pieces of content, Drupal can easily integrate with your current CRM system. Drupal has modules which allow for easy lead form integration with SalesForce, Hubspot, SugarCRM, and variety of other leading CRMs. These modules allow leads and their information to be pushed from your website directly to your CRM. This helps your team stay better organized and on-top of inbound leads. And if Drupal doesn’t currently have a developed module for your CRM, a custom integration can always be set up.
These are just some of the advantages that building your website on the Drupal platform can bring to your marketing team. For more information on how your company can use Drupal to optimize your content marketing and increase your inbound leads, contact us today.