In the June issue of Website Magazine, we covered "The Six Elements of Content Marketing & Blogging for Profit" in which we shared information about how DNN shows how the different conversion paths attributed to a current page and other ways the CMS helps prove customers' return on investment. Since we only mentioned DNN in the article, we invited other content management/Web experience vendors to share how their platforms help prove content marketing's ROI. Here's what their representatives had to say:
To help drive conversions, The Episerver Digital Experience Cloud makes it simple to measure, test and optimize content for everything from landing pages to email campaigns. The Episerver platform provides A/B testing for pages, text and design elements and even displays conversion analytics on each page, giving marketers instant insight into what performs best. And thanks to advanced machine learning algorithms, Episerver can provide marketers intelligent personalization that improves over time and adapts to real-time changes in visitor patterns, presenting the right content to the right user at the right time."
A great example of how we implement ML in our own platform today is through Path Analyzer, a tool that analyzes clickstreams to see how well your customers are converting against your intended marketing goals. Path Analyzer helps you identify things such as what content is working and what's not, where the points of abandonment are, and which tests you conduct are the most successful. This insight helps you improve your content, as well as the flow of content and product information on the website to support a specific business objective, such as selling a product."
The goal is to create marketing campaigns that stand out and measure their effectiveness by setting conversion goals and adjust the campaign while it is running."
"With Oracle Content and Experience Cloud cloud-based content hub, customers have improved their content velocity and workflow efficiency by leveraging an integrated solution for business collaboration, workflow, content management and delivery.
They are able to replace time consuming manual, email-driven processes with automated processes accessible from desktop and mobile devices and streamline collaboration across internal stakeholders and external agencies. Once curated, content can be repurposed across channels further reducing content production costs and increasing return on content investment."
Workflows spanning Adobe Creative Cloud and the assets management functionality in Experience Manager better connect creative content and data. Marketers can measure interactions with Adobe Analytics and optimize the relevance of content with Adobe Target. With Adobe Marketing Cloud, brands drive loyalty and engagement with their content — ultimately, impacting business growth."
SAP Hybris Customer Experience, a next-generation Web content management solution, enables organizations to create relevant in-the-moment experiences that are consistent and contextual across touchpoints. SAP Hybris Commerce' content management puts the right products in front of the right customers at the right time, driving increased engagement, conversion, loyalty and advocacy. Having the same content easily available across all channels including webstore, mobile and cross-channel marketing campaigns, enables fast creation of first-class, multifunctional sites, management of responsive sites from a single interface and ultimately creation of a seamless omni-channel customer experience ultimately driving customer acquisition, loyalty and advocacy."
"The currency of today's digital marketing landscape is rich customer data, but having data alone is not enough. Marketers need intelligent, artificial intelligence-driven tools to help them spend this data currency wisely and continuously measure the return of their investment. Leveraging intelligent tools gives every marketer the superpowers of a data scientist.
Progress Sitefinity helps marketers do just that - answer important questions, measure ROI and discover what customer segments and micro moments (touchpoints) drive the most conversions. Sitefinity tracks user interactions across website and devices based on specified business goals like website registrations and purchases. The system then analyzes the data to show who to target, how to target them and what content assets attribute the most to conversions.
With Sitefinity, marketers can also use all collected information about the user, such as persona profile and behavior characteristics, to deliver the most personal and timely experience."