It's a 400-word blog post. One static image. Four hours? Yes, that's what it took a junior marketer to publish the piece.
It's an actual CMS horror story recalled by Christine Polewarczyk, senior director of global enterprise marketing with SDL.
"It should have only taken 15 to 30 minutes at most to post that blog," said Polewarczyk, who caught up with CMSWire exclusively after her talk last week on global marketing at the Gilbane Conference in Boston.
Optimize Website Experience
So what does a good CMS system do for a marketer? How can marketers avoid four-hour, 400-word blog posts? Start by getting intimate with your CMS and knowing what eats up too many valuable resources.
In her "B2B Marketing Guide, Top 5 Pillars of Global Inbound Marketing," Polewarczyk says that your website is the home base for all of your marketing.
"You need to be able to optimize this experience in every way possible, and do it quickly, responsively, and agilely," she told CMSWire. "Assess your CMS and make sure that it actually serves your needs."
- Can you quickly and easily post content, incorporate images, optimize for search and social and/or test page designs?
- Are you losing significant productivity because of slow, buggy or poorly architected tools and systems?
- Do you need better support to do marketing in multiple languages?
- Do you have translation capabilities integrated into your CMS?
"Make sure your website and CMS do what you need to deliver high-impact marketing," Polewarczyk said.
What should give marketers clues their CMS needs improvement?
For starters, if you can't easily a/b test page designs and layout, that's a problem. For example, on a landing page, can you easily remove menu and navigation to improve conversion, test button placement and colors or even just test two different sets of copy?
A good CMS allows you to easily post multimedia assets. A good CMS gives you enough standard page template designs to give you flexibility and variety. It includes information architecture and taxonomy that make sense based on your target audiences and content strategy.
Can you easily post content, images, videos, infographics and more or do you have to use workarounds to achieve what you’d like to do as a marketer? How long does it take to post content? Is it overly complicated or confusing? Are you losing productivity because of slow or buggy performance?
Make Yourself Heard
If there were a theme for last week's Gilbane conference in Boston, it could be getting marketers and technologists to work together. Some organizations are really doing that by having the CIO report to the CMO and others are pushing for the creation of chief marketing technologist positions.
For CMS, working together seems essential. So what's a good way to approach the IT department and developers about problems with CMS?
"I find a lot of times marketers will say, 'Oh I hate that the CMS does this or that all the time,'" Polewarczyk said. "I’ll then ask them if they’ve ever submitted a help-desk ticket, sent an email to someone or asked their manager to escalate the issue for them. More often than not, the answer is 'no.'"
Marketers must regularly communicate issues and ideas for improvement, Polewarczyk said.
"It would be beneficial for organizations to build a process," she added, "that allows for regular feedback and communication between marketers and the web technical team."
Don't Be Like These Guys
Back to some CMS horror stories.
Polewarczyk recalled a company that worked with a Drupal CMS in which no content authors were involved with IT in developing the back-end UI. Polewarczyk said that when she got in there during testing, she was surprised that the order in which the fields were laid out was not intuitive.
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