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What can you do with a COS?: Optimise your inbound marketing strategy with the one-stop shop for lead generation

Designing a website for your brand and creating effective, consistent content that will attract visitors and turn them into potential customers is hard. Managing all that content is even harder, so you have probably by now thought about investing in portal or platform like a Content Management System (CMS) to do that. And as for aligning it with sales data to see what elements of your digital marketing strategy are working? Well, that’s even harder still. But it doesn’t have to be.

content-management-with-the-cos-is-a-one-stop-shop-for-lead-generation.jpgHubSpot’s Content Optimisation System (COS) works as a one-stop multitasking platform containing all the tools you will need to design your website, blog, landing pages and email content to drive an effective inbound marketing campaign or strategy and generate leads, while also providing you with all the data capturing tools you need to analyse how efficient and effective your content is.

It’s a major step up from other CMS like WordPress, Joomla or Drupal (we explained the differences between a CMS and COS in our previous blog, but if you missed it, you can find it here) because all elements of the system are optimised for marketers so that you can create, measure and analyse all of your marketing in one full-funnel system.

Using responsive design, it is automatically optimised for mobile, and has built-in SEO optimisation for the most effective organic traffic generation that will lead to an increase in sales leads.

One of the main advantages of COS is that it removes the need for any knowledge of HTML or Javascript, those tricky technical devils that cause some online marketers faced with creating content to break out in a sweat. Instead, easy to design templates do a lot of the work for you, and it is just as easy to make changes to those templates, so you can avoid situations like this.


Normally, a CMS is made up of individual elements that require integration in ways you may not be familiar with. A call to the IT guys is part of the package and can cause a lot of headaches. The COS is, from the start, fully integrated, which is great for you because it means all the tools you need are in the one online interface, eliminating the need for a separate web analytics system, and great for your customers and website visitors because their engagement with your brand is consistent across every platform from web pages to emails to social media.

What can you use the templates for? Well, everything. Web pages, blogs, CTAs, landing pages, thank you pages, emails, even error pages – all are easily created without any IT expertise needed, and they all work in the same way. They are also all integrated with every channel you work through, and adapt to the position of leads in the customer journey.

contact-database-on-hubspot-cos-makes-inbound-marketing-easier.jpgWhat’s that? Yes, the COS platform allows you to customise your content on all pages to best suit an individual viewer. Working with your Contacts database, you can see who is looking at what page content, so you can tailor the content to optimise their experience. This is smart content, and it’s a no-brainer.

The digital marketing industry has had to face the uncomfortable truth that consumer behaviour is changing dramatically and people no longer want to be faced with irrelevant content on a website that has nothing to do with their search. Now, it’s all about the experience, and the COS goes beyond things like personalised emails to allow for personalisation across all marketing channels. Engagement like this is key, and drives lead generation.

Consumer behaviour has also changed how search ranking works, with social media and smartphone use demanding a change in how content is created. The COS incorporates this so that you can optimise for SEO, track keywords, and even see how your competitors are doing.

The process is simple. When a visitor to your website completes a form (or better yet, buys something), the database begins to store the information regarding the content they have looked at, clicked on, clicked through, or downloaded, or indeed the items or services they bought, as well as information provided such as contact information and demographic. This information can then segment the visitor by creating a profile that can be used to tailor content to them to make their online experience much more relevant.

This means you can tie the entire customer journey together, from first-time visitor to your website to closed customer and hopefully even advocate for your brand.

hubspot_buyers-journey-methodology.jpgSimple eh? How do you set this up? you may ask. All you need to do is set up rules that qualify visitors to fit into a specific segment. You can do this by choosing, for example, to make a certain piece of content available to visitors with a lead score above a certain number, or if their job title or company is known.

Any field in your database can be used to build smart rules, with the content – blogs, videos, images, CTAs - related to that rule simply added. Hey presto! You’ve got optimised content tailored to a specific prospect, given them the right information at the right time in their customer journey – the very basis of a successful inbound marketing strategy. If you are looking to implement a full inbound digital marketing strategy across multiple channels that will help you generate sales leads and has easily measurable results to inform your ROI, then look no further.

Sound good? Here’s a reminder of the advantages:

  • Completely flexible for any sort of website design
  • Easy to use and search, with author tags, social media and keyword tools built in
  • Optimised for all devices from PC to smartphone and everything in between
  • Integrates with all of the marketing channels you use
  • Can be personalised to create tailored content

With these great tools, creating a high-conversion website that allows you to optimise your content, measure and analyse it for maximum effect, and align it to your overall business strategy, is easy, so what are you waiting for?

Need some advice on how best to start the process? Go to the phonebooth and request a call from us.




Adam Hyland - Chief Editor

Adam Hyland - Chief Editor

Adam is the most vital link between your message and your audience, ensuring your tone is on brand and optimised for engagement.

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