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CMS or COS? WTF? Why COS will replace CMS as the best way to create and measure high-conversion content

Ok, we know, you might be thinking: ‘CMS? COS? WTF?’ But relax, we can help explain the difference, and tell you all you need to know to make an informed decision on which platform is best for your business to build its website on to enable an efficient and effective inbound digital marketing strategy that will see you get great results.

confused-about-the-best-content-management-system-COS.jpgA Content Management System (CMS), like WordPress, Joomla or Drupal, to name three of the most popular ones, is a system that allows multiple users to create and edit online content in many formats on a shared interface. In essence, it allows you to build, maintain and add to your website, without the previously necessary IT expertise. Sound good so far?

Why the COS is best for high-conversion content

COS is in principle the same beast, only bigger and better. It’s still a CMS of sorts, but an improvement on the model, allowing you to build not only your website but all elements of your digital marketing strategy such as blogs, landing pages, emails, etc.

A CMS platform may suit your business needs, but the HubSpot COS does it better. Why? Because it integrates all the elements of your digital marketing strategy, and does it in a user-friendly, intuitive way that allows you to make changes to any content easily. You can manage as many different domains as you want from one log in, everything is automatically backed up so there is no chance of an ‘Oh no, the computer crashed and I’ve lost everything’ scenario, and if you do need help with anything, the support team is at hand to walk you through it.

For anybody unfamiliar with creating online content, it is a Godsend. It is automatically geared towards SEO and helps you create the most effective content to help you reach, attract and convert visitors. Built-in tips and suggestions highlight each element of your content that needs to be edited, enhanced or changed, from titles to URLs to keyword incorporation, ensuring that what you create will be as good as it possibly can be.

Not only that, it also gives previews of how it will look on each device, so you can make sure that your content looks just as good on a smartphone as it does on a laptop or PC.

COS-the-best-content-management-system-for-website-traffic-and-lead-conversion.jpgBut the biggest draw is the fact that you can tie your whole online strategy together on a single platform, managing the entire buyer journey for every one of your potential customers, from first visit to final closing sale, and even the ongoing engagement that will hopefully make them an advocate for your brand. It really is the one-stop shop for lead generation, and can easily be tied in with your sales team to show real ROI at every step.

It also allows you to create a far more personalised experience for each visitor to your content by virtue of the fact that it works with and within your marketing database.

To put that another way, it involves smart marketing, using the information you gather from visitor engagement to improve the content you create and ensure you provide it to the right potential customers at the right time in their customer journey. As such, it is the perfect tool for any business looking to incorporate an inbound digital marketing strategy, because it helps you to identify, segment and target the right people at the optimum time with tailored content, and show how effective this is through visitor activity, lead conversion, and ultimately sales.

How does it do that? HubSpot does it in a number of ways.

Smart Content targets the right people at the right time

smart-marketing-for-better-content-creation.jpgSmart CTAs actually change when a visitor or potential customer’s place in the customer journey changes. Once a visitor downloads an ebook, for example, about using social media to boost their digital brand’s presence, the Smart CTA will record this, and offer another ebook download on a related topic, such as using LinkedIn for digital marketing, when they next visit. It means the visitor won’t be faced with the same offer, has been provided with even more value, and it shows them that their custom is appreciated and welcome, that they are valued, thus improving their customer experience.

Smart content then allows the user to create tailored on-page content for specific personas, based on the preferences we know the visitor has from previous visits. If we know a specific persona is interested in finding out all there is to know about designing their homepage, it’s possible to promote content relevant to this topic up front on your own homepage, so that the visitor can find what they need straight away.

The same goes for emails, where the contact list can be segmented so that people who have shown an interest in web design get mailed with content relevant to them and those interested in social media get content relevant to their needs mailed to them. It cuts out the chances of the marketing no-no of sending the wrong type of content to the wrong person at the wrong time.

Being smart doesn’t stop there either. Smart forms remember a visitor’s information so that it doesn’t need to be retyped (there’s that enhanced customer experience again - which leads to higher conversion rates), while also allowing you to collect more information about that lead over time by asking for different types of information in the form. First time, it may just be name and email address, the next, their industry and size of company, or the challenges they face. All valuable information to inform further content creation, and to increase the chance of sales.

It’s all about personalisation, the big driving factor in successful digital marketing today, and the COS is built specifically for this type of inbound marketing - giving the customer the relevant and helpful content they need at the right time in their customer journey to show that your business can provide them with the solutions they need.



Want to find out more? Click on the phonebooth and we can give you all the information you need to make the right decisions for your business.



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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