In my last post I started discussing who benefits from using a CMS for managing web content. In that post, I talked about the IT Department. In this second part I turn my eyes towards marketing.

Fundamentally, marketing exists for one purpose – to drive sales. Whether through brand definition, community outreach, product launches, advertising, and so on all marketing functions ultimately lead towards increasing leads and supporting sales efforts. In order to do that the marketing team is constantly evaluating new ways to drive towards that goal.

Of all the areas in an organization the marketing department in many ways is the most dynamic. Whether driven by seasonality, customer response, new offerings or whatever, the marketing professional is constantly looking at the same things in new ways.

In order then to be successful at marketing, a company needs to be able to quickly execute strategies before windows of opportunity close. To that end agility is the name of the game. When marketing is then handcuffed by inefficiency or lack of control they are not able to perform at 100%. This can be especially true with the website.

By giving marketing the power to manage the website’s content, navigation and design they are best able to adapt the web presence to meet the needs of the day. Web content management then is the tool that is best suited to do that. Not only because it lowers the technical threshold necessary to work with the site, but because it also protects the the site’s elements from inadvertent changes. As opposed to website editors that just allow you to edit the code, a CMS system isolates the elements from each other and allows the proper process to be followed while still offering a fast-paced environment to work within.

Furthermore by lessening the technical aspects of updating the website the marketing team can move about freely within the scope of their efforts without having to rely on the IT Department or an outsourced vendor. This independence then translates to a more effective web presence and a bottom-line decrease in costs associated with the site.

So if you are in the marketing team at any company and want to have the freedom that web CMS can provide, be sure to consider novo, it’s ideally suited for your needs.

-- Mike

Follow Michael Villa on Twitter: @mikevilla