Alone we can do so little, together we can do so much!
Helen Keller
This is a post in a series of posts that explore digital technologies that can be leveraged to amplify a business website’s capacity to generate leads. This series builds up the rationale for a business website to undergo its digital transformation in order to provide a user experience more conducive to generate a lead.
Content Management (CMS) platforms such as WordPress have evolved to allow marketing teams to collaborate efficiently with their content writers, media designers and business data analysts, ensuring each team can contribute their expertise in a concerted effort. The WordPress ecosystem is today the leading CMS platform because it has allowed widely different companies to design and publish their content as per their business specificities. At the core, WordPress content creation has been streamlined to give you access to a single content editor dashboard integrated with a variety of services to allow you to focus on the creation of your message, combining text and media in a well-organised process.
The Gutenberg Block Editor
For example, the creation of a landing page for your online campaign can leverage the Gutenberg block editor, which allows you to compose a page made of a grid of block content. Each block can be a variety of content running from simple text to headings, images, button, or various other content listings from your own website.
Conditional Block Content
In addition, each block’s content can be personalised, and although there is a multitude of plugins in the WordPress ecosystem that offers various functionality and out-of-the-box integration with related services, such as LogicHop with lead-generating business sites as it is particularly well-suited to personalising content along with out-of-the-box lead scoring functionality. In addition it has been designed to be easily extensible for custom data integration. For more suitable conditional content plugins, see this review by rtCamp WordPress agency.
Digital Asset Management
Digital media content is an important part of content creation and as such its organisation is important in the context of creating structured content. A Digital Asset Manager (DAM) is a tool that allows your creative team to organise media content along the same structure as your pages and articles. This allows your page creators to easily find media that is related to the topic at hand. DAMs vary in their functionality, from integrating with existing design tools to tracking and analysing media content usage such as Aprimo, a leader in this segment. However, there are multiple plugins that can fulfil initial requirements for media content management such the simple but excellent Media Library Assistant.
Collaborative Content Creation
Finally, it is important for content creation teams to effectively collaborate on, especially on a landing page where content writers, creative media teams, and marketing conditions need to be orchestrated in order to fulfil a cohesive business communication strategy. Collaborative editing is complex, and although the Gutenberg editor is yet to offer such functionality (the editor currently locks a page when being edited by a user), there are existing solutions that allow for sequential collaboration on a page. Multicolab is a plugin that enables collaborative content creation by enabling annotative functionality within the WordPress dashboard, allowing authors to add comments to specific posts and pages in the editor and tasked to specific users who in turn can resolve them to mark progress.