Why Your CMS + Kapost = Content Velocity [VIDEO]

3 minute read

Upland Admin

What’s the difference between Kapost and a CMS?

Check out this video with Kapost CEO Toby Murdock as he explains how Kapost and your CMS (like Drupal or WordPress) work together to support your marketing needs and content velocity.

Why You Need a CMS

Before the digital age, B2B vendors interacted with their customers in person or over the phone. But with the introduction of the Internet, buyers started to take control of their customer journey, and began researching information before contacting a company directly.

Now we have numerous channels and touchpoints through which we engage our buyers, but when marketers first entered the digital age, they had one digital channel: the website.

The website was the primary way that buyers could find the information and content they needed to fuel the next step in their journey to purchase. As a result, the tools built to support the website were called a content management system (CMS) and web content management (WCM).

These are powerful systems, and they were built for tech-savvy people.

At first, the content on websites was primarily product-focused, and didn’t need to be updated that often—let alone on a daily basis. But B2B marketers took ownership of this digital channel. They would create new product-centric content and give it to the people managing the website, who would then publish it through the CMS.

As digital marketing continued to evolve, buyers became even more empowered to seek information online. More—and more relevant—content needed to be created in order to address the changing needs and interests of potential customers, and buyers came to expect readily available answers to their questions on a company’s website.

Because of this, a much higher volume of customer-centric content needed to be produced, and it needed to be updated more regularly. Also, every marketing department had a hand in getting the right digital content on the website.

However, because publishing to the website could only happen through the technical teams managing the website, marketers faced bottlenecks to quickly producing and publishing content. Thus, they couldn’t deliver the optimal customer experience through regular updates and iterations.

Enter Kapost

Kapost is built for the non-technical marketer.

Kapost allows B2B marketers to collaboratively plan and create content, directly publish into the CMS (without help required from tech-savvy users), and analyze the performance of that content.

Tech-savvy users still manage the technical infrastructure of the CMS, but marketers don’t have to depend on them for day-to-day publishing. This allows marketing to publish content at the velocity and volume necessary to deliver an effective, marketing-driven customer experience.

In addition to supporting publication to your website through your CMS, Kapost also supports the creation of content for all digital marketing channels and integrates into the various technologies and systems, including email, blog, social, marketing automation, and more.

Using Kapost, marketers can operate at a high content velocity because they’re using one system across channels. This leads to internal efficiency and a more coherent and effective external customer experience.

At Kapost, we look forward to helping you get the most out of your marketing investments, including your CMS and all your digital marketing channels.

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