When it comes to managing Content Marketing and a breakdown of all the related objectives, there’s either a WordPress plugin or a core feature of WordPress itself that has you covered. We’ll take a look at a new Strategic Map of Content Marketing Technologies from Robert Rose at the Content Marketing Institute (CMI) and see how WordPress is a good play for these needs in this post.
In their book, Managing Content Marketing, co-Authors Robert Rose and Joe Pulizzi detailed a “Content Marketing Process” that worked in a cycle from Create and Manage, to Optimize, Aggregate and Curate, to Converse and Listen, to Measure and Learn. Repeat. Now, Robert (who kindly granted me permission to reproduce and add the WordPress elements — thanks Robert), has reworked the diagram based on some new thinking about strategies and tactics after listening to various constituencies. It looks like this:
I’m spending a lot of time puzzling out how WordPress can rock for Content Marketers and meet the needs listed in the Map as I work on and update my course, WordPress Content Marketing Power. Webdirexion builds all our custom client sites on the WordPress platform and when I first met Joe Pulizzi, I worked for him as his WordPress developer (and other clients), so I have an intense history of matching marketing goals to the CMS (Content Management/Marketing System).
On the original post at CMI, Robert led by questioning, “How is content marketing technology different than other marketing solutions?” He later wrote that there are technologies that are quite lacking in meeting the needs detailed in the map. I know he was talking about enterprise solutions in that article, but since WordPress is used by large enterprises (a number of fortune 500 companies and universities are working with it), I thought that this evolving system (WordPress 3.6 due out any day) is up to that challenge.
How does WordPress fare? Here’s a companion graphic (click to enlarge it) I made to make a list of both built-in WordPress features and plugins that address the needs of the Content Marketer:
You can see that WordPress does indeed rock. I’ve included the plugins and WordPress capabilities currently covered in my course and plan to add more as we go — the platform for the course allows you “forever access” after initial payment. I have noticed that not only are many developers, designers, and marketers unaware of how to map WordPress functions and plugins to the need of the modern marketer, but in addition they often don’t know about many of the built in features of this evolving platform. How can you brainstorm good solutions if you don’t know what the CMS is capable of providing to meet your needs?
One Content Marketing Tactical Solution with a WordPress Plugin
I’ll leave you with one specific example. We use the plugin WP GreetBox to create a connection and promote a call to action:
The plugin’s greeting, shown above, is customizable to meet just about any strategic and tactical goal. I recommend developers and designers (c’mon… you have to keep up with new features and plugins, plus really explore some that have been around for a while), and content marketers spend some time exploring WordPress capabilities so they can prepare themselves for their next site redesign or development project.