THE SECRET TO
HIGH-VELOCITY WEBSITE MARKETING

How a Modern Website Platform Can Set Your Team Up for Speed 

 
 

Set Up
​for Speed

The pace of the web today is breathtaking. As competition increases rapidly across industries, enterprise companies are focusing more attention than ever before on the relationship between digital strategies and customer engagement. Marketing organizations struggle to keep their content as fresh as their ideas. 



 
 
 

How do you take an already vigorous brand and accelerate its momentum on the web? As a marketing leader, how can you set your organization up to achieve speed-to-market and greater customer engagement?

In this white paper, we focus on the factors that influence your organization’s ability to produce exceptional websites at the speed of your business. We’ll look specifically at the role and impact of website platforms, and how this technology can deliver more mileage from your marketing dollars.

As we navigate the website creation process, we’ll provide checkpoints that help you evaluate your team’s “vehicle” – the technology engine and chassis that your team uses to drive your initiatives forward. We’ll help you evaluate your approach to the web and consider how a website platform can provide organizational efficiencies that set your team up for high-velocity marketing.

 

Today,
Everything
is Online

One billion websites blanket the world.* Websites comprise one of the largest technology categories on earth—and for good reason. The very fabric of modern life has moved online. Browsing the web has become woven into a wide range of daily activities for our fast growing, digital savvy population worldwide.

Whether we are seeking information or entertainment, shopping or socializing, websites are at the heart of our experience. In particular, the mobile web has become indispensable to our dynamic lifestyles.

 
 

As a result, every brand today needs a clear digital footprint. Consumers, partners, suppliers, industry and popular media all expect to interact with your brand on a robust, highly engaging website. However, a greater focus on digital often brings it’s own challenges. 

With a proliferation of technologies, initiatives, and owners, your digital investment can mushroom alarmingly through unwieldy growth and fractured management. Numerous business owners contribute their content in silos, regional teams manage localized sites, and many servers still host an astonishing number of pages that are still live but outdated and long forgotten. When online properties are left out in the wild, the security risk can create an IT nightmare.

As a marketing leader, you may be struggling to contain your total cost of ownership and ensure a healthy return on investment—all while driving towards your ambitious marketing goals.

 

Your Fuel
Gauge

Let’s start your technology tune-up by first considering your digital budget.

 

What percentage is allocated to website initiatives?

What is the cost of web developer resources to build or
maintain your content?

What is the total cost of ownership of your web properties?

Are you seeing the ROI that you need to meet your goals?

According to Gartner,** 33% of marketing budgets go to technology and 28% of that is spent on infrastructure. Solutions such as subscriptions and cloud-based services allow marketers to circumvent the need for corporate IT.

*The Forrester Wave™: Web Content Management Systems, February 4, 2015

**Gartner ebook on CMO spend survey, 2015-2016

 

It Starts With Great Design

The language of the web is visual. Brands today rely on elegant design coupled with media-rich content to create compelling digital experiences that represent them on today’s world stage.

 
 

Marketers want to tell their brand’s stories in unique ways that will drive interest, engagement, and loyalty. What better medium for brand storytelling than a highly creative, beautifully rendered, and deeply immersive website?

Your design team is eager tell your brand’s unique stories, yet they often face a number of constraints. Often tools that are designed to support creativity stop at the mockup stage, with no way to test out ideas without involving development teams. Your company’s web technologies, development processes, and engineering resource availability may limit their creative freedom altogether. Ultimately, design constraints will limit your brand’s potential in the marketplace.

 
 

Your
Creative
Engine

Next, let’s take good look at your design team and the tools they are using.

 

Is anything holding them back from executing their best designs?

Are your designers able to show the breadth of their creativity?

Does your web technology allow the level of design freedom that will truly differentiate your brand?

Are they able to test out or prototype their designs before finalizing them?

 

Content Served
Fast & Hyper-Fresh

Your brand is a living force that grows and evolves with your business. In today’s fast-paced business landscape, your company’s web presence must be as fresh, as current, and as alive as your brand. Your brand never sleeps, so neither should your websites.

 

With more of daily life moving online, consumer demand for content has skyrocketed across segments and industries. As your marketing calendar accelerates, your digital marketing teams must respond with flexibility and agility in order to capture—and keep—consumers’ hearts and minds. They must function as a “well-oiled machine” in order to execute at the speed and scale needed to achieve your goals. To do so, they need the right technology support to make their workflow seamless, so nothing stands in the way of delivering their best ideas to grow your brand.

 
 

Grease for
your Wheels

Let’s consider how your team collaborates to produce new content.

 

How quickly can your designers and marketers produce new content?

Do they function like a high-performance unit, or do they get bogged down by communication lags and ineffective processes?

What tools do they use to collaborate? Are they effective?

During peak times, can your team easily and effectively increase content production?

How long does it currently take for your team to execute an idea?

According to the
Content Marketing Institute*

 

77%
of B2C marketers marketers
intend to produce more
content in 2016 than they
did in 2015.

73%
stated that creating more
engaging content was their
top priority.

31%
felt challenged by
understanding and
choosing the technology
they need to accomplish
their goals.

 
 
 
 
 

Opportunities For Engagement

Your brand is also expressed in a wide range of materials outside of your corporate web presence, such as branded collateral pieces, sales pitch decks, and business proposals. Today, companies demand that their marketing and sales tools work harder to maximize business opportunities.

 
 

Static documents are difficult to customize, updated, and maintain consistency—even more so if shared and edited by a team. Moreover, they are nearly impossible to track once they are distributed. Even downloadable PDFs prove difficult to measure the finer points of engagement, such as interest in specific pages or content.

Moving static documents online—“webifying” collateral and sales tools—opens up a world of new opportunities to engage prospects and customers. With content delivered as flexible web pages, updates and customization becomes significantly easier, especially across teams. Even more critical, web content can hook into your marketing analytics and CRM systems to capture and track new leads and learn more about your customers.

 

Your
Garage

Next, let’s look at how your organization manages and tracks shared documents.

 

How do you track and measure engagement with print or downloadable documents?​​

How do you ensure everyone is using the right brand assets, approved messaging, or the latest information?

How do you communicate and distribute brand and content updates?

How do you ensure version control?

Gartner has seen an increase in senior management expectations of marketing’s responsibility.* When asked about their top three expectations, 37% of marketers reported “converting leads into sales,” and 36% reported “improvement in customer retention.”

*Gartner ebook on CMO spend survey, 2015-2016

 

Sprinting Over Technology Hurdles

The digital expression of your brand is entirely dependent on technology.

 
 

Legacy web platforms that were designed for developers, not marketers, can’t keep up with the speed of modern business. They’re expensive, cumbersome, and slow to deploy updates. They require custom programming at every turn—which means long lead times with already burdened development teams.

Let’s face it—your IT organization is at the epicenter of business demands. They must carefully and strategically allocate their finite resources to any number of overlapping business critical initiatives, while maintaining the overall technical health of the enterprise at large. Your marketing organization is just one of many stakeholders. Nothing kills a marketer’s good idea faster than an overloaded IT roadmap.

 

Your Steering Wheel

Finally, let’s take a look at your team’s ability to manage your websites.

 

What level of control do your marketers have over your websites? Can they easily post new designs? New content?

What is the lead-time for getting new content posted? Can this be improved?

Can your team easily launch or sunset a website when needed?

Do you have a centralized asset repository? Does it provide access permissions?

27%

find the dialog for centralizing assets isn’t happening due to competing priorities

42%

have a process in place to aggregate, organize, and manage their organization’s visual assets

According to the CMO Council*: “Marketers are virtually ignoring process inefficiencies that will only multiply as the content ecosystem continues to grow at lightning speed.” All the more reason to consider solutions that will address this critical need. 

*CMO Council White Paper, “From Creativity to Content”
August 2015

 

The Five Drivers of Velocity

Time for a pit stop to review the ground we’ve covered together so far. We’ve stepped you through checkpoints that can help you analyze the critical factors that impact your team’s performance. You understand the value of web content to your brand and overall marketing strategy. You know what it takes to deliver exceptional digital experiences. And you recognize that your approach could be optimized to deliver better results.

Now, let’s take a deeper look at the five core drivers that will transform your team into high-velocity marketing champions.

 
 

1

Marketing Control

Empower your team to fully manage the end-to-end lifecycle of all their web initiatives.

 

2

Scalability

Ensure the ability to easily scale up (or down) the breadth and depth of your entire web presence.

 

3

Real-Time Publishing​​

Keep pace with your business and customer demand by producing new digital experiences quickly and frequently​​

 

4

Design Freedom

Have complete control over your artistic vision and the ability to create for the web, uninhibited by legacy platforms

 

5

Amplified Engagement

Create new engagement opportunities by turning static content into living websites that capture leads and insights

All of these drivers can be found in a modern website platform that integrates design tools, workflow enablers, self- publishing capabilities, and centralized asset storage.​

By using one unified platform to design, build, and manage any and all of your brand’s websites, your team will be set up for high-velocity marketing performance.

 

Test Driving A Website Platform

Not sure yet if an integrated website platform is right for your marketing organization? One of the best selling points of website platforms is that they are easy to try, particularly those that are cloud-based solutions. Here are some factors to consider when evaluating a good fit for your organization:

 
 

The “4 Easy’s”
Choose a website platform that is easy to use for the nontechnical designer, marketer, or manager. It must be: 1) easy to create new designs, 2) easy to share content and ideas, 3) easy to scale sites, and 4) easy to manage assets and control.

Integration-Ready
​No doubt your organization already has a set of favorite tools that provide analytics, CRM, performance monitoring, and other business-critical services. A cloud-based website platform should be easy to integrate with such services in order to extend the capabilities of your web properties.

Open Source vs. Off-the-Shelf
By definition, open source technologies are always in flux, built by a community of developers. They can be innovative at times, but they do not offer the level of stability, security, and customer support that commercial platforms can provide. Moreover, they are not marketing-led technologies—they are designed for developers.

Speed-to-Market
The promise of real-time, self-published web content is made real by website platforms. One of their best advantages is that they minimize the lag time between concept and execution. When test driving website platforms, consider the ease and speed with which you can design and publish new content.

IT Friendly
Not only do website platforms empower marketers, but they also unburden IT teams from having to support an entire marketing calendar. Look for a platform that limits the need for IT resources beyond a simple setup and an advisory role.

TCO/ROI
Bottom line, your next technology solution must positively impact your digital budget. By moving away from more expensive legacy technologies to an integrated website platform, you will achieve total cost of ownership, increased return on investment, and the economies of scale that will allow you to deliver more, faster.

 

From Zero To Sixty...& Beyond

Now it’s time for your brand to pick up speed. Transitioning from a complex legacy platform built for developers to a streamlines website platform built for marketers will streamline operations, deliver speed to market, enable sophisticated brand storytelling, and produce greater return on digital investments.

 
 

At Brandcast, we believe that websites belong in the hands of those responsible for customer engagement.

The Brandcast Website Platform was born at the intersection of design and technology. We recognized that by fusing these two traditionally siloed domains into one user-friendly, code-free platform, marketing teams become empowered to deliver the best expression of their brands.
We believe that this is the root of high-velocity marketing.

 

Interested in test-driving Brandcast?
REQUEST A DEMO, custom-built for your brand, and empower your team with the tools to be High-Velocity Champions.