WordPress and Your B2B Company’s Digital Marketing Plan
Your company can have a fantastic digital marketing plan in place, but you need the right infrastructure in place to support your efforts. WordPress provides a robust content management system that offers the functionality you need throughout your campaigns.
Robust Content Management Features for Digital Marketing
B2B marketing strategies reach out to audiences via many channels. Content is one of the most commonly used assets for the marketing team.
WordPress’s core functionality revolves around creating, publishing, distributing and managing content. You can create multiple user categories, such as writers, editors, reviewers, and managers, for workflow support.
You have the digital assets associated with each content piece centralized within WordPress. The platform also enables anytime, anywhere access for staff that wants to have flexible access to the backend.
The included search functionality and taxonomy makes it easy to sort, categorize and find your B2B marketing content. You don’t have to worry about it sitting in someone’s inbox when everyone works through a centralized system that’s powering your websites and landing pages.
Integration With Popular Third-Party Marketing Tools
WordPress is one of the most popular content management systems in the world. Tens of millions of websites have a WordPress foundation, which results in third-party developers being eager to support integration with their products and APIs.
Your marketing stack doesn’t have to change much to accommodate WordPress most of the time. Everything from HubSpot to Google Analytics has tight integration. If you can’t find the functionality you want from out-of-the-box solutions, you can easily find experienced custom WordPress developers. Due to the sheer amount of plugins available on the market, you probably won’t need to turn to this option often.
Marketing Automation
One particular plugin category worth noting is marketing automation. Some solutions automate WordPress posting, behavior tracking of logged in users and analytics. Other marketing automation tools are contained completely inside the WordPress platform.
You would not need to switch between two platforms to access this advanced functionality. You gain an option within the WordPress dashboard for ease of use. The improved productivity gives you more time to focus on hands-on lead nurturing or putting together another campaign.
Search Engine-Friendly Websites
Search engine optimization plays a role in the success of many digital marketing campaigns. It’s difficult to move your web properties to the top of the search results if your content management system is working against you.
WordPress offers several features that improve the search engine friendliness of your websites. The permalink structure uses readable URLs that are fully customizable for your requirements. The template coding is divided into their own sections and pulled by calling them into the main design files.
You end up with a smaller footprint and faster loading page with this approach. WordPress also has several well-established SEO plugins that improve page titles, meta descriptions, internal linking, improvement suggestions and other on-page elements. Bulk editors help you bring older pages and posts up to speed with your latest SEO requirements.
Keyword density tracking tools show you how many keywords you have in your posts. These tools also show semantically related terms that can help you climb your way up to the top of the results.
Easy Landing Page and Microsite Deployment
Landing pages and microsites give you the opportunity to send your B2B prospects to customized and relevant resources. However, you can’t use this tactic if you’re waiting for weeks or months for another team to set these up for you.
WordPress and several third-party plugins streamline this process. You can cut down your development time significantly and react quickly to new opportunities by making WordPress part of your marketing workflow. Just consider what happens when a high-value prospect starts moving down the pipeline. You want to offer them a high-touch, personalized experience, but you can’t leave them waiting.
WordPress lets you quickly put together the right assets to nurture your valuable lead, rather than missing out on the opportunity. Designers and developers can put together a set of templates for the marketing team at the beginning of the campaign, so you can be entirely self-sufficient once it kicks off.
Visually Appealing Content
WordPress has the capabilities required to improve your content through visual appeal. While it’s important to offer well-written pieces for your audience, you’re not going to keep their attention if you only provide a large block of text.
The included text editor supports a wide range of media, from images to video content. You can extend this functionality with third-party plugins that pull from other sources, such as embedded slide shows or feature rich galleries.
You also have many options for structuring the posts and pages on your website. Custom typography, dynamic content and changing the article layout are a few ways you can generate interest. Many plugins give you control over the structure through short codes. Short code is small tags that handle all of the formatting for you.
WordPress is a strong contender for the content management system of choice for digital marketers. The base platform provides the necessary features to act as your digital marketing infrastructure, while third-party support and a huge library of plugins make it sustainable over the long term.