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CRM can improve content marketing

6/21/2013 at 8:41 am by

Customer relationship management systems have traditionally been seen as useful tools for salespeople because every aspect of the process can be tracked. However, CRM could have benefits for marketing teams as well, according to Business 2 Community.

Content marketing is becoming a significant trend for many organizations to boost brand awareness and drive better search engine optimization results. Companies need to regularly publish high-quality content their target audience will find relevant. CRM used to be seen exclusively as a sales tool, but the monitoring capabilities could make it useful for content marketing. CRM can streamline the complex marketing-to-sales processes, Business 2 Community said.

It is harder for marketers to reach consumers through traditional channels, according to Destination CRM. Companies have needed to get more creative in how they reach their customers, and tracking effectiveness of a campaign through CRM could help. Marketers need to come up with diverse content strategies, and it can make the process more complicated. Content is more than just blog posts, it can include videos and graphics as well, which could create more work for marketers unless they have a tool that allows them to streamline data.

How to unite CRM and content marketing
Content marketing spending is predicted to grow in 2013, according to research from Wishpond, a social media marketing website. Twenty-five percent of marketing budgets will be directed toward content. Companies are paying attention and trying to reach customers in new ways.

Marketers who add blogs to their websites can get more indexed links from search engines, and companies who post content on their sites can generate 67 percent more leads per month. Content is not a strategy to ignore. In a business landscape where it is harder than ever to connect with customers, people are more likely to spend time reading content from a brand they like. Ninety percent of consumers find this content useful, the source said.

Leveraging CRM for content marketing will require collaboration between the sales and marketing teams. Some organizations are integrating both departments and processes into one CRM platform. Typically, when a content marketing campaign ended, the marketing department would collect data and send it to the sales department, Business 2 Community stated. With two separate CRM systems, some of the information might not transfer smoothly, and the marketing team would either have to print out complicated metrics or try to migrate them to the sales CRM.

Integrating both departments with one CRM could allow data to be transferred more efficiently. Sales staff can analyze reports to determine how users came to the site to read content, and they can decide how to act on this information.

The future of content marketing will rely on integrated data to make processes more efficient, and CRM could give sales and marketing teams the ability to work together and make better decisions. CRM could reduce some of the complication and disconnect between sales and marketing.

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The Sage ERP team report on various topics related to ERP and business management.

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