As we can see lately, businesses leverage images, video, social media, and many other types of written materials a lot in order to encourage interactions inside their company as well as with their targeted audiences. Regardless of what many professionals think about it, companies may not need to pursue additional content management systems beyond Salesforce.
With many integration possibilities, Salesforce developers can now transform the CMS implementations to take up the tasks of organizing business landing pages, lead generation through blogs, and also identify bounce rates while also performing other functions. Considering this factor, there are various factors that enterprises may keep in mind while handling their CRM solutions in order to function as a Salesforce-centered Content Management System. Let’s explore it further in detail.
Planning the Delivery Schedule
A designated Salesforce content management system can be used to orchestrate the content delivery schedule as a part of the comprehensive business content plan you developed. As per expert opinion, content delivery is a crucial part of marketing communication, which should be given extra care. From the customer perspective, it may not look so authentic when a company releases some articles to the blog in a single day and then avoiding posting anything for the next few weeks. Also, it adversely affects the web traffic with no value addition to the search engines to list such a blog on top of others to be presented to the searchers.
So, the simple step to ensure here is to re-engineer Salesforce to schedule the bloggers and video producers as well as the other marketing content developers to schedule an interactive content delivery mechanism. By custom setting it, you let the tool to request the notifications from seasoned writers and post materials to the web pages and display the traffic data in terms of the lead generations, bounce rates, and click-through rates, etc.
Implementing a web development platform
The major features most of the premium CMS platforms have is the option for custom web development. When it comes to B2C contributors, this is a highly user-friendly option to work with and also help them to save a lot of time and effort in web development otherwise. Even though HTML is considered as a default standard in web development, the Salesforce consultants must look into which web development language the client designers and developers prefer to use. The inclinations of all may not be the same, which also should be taken into consideration while you are into the engineering stage.
Using appropriate metrics
The business content marketing agencies make use of various metrics in order to determine how their client content is performing in terms of SEO and social media marketing, etc. With Salesforce content management, it is also possible to get many of these statistics through more appropriate measurements and machinations capabilities of the platform.
Analytics is essential for businesses to properly identify which all tactics may work out and which may not. In the beginning, a fancy metric may seem to be so appealing, but it can muddle the performance reports overtime if not cleansed. So, when it comes to engineering business metrics, always find the right ones which really matter and stick with them.
Future of Salesforce in web content management
As pointed out by Flosum experts, we may expect that Salesforce may not step into the upright Web Content Management (WCM) quadrant immediately. Even though the company released its CMS, it’s a long road ahead and needs to initiate many conversations with the market leaders in WCM like Sitecore, Adobe, or Episerver, etc.
The experts say that it may take at least two years for Salesforce to pitch in with the right approach. They consider the new release as just Version 1.0, and Salesforce may take a minimum of two years in order to build its foolproof capabilities to become a matured content management product to compete with the others existing. So, Salesforce CMS may not pose an immediate threat to anyone like Adobe in terms of web content management, but of course, it’s a possibility down the line. However, this also may be an entry-level strategy of Salesforce to just offer such solutions for simple use cases, launch sites, corner sites, internal sites, as well as primary public-facing sites alongside partnering with the major content management systems which are well established already.
Launching headless APIs
Another major question now is, how does Salesforce position its CMS? As per Salesforce spokesperson, they consider Salesforce CMS as a hybrid. The teams can create their content in a central location and syndicate it to digital touchpoints, which will act as an experienced powered Salesforce system in content management. By taking the approach of WYSIWYG (“what-you-see-is-what-you-get”) tools, the content designers can simply build their experience declaratively and also simply use drag and drop content elements to be placed right on to the website or forum.
All these tools offered Salesforce already are developer-friendly too, which will work in their favor if the development team needs to build a unique website by custom coding it. Also, if the need is to deliver content to a third-party site or mobile app, these headless APIs can be used to make this delivery smooth and effective.
Even though this is the case, Salesforce APIs are not expected to be published at least until later this year. As per the official press releases, Salesforce also doesn’t have any plans to support the GraphQL, which may be the de facto API standard in the future. Other expected content management products from Salesforce also haven’t built much traction. However, the timing is quite right, but as the market is having a growing interest in terms of SaaS web content management systems, there are plenty of leading brands leveraging it to compete.
We can say that Salesforce is in the right direction in its process to integrate web content services too into its forthcoming cloud offerings like Service Cloud, Community Cloud, etc. As per the company spokespersons, they also have solid plans to integrate content services to Commerce Cloud and Marketing Cloud by next year itself.
Featured image credit: Unsplash.com
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