Content marketing is becoming an increasingly important part of the CMO’s responsibility. Customers and prospects are showing more loyalty to the organizations that are providing insightful content to them during their buying journey. But consistently taking content from idea to delivery can be a challenge.
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Research has found that the more tools employees have to use to get their jobs done, the less satisfied and productive that they are. In fact, when going for having to use 2 tools (other than the standard desktop apps for email, word processing, etc), to 3 tools, satisfaction drops by 14.5%.
And no one in an organization is required to use more tools to get their jobs done than the marketing department. Marketing automation, social (often itself requiring different tools for different social channels), CRM, content management, blog publishing, and other tools all come with their own learning curve and are always evolving. The issues is so significant that some analysts are projecting that the CMO will soon control a larger technology budget than the CIO will! The nearby image is an overview of the technologies typically used by the Marketing Department.
So if Marketing can do a few more things with the tools already available, all the better.
Content Marketing is more than just writing blogs. Here is a partial list of the things that a Content Marketer must consider:
What kind of tool can the marketer use to make it through all of these steps of the process? Enter Dynamics CRM … but not the part of it that you may think!
Microsoft Dynamics CRM already has a great built-in tool for content creation and management. But it’s not found under the marketing heading. It’s called the Knowledge Base, and you’ll find it under the Service area of CRM with the label “Articles”.
The functionality has been there for years, but with the rollout of Microsoft Dynamics CRM 2016, it has finally become powerful enough to use by the marketing department.
The knowledge base in CRM was, as you may have guessed, originally developed for customer service teams. The idea was that as the team developed solutions to issues that customers frequently had, the knowledge could be tracked as articles in CRM. The articles could be easily searched and shared with customers to bring speed, quality and consistency to the customer service experience. To meet these requirements, the KB (that’s short for Knowledge Base) can now support the following capabilities:
The KB isn’t going to work for marketers directly out of the box, but here are some tips and tweaks that you can use to make it the right tool for your marketing team.
Want to learn more? Click here for webinars on content marketing and customer service using Dynamics CRM.
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