How CMS Completes the Marketing Circle: From Print to Digital and Back

Content Management Systems (CMS) are great tools for web designers to build stunning websites without deep coding knowledge.

If you're more on the creative side with a graphic design background and started building websites when responsiveness was still far away, you probably remember how you could export slices from Photoshop and build websites just by using those pieces of images in boxes of the same exact dimensions. You could basically recreate the same mockup in HTML maintaining the original mockup's dimensions. However, when smartphones became an alternative to browsing the internet besides desktop computers, things started becoming more complicated for creative web designers who felt forced to learn how to compile Cascading Style Sheets to make websites responsive.

Thankfully, CMS has filled that gap between creativity and responsiveness. Today we talk a lot about SEO and how to create websites that are not just cool but also usable by people searching for information or deciding on a purchase. Understanding the motivation behind a user's search query is key in "Intent Searching," so it's crucial to optimize content to align with the user's intended goal.

When I started working with Homeland Plumbing and Heating on marketing campaigns, we added QR codes to the printed material and linked them to specific website pages. However, a landing page for a specific campaign must have all the information relative to that campaign. For instance, if you're running a campaign for Fall Heating System & Furnace Tune-Up Special, you can't direct people simply to the Heating Installation & Repair page. This is where the combination of SEO and creativity fits well with a CMS platform where you can easily create a new landing page in minutes. Not just that, but if you have also created a printed ad for that campaign, you can repurpose the graphic to make it more engaging. Furthermore, if the website is fully connected to Google Search Console, an evaluation of the best-performing keywords or other keywords worth exploring can give you great ideas for creating better-optimized content for that page.