Why combine a powerful CMS with popular marketing tools?
It is important to find a CMS that can integrate all useful add-ons, tailoring the experience for your team and your customers.
Looking for a CMS that does everything? Then we suggest you give up the hunt. After all, no single vendor can offer you a one-size-fits-all solution—and in 2022, they shouldn’t have to.
With so many amazing, best-of-breed marketing tools at your fingertips, it’s more important to find a CMS that can integrate all those useful add-ons. The result? A future-proof CMS that’s tailored for your team and your customers.
Read the checklist that will show you how to choose the right CMS:
Choose the best marketing tools for your requirements
A CMS might be a lifesaver for your business, but it can’t do everything. While there are many all-in-one content management suites that offer most of the features you’ll need, there’ll no doubt be a day when these tools don’t cut the mustard.
For those occasions, marketing tools are your best friends. Easier and cheaper to integrate with your CMS, these specialized tools can be a great way of building a seamless digital experience.
But to make the most of them, it’s important that your CMS offers the option to plug in third-party tools. This will ensure that you don’t need to replace your CMS to support your ever evolving business needs.
Read more: How to use Enonic for effective content management »
How does this work?
Well established CMS platforms will feature ready made integrations with Google Analytics, marketing automation tools, SEO tools, A/B testing tools, and more. A good CMS knows its limitations and rather than building their own tools for all of these functions, they provide integrations that are easily accessible.
Integrations usually come in three flavors:
- Adding scripts to your templates is the easiest way (this can also be done using the Google Tag Manager).
- Extending the CMS admin interface to add in-context analytics and functionality. This will enable the team to instantly see how their content is performing, add SEO information, launch A/B tests on the fly, etc.
- Embedding functionality from other solutions (like forms) in your content.
In addition to all this, you’ll want to consider how adaptable your CMS is. Ensuring your CMS is pluggable is especially important when you’re dealing with tools that aren’t easily integrated, or if you have a homebrew solution. And of course, be mindful of any security issues that might arise from having a broad range of integrations that you’re not managing.
Third-party marketing tools can help you build the right marketing tech stack for your company. Having access to the best tools can boost sales, provide useful customer analytics and tackle a host of other tasks such as reporting on content and results.
Combining a content management system with best-of-breed third-party tools like marketing automation or analytics tools, will increase your team’s efficiency and contribute to a greater website user experience. Make sure you’re choosing a CMS platform that enables easy integrations, and you’re good to go.
First published 27 June 2018, updated 29 June 2022.
Frequently asked questions
What are digital marketing tools?
Products and services that enhance the operations and execution of your digital marketing efforts, like an office suite, marketing automation solution, or analytics.
When to use marketing tools?
You should use marketing tools whenever it makes sense to boost your efforts, like using email automation instead of manually sending and following up emails.
What are the most well-known marketing tools?
Google Analytics, Google Ads, Trello, MailChimp, BuzzSumo, Hootsuite, Slack, Yoast, Canva, SurveyMonkey, HubSpot.