Digital Marketing: Connecting Web Experience Management & Content Marketing

Content marketing and web experience management are not necessarily new, in fact they’ve been around for a few years—but the connection between content marketing and web experience management is the relationship that isn’t always so clear.


Muddying the waters further, there are a few definitions floating around for content marketing. In general, though, the definition follows this one from the Content Marketing Institute: “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action”


And for you Wikipedia fans out there, “Content marketing is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc.” Looks pretty similar web experience management, right? Here’s where it takes a turn.


Web experience management (WEM), on the other hand, is the practice of delivering content marketing in ways that adapt to match customer behaviors and preferences. When you do this, you can drive greater results for your business. It’s only natural that a customer who gets what they want—who feels known—will be more apt to buy or behave the way you want them to.


Unfortunately though, the critical linkage between content marketing and WEM is often missing in many businesses. For this reason, many companies fail to deliver a good customer experience. But to truly succeed online, it’s imperative that marketing and marketing technologists/IT start strengthening this linkage so they can improve results.




A great example of how to link Content Marketing with WEM is demonstrated by Nikon. The company recently won awards for its Learn & Explore web experience.  By working with one of our partners, Kanban, and using HP TeamSite and HP MediaBin, Nikon was able to use WEM to manage its content marketing efforts in ways that add value for customers and its business. You can read the full Nikon case study here; but in short, Nikon achieved this success by adhering to the following principles:


  1. Keeping an editorial and educational mindset and enabling business users to deliver on this in an SEO-friendly manner.
  2. Understanding the visual preference of its audience and providing this in an intuitive, high-performing way.
  3. Linking editorial content to product content, enabling revenue generation. (A term Kanban calls “content to commerce”. Love it!)
  4. Providing an adaptive experience from content delivery, through to navigation and search.
  5. Understanding that it’s building a community and enabling everything from social sharing, embedding of tutorials, and a truly mobile experience (who wouldn’t want to look up tips while taking that tricky nature photo?)

So, at the end of the day, it’s the connection to your customers that will make you successful. And as we see in the Nikon story, the connection between content marketing and web experience management is what can make it all possible.



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About the Author
Kam has over 15 years' experience in marketing and technology, primarily involved in the marketing software industry. Prior to joining H...

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