Indianapolis Web Content Management

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Focus on Content

Posted 3:44 AM by

When you first launched your website, you may have won new visitors by performing some basic on-site search engine optimization and you may have interested a few readers to complete a call to action. But at some point, you hit a plateau where new visitor counts and conversions never rose above a certain threshold. This is what I call "flatline marketing."

Return on website - It's all about contentAt the beginning, you had so much energy, excitement and passion for the new website launch. You committed to always improving the site and figuring out how to maximize its return. But that excitement and passion quickly waned when day-to-day fires and floods crept back into the spotlight. The website was left stranded without a captain, without a champion, without a chance - flatlined.

This is where content is king. Without content, your visitors have little to engage with and little reason to return. Content's purpose is to attract readers, viewers, or listeners and ultimately get them to convert into customers, donors, members, etc. Here are four questions to ask yourself when planning content creation for your website.


Why will people want to digest what you write? Is it because you are the foremost expert on the subject? Is it because you are witty? Is it because you are providing an answer to their questions or solving a particular set of problems? The important thing is to always remember who you're writing for.


You are asking for people to give you a slice of their extremely valuable time and attention. Make sure you are targeting the right people and make sure what you are providing benefits your readers.


Content can take the form of blog posts, white papers, case studies, videos, podcasts, infographics, articles in industry publications, and more. Will you stick to one or use more than one? You might try them all and see which ones give you the best engagement scores.


How often will you generate content? Stick to a schedule you can keep and don't overpromise. Sending out a weekly newsletter might be too much but sending a monthly or quarterly newsletter might be more achievable. Because blogs are often conversational in their tone, writing a new post each week should be considered. Videos are expensive and time consuming but generally have higher engagement than other forms of content.


Whatever plans you put in place, put a captain at the helm. You need someone to stick to a schedule and rally the troops. Without a captain, your efforts will surely flatline.


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What is Web Engagement Management (WEM)?

Posted 12:12 PM by

Every few years marketers coin a new phrase that starts to stick. The next thing you know you're throwing the phrase around like an old dodgeball (the old kind that was made of hard rubber and really hurt when it smacked you in the face). If you know the phrase, it doesn't land hard, but if you don't, you look a little silly nodding your head like you understand while your brain tries to decode it. Today's phrase is "Web Engagement Management."

In a nutshell, if web content management was Barry Bonds before "supplements," web engagement management is Barry Bonds after. Web engagement management (WEM) has web content management at its core but extends on that core by adding measurement and personalization. It also ties in social media, lead generation, and testing best practices. CMS Wire has a nice article about it: The 5 Pillars of Web Engagement Management. What does this all mean? It means your job as a marketer is about to get harder and more confusing... at first, anyway.

Web engagement  management - Marketpath, IncWEM is about observiing, measuring, and responding to your website visitors' behaviors. It is about knowing them and targeting content that is highly relevant and gets them to convert more often. But that's fairly standard stuff when it comes to website marketing. We've been doing that a long time, so what's different? WEM, as a tool, brings together previously disparate technologies to capture and manage the distribution of leads, personalizes the visitor experience by pulling external profile data, and manages the new two-way, three-way, or X-way conversations from outside social channels (Twitter, Facebook, LinkedIn, etc).

This is where website marketing has always been difficult. Plugging into external systems is expensive, difficult, and often takes a great deal of time to build. In addition, having the broad vision and understanding of how all these puzzle pieces fit together is not typically in the standard marketer's toolbox. The great direct marketing folks (whether snail mail or email) get it and don't have much trouble making these connections. Those who have more focused or single channel roles, though, will have a harder time seeing this large marketing maze in their minds. So, there is a lot of learning to do.

The bad news is that web content management toolsets who claim to be evolving into web engagement management don't make it easy... yet. There are tools available that offer these types of integrations but they are typicallly reserved for the big guys with deep pockets and they are still separate tools. If you are one of these big guys, then good for you. For the rest of us, we'll probably just need to wait a bit longer until the tools have caught up with the need or jump in, get your feet wet, and start learning now.

The goal to all web content management software companies, inclluding Marketpath, is to build web engagement management into the core of their systems and to simplify the difficulties of execution. It willl take a few years before all the kinks are worked out and the systems operate in a standard simplistic fashion. But if you wait until then, you will very likely be leaving money on the table. Get started now and work with the tools available. Your early adoption now will mean experience and better decision making later when all the other marketers are just getting started.

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Content Form and Function; A little back story

Posted 9:58 AM by

Louis Sullivan | Balancing Form and Function

The theme of this blog is based primarily on the 100+ year old phrase "Form (ever) follows function." The origin of the phrase dates back to Louis Sullivan's 1896 article "The Tall Office Building Artistically Considered." The great American architect believed that a building's shape should be primarily based on its intended function. The credo was taken to imply that decorative elements were superfluous in modern buildings. However, Sullivan himself neither thought nor designed along such dogmatic lines during the peak of his career. Indeed, while his buildings could be spare and crisp in their principal masses, he often punctuated their plain surfaces with eruptions of lush Art Nouveau and Celtic Revival decorations.

While those principles made sense for much of the last century for buildings and objects alike, times have changed a little. Digital technology provides us with many more functions to be squeezed into smaller and smaller spaces. As a designer and content architect, I too strive to first consider the "function" a website or page before giving in to my more creative desires. After all, creative embellishments are primarily subjective.

To be an effective web designer is to hold content form and function in relative balance. However, we must first consider the purpose of the content we're authoring. Only once we're confident that we understand it's purpose, are we free to make it look better.

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Great Content is the Only Constant

Posted 6:15 AM by

There has been a lot of news lately about the recent Google update that was aimed at devaluing content farms out on the web.  Sites that simply aggregated content from other sources were hit hard in the rankings for terms that drove most of their traffic.  While there were undoubtedly some good sites that were adversely effected by the update, the change in Google's algorithm just reinforced one of the lessons that Google's engineers, like Matt Cutts, have been preaching over the years...Google's mission is to deliver the best sites on the web to the people using its search engine.  These sites offer unique content, case studies, and add something of substance to the conversation.  This has always been their mission, and no matter what they decide to change in their algorithm, you can rest assured that their mission won't change.

Even though your site probably wasn't affected by the recent update, use this opportunity to look at your site.  Sure you want it to rank for your related key phrases, but does it really deserve to?  The key here is to be honest.  When is the last time that you updated the content?  How long has it been since you changed something on your homepage?  What value are you offering to a searcher who lands on your site for the first time? 

If your site doesn't earn a passing grade on these three simple questions, don't worry, there is help out there.  First things first, you need an internet marketing plan.  Jumping in head first without some sort of process or idea of what to update is a recipe for disaster.  Once you have the plan, you need to assign the roles within your organization or who is responsible for content creation and updating the site.  If your site isn't utilizing a content management system, it is time to invest in one.  This will allow for quick and easy updates, and depending on which system you choose, won't be a burden on your IT staff. 

Your website is a living breathing marketing tool that deserves attention.  It is the hub (or should be) of all other marketing efforts.  The Internet landscape is constantly evolving and because of this, the days of a static, brochure website have come and gone.  It is time to embrace being the expert of your industry and add something to the conversation.  If you can commit to a schedule of content creation, you can rest assured that Google will probably take note and reward you for your efforts.

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Pros and Cons of Software as a Service Content Management Systems

Posted 9:07 AM by

Last week I discussed the pros and cons of open source web content management platforms, such as Wordpress, Drupal, and Joomla.  To continue the conversation, this post will cover the pros and cons of Software-as-a-Service (SaaS) web content management systems (CMS). 

Advantages of SaaS CMS:

  1. Low cost of entry - SaaS CMS is based on a subscription model, so there is no large upfront licensing fee.  Usually, a SaaS CMS project will have a small setup fee that covers the cost of implementation.
  2. No Extra Burden on IT Staff (Supported) - When a support issue arises with a SaaS product, the burden to fix the problem no longer falls on internal staff.  The company that provides the platform is responsible for fixing the issue, most of the time at no added cost.
  3. Highly Accessible - Since SaaS CMS is usually a virtual product, they are accessible from any computer with an internet connection. 
  4. Security - Since all the development is handled by the company that owns the CMS, there is no need to worry about malware or buggy add-ons to the CMS.  If it is released by the CMS company as a feature add-on, you can rest assured that it won't expose your site to security threats.
  5. Multiple Users Model - Most SaaS products have a multiple user model, where the price will increase with the number of users given access to the system.  This is great because it is often easy to add new users to help spread out the workload.
  6. Subscription Fee Fits into Budget - Since support is often times included in the subscription model, you can rest assured knowing that the monthly fee will not increase even if something goes wrong with your website.
  7. Ongoing Innovation - All software products have innovation, however, with the SaaS, new features are added quickly and often.  Usually these features are available to all users at no additional cost.
  8. Speed of Implementation - Since the CMS is already developed, launching a new website can often times be done in as little as 30 days.  With custom functionality and e-commerce, the project lengthens a bit, but it is still extremely fast compared to traditional website development.

Disadvantages of SaaS CMS

  1. No Local Data Control - Since SaaS CMS platforms are built and housed at Data Centers, the IT staff feels like it loses a bit of control when it comes to security.  However, SaaS CMS's are built behind firewalls and are often times more secure than a company's local servers.
  2. Subscription fee is Added Cost - Since there are "free" systems out there, recurring cost is often times looked at as a downside to the SaaS model.  It is up to you to determine the value of the SaaS platform for yourself and your business.  However, I encourage you to read an earlier post about support issues.
  3. Closed Development - Since SaaS CMS platforms are often times proprietary systems that belong to certain companies, they do not allow for an open source type development model.  This means that customers must request features to be added by the company, instead of searching the internet for a plug-in that is probably already developed. 
That concludes my list of the Pros and Cons of SaaS CMS.  I believe that the days of installed software are numbered, and that open-source platforms are great for certain applications and not great for others.  It is up to you and your team when evaluating different CMS options to find the solution that best fits your project, as not one CMS platform is the universal choice for all website builds.  However, I truly believe that SaaS makes a strong case in most projects, so make sure you take a long, hard look at it as a viable option. 
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Pros and Cons of Open Source Content Management Systems

Posted 6:14 PM by

Last week, I touched a bit on the main difference, as we see it, between Open Source Content Management Systems (Joomla, Wordpress, Drupal) and Software-as-a-Service CMS's like Marketpath.  To dive a little deeper into this topic, I decided to list out a few pros and cons of the Open Source model.

Advantages of Open Source Content Management Systems:

Software is "free" - This is partially true. Open Source software is software that has been developed by a community of people that do not charge licensing fees for their work.

Plug-ins - If you want to add functionality to your website, there is often a plug-in already built.  There is no need to pay for custom development.  

Flexibility - The right tool in the right hands can be extremely powerful and flexible. Many of these open source content management systems can be set up to do just about anything. The possibility is almost endless.

Disadvantages of Open Source Content Management Systems:

Software is "free" - The old adage "you get what you pay for" is very appropriate here. While there is no ongoing subscription or licensing fee, Open Source technology often takes tens of thousands of dollars to set up properly. Plus, who do you call to fix the software when a bug is found? The open source development community may eventually provide a fix but there are no guarantees as to when.

Plug-in security issues - Some of the plug-ins work better than others, but you can never be sure until you install it. If it doesn't work, however, there is nobody to call for technical support - you're on your own. It seems that not a week goes by where you don't hear or read about a major security flaw either on a prominent website, or with the content management system itself.

Updating versions - Often times, these open source systems need to be updated to work properly. Updating the open source CMS behind the scenes of a website can often times cause problems on the website itself.

Steep learning curve - Many of these systems have a steep learning curve, as they are built with the developer in mind, not the non-technical marketer. It is possible to learn any system, but these more technical systems can often times lead to frustration and lack of use.

Have any other advantages or disadvantages of Open Source systems? Let us know in the comments section below.

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C&T Design selects Marketpath for Content Management and Web Design

Posted by

We are excited this morning to announce the launch of C&T Design and Equipment Company's new website (, which was designed by Marketpath and utilizes our easy to use web content management system.

C&T Design selects Marketpath for web design and web content management The site features impactful photography and show cases C&T Design projects from various industries around the globe, while promoting the food service equipment and services they offer.

The site also includes a new "resource center" that will position C&T as an industy leader in the food service solutions space.  The resource center contains a project gallery for design concepts, a "green" solutions area with information and articles on eco-friendly and energy efficient products, services and design ideas, new "buyers guide" and "cooking guide" sections, as well as C&T Design's first blog.  The website has also been optimized for search (SEO), so that C&T's products and services can be easily found by the numerous industry segments that C&T targets.

If you are in the market for food service equipment, design or consulting, we strongly recommend checking out C&T Design and Equipment.  They're a great company and a pleasure to work with.

More more information about C&T Design and their new site, check out the attached press release.

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Marketpath Named #1 Content Management Solution

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Marketpath is honored to be named the #1 Web Content Management Solution in the industry by  Earlier this month selected Marketpath as their top CMS, based on an extensive evaluation of numerous applicants that included vendor reviews and interviews with vendor clients.

              Best Web Content Management                                             Web Design Winner is an independent authority that categorizes and ranks web design and development companies based on their specialties and expertise in various categories including design, deveopment, content management, branding, strategy, etc.

To view the official announcement from BestWebDesignAgencies, click below. Names Marketpath as the #1 CMS


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Marketpath adds video management capabilities with VideoHere™

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VideoHere video management software Marketpath is proud to announce our new video management solution, which makes adding a video to your website just as easy as it has always been to add landing pages, images and image galleries using Marketpath CMS.

Our new partnership, with, integrates their VideoHereTM video management software into Marketpath's Content Management System to provide users a more engaging experience.  The integration offers Marketpath customers the ability to seamlessly utilize video in their web pages, providing highly relevant and engaging content.  And studies show that 65% of viewers watch online video to completion, a number significantly higher than for text.  This demonstrates how video is a great way to reach online audiences and to keep visitors glued your website and message longer. 

Marketpath's video management enables you to grow your site's video presence, while also enhancing your SEO efforts and social media footprint.  VideoHereTM includes a feature that tags videos for search engines, and the video player includes features which allow the viewer to easily share videos with their network and post to social media outlets. 

Using VideoHereTM is also extremely easy, allowing you to point-and-click to upload, customize, embed, and track videos in your web pages.  Directly from your Marketpath account, you can easily manage a video library, add video to web pages, and track video metrics, including impressions, clicks, views, drop-offs, view times, and viral sharing.

For more information on this new Marketpath offering, visit

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A Developer-Friendly Web Content Management System

Posted by
One of the challenges with any web content management system (or WCM) is that it is too developer-friendly and lacks simplicity and intuitive usability. On the flip side, many WCM's may be very easy to use but don't provide tools for web developers who want to get in and do some tweaking or customization. Striking the balance between developers and users isn't easy but it also isn't impossible. 

Marketpath CMS now has a new feature for web developers that simplifies the setup and implementation of websites called syntax highlighting. Syntax highlighting changes the color of the  HTML coding so tags, attributes, and comments are more easily identifiable. This helps improve the speed of site implementation and makes for a more enjoyable experience overall for developers.

Syntax highlighting in web content management

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Web Content Management for Firefox, Safari, and Internet Explorer!

Posted by
It has been a long time in the making but Marketpath CMS is now fully cross-browser with all the major web browsers. Building a standalone website that is cross-browser is very easy. But building a tool with as rich a user interface as Marketpath CMS is quite an undertaking!

When we began development on Marketpath CMS in early 2006 Internet Explorer had a 57% market share (even higher if you count only corporate users) so we built our tool with that in mind. We recognized, though, that we would eventually need to mold Marketpath CMS into a fully cross-browser compatible tool and that's just what we did.

Supporting alll the major browsers provides even more convenience and simplicity for our customers. Managing website content should be easy and Marketpath CMS makes it so!

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Reduce marketing expenses with a web content management system

Posted 12:49 PM by
I was talking with the owner of a small retail boutique about the poor economy and how she had to cut costs. But she knew that she couldn't scale back her online marketing because that would cause her revenue to drop. My answer, of course, was to implement a web content management system. This would give her the capability to continue marketing through her website without being billed for every change.

Hosted solutions for web content management let organizations make unlimited changes to their website without incurring a charge for each change. Most hosted solutions allow multiple users to access and own content which helps remove bottlenecks and disperses accountability.

Hosted, or SaaS (software-as-a-service) solutions, represent a fundamental shift in your annual marketing spend. Since these solutions are based on a subscription, you don't incur the initial capital costs for hardware or software, or the ongoing costs for maintenance, upgrades, and troubleshooting. These are all included in your subscription fee. If you are a larger organization, this could mean the difference of tens of thousands of dollars or more - fewer staff, no equipment, and no software that will be worth little to nothing in just a few years.

Hosted web content management solutions can potentially save a great deal of money but can still give you the full power of website marketing.
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Churches Benefit with a Web Content Management System

Posted 7:16 PM by

We have several churches as customers. They all have one thing in common: tons of information to communicate to their congregations. Relying on a member of the church to make these changes leads to bottlenecks, delays, and headaches. Relying on a paid website developer leads to wasted cash and creates a disincentive for making much needed updates.

This is where a web content management system for churches can make a big difference. First of all, you don't have to be a website developer to use the system. Many of our church users are non-technical and not terribly computer saavy. This is not a knock against them, they just aren't as comfortable with computers as some of our other users. With Marketpath CMS they don't have to be. The beautiful thing about our web content management system is that it is extremely easy to use.

Don't let that fool you into thinking that it is basic, though. Marketpath CMS is far from basic. It is a very powerful on-demand platform that allows an incredible level of interaction, not just for church users but also for other website developers who want to make it do more.

Dont' let your church fall into the bottleneck trap of using outside developers who charge an hour for every change regardless of size. And if one of your members currently makes changes for you, put in a web content management system and let them save a great deal of time as well as enabling other members of your staff to make changes too!

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Content Management - It's not as easy as it looks

Posted 4:22 PM by

I am notoriously guilty of losing focus in my blog.  I often get so wrapped up in all the wonderful tools available (like blogging, email marketing, and social media), that I forget to cover content management.  Although Marketpath in many ways is a full-service internet marketing shop, our focus is (and should remain) product and service-driven

joe-six-pack's CMSContent management is arguably the most important part of an organization's online presence.  The reason I believe this is that so many of your potential customers are not bloggers and don't participate in social media (though I do believe it is important to use your site to help expose visitors to social media).  When Joe-six-pack is Google-searching to find parts for his '86 Camaro, there is a good chance that he won't find a blog or twitter feed relevant.  The problem that's arising is that there is so much content in the Google index that comes from social media that it can be hard for a traditional website to compete.  This phenomenon increases the importance of utilizing social media, and it makes it completely necessary that the content on your site is relevant.

Marketpath CMS | Indianapolis Content Management'But Colin, there are so many CMS options (many of them free) that allow users to update the content on their sites.'  This is true.  There might be literally hundreds of CMS tools out there on the web and they are relatively easy to find.  The problem is that many site administrators get lost along the way.  Once it becomes possible to keep a website up-to-date, many users still don't do as much as they should, because they don't know how.

On the Content BusThis is where it is helpful to have a partner you can trust, a consultant who you can count on to point you in the right direction.  No one is born knowing how to optimize a site for search.  No one is born knowing how to create online conversions.  These things can be taught by knowledgeable professionals, and education is exactly what most organizations need to go along with their content management system.  We're here to help.  Class will be in session all week.  Feel free to attend.

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Content Management Made Easy

Posted 2:49 AM by

What stands in the way of you updating your website more frequently?  (Lack of) technology, that's what!  Machines should be doing the busy work, not you.  You should be able to freely express your ideas and opinions using tools that make the job easy.  So what are you going to do about it?

Marketpath CMS makes editing content easy.  Easy enough for this guy.  Maybe.  Thats the idea anyway.  You get where I'm going with this...Content management used to be in the hands of only the programmers (and the bosses who tell them what to do), but given the right tools for the job, anyone can contribute relevant content to their company's website.  With Marketpath CMS, you can update your site as fast as you can think type.

Skills can vary wildly between human beings.  Some can be bad at both spelling and haircuts yet be great at growing a killer moustache and wearing a bandana.  Some are outstanding at writing code and somehow bad at bowhunting.  Should a lack of programming skills keep you from being able to update your company's website?  No!  You should put the power back in your hands and make things easy with Marketpath CMS. 

Having said that...  Just because anyone can manage content doesn't mean you should let everyone and their brothers have control of your content.  You still need to make sure your content management is in competent hands.  Maybe we'll talk about that problem, and Marketpath's solution to it, next time. 

BTW, yes... the Cardinals are my favorite team, and I realize he is wearing a Cardinals shirt.  Some of us redbird fans can actually spell... Its just a coincidence, I ashure you.

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Packaged Content Management

Posted 3:39 AM by

I was just reading a post from Chris Baggott's blog titled Blogging Best Practices about installed vs. hosted software.  Compendium Blogware, Chris' company, is a hosted or software-as-a-service (SaaS) solution that requires no IT assistance to setup.  This allows corporate bloggers to get right down to the business of blogging.  

Marketpath CMS is also software-as-a-service.  More often than not, people ask about the difference between our content management solution and installed CMS software like Adobe Contribute or Ektron.  

Here are a few of the key benefits of our content management solution:
  • It's incredibly easy! Requires no knowledge of HTML
  • Fast setup and implementation
  • 100% browser based so it is accessible from anywhere
  • No upgrades to install because software updates are applied automatically
  • No IT staff required
  • Unlimited, easily accessible support
Here are some of the disadvantages of using installed software like Adobe Contribute:
  • Usually requires some HTML coding
  • Can only be used on the PC it is installed on
  • Requires IT staff to install, implement, train, support, and install upates.
  • Per seat license fees
  • Limited support options from vendor

In the end, serious Internet marketers will choose a solution that frees them up for valuable Internet marketing and not software configuration. 


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