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by Adam Waid
Cross-posted with permission from Mediacurrent
As marketers, you understand the importance of having a system that promotes ease and efficiency when it comes to implementing marketing processes. You want to create content once and use it over and over in different ways to create contextual user experiences.
Drupal provides you with a variety of powerful, integrated tools to not only help you understand who you visitors are and what they want to accomplish, but to also dig deeper into their interactions, engagements and habits with your site.
Here are just a few reasons why enterprise marketers adopt Drupal.
1. ENORMOUSLY SCALABLE - YOU CAN’T OUTGROW DRUPAL
Some of the biggest, most visible, and highest-trafficked sites in the world run on Drupal, including examiner.com, whitehouse.gov, and (soon) The Weather Channel. Drupal has proven itself on websites with over 1M pages and over 20,000 requests per second. In short, you can’t “outgrow” Drupal but can continually add new content/features to your enterprise website.
2. EASILY EXECUTE YOUR CONTENT MARKETING STRATEGY
A big part of a marketing strategy is content creation, so it is important that marketers are easily able to add new pieces to their website. Drupal allows marketers to quickly add blog posts, videos, and landing pages to their website by filling out a “form” with all of the relevant information and then publishing it. For example, if I want to add a blog to our website, I can be in and out in less than 7 clicks.
3. INTEGRATE WITH MARKETING AUTOMATION
Every major marketing automation platform has a custom module created for easy integration into a Drupal website. How do I know? Mediacurrent developed most of them. For example, we recently released the Silverpop Engage Drupal module. We developed this module to be as plug-and-play as possible for Silverpop customers. With minimal setup administrators can integrate key features of Silverpop Engage, including webform integration and page tracking.
4. ESTABLISH AN EFFICIENT WORKFLOW
A planned workflow is the underpinning of every efficient business process. Whether a business is processing leads, updating a web page, evaluating a capital purchase, or approving new hires, certain actions must take place in order for the function to be completed. Workflow involves the passing of content between people in a chain that abide by a predefined set of rules. Drupal allows you to easily create a workflow that is customized to your company's processes and team."
5. CREATE DYNAMIC DIGITAL EXPERIENCES….EASILY
Drupal fully integrates content, community, and commerce in a single platform. If you’re staying competitive, you’ve likely made a significant investment in creating a dynamic website that really tells the story of your brand and what you have to offer. Drupal can help you transform a static website that allows you to deliver content targeted specifically to our different kinds of content. Drupal’s architecture makes it the ideal platform for creating and delivering segmented content. Note: Mediacurrent is giving away a free digital audit this month.
6. DON’T WASTE YOUR MARKETING BUDGET ON LICENSING FEES
As open-source software, the Drupal package has no license fees, it’s free for you to download, modify, etc. Which means your marketing budget goes towards the things that make your site unique, not towards fees for large software company.
7. BRIDGE THE GAP BETWEEN IT AND MARKETING
When building a Drupal site, the amount of coding required to maintain or build the site is up to you. A full-featured site can be built fulfilling many business requirements with point and click ease. For us “non-coding” marketers, Drupal allows us to go into each page and easily edit the content while still maintaining the consistency of our branding—without the need to know HTML or CSS.
8. BENEFIT FROM THE THRIVING DEVELOPMENT COMMUNITY
When a business chooses Drupal, a vast community of support becomes available. Whether it be Drupal’s extensive project issue queues, thousands of nationwide meet-ups and Drupalcamps, or IRC channels, the chances are the problem encountered has been faced before, documented, and has a community willing to help you solve it. Here in Atlanta, there’s even a yearly Drupal Business Summit.
9. YOU’LL HAVE SEARCH ENGINE OPTIMIZATION NIRVANA
Drupal gives you control over everything you need to optimize your website for search engines. That includes custom page titles, meta descriptions, URLs, copy, and it plays well with Google Analytics.
10. SECURITY - IT’S GOOD ENOUGH FOR WHITEHOUSE.GOV
When deciding on a software solution for your company's digital needs, security is often one of the top concerns. Open source software, like Drupal, has the added bonus of having thousands of talented individuals work on a particular problem. With entire teams and methodology devoted to ensuring its steadfast reputation as a secure CMS. Drupal also have an official “SWAT team” that is well-versed in online software best practices and serves as a resource for all custom module maintainers and code contributors to utilize when submitting custom projects. What passes today as secure code may not stay the same tomorrow when new vulnerabilities surface. There's peace of mind in knowing not only is your online software secure, but that it's also in an active state of safeguarding against attacks, both past and present.
Because Drupal is not tied to a proprietary vendor’s roadmap, it’s advancing based on the work of thousands of developers around the world. Drupal organically evolves at the speed of the Web, offers the cost savings and agility of the open source model, and gives you the ability to integrate content across a range of channels and campaigns.