3 ways to give your marketing team more control of your website
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Giving your marketing team greater access to your website might seem like the obvious way to increase their control. Yet, access alone doesn’t guarantee autonomy. Your team may have extensive permissions but still face unnecessary friction whenever they need to make a routine change.
What really matters is how easily your marketers can act independently on routine website changes. By removing unnecessary barriers, you can give them greater freedom to manage the website while retaining the controls your organisation needs.
Here are three ways to remove those barriers and give your marketing team more control of your website.
1. Simplify your publishing workflows
Avoid unnecessary approvals and hand-offs for routine website changes. When every update has to pass through the same process, even simple marketing activity can take longer than it needs to.
Establishing clear content governance can help you remove this problem by defining who has responsibility for different types of content. Instead of applying the same level of oversight to every change, you can give your marketing team more freedom where the risk is low and retain tighter controls where the consequences are greater.
For instance, you might allow an authorised marketer to publish routine campaign updates directly. Higher-risk content, such as legally sensitive or business-critical information, could still require approval before it goes live.
Clear publishing rules give marketers greater freedom to move quickly on routine changes while focusing oversight where the consequences are greater.
2. Choose technology that empowers editors
Your website technology should enable marketers to make routine website changes without relying on developers. Otherwise, simple marketing changes can become development requests that compete with other development priorities.
Reducing that dependency gives the people responsible for your content and campaigns more direct control over their work. Your developers can then focus on tasks that genuinely require their technical expertise rather than acting as a gateway for everyday website changes.
For example, an Umbraco DXP gives editors reusable components for building campaign pages. Instead of asking a developer to build each page, your marketers can use pre-built components to create what they need themselves.
When you assess your website technology, consider how much appropriate work it enables your marketing team to complete independently.
3. Build experimentation into your process
Make testing part of routine website improvement rather than limiting changes to occasional redesigns or larger projects. Greater control becomes more useful when your marketers can learn from the changes they make.
Experimentation gives your team a structured way to test assumptions against user behaviour. Instead of relying only on opinions about what might work, marketers can use the results of a test to inform what they do next.
To illustrate, your team could use A/B testing to compare two calls to action on a landing page. The results can show which version performs better and help marketers decide which approach to use.
When you use what you learn from each test to guide the next website change, your team can make increasingly informed decisions about what works for your users.
Final thoughts…
The key to giving your marketing team control is removing friction that serves no useful purpose.
Look at where unnecessary barriers currently prevent them from acting. Removing impediments can help your marketers respond quicker and make routine website changes with less reliance on other teams.
What is currently getting in the way of your marketing team taking more control?