{"id":88187,"date":"2019-07-03T17:58:18","date_gmt":"2019-07-03T22:58:18","guid":{"rendered":"https:\/\/wpengine.com\/?p=88187"},"modified":"2024-02-23T07:34:56","modified_gmt":"2024-02-23T13:34:56","slug":"bringing-technology-to-our-creatives","status":"publish","type":"post","link":"https:\/\/wpengine.com\/resources\/bringing-technology-to-our-creatives\/","title":{"rendered":"Bringing Technology to Our Creatives"},"content":{"rendered":"\n

There\u2019s no question that technology is having a massive impact on marketing today.<\/p>\n\n\n\n

As the digital world has found its way into so many facets of our lives, marketers are faced with a new challenge<\/a> that revolves around the way they\u2019re able to channel technology to bring creative ideas to life. Their ability to do so has become a deciding factor in the overall success of their campaigns, and the winners in this new digital landscape are those who have stopped thinking about technology as \u201cjust another medium,\u201d and have instead integrated it across their marketing departments to add energy to their creative processes.<\/p>\n\n\n\n

This evolving model is not an easy one to keep up with, marketers typically don\u2019t moonlight as web developers. But as marketing needs have changed, so too have the tools at their disposal. Today, there are a variety of solutions available that can help marketers elevate the use of technology across their teams, and WordPress is chief among them. <\/p>\n\n\n\n

We see this firsthand at WP Engine, where WordPress isn\u2019t just the CMS that powers our Digital Experience Platform (DXP), it\u2019s the tool we rely on to fuel our own business. Using WordPress allows us to integrate new technologies across our marketing department and empower our marketers with more creative autonomy.  <\/p>\n\n\n\n

It\u2019s also spurred us to change the makeup of our marketing team. In addition to marketers who are focused on brand, content, and demand generation, we\u2019ve added data analysts, a technology partnership team, and WordPress developers who lend their skills to our marketing efforts to help us get the most out of WordPress and address the evolving expectations<\/a> of today’s digital audiences. <\/p>\n\n\n\n

Here are a few key ways these adjustments have already started making a difference:     <\/p>\n\n\n\n

Creative Agility <\/strong><\/h2>\n\n\n\n

In tandem with our developers, WordPress has provided us with a framework for building templated web pages we use across our marketing team. Out of the nearly 14,000 web pages WP Engine created for our own business over the past year\u2014from landing and event pages, to support articles and blog posts\u2014only 24 of them required developer assistance. This ability to iterate quickly has been a massive boon for our marketing team, and it\u2019s allowed us to get more campaigns in front of different audiences faster than ever before. <\/p>\n\n\n\n

Using WordPress, we\u2019ve also been able to quickly provide our different audience segments with content that\u2019s tailored to their interests. WP Engine\u2019s two flagship publications, Torque<\/a> and Velocitize<\/a>, are both built on WordPress and provide direct lines of communication with our two major categories of customers: web developers who build sites with WordPress and creative agencies that use WordPress to build projects for their clients.  <\/p>\n\n\n\n

Optimized Demand Generation<\/strong><\/h2>\n\n\n\n

The benefits of working with WordPress extend beyond our in-house content creation to our interactions with customers and prospects. It\u2019s given our demand generation team the ability to easily integrate a litany of mar-tech tools, like Hubspot and Salesforce, into their daily marketing operations and combine data from those platforms for better insights and highly optimized campaigns that target specific audiences.  <\/p>\n\n\n\n

WordPress allows this team to set up campaigns on their own, faster than ever before, and get results back from those campaigns quickly, so they can adjust or amplify as they see fit, allowing our larger marketing organization to maximize paid media spend. Over the past year, our demand generation team has launched over 100 campaigns which signifies a two-fold increase in those types of campaigns from the year before. <\/p>\n\n\n\n

Product Advancement<\/strong><\/h2>\n\n\n\n

By bringing WordPress developers into our marketing team, we\u2019ve also been able to build new products that we use in-house, and which further our partnerships with the world\u2019s leading technology companies. The Amazon Polly plugin<\/a>, for example, which allows WordPress users to add text-to-voice functionality to their content, was created, together with Amazon, by WordPress developers who sit in our marketing department. <\/p>\n\n\n\n

Not only did this create a new product for the WordPress ecosystem, but it\u2019s also a plugin we use across our own branded content. Working with WordPress across our marketing team allows us to build and integrate new technologies and serve as a product demo for the things we\u2019re working on.   <\/p>\n\n\n\n

The same is true for tools like GeoTarget<\/a> and Page Performance<\/a> which are WP Engine products our R&D team tested and piloted with our own sites in mind. We tested these tools across WP Engine\u2019s digital properties before putting them into the market, and they continue to serve as a product demo for us today. These tools also provide us with an ongoing opportunity to iterate on our products and advance them even further.\u00a0<\/p>\n\n\n\n

Serving Internal Teams <\/strong><\/h2>\n\n\n\n

Finally, because our marketing department uses WordPress, we\u2019re able to serve as a fast resource for other departments across our company. We\u2019ve been able to help our Learning and Development team build out a fresh content hub that\u2019s on brand. We\u2019ve worked with our counterparts in HR to create a new careers site<\/a>. WordPress allows our marketing team to quickly create specific assets that other departments need using our own steam\u2014we don\u2019t have to task anyone outside of marketing for help spinning up sites new quickly.<\/p>\n\n\n\n

Setting Our Own Destiny<\/strong><\/h2>\n\n\n\n

As marketers continue to innovate and find new ways to channel technology into their campaigns, I\u2019m confident WordPress will play an increasing role as a way to lower the barrier of entry for those teams and help them embrace today\u2019s paradigm of creativity and technology.  <\/p>\n\n\n\n

At WP Engine, our marketing team\u2019s efforts with WordPress have been met with powerful results, and we hear similar stories from our customers every day. But we\u2019re not done yet. We\u2019ll continue to find ways to leverage new technologies in our own creative campaigns and as we do, we\u2019ll share those stories with you. Stay tuned!<\/p>\n","protected":false},"excerpt":{"rendered":"

There\u2019s no question that technology is having a massive impact on marketing today. As the digital world has found its way into so many facets of our lives, marketers are faced with a new challenge that revolves around the way they\u2019re able to channel technology to bring creative ideas to life. Their ability to do…<\/span><\/span><\/p>\n","protected":false},"author":140,"featured_media":70722,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[683,10,1,81],"tags":[],"class_list":["post-88187","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency","category-enterprise-wordpress","category-uncategorized","category-wordpress-community"],"yoast_head":"\nBringing Technology to Our Creatives<\/title>\n<meta name=\"description\" content=\"An abundance of solutions and tools can be daunting to a marketer. 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