content optimization system vs. content management system

Last week in his post, Frank Isca talked about the latest version of HubSpot’s content management system, which has been named the COS (Content Optimization System), and all the amazing and valuable advances it includes to create a contextual experience for website users. But some of you may be wondering, what is a Content Optimization System (COS)? How is it different from a Content Management System (CMS) or Marketing Automation Software? It can be confusing, especially when some software companies tout their products as completely integrated systems but actually only fulfill some of your requirements.

To help clear up some of the confusion, we’ve created this handy chart to identify each system type and give you a little direction about which one might be right for you.

COS CMS Marketing Automation comparison

There are a couple basic ways to identify the right type of system for your organization:

1. Are you hoping to build a simple website that acts as an online brochure that shares basic product information? Then a CRM is all you need. If you’re not regularly communicating with prospects in the hope of attracting qualified leads, you don’t need the bells and whistles of a more advanced system.

2. Do you already have a complex custom website with responsive design and a tailored CRM system? Are you hoping to expand your marketing efforts to include lead nurturing and basic performance tracking? If yes, a Marketing Automation Software might be the right choice. Keep in mind that a true marketing automation system does not involve the actual content or design of your website; it is a complement to your site.

3. Are you implementing a complete Inbound Marketing program that includes an updated, contemporary website with a consistent user experience across all mobile platforms? Is the ability to integrate all of your marketing activities onto one platform for complete KPI measurement/analysis important to justify your marketing budgets? If this describes you and your organization, the HubSpot COS is your best choice.

If you’re still not sure which one is right for you, consider signing up for our FREE online marketing evaluation. We’ll take a look at your current online activities and performance, discuss your current business goals, and help you determine the strategy and tactics that will help you grow your business.