Supercharge Sitecore With an Investment in Training .


Digital transformation and an ambitious strategy are often the catalysts for procuring an enterprise-level CMS such as Sitecore, and understandably expectations for results are high. However, organisations often lose sight of the vast features and functionality post-build delivery, rendering future teams redundant to its potential and merely using it as a basic CMS.

In this piece, I'll explore three key reasons why all businesses investing in Sitecore should also be considering training for their team.

#1 Smash KPIs

Post-implementation training should be your number one priority; the investment will empower users to truly understand and leverage the platform, showcasing best-practice and innovative marketing strategies.

Before you can achieve this, your team needs to understand the CMS, its vast content tree, media library, modules and components, as well as the infamous Experience Editor - which is vital in understanding how to execute more advanced marketing functions and how the content created really looks to the outside audience.

Sitecore XP is a powerful system with the un-told potential for businesses looking to realise their marketing goals and achieve KPIs, but users must understand it. Or risk your significant investment becoming a simple CMS.

#2 Align with your business strategy

Configuring the back-end of Sitecore with your users in mind is essential to provide your organisation with useful and relevant data about your target audience visitors, that can support your business strategy.

Using Sitecore profiles and tracking, your organisation can gather information about user's behaviour and usage on your site with a focus on priority prospect user types or personas. The live data and insights captured can be used to strategically inform changes and evolutions to the site, or make contextual marketing message changes, aligning with what your customers want to see and respond to.

Sagittarius uses a series of SBOS workshops to help Sitecore project stakeholders understand their audience needs and wants to build personas that help marketing teams to better target through personalisation and contextual marketing messages.

#3 Supercharge the customer experience

For those who have used Sitecore for some time already, refresher or advanced courses can be hugely beneficial to help unlock features that will elevate your organisation's marketing performance, especially with newly released versions of the platform.

Personalisation is the holy grail of Sitecore's experience platform and gives your customers a tailored journey that will optimise their experience. But other advanced features such as A/B testing and marketing automation can be equally as effective in delivering a streamlined customer experience that optimises website usage and improves conversion.

Sitecore training: tailored to you

Our Sitecore training tracks, offered through the Sagittarius Academy gives businesses access to a series of learning tracks for both developers and marketers to ensure they are implementing best-practice as well as equipping them with the tools and knowledge they need to really understand the platform and fulfill its potential.

To find out more about our academy offering visit our website, or to speak to a consultant about how we could deliver bespoke training for your business email us at

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.


Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

Natalie Waite
Natalie Waite
Head of Sitecore Optimisation Consultancy
Natalie has a strategic online marketing background having spent 4 years working in buying for the UK's leading shopping channel and 3 years specialising in digital marketing. She has a wealth of knowledge across online channels; whilst specialising in retargeting, content marketing strategies and strategic development. With a keen interest in driving conversions, regarding both traffic to a website and its subsequent action on site, she is keen to work alongside our clients to leverage their online communications and conversions.
Natalie Waite

Natalie Waite

06 Nov 2019 - 2 minute read
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