Today I am kicking off a group of posts discussing prerequisites to a successful Distributed Content Management strategy. It’s just content. The business strategy also guides many of your organizational decisions, such as hiring new employees. Defining Your Content Management System Strategy. Content strategy focuses on the planning, creation, delivery, and governance of content. While there are certainly other content management systems in existence, WordPress maintains over a 38.8% market share on websites with a known content management system. It also allows your support teams to focus their attention on high-value clients and more significant issues that content alone can’t solve. Your content marketing goals will evolve from the larger company goals. Also, remember that each target persona consumes content differently, so you have to identify the best platform to reach them. What do we want our content to accomplish in … It’s also why small domains can punch above their weight with authoritative content clusters that rank highly for competitive terms. The following are common types of content management system. What Are Examples of Popular Content Management Systems? Welcome to the 2019 Content Management & Strategy Survey. Digital content allows potential customers to discover and engage with you organically. A content management system (CMS) is a tool for creating and managing digital content such as documents, text, web pages, videos and images. A supply-only strategy will not be very useful to an organization. Real World Examples of Successful ECM Strategies Brian “Bex” Huff Chief Software Architect Sales enablement content is content that a sales team can use to educate prospects and help them build a case for purchasing your product or service. That’s why authoritative domains can rank well in search even with subpar content.
If you find that your support teams are inundated with the same issues and questions regularly, make some room in your content calendar to produce content that helps your customers learn how to use your product themselves. Content strategy is a relatively new niche discipline in the digital space. Ask everyone to fill it out. The right content for the wrong purpose won’t drive consistent results. You’re constantly adapting and finding new ways to move through this cycle a little smarter than the last time. It makes you stop and wonder, “what is a content strategy exactly?”. Delivering content in such a personalized, context-dependent way requires a strategic content management approach and a sophisticated tech platform most likely fueled by artificial intelligence. What does a content audit of our site tell us about the existing content we have and our gaps? Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. Every other facet of content strategy starts here. We don’t publish content about social media marketing because it doesn’t align with the use of our product. You have to truly add value in some way if you want your content to move any business goal forward. Come on out from under the bed. He is a skilled visionary experienced in leading multi-million dollar strategic initiatives that defines new ways...
2. How will we ensure we have a documented strategy and governance, rather than relying on ad hoc requests for content? —Kristina Halvorson Author, Content Strategy for the Web Share. That’s why we produced the content like: Our sales team can send these over to prospects who want to understand how to make sure MarketMuse fits into their processes they’ve already built with other tools. A content management strategy allows system integration, business intelligence, and process management (all powered by a foundation of quality information) to work together to discover, analyze, and deliver insights in user-friendly formats (e.g. Sample Social Media Strategic Plan This plan includes the tactical objectives to be used to accomplish the primary social media goals identified by McNelley Media on behalf of [Company Name]. Blogs Web based platforms for publishing posts that resemble a magazine article in web format. What is our target audience for the different types of content we will produce? The sales funnel still exists, but the downward force that gets people through it isn’t just ads and sales meetings. Many definitions of content focus too much on the information and not on the rest of the elements. Content … “Content” is a single word loaded with different connotations and meanings that depend on its context. In addition to a blog with useful VoIP, sales, and customer success tactics and tips, Aircall has a robust Knowledge Base that customers can use to search for answers to specific questions about the software and phone systems. There’s so much information out there about how to build a content strategy. Please try again. Here’s what that looks like. 6 awesome LinkedIn content strategy examples November 12, 2018. Without an effective Content Management Strategy in place, the investment in content or in training is leveraged only marginally, and often leads to learners not gaining what they needed to. Business goals encompass the entire company. Please try again. How can we ensure our email, influencer outreach, and social media content strategy supports our overall content marketing effort. A customer support strategy would have its success measured along the lines of reducing support tickets and, ultimately, retention. You have The Elements of Content Strategy to light your way. As they search for topics and concepts relevant to what they want to do or know, they find you and dive deeper at their leisure. The short answer to this question is that you’ll be directionless without a content strategy, chasing whatever new shiny object enters your line of sight. Increase “member” base, recruit new “members,” draw physical traffic to facility a. You need to use a variety of content strategies to cover a broader market share. The platform also is Fortune 500 companies’ social media channel of choice. Put simply, content strategy is doing your homework and content marketing is presenting it. Strategy leads to execution. U-M’s strategic plan is a great example of an easy to read strategic plan. If you’re in that group and have been wondering how to create a content strategy for your business, we’re here to help. In other words, it requires systems and repeatable processes for creating and managing content in a way that can scale. The reader can very quickly get an understanding of what initiatives have impact across the university while at the same time understand how individual initiatives apply to a specific goal area. There was an error during login. You’ll get feedback from customers, prospects, partners, and the public about your content that can help you refine your overall strategy. Be realistic. For example, a content strategy for teenagers will not be the same as one for parents purchasing for their kids. Click here to request a verification email. As a content strategist, it’s your responsibility to know the larger goals you’re contributing to and why. Overall marketing goals support many of the revenue and product goals of the company. Apart from that, a study from [11] established the strategy for enterprise content management should include the technology (namely the system), reusable content, and process. It’s content that helps people learn something new, solve their problems, do better work, and ultimately find solutions that help them reach their goals. Content is vital for businesses today as a means of attracting potential customers without relying on traditional “push” advertising techniques. Strategic management is the process of strategic analysis of an organization, strategy-focused objective-setting, strategy formulation, strategy implementation, and strategic evaluation and control. Strategic analysis is involved with analyzing the industry in which the organization is operating its business and analysis of both the external and internal environmental factors. In the realm of digital marketing, content encompasses four core elements: Content is information that is relevant in a given context and has a form shaped by the medium through which it’s transmitted. Example of core content strategy statement Click to enlarge. 77 Sleeper St One Seaport Square, Boston, MA 02210. As others have noted the difference, here are some examples of both: Content strategy is doing the research, planning and “behind the scenes” work. As you make your way through the content lifecycle, you’ll learn what content types resonate with your audience best. Content strategy doesn’t exist in isolation. Some people will enter your funnel already solution-aware and just want to know more about your solution. In previous posts I’ve defined the concept and provided use case examples for a variety of industries. Yet, a single concise definition is elusive – most of us would simply say we know it when we see it. DPCI has the experience to help you define your enterprise content strategy, choose the right content management system, build customized solutions when necessary, and ensure that your Website makes a lasting impression. But again, it all starts with knowing what your strategy is. For that, you’ll want to develop a roadmap. Post-purchase content may not be flashy in the sense that it attracts traffic and social shares. Do you want to remain logged in? A robust library of self-serve support content, once built out, can reduce the need to hire additional headcount for those purposes. If you’re starting from scratch, the best place to start learning how to build a solid content strategy is our Content Strategy Crash Course. LinkedIn is home to 40 million B2B decision-makers and 61 million senior-level influencers. This content can be shared beyond the buying team, so other budget makers can understand precisely for what they’re paying. Blogging is one of the best ways to improve your SEO and rank higher on the search engine results page. © Copyright 2020 iMedia Connection. So if you have something specific you want to discuss, that’s the place to do it! We often use 2 main types of strategy: one for selling content strategy into an organisation and one for organisations with a more mature editorial model that just need the strategy itself. Along the way, your content team should be collecting its learnings and creating a documented content strategy. Anything we post on that topic would quickly lose relevance for our audience, even if it is sound. Let’s look at a few examples of how this might look in action across different functional areas. Over the years, content has become the most critical part of any SEO strategy. Look for opportunities to repurpose content. As a content strategist, it’s your responsibility to know the larger goals you’re contributing to and why. The role of the content strategist is to develop a roadmap for how content can contribute to achieving defined business goals. WordPress, which we showed you above, is the best example of a popular content management system. Creating a business strategy that's in line with the vision you have for your company takes time and development. 5 ... An important part of an effective content strategy is it’s integral linkage to a digital framework. Most of the businesses we work with at MarketMuse are looking to increase organic traffic and leads generated via content while lowering their Customer Acquisition Costs. This is just the tip of the iceberg for how much content ISSA has produced on this topic. If you’re reading this, you probably already have some involvement with content in your business. Not everyone starts at the top and works their way down. Content can’t support every company goal, nor should it. It’s not having a blog, even if it’s full of great content. 5 Essentials To Your Content Management Strategy Jeffrey Fleischman. Wikis Tools that allow multiple authors to maintain the same web content. The pillar page should link to the cluster pages. So run with it. Forums Web … It shares common ground with user experience (UX), interface design, web development, SEO, content marketing, public relations and traditional “offline” marketing. ECM is a critical building block in the efficient operation of all organizations; build a roadmap to a right-sized ECM Strategy to enable your people to spend less time looking for content, and more time on higher-order, mission-critical tasks. See the webinar for an example of each. Anyone can join our community and start asking and answering questions. The strategy continues with all the digital goals, how they will be met and what success or failure is. Digital is quickly becoming or more likely has become your organization’s primary communications, sales, marketing, channel of choice. Example Social Media Goals 1. Content strategy is the ongoing process of translating business objectives and goals into a plan that uses content as a primary means of achieving those goals. Create separate tabs for each kind of content you publish, such as blog posts, webinars, ebooks, videos, etc. Content strategy is the ongoing process of transforming business objectives and goals into a plan that uses content as a primary means of achieving those goals. Content strategy and SEO often work hand-in-hand, and rightfully so. In this article, we’ll look at what we mean by “content” and use that to work our way to a definition of content strategy. That’s why it might be best to think of content along several different lines. But before you read this, try to define what content strategy is. A content cluster, or topic cluster, is a way of organizing content on a website into topically related ‘clusters.’. Of course, technical issues and obtaining links are still big pieces of the puzzle. It’s a means of showing your expertise and awareness around things your target audience cares about and building trust with them so that if they decide to make a purchase, you are front and center. There’s no other way to measure your content marketing ROI. Your content strategy here should take into account common questions and objections your salespeople hear. It’s not about being purely promotional or transactional. A business strategy is a powerful tool for helping you reach your business goals, defining the strategies and tactics you need to take within your company. Your login information is incorrect. Real World Examples of Succesful Enterprise Content Management Strategies 1. Understand And Focus On Goals. We’ve successfully used content marketing to grow our own traffic and boost conversions since OptinMonster first launched in 2013, and we want … How will we ensure they align with our brand voice, goals, and audiences? For your stakeholder meeting, print at least one template per participant. Every strategy we do is very, very different but this, hopefully, will give you an idea. Any definition of “quality content” has to take this into account. A marketing strategy plan, like quality management plan examples, ensures that the company adheres to the standards that are set in relation to the activities that it will execute.Marketing programs and processes where a variety of stakeholders will be involved in needs to be guided by a marketing strategy plan so there will be a smooth flow of the implementation of call to actions. The Digital Revolution is accelerating market disruption and forcing organizations to transform or die. One example of a successful content clustering strategy is from ISSA, a provider of personal trainer, nutritionist, and fitness instructor certifications. What Is a Content Strategy? This content marketing strategy helps businesses generate more leads because it improves their brand awareness online while also providing high-quality information that helps customers make smarter purchasing decisions. With a robust internal linking strategy to go along with all of this content, ISSA makes it easy for users to get the information they need and take a clear next step. Information that isn’t presented with the form and medium in mind risks being lost on the recipient. As they begin to identify your product/service as a possible solution, they want content that helps them make the best decision to ultimately make a purchase. Just click the link below to grab a downloadable version of the template. Certified Personal Trainer – Self-Guided Study Program, Certified Personal Trainer – Fast Track Program. Content score is a relative rating of your content’s quality and an indicator of its ranking potential. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website. If so, you know where you’ll be more likely to stand out. But as search engines (and let’s be serious, we’re mostly talking about Google here) evolve, they’re putting increasing emphasis on serving users quality content that satisfies their search intent. The right content for the wrong purpose won’t drive consistent results. While the approaches to content and content strategy will differ for B2C marketers and B2B marketers, a baseline understanding of what we mean when we talk about content strategy is industry-agnostic. For example, one of the most common questions our sales team at MarketMuse gets from prospects is how they can use MarketMuse with their existing marketing technology stack. Maybe your content team can put together a mean blog post but lacks the skills to create high-quality videos. Content stops being timely, accurate and engaging when approval takes a long time or content is designed by multiple people. Content isn’t just for prospects; it’s just as necessary to provide useful content for customers. Content for SEO purposes gets the lion’s share of attention, but don’t ignore the “Post-Purchase” phase. Now that you understand what content strategy is and what it needs to accomplish, you’re probably wondering how to put it into practice. Content Strategy for HealthcareContent Strategy for Professional ServicesContent Strategy for Startups. Content can be an effective tool to educate, train, and teach customers. What are the KPIs for each type of content we publish? Any content marketing strategy must align with your broader brand strategy, marketing goals, and business objectives. Strategic management can help companies reach their goals. For example, the publication of a new whitepaper or research report could generate several weeks’ worth of blog posts that each share details or small nuggets of data from the complete report. Content Strategy for Customer Success and Support. From there, finesse the responses into a single statement. Hold it high. Selecting the right partner can help ensure that you make the best choice for your company. Download this content marketing strategy template for yourself! 5 Essentials To Your Content Management Strategy. But the sales funnel isn’t linear. Likewise, the cluster pages should link back to the pillar.A content cluster should cover a topic across all phases of the buyer’s/user’s journey. How to Become a Certified Personal Trainer, How to Start a Personal Training Business – The Quick Guide. Next, discuss all responses as a group. Information without context is just noise. >> Click here to download the content strategy template — Image sources: 72pxDesigns, Pablo, Canva. All rights reserved. It’s not just building an editorial calendar, writing content, and publishing it. But it’s one of the best ways to solve the business issue of too many inbound customer support requests. We have work to do. For example, at MarketMuse, we want to reach content teams, SEO teams, and digital marketers. 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