06 August 2014
As a cultural historian would tell you, dominant ideologies change. In marketing, one dominant ideology has changed for the better. The most effective online marketers are not looking to speak at their customers and instead are choosing to speak with their customers.
Active customer engagement and positive customer experience are the goals. A steady flow of content is the backbone. The rise of content strategy, though, necessitates a change in how that content is managed.
Now, let’s take a step back and see how your web content management gives you an advantage over your competitors. Content is the strategy, but let’s look at the tactics on the ground. Who is doing the creating, the proofing, the editing, and the posting of this content? Your editorial team. The copywriters, the editors, etc.
Content management used to be an esoteric skill practiced only by the most skilled IT teams. But content strategy is on the rise, based on content delivered quickly and directly to your audience. And if you think about your content management in a user-friendly way, you have an advantage over your competitors.
With a CMS tailored to the needs of your editorial team, you take content out of the hands of IT and put it into the hands of the content creators themselves. This allows them to be more agile and quick to respond. An editor-centric CMS also facilitate your marketing team to organize and share the content they’ve already created, as well as offering the best way to edit this content.
Helpful CMS features include an inventory, a hierarchical organization of content (or taxonomy), as well as plan for migration of this content. If you want to expedite the process of analyzing your content, the process of content analysis should be user-friendly as well. No longer should features be left for the IT team to figure out. Marketers also find it much easier to run their own editorial calendars.
Ultimately, you want your content creators to spend more time creating content than managing it. The first thing that your editorial team sees is the interface, so ease of use here is a priority. Remember that a complex tool has no use if nobody knows how to use it. Your team will probably want features such as searching, filtering, and ability to quickly modify existing content.
A good working relationship between your editorial team and CMS is important. Pragmatism is the name of the game. Thinking about your content creators and how they manage that their material gives you strong content tactics to go along with your content strategy.