The Master Marketer BLOG

Managing Your Content Marketing Strategically

Posted by Jeffrey Schmidt on Fri, May 25, 2012 @ 4 PM

Well, we're nearing the end of our series on content strategy, but we've still got a couple more topics to cover. Today, we'll be expanding on some of the earlier discussions to talk about how to manage your content strategically, and specifically about how this should relate to your choice of a Content Management System (CMS). This is abstract stuff, but this is the sort of planning that can decide whether your online efforts are a success or failure.

How a CMS works

What's The Matter With The CMS?

Virtually all web publishers deal with a CMS in some form. They're highly useful tools – besides publishing, they allow you to organize and deal with your website content in a very structured way.  The problem is, the more complex your CMS is, the more work it means for your website editor(s). A CMS with dozens of features could end up being more than a hindrance than a help, resulting in unfocused web content due to editors not being able to utilize it properly.

Far too many companies choose a CMS based on its features rather than what they really need and, in a lot of cases, that's because deep down they don't actually know what they need at all.

Developing A Content Strategy For Managing Data

To get the most from your CMS, you need a process behind it. You need to understand, as we discussed in previous entries, what content you have, why you have it, and how it contributes to your overall goals for your online presence. The trick is defining a process where all those bits of content get assembled into a final presentation. Fundamentally, that's the editor's job, but to manage your content strategically, you need a plan behind these decisions.

For example, let's take something simple, a blog post. What do you want in your blog post? Obviously, you want the text and probably a picture or two, but what sort of relationships do these have with other pieces of content? Are you going to add internal links on key words? Will your pictures include links? Will you include keywords as links at the bottom or on the sidebar and, if so, how do these elements interact with each other?

Define these things beforehand. Decide, in general, how many graphic elements each blog post will get. Decide how many links to ideally include within the text, and where those links come from. Create a documented strategy for using the keywords and how they interconnect with each other. This is generally best done as a flowchart, illustrating decision points and options available.

Content Strategy

Takeaway: Understand Your Needs

Once you understand how your editor is going to use your content, you can set about finding a CMS that works for you. Don't focus on the user experience when selecting a CMS, think about the editor experience instead. Look over those flowcharts you've made with your content strategy, and find the CMS that will make those processes as easy as possible for your editor.

An editor working with a set of tools that do what he needs, along with a well-defined idea of the purpose of his editing is going to be best positioned to deliver the online content that meets your overall strategic needs. Besides delivering a better-focused website, you'll also save time and money on website management with a good content strategy.

And that's it for this edition. Tune in again for our final entry on dealing with content: how to interface with your writer and help them align their product with your overall goals.

Call DeepSky Marketing to find out how you can create a meaningful and profitable content strategy for your company. DeepSky Marketing is a company that provides businesses with profitable marketing systems and verifiable return on investment (ROI). To schedule a brief no-cost consultation call 707 823-3888.

Posted by Jeffrey Schmidt

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