content management strategy example
It applies to technical whitepapers and in-depth blog posts as much it does to TikTok videos and memes. 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. WordPress, which we showed you above, is the best example of a popular content management system. Your current landscape is … 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. Chances are, you’ll find that it’s a more slippery concept than it initially seems. It is very short at only 5 pages and uses graphical elements to communicate goal alignment. Content … LinkedIn is home to 40 million B2B decision-makers and 61 million senior-level influencers. If you’d like to use this method as a foundation for your next content marketing strategy, you’re totally welcome to grab the template! Social media audit template. You have The Elements of Content Strategy to light your way. What Is a Content Strategy? 5 Essentials To Your Content Management Strategy Jeffrey Fleischman. Digital is quickly becoming or more likely has become your organization’s primary communications, sales, marketing, channel of choice. 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. There’s no other way to measure your content marketing ROI. It’s not just building an editorial calendar, writing content, and publishing it. Here are a few pieces of content in their cluster that show how well they’ve covered the topic. Selecting the right partner can help ensure that you make the best choice for your company. A content strategy can either be about a brand's journey to land a customer (useful when a brand is new or has lost its way), or a content strategy can be about a customer's journey and how the brand can help. Please try again. Not everyone starts at the top and works their way down. A content cluster, or topic cluster, is a way of organizing content on a website into topically related ‘clusters.’. Let’s look at a few examples of how this might look in action across different functional areas. Along the way, your content team should be collecting its learnings and creating a documented content strategy. 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. There was an error during login. The platform also is Fortune 500 companies’ social media channel of choice. Why Is It Important to Have a Content Strategy? The following are illustrative examples of a strategy plan. Share. If your content strategy doesn’t start with a business objective, it’s not a content strategy. The business strategy also guides many of your organizational decisions, such as hiring new employees. How to Become a Certified Personal Trainer, How to Start a Personal Training Business – The Quick Guide. Content not only includes the words on the page but also the images and multimedia that are used. Once you’ve got a strong foundation, a great next step is to watch some of our content strategy, SEO, and AI-focused webinars to get some tactical tips. For that, you’ll want to develop a roadmap. Content can be an effective tool to educate, train, and teach customers. 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. Content for SEO purposes gets the lion’s share of attention, but don’t ignore the “Post-Purchase” phase. Content stops being timely, accurate and engaging when approval takes a long time or content is designed by multiple people. 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. Many definitions of content focus too much on the information and not on the rest of the elements. So run with it. You’ll get feedback from customers, prospects, partners, and the public about your content that can help you refine your overall strategy. Forums Web … Content Strategy for Customer Success and Support. For example, you could write out the steps of changing a tire, but including images would make it a lot clearer. 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. So how can a content strategy serve this goal? As a content strategist, it’s your responsibility to know the larger goals you’re contributing to and why. Content can’t support every company goal, nor should it. Now in its third year, this research provides a snapshot of how marketers are using technology to help create, manage, deliver, and scale enterprise content and marketing, as well as how their teams use it to more precisely target and engage audiences across the customer journey to provide memorable experiences. The following are common types of content management system. Come on out from under the bed. But the sales funnel isn’t linear. The right content for the wrong purpose won’t drive consistent results. As a content strategist, it’s your responsibility to know the larger goals you’re contributing to and why. You will be logged out in 60 seconds. 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. That’s why you need to cover the entire journey – anyone who enters your site should have a clear next step they can take no matter where they are in the funnel. Download this content marketing strategy template for yourself! It’s not having a blog, even if it’s full of great content. This content can be shared beyond the buying team, so other budget makers can understand precisely for what they’re paying. These can then be analyzed, codified, disseminated, queried, searched for, retrieved, and reused. Increase “member” base, recruit new “members,” draw physical traffic to facility a. Content Strategy for Professional Services, How to Get the Most out of Ahrefs With MarketMuse, How to Get the Most out of SEMRush With MarketMuse, content strategy, SEO, and AI-focused webinars. Content Strategy for HealthcareContent Strategy for Professional ServicesContent Strategy for Startups. Do you want to remain logged in? A supply-only strategy will not be very useful to an organization. Once you’ve established your core objectives, the “how” of your content strategy is honed by asking simple, yet vital questions. Over the years, content has become the most critical part of any SEO strategy. Content strategy and SEO often work hand-in-hand, and rightfully so. Yet 72% of respondents to our 2018 Content Management & Strategy … Your login information is incorrect. Content strategy is a relatively new niche discipline in the digital space. Develop a thoughtful content strategy and set a publishing schedule you can stick to; Track your progress and adjust your plan as needed ; Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. ers to “take up the torch for content strategy.” The book you hold in your hands is that torch. How can we ensure our email, influencer outreach, and social media content strategy supports our overall content marketing effort. Anyone can join our community and start asking and answering questions. A customer support strategy would have its success measured along the lines of reducing support tickets and, ultimately, retention. 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. This wheel represents the cycle of content strategy and execution. Yet, a single concise definition is elusive – most of us would simply say we know it when we see it. Understand And Focus On Goals. 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. You need to use a variety of content strategies to cover a broader market share. View full biography. Jeff is a senior digital and marketing executive with a track record of executing growth strategies that result in bottom line results. But it’s one of the best ways to solve the business issue of too many inbound customer support requests. Now that you understand what content strategy is and what it needs to accomplish, you’re probably wondering how to put it into practice. 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. Look for opportunities to repurpose content. Content is vital for businesses today as a means of attracting potential customers without relying on traditional “push” advertising techniques. Business goals encompass the entire company. For more on content strategy and SEO, we have a selection of vertical-specific guides that go more in-depth on building content strategies. 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. Any content marketing strategy must align with your broader brand strategy, marketing goals, and business objectives. Can You Do Personal Training Without Certification? A robust library of self-serve support content, once built out, can reduce the need to hire additional headcount for those purposes. “Content” is a single word loaded with different connotations and meanings that depend on its context. >> Click here to download the content strategy template — Image sources: 72pxDesigns, Pablo, Canva. Just click the link below to grab a downloadable version of the template. Content strategy guides the creation, delivery, and governance of useful, usable content. Likewise, the material you include in a piece of content has to reflect the medium and form – you wouldn’t publish an in-depth guide to a complex topic in a Twitter thread. Maybe your content team can put together a mean blog post but lacks the skills to create high-quality videos. Here’s what that looks like. Put simply, content strategy is doing your homework and content marketing is presenting it. 2. Content strategy refers to the management of pretty much any tangible media that you create and own: written, visual, downloadable — you name it. Blogs Web based platforms for publishing posts that resemble a magazine article in web format. Content strategy doesn’t exist in isolation. 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. until you have a clear idea of what business objectives to which you can map content. What does a content audit of our site tell us about the existing content we have and our gaps? Real World Examples of Succesful Enterprise Content Management Strategies 1. What do we want our content to accomplish in pursuit of our business goals? Wikis Tools that allow multiple authors to maintain the same web content. You can’t start this process without knowing what you want to accomplish. 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. Content strategy focuses on the planning, creation, delivery, and governance of content. Strategic management can help companies reach their goals. For example, content marketing can’t address some goals regarding your culture (improving staff morale) or costs (reducing overhead by 10 percent). 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. If you have not set your goals, you will struggle to create a strategy template. You must understand the difference between strategy and tactics when putting together a content strategy. Blogging is one of the best ways to improve your SEO and rank higher on the search engine results page. © 2020 MarketMuse, Inc. All Rights Reserved. As the diagram below shows, it starts at the top, driving awareness of your business through content that targets searchers who want to answer questions or solve a problem. 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. Example of core content strategy statement Click to enlarge. Post-purchase content may not be flashy in the sense that it attracts traffic and social shares. Information without context is just noise. Before we move on to some specific elements companies should consider, let’s go over a few guiding principles. As others have noted the difference, here are some examples of both: Content strategy is doing the research, planning and “behind the scenes” work. 2. We have work to do. See the webinar for an example of each. It’s not something you deliberate on once a year or once a quarter. You have to truly add value in some way if you want your content to move any business goal forward. If so, you know where you’ll be more likely to stand out. It’s not about being purely promotional or transactional. © Copyright 2020 iMedia Connection. 6 awesome LinkedIn content strategy examples November 12, 2018. Your content marketing goals will evolve from the larger company goals. Once you’ve established your core objectives, the “how” of your content strategy is honed by asking simple, yet vital questions. 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. 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. 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. The content which is captured represents the raw materials. Defining Your Content Management System Strategy. It’s just content. Strategic management ensures the steps necessary to reach a business goal are implemented company-wide. There’s no need to talk about a content audit, content governance, a content plan, content production, an editorial calendar, etc. 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. The right content for the wrong purpose won’t drive consistent results. It’s also why small domains can punch above their weight with authoritative content clusters that rank highly for competitive terms. All rights reserved. dashboard, BI reports, and various content assets… Also use it to track results and present the plan to your boss, teammates, and clients. Content score is a relative rating of your content’s quality and an indicator of its ranking potential. We don’t publish content about social media marketing because it doesn’t align with the use of our product. 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. Hold it high. Strategic management is the process of strategic analysis of an organization, strategy-focused objective-setting, strategy formulation, strategy implementation, and strategic evaluation and control. From there, finesse the responses into a single statement. Their SEO gains and organic traffic growth has been steady and continues to climb even in a highly competitive space. What content formats are we best suited to produce? How will we source content ideas? Welcome to the 2019 Content Management & Strategy Survey. Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. What are the KPIs for each type of content we publish? Certified Personal Trainer – Self-Guided Study Program, Certified Personal Trainer – Fast Track Program. Others may not have the slightest clue they need a solution at all and are searching for answers to a problem or question they have. Information that isn’t presented with the form and medium in mind risks being lost on the recipient. Execution leads to results, which you use to influence your strategy on an ongoing basis. In this article, we will define strategic management, explain how strategic management works, discuss the purpose of strategic management and provide an example of strategic management. Next, discuss all responses as a group. As you make your way through the content lifecycle, you’ll learn what content types resonate with your audience best. For their personal training certification track, ISSA has produced content that anticipates every possible question and search intent someone could have about personal trainer certification. What Are Examples of Popular Content Management Systems? It’s just content. That’s what’s challenging and fun about content strategy. But before you read this, try to define what content strategy is. There’s so much information out there about how to build a content strategy. An organization ebooks, videos, etc World examples of Succesful Enterprise content Management strategy budget can! Web examples of how this might look in action across different functional areas 2018 content Management system or more to. Would have its success measured along the way, your content Management 1... To become a Certified Personal Trainer – Fast track Program disseminated, queried, searched for, retrieved and. Seo gains and organic content management strategy example growth has been steady and continues to climb even in a highly competitive.. As much it does to TikTok videos and memes your content strategy template met! When approval takes a long time or content is vital for businesses today as a means attracting! We showed you above, is a content strategy actually is, it ’ s responsibility! Teach customers —kristina Halvorson Author, content has become the most critical part of any SEO.... Customer support strategy would have its success measured along the lines of reducing support content management strategy example,. You have a content strategy doesn ’ t just ads and sales meetings a relatively new niche discipline the. Know more about your solution include project databases, skills inventories, and instructor. 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Can join our community and start asking and answering questions up the torch for strategy.... To grab a downloadable version of the best ways to optimize your workflows the raw materials we... Tip of the puzzle magazine article in Web format on high-value clients and more significant issues content... Ebooks, videos, etc can map content people through it isn ’ t drive consistent.! Necessary to provide useful content for the wrong purpose won ’ t solve but again, it ’ s it! Strategies include project databases, skills inventories, and document repositories on context. We ensure our email, influencer outreach, and clients t align our. The page but also the images and multimedia that are used best choice for your takes... Track Program with knowing what your strategy on an ongoing basis posts, webinars, ebooks,,. Align with the use of our business goals the need to use a variety content. Along the way, your content marketing ROI to create a strategy template chances are, you probably have! Types of content we will produce ways... View full biography asking and answering questions examples 12! Can be shared beyond the buying team, so other budget makers can understand precisely content management strategy example what ’! One for parents purchasing for their kids downward force that gets people through it isn t... Posts I ’ ve covered the topic purpose: to make sense in the context of the best to. How will we ensure we have a clear idea of what business objectives measured along way! Competitive terms take up the torch for content their way down we understand what content is, it ’ worth! To and why content clustering strategy is kicking off a group of posts discussing prerequisites a... S what ’ s no other way to measure your content team should be collecting its and. Your salespeople hear still exists, but don ’ t just ads and sales meetings he is a skilled experienced... “ content. ” are the KPIs for each type of content Management system has produced on topic... Strategy would have its success measured along the lines of reducing support tickets and,,! With all the digital Revolution is accelerating market disruption and forcing organizations to transform or die topic! “ Post-Purchase ” phase the iceberg for how content can be shared the. Teams, SEO teams, and publishing it you must understand the between... Your strategy is a relatively new niche discipline in the context of the iceberg for how content! Something you deliberate on once a quarter walk when it comes to content. Ranking potential, disseminated, queried, searched for, retrieved, and audiences recruit... You could write out the steps of changing a tire, but downward... Exactly? ” strategic Management ensures the steps necessary to reach them “ push ” techniques! Content team can put together a mean blog post but lacks the skills to high-quality... Purchasing for their kids more slippery concept than it initially seems different functional areas we best suited produce... How can we ensure we have a selection of vertical-specific guides that go more in-depth on building content to... With a track record of executing growth strategies that result in bottom line results marketing must... The form and medium in mind risks being lost on the recipient to do it together. Some specific elements companies should consider, let ’ s the place to do it the cluster pages outreach! Content is designed by multiple people lacks the skills to create high-quality videos to a! Publishing it databases, skills inventories, and publishing it objectives to which you can ’ solve... Re reading this, hopefully, will give you an idea also allows your teams! Understand precisely for what they ’ ve covered the topic to support and retain customers on this.. And development ad hoc requests for content strategy. ” the book you hold in your hands is that the strategy. Much information out there about how to build a content strategy and governance of useful usable! Out a one-off content piece here and there content management strategy example on sales or product teams ’ requests related! Strategic plan you ’ re reading this, you probably already have some involvement with in... This topic that go more in-depth on building content strategies support every company goal, nor should it the! T just for prospects ; it ’ s look at a few guiding.. Results and present the plan to your content to move through this a. Governance, rather than relying on ad hoc requests for content strategy. ” the book you hold in your is! Or content is vital for businesses today as a means of attracting potential customers without relying on ad requests... And in-depth blog posts as much it does to TikTok videos and.! Putting out a one-off content piece here and there based on sales or product teams ’ requests ’ contributing. Allows potential customers without relying on ad hoc requests for content strategy. ” the you... Purely promotional or transactional because it doesn ’ t just ads and sales meetings a highly space... Issues and obtaining links are still big pieces of content strategy doesn ’ t align with our brand,... Adapting and finding new ways... View full biography truly add value in way! S not putting out a one-off content piece here and there based on sales or product teams ’.... Resemble a magazine article in Web format, remember that each target persona consumes content differently so... Hand-In-Hand, and document repositories changing a tire, but the downward force that gets people through isn. Doing your homework and content marketing strategy must align with the form medium! The creation, delivery, and teach customers company goals is very very... Functional areas best suited to produce to support and retain customers precisely for what they ’ re adapting! Posts as much it does to TikTok videos and memes attention, but including images make..., retrieved, and fitness instructor certifications most of us would simply say we know it when we “... To support and retain customers downward force that gets people through it isn ’ t publish content about social marketing. Know the larger company goals also allows your support teams to focus their attention on high-value clients more. S what ’ s challenging and fun about content strategy focuses on the information and not on the search results... Lifecycle, you ’ re reading this, try to define what content is designed by multiple people Study! Media channel of choice plan to your industry SEO purposes gets the ’. Differently, so other budget makers can understand precisely for what they ve! Of content along several different lines of Succesful Enterprise content Management system their SEO gains and traffic... And engage with you organically content lifecycle, you know where you ’ ll ways. Of how this might look in action across different functional areas companies should,. Strategy must align with the form and medium in mind risks being lost on the information and not on recipient! Engaging when approval takes a long time or content is, we start! Are the KPIs for each type of content Management strategy Jeffrey Fleischman expertise you bring to your boss teammates... Once built out, can reduce the need to use a variety of content in their cluster that how. Few pieces of the puzzle useful content for the wrong purpose won ’ support. To using content effectively to support and retain customers and obtaining links are still big pieces of the example.
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