Understanding Content Management & Marketing
Tags: contentmanagement, contentmarketing, content, marketing
Published: 2020-08-11 07:52:04

Created content has to be stored, managed, and marketed; to increase the value of the content.  A strategically conceived Content Marketing plan can establish your brand, increase conversion, and improve website ranking.  

Content Management

Content management is the process of organizing, classifying, and securely storing them in a Content Management System (CMS).

Every digital user may not use the same methodology of content management. It may vary from person to person.

The organized content can be reused or published on different platforms. Content management will include storing branding documents, emails, publishing plans, and so on.

A digital marketing team prepares strategies to create and organize content. There are a lot of things they look into, like the important days, festive season, occasions, and so on to create relevant content.

The content is prepared weeks or even months before it’s published. The content is categorically classified and maintained in the system. It’s then reviewed and published as per the timelines.  

Therefore, content management is quite crucial for organizations. It is a well-made plan and is managed effectively to publish relevant content on various platforms. Some of the Content Management Systems are:

Web Content Management System (WCMS)
Web Content Management System is a user-friendly system that is specifically designed to manage web content.

It allows users to customize their web-page even though they have limited or no knowledge of coding or programming language.

The WCMS is an automated system that provides collaboration and administration tools to manage content.

The system has templates in HTML and XML format that users can apply to their content.  Few Examples of WCMS are Joomla, SharePoint, Drupal, WordPress.com, Blogger.com, and Tumblr.

Document Management System (DMS)
Document Management System provides an automated solution to organize content and store them in a cloud.

It ensures confidential information is stored securely. You can access the documents from your mobile and edit remotely.
You can promote a paperless environment and avoid copying or scanning of documents. Few Examples are Oracle, IBM-FileNet, and OpenText.

Component Content Management System (CCMS)
Component Content Management System allows managing your content at a granular level. Using the CCMS, you can track metadata, versions, and links that are associated with each component.
You can also track the changes made to the content, who made the changes, and when the changes were made.

Though the components are stored once, it is designed for re-use. Examples of CCMS are XML Documentation for Adobe Experience Manager, Documentum, and Author-It.

Enterprise Content Management System (ECMS)
An Enterprise Content Management System is used by companies to collect their documentation, organize and deliver them to the right audience.

The system can process and automatically store any file type. It gives easy access for authorized members to access the content to make important organizational decisions.

It automatically deletes files after a certain period and frees-up storage space. Examples of ECMS are Zoho Docs, IBM FileNET, iManage, and Laserfiche.

Digital Asset Management System (DAMS)
Digital Asset Management System allows storing, organizing, and sharing content with much ease.

It offers a centralized content library from where you can access digital content, which includes video, audio, files, presentations, and documents. Since it is cloud-based, it can be accessed from anywhere. Examples are Adobe Experience Manager Assets, Bynder, Aprimo, and Canto.

While planning to choose a CMS, understand your requirements and problems that you’re trying to solve. This will help in choosing the right CMS. Such as:

• Consider your budget, and how much content you need to publish in a day.
• Go for a user-friendly system.
• If you have limited or no knowledge of coding, it’s better to opt for a user-friendly system.
• The system should also be SEO friendly, which will help in managing on-page optimization.  

Also, social media has a variety of content management tools to offer. You can use these tools to schedule your posts.
Some of the tools are quite advanced. They have in-built templates that you can use to create posts for various social media platforms.

They also monitor your growth and help you in setting up keyword searches and follow hashtags. Some of the social media content management tools are Buffer, Tailwind, Sprout Social, Preview, Sendible, Hootsuite, and Iconosquare.

Content Marketing
Content Marketing, if used strategically, can drive optimum results. It should be valuable, consistent, and relevant to your audience to drive customer action.

Content can be in any format – text, graphic, or multimedia. It is how you use them to present to your clients or customers.
Note, not every approach works for every product. You have to find what approach works best for your products/services. 

AIDA-R approach
AIDA approach is a strategy that marketers use.
It is a communication model that helps companies to identify platforms for marketing, including how to communicate and when to communicate about their brand.

This is used by content creators and companies to strategically publish their content to create brand awareness.    

AIDA stands for:
• Awareness – Create awareness through various forms of content about your products and services
• Interest – The information should be valuable and informative to create interest                                 
• Desire – Make the customer want to purchase the product by creating a desire for the product
• Action – Create a conversion by moving them to take action. Provide contact information in the content for customers to take action and make contact

Also, I would like to add ‘Retention’ to this approach.
Retention – Retain your customers through up-selling or cross-selling. This will help in maintaining the ongoing relationship.
Marketing Platforms

Content is published on various platforms like company websites in the form of blogs and articles.

There are also various other publishing sites where you can publish your articles and features; on platforms like Medium, Joomag, Yumpu, Readz, Adobe, and many more.    

Social Media platforms are the most popular platforms to share images and videos.

You can curate content according to the platform and post them on Instagram, Pinterest, Facebook, Twitter, Tumblr, and many more.  
Social Media platforms can be optimally used to create Awareness, Interest, Desire, Action, and Retention.

These platforms are quite popular among digital marketers to promote their brand. Social media marketers introduce a product on their platforms.

• They create interest by posting the uses of the products.
• They eventually influence their followers to buy the product by creating a desire to own the product.
• They create engaging content to create interest and post them consistently as per a schedule.    

Creating content is not enough. Strategically managing them, and marketing them is equally important.

The Content Management and Marketing spectrum are evolving and growing every day. A content strategist has to be vigilant and keep on finding new ways to market their products.  

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