Attention Entrepreneurs: You Will Need Content Management
|November 30, 2012||Posted by Guest Author under Content Creation|
Hello my fellow online entrepreneurs. Here is another guest post on the subject of ‘content management’. Ooooo that term sounds so boring, but really it just means having all of your content organized in a very efficient way, so that you don’t look like that guy in the image! And if you are running your own blog and emailing your readers, you know that content creation and delivery can get very…well messy.
Many of us have the same dream. Wake up, get the kids off to school, and walk 15 feet to the office still wearing pajamas. Put in a solid 5-6 hours of work, collect checks, and move on with the rest of the day. While the dream of independence can certainly be a reality, as your business grows, your responsibilities as a business owner will grow as well. Finding ways to simplify your work is essential.We all want to have a solid online presence and harness the power of the Internet to maximize the ROI on our marketing efforts. But if you’re not already using content strategy and a system for content management, you need to get started. Now.
If you haven’t heard of content strategy, or you’re not clear on what it means for you, I’d recommend “Content Strategy for the Web, 2nd Edition” by Kristina Halvorson and Melissa Rach. It describes how you need to provide thoughtful, unique, and relevant content to your audience to engage them and establish you as a trusted resource and industry thought leader. The book will take you step-by-step from introducing content strategy, to auditing your current state of affairs, to creating and executing your own strategy.
With the way that the internet has evolved over the past year, it’s becoming more and more important to truly care about your niche. Techniques where you throw up sites with shallow content that doesn’t say anything of substance are becoming less and less effective. Visitors are savvy and can quickly spot a fake. Search engines can determine how good your site is simply by looking at metrics like bounce rate and time on site. It’s important to find niches that you can actually research and write about day after day. Content that engages your target visitor and solves their problem. Content that establishes you as an authority in your field.
Once you’ve got content and a solid plan for how to use it and what you’ll develop in the future, you need a way to manage that content. It’s remarkably easy for content to get out of control, disorganized, irrelevant, and outdated. If you want to be an authority in your space, you have to wrangle that content and keep things relevant and readable for your audience-both paper and digital. That’s where a content management system (CMS) is imperative. Managed content could include documents, emails, faxes, multimedia, transaction records and other digital assets. Very few entrepreneurs in the early stages of a new business have access to a robust and well-qualified marketing team. You do, however, have the Internet where help for just about anything is one good Google search and just a few clicks away.
Content Management System
A good content management system will have options you may not even use at first, but that you can grow into. Much like moving in real life, changing platforms digitally has it’s drawbacks and growing pains, so pick a provider willing to handle your smaller needs now and is capable of adapting as your needs grow and change. Also look for a company that will offer you good customer service and product support. You should always be able to get someone on the phone or on live chat software when you have a problem or concern. Small businesses working with third parties rarely have the resources to deal with IT issues and you don’t want to be crippled by an unreliable service provider.
You should expect the following from any good CMS:
- Measurable results: tracks effectiveness of campaigns with appropriate and relevant data.
- Should save you significant time and resources on website maintenance.
- Allow for targeted campaigns based on relevant factors like search keywords, geolocation, pages viewed, time on page, means of entry to your site, and navigation flow.
Only you can pick the best partner for your business needs, but you have to be educated enough to understand the offer on the table. Take some time to prepare yourself and establish the needs of your business before you meet with potential partners. Once you find a system you can trust, remember why you chose it and let it work for you to improve your overall marketing efforts.
What CMS system do you use? Are you happy with it? Leave a comment!
Bernie Heller Bernie is all about using cloud computing to simplify his business activities, but he can also appreciate the simplicity of writing notes and meeting with clients face to face, rather than using technology to do everything for you.
Read more on organizing your content here.