Written by Peter Minkoff on 14 August 2020
If you’re running a website with a blog, guest-posting and have a few social media accounts to handle, pretty soon you’ll realize that it is hard to manage all the content that you already have published, let alone make some use of it in creating a new content marketing strategy.
Here are ten tips to help you successfully manage your web content.
In order to be effective in managing your web content, you need to have a clear understanding of the purpose the content plays in the overall strategy of your organization.
Content is tied to specific business goals and knowing how it fits within the whole business strategy is essential for making it successful in achieving them, and properly managing it.
One of the essential factors for the success of your content writing strategy is knowing which audience you’re targeting with your posts and how you’re going to differentiate your business from the competitors.
There is no point in producing and publishing content if you’re targeting the people who are not interested in the products or services you’re offering, so make sure you have customer profiles ready.
This way, the content you’re publishing will be relevant, high-quality and tailored to their needs, wants and pain points. You will also gain a clear insight into the habits of your customers, so you’ll know which channels to include in your content writing strategy.
Knowing your unique value proposition is crucial too, as this is the extra value you’re adding to your customers’ lives.
Managing your web content on random will hardly bring you closer to achieving your goals. You need to create a plan on what content to include in your content strategy, and where to publish it.
You need to organize your content so that you have a regular stream of pieces, tailored for specified purposes.
Your plan should include content types, dates, titles, channels it will publish on, authors, etc. If you’re doing inbound marketing, it should also include funnels and the targeted audience, as well as premium content.
If you want your content well aligned with your purpose, you could benefit from using a content management system (CMS), which will make it possible to streamline some of the tasks and improve your site maintenance.
This is especially important if you have a lot of content, there is a high velocity of content change or you have a large number of contributors. Your content management system should be flexible and with an interface that is simple to use.
If you think that your content team would benefit from CMS, find out how to choose the best CMS for your business.
According to Elevate Digital, publishing diversified content –images, videos, live streams, and podcasts will continue to be an important content marketing trend in 2020.
Even if you still haven’t included all of these content types in your strategy, chances are high that you will be trying them out soon. It’s important to consider all the possible changes in your business, and take the necessary steps to keep up with the trends.
When choosing your content management system, make sure that you opt for a solution that is scalable, and can quickly grow with your business.
Even though we’re mainly focused on how our content appears on mobiles, desktop computers, and laptops, channels used to deliver content are not limited to those alone. Smartwatches, AR/ VR technologies, digital assistants, they are all gaining popularity, and more changes are still to come, and you might be using them too in the near future in your inbound and outbound content marketing strategies.
The content management system (CMS) of your choice should be capable of handling these new channels when you’re ready to include them in your strategy too.
In addition to the content management system, the data management system can also be beneficial for content management purposes.
It provides centralized storage for your documents, helping you and the other contributors find the pieces that are stored within the system in a seamless manner, providing you with the simple way to edit documents or create new versions.
This way you have a valuable knowledge database within your teams’ fingers, helping you create high- quality new content. This is especially important when planning to re-use or re-purpose some of the old content pieces and keep the same tone and voice of your business, no matter who the contributor is.
To find out how to make the most out of DMS, learn about the steps to create a document management plan.
Make sure your content makes use of the best SEO practices so that it is visible to your target audience and thus effective.
By implementing keywords your audience would most likely use when searching for the products or the services you’re offering, it will be possible for them to find you in queries easier.
Furthermore, by using trustworthy websites as sources of information for your posts, you’ll prove your credibility too, and the search engine is going to reward you by making your website even more visible.
Make sure that when managing your web content, you are also optimizing your web designs and keeping track of crucial SEO attributes.
An important part of managing your content should also be focusing on metadata and meta descriptions. These parts of HTML code can help search engines and other applications understand your content better, and make it stand out from the crowd in searches.
However, to make the most out of your web content marketing strategy, focus on its quality, and not its quantity. Ensure each one of the posts you publish on your website, blog or social media channels are worth your consumers’ time and that brings your company closer to achieving its business goals.
Use these tips to manage your web content successfully and efficiently.
Author's Bio: Peter Minkoff is a lifestyle and marketing editor at OffTheMRKT magazine. follow Peter on Twitter for more tips.
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