If you're doing business today, you have to focus on content.
An article by Google's Tara Walpert Levy urges businesses to make content a priority. It says:
"Today’s audiences want to hear the depth of your story, learn about your products and understand why you exist."
Creating content is the way to achieve that, enhancing your reputation and helping customers see you as a resource. That's just better business.
However, your content strategy must accept that today's audience is fragmented and mobile. This means thinking strategically both about content types and content delivery methods.
These days, you can't just pick one type of content — it's not as simple as posting a flyer in a brick-and-mortar store.
Audiences increasingly want content that suits their needs and is available in the formats they favour.
An article from the Content Marketing Institute suggests the best way to do this is to creatively repurpose content pieces.
You can pick almost any type of content as a starting point and either flesh it out or pare it down as needed.
Let's use your company blog as an example. The stats show that businesses that blog get more leads, sales and attention. Using your blog as a starting point you can create:
- Ebooks and other digital publications such as white papers that solve a problem for your customer
- Short social media updates
- Quote images for sharing on social media
- Videos highlighting key points or answering customers' questions.
The other key question is how to deliver this content. While many people will access the content online from desktop computers, many more will be using mobile devices, so you must deliver the content where they are. That means ensuring you're delivering mobile-adapted versions of all content — or even considering an app.
The Role of the CMS
Trying to manage multiple content types and multiple delivery methods may sound like a nightmare, but it doesn't have to be. You can use a content management system (CMS) to make it all work.
A content management system can help you administer and publish content of all types, giving you a holistic overview of the content that's fulfilling your content strategy. The great thing about a CMS is that it's not just good for running your website; it can be used to manage social publishing and app content delivery too.
And if new content outlets arise, it will adapt to that too.
Once you decide on goals, performance indicators and content direction and work out which types of content best meet your needs, you can assign people to handle different parts of the content creation and publication process and track of everything via the built in workflow tools.
By keeping everything in one place, a CMS makes it easy to understand where you are with content production and delivery and allows you to set and track accountability.
We believe there's no better way to manage your content workflow.
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