The Importance of Content Management
Inbound Marketing Drives Increase in Content
What is content? 
Dictionary.com states that content is “the subject or topic covered in a book/document, or something that is to be expressed through some medium, as speech, writing, or any of various arts.”
The rise of inbound marketing tactics such as social media, online video, search engine optimization, mobile, paid media and email marketing has created a need for good quality content. It is said that the average person views hundreds of advertisements each day, and the number is increasing each month. What our minds’ decide to pay attention to depends on our interest and how compelling the advertisement or piece of content is. It is important for organizations to understand their target persona, and serve up content that will break through the clutter and hit home with their consumer. Consumers are more likely to see content though the use of their mobile or tablet device.
In China, internet users’ accessing the web was greater on mobile phones than desktop PCs, according to Mary Meeker’s 2013 Internet Trends report. When asked how social and communicational activities made US users feel, the number one answer was “connected.” Mary Meeker also notes that global mobile internet traffic is growing one in half times per year and is expected to reach 25% of total global internet traffic by the end of 2014. With the ease of access and mobile network providers offering attractive data usage rates, the average user is able to experience and consume more digital content than ever before. This new digital age has allowed consumers to share their opinions freely and amplify their voice, making brands much more inclined to respond back.
Consumers are now driving conversations and communicating directly with brands. Their online habits have changed, and so has their needs. Consumers are looking for content that is interesting, educational, engaging, relevant and noteworthy. Organizations were not prepared to respond to these newly evolved consumers. Their one-way traditional communications did not require them to respond and engage directly with consumers. The 2012 Content Marketing Survey Report shows the following most effective types of content for Marketing according to marketers worldwide. E-mail still proves to be the best form of marketing as this may be due to higher conversion rates for leads to sales.
Content Management for Organizations
For an organization, content can be anything from an engineering white paper to a press release to even a post made by the company on social media. It is vital for an organization to understand the importance of content and take actions for ownership. It’s not only necessary to create content, but to use the content to improve your business. Organizations should think about staffing content managers to set the content strategy, own content calendars and management tools. All functions of marketing, inbound and traditional, should revolve around content management.
This structure will bring consistency and create accurate roles and responsibilities. This will allow the organization to quickly measure the results of their content. It is common to see incorrect messages especially within large organizations. Content managers can serve as the asset generators for marketing materials to employees and consumers. Their role can help add efficiency and improve communications through content order management.
Content and Customer Service
Customer service and quality managers are beginning to see a new trend in the way consumers cry for help. Social media is not only a way to communicate with friends and families but also a way for consumers to express their feelings about products, both good and bad. It is important for organizations to steer listening tools to pick up bad sentiment around their brands and products. This content can be picked up and fed through the quality department to capture any product issues. The organization must respond to users and thank them for making them aware of the issue. Whether the product or the consumer is at fault, the organization must make an effort to capture the feedback and reward the consumer for their feedback. These complaints or positive statements by the consumers should also be vetted through the content managers to be used for inspiration for future content creation.
It is difficult to manage the content through all functions of the organization, especially when there are other projects that take precedence. Organizations should place content managers in the position to develop solid marketing strategies, and apply processes that will be welcomed and used throughout all functions. Do not be surprised if a content management role pops us soon on your company’s career page!
Additional Reading
- Is My Content Being Shared? http://inbound.business.wayne.edu/blog/bid/272197/Inbound-Information-Technology-Is-My-Content-Being-Shared
- 8 Must-Dos for Your 2014 Content Marketing Plan http://www.slideshare.net/mcorak/8-mustdos-for-your-2014-content-marketing-plan
(All accolades and credit for this tremendous blog post are for Zia Elia who is the author and content creator.)
