As a content creator, you need to ensure that the content that you’re creating reaches the people that it’s being created for. This is where content optimization and content management come in. Optimizing your content makes it easy for your audience to find it. And managing and studying how well your content is doing out there is another important thing as it lets you know to track your progress.
In the end, you want to make it as comfortable and smooth for your audience to consume your content as you possibly can. And by managing your content and studying it, you can grow and scale faster. For every online service out there, you can get the free one, the expensive one, or maybe the ones aimed at individual websites to get the best results. But don’t invest too soon and don’t invest too much. Don’t buy something you don’t understand. Let’s get started with the good stuff.
What is content management?
A content management system is a platform which helps you edit, publish, manage and organize all the content on your website. So, basically, it just means to organize the content that you post online. A content management system or CMS helps you to
- Create new pages
- Add metadata
- Enforce standard themes and templates
- Handle menus and information architecture
Content management systems (CMS) can be unique in their own way, but their one core component is that they add a layer between the code of the website and the content of the website. It then provides the interface and tools for the non-programming and non-technical content creators to use and build what they want.
How do optimization and content management work?
You can optimize your content by increasing its relevancy and making it as valuable as you can. When you’re making a piece of content, its elements are stored in a database that CMS later pieces together and generate the code and everything else that the browser needs to display a webpage the way you want it to. So, basically, when you’re done with the content, the content management system will convert all the elements into the code required to make the page look and function like you want it to.
However, your CMS does have some limitations. If you want something really customized and personalized, you’re gonna need your programmers and developers help you out with that.
Usually, a website ends up being a combination of some CMS generated content and some custom coded content to achieve exactly what the organization needs it to be.
The aim is to get the targeted audience to a digital asset. You want people to click or show some kind of engagement, which means to get people to a digital experience. It includes your website, along with mobile apps and e-commerce engine.
Beyond the user experience itself, you need tools to measure, test, optimize and personalize. All these interactions that are happening across your digital property are generating a clickstream of data. Analytics, testing, personalization, etc can be embedded to measure and continually optimize performance. So, building a solid set of digital experiences is a foundation of digital marketing success.
Reaching your target audience
The end goal of any business or startup is to serve a certain kind of audience. So, what makes you special and important is the value you add to their lives. Most of the people out there use their phones to surf the internet to find what they’re looking for. Your job is to be found. Your marketing and advertising make all the difference here. There are a couple of ways to go about this.
- You can cater to your mobile audience by creating a separate site which is dedicated only for mobile devices. It’s doable but it comes with the responsibility of creating and maintaining another totally different website. Personally, I don’t recommend it as it is a lot of work and if you fail to do it right, your business would suffer because of that.
- You can create a responsive design instead. It’s a popular alternative that I do recommend. So, what it does is, it uses the code to automatically detect what kind of a device is being used and change the appearance of the content accordingly. It helps with your content management as you can use a single code base and infrastructure to manage your web platform regardless of the device that is being used to view it. However, it may mean a little extra planning and designing initially. But it means a lot less maintenance later on. But make sure that your website has a good mobile interface too.
Creating a mobile app
You can create a mobile app to improve your reach and to get to your desired audience. However, it’s not an easy task. You need a really good idea, and it’s really hard to come up with one. So, you need to come up with something that people actually consider worth taking the trouble of downloading. You can use google’s Android in google’s play store and Apple’s iOS in the app store to make your apps accessible to people.
Tracking your progress and improving your platform is super important. Keeping track is almost like journaling, it tells you what works and what does not. It’s one of the important parts of content management, so, it’s important that you take it very seriously.
Many of the tools used for content management use tags. In simple words, tags are little snippets of code that you stick on different pages of your website or that you embed in your apps. It delivers information back to you when some action takes place on your digital property, hence it helps you keep track of your progress. It consists of a base code, which tells you when a visitor visits your website and collects a bunch of data when the page is loaded and reports back to you. To collect different kinds of data, you need to add more code. When you track all this information, you start understanding how your customers operate. And to be able to manage that code is a tiresome work. A tag manager does exactly that for you.
Tag management has container tags and data layers, which we would discuss later sometime. But the tag management system (TMS) is super important in digital marketing as it helps you record and study how well your content was performing.
Enhancing user experience
People make a business successful. So, providing them with the best possible experience is a part of the deal. There are a lot of tools that you can use to ensure that. Use of heatmaps is one such example. A heat map is basically a program that tracks mouse movements to find out how your customers consume your content. Heatmaps show you the image view of the information, which means it’s in the form of an image. A hover map can be used to judge the movement of the eyes of your readers. Click maps show you where people clicked. Scroll maps show how much of your content is visible to your consumers.
Here are some of the heatmap services that you can use
Targeting and personalizing the digital experience is a really tough job. Different people react differently to different things. It is really hard to provide a custom experience for everyone. So, you want to aim for more relevant interactions with your audience. Which means, to get the right message in front of the right person every time. Test different digital content showing different people different things and seeing which interactions get the best responses.
As marketers, you want to aim for mass customization. Something that works for everyone. Which is again, based on the most relevant interaction with your audience. Generally, big analytics tools don’t allow you to collect any personally identifiable information (PII). It includes things like your name, phone numbers, addresses, credit cards, etc. You can only have access to this information if people give it to you with their permission. They help you build your database and retarget your audience. A good way to do that is by making a landing page to collect people’s emails by giving them something of value in return.
So, keep working on your skills and keep growing. Digital marketing is super vast and it’s a continuous process. Hopefully, it helped you in some way. If you have any suggestions or questions, be sure to let me know.