Content Management

What is Content Management?

CMS is a computer application, that’s supporting the creation and modification of digital content, using a simple interface to usually support multiple users working in a collaborative environment.  Most CMS software includes Web-based publishing, format management, history editing and version control, indexing, search, and retrieval.

CMS designed to support the management of the content of Web pages. Most popular CMSes are also WCMSes. Web content includes text and embedded graphics, photos, video, audio, maps, and code (e.g., for applications) that displays content or interacts with the user.

Content management system (CMS) typically has two major components:

  • A content management application (CMA) is the front-end user interface that allows a user, even with limited expertise, to add, modify and remove content from a Web site without the intervention of a webmaster.
  • A content delivery application (CDA) compiles that information and updates the Web site.

There has been rise in the adoption of WCM solutions such as web experience management, mobile and social content management, and content analytics among businesses.  Organizations are largely considering customer experience management to consolidate their multi-faceted websites and demand WCM solutions equipped with features to supplement their digital marketing and multi-channel marketing.

The Web Content Management Market to grow from $3.47 Billion in 2015 to $6.85 Billion by 2020, at a Compound Annual Growth Rate (CAGR) of 14.5% and is expected to reach USD 8.25 Billion by 2021. The WCM market is growing progressively and has been adopted by businesses for better website management and web-based marketing. The continuous developments in this technology and its solutions have also encouraged various industries to adopt WCM solutions and services. Another 2015 trend, saw more companies moving away from their DIY WCM systems and buying a commercial platform.

Have a plan: First figure out what you want to say, how you to look, and what you want people to do when they visit your site.  Set the rules and enforce them: Professionals select fonts, image sizes, colors, and all the other elements. Don’t forget about the principles of branding, campaign continuity, and good design. Limit Access: A committee can approve websites, but never let a committee design one. Don’t walk away: Someone will be in charge of updating that content and reviewing the overall look and feel of the site.  Don’t think the job is over when the site goes live.  

Online Tactics

  1. Feature the URL in your traditional advertising and find an easy to remember URL!
  2. Get serious about SEO
  3. Investing in sponsored search, buy keywords (PPC), and bid up your rankings on search engines.
  4. Develop an e-mail program that gets read and stimulates action.  Giving recipients the means to respond ASAP.
  5. Make sure banner ads and text links go exactly where they should.
  6. Consider QR codes.  

“Sites using organic SEO in the truest sense will be much like organisms, meaning they will grow, expand and adapt over time in response to readers’/consumers desires” (techopedia). Google’s search algorithm combines two- key components to rank web pages: (1) the webpage’s popularity, as measured by its PageRank (quantity and quality of links from other webpages) and (2) the relevance of the page to the search phrase.  The main focus of the SEO tool is sending a searcher to the appropriate page, not just the homepage of a website that has a matching page somewhere in it.  I strongly believe in the biology expression that “form follows function”, therefore if an organization wants to generate organic content that draws people to its page it must meet the consumer criteria on the basic level.  Targeting the consumer’s first desired need or want will establish the reason for generating the webpage traffic and creating the form but that only completes a part of the process that consumers wants adding creative and fresh content draws attention and marketing buzz.  For example: I found the sweater I was looking for on amazon but I couldn’t find a purchase button (purchase button was an innovation to complete the process).  The webpage did satisfied the initial goal to finding the sweater I wanted, but never offered other services on the webpage, purchasing, similar merchandises therefor the webpage was not organic and was in poor form.  

SEO with PPC

In a video expert session with Mr. Beck. He reviewed the differences between pay per click ads (PPC) and free result content with search engine (SEO).  Mr. Beck showed visual images of where SEO link and PPC link appear on search engine page results.  This lead into the explaining of SEO with PPC advantages and disadvantages.  PPC advantages is the ability for marketers to associate their “relevant” keywords to the content of the webpage thus by becoming the most relevant search term or keywords you draw traffic.  You can do this by paying per click or bidding on a term or word. This method becomes an effective short term boost in web traffic to the web page.. A clear disadvantage discussed in the lecture was how this marketing method can be constrained by budget factors for businesses.  Therefore, when your budget account runs out of funds, then your online marketing PPC strategy in drawing traffic and hits stops.

However an advantage for SEO is it can be more efficient in the cost per click overtime after the webpage is established with an authoritative page ranking and it nevers stops while you are paying to keep the website active. Some disadvantages are the high upfront costs in the building of website content, long term benefits it gains the attention of consumers who find it useful or are purchasing a product or service.

Think Campaigns. Your pages have to work individually and cumulatively.  Having your design maintain the same look and feel throughout the website, however many pages will have different functions.

Content Management for Target Corporation

Have you ever wondered what companies are trying to accomplish by running contests and sweepstakes?  Why are companies and organizations giving me free products or services? Well, prize promotions are considered a win-win situation for sweepers and companies alike: sponsors use sweepstakes/giveaways as a way of gaining recognition from consumers and these sweepstakes generate advertising content at a reasonable cost, and is considered another win-win situation for the Target Corporation.

Target Corporation promotes gift card giveaways because it opens consumers to a large selection of products inside their stores.  While their function is to facilitate the exchange with consumers is a key important, but also having effective promotion to boost the stores image and all the brands they offer inside their stores is of equal importance.  Target offers a sweepstake that help gains brand recognition sausage company it using target retail space to sell it product, they offer money to target

Target Sponsors/Investors promote products that consumers can use or fulfill their needs, and later buy again.  Companies use a distributor or business that can secure the facilitation and exchange of the product for money.  Target corporation retailers offers this for business and its customers throughout the United States. Throughout the year 2015, Target is conducting a “Point of Sale Survey Sweepstakes” that helps them gather consumer data about what the Target Corporation can improve on with their offered products and services.  They can get consumers feedback with a sweepstake incentive to fill out the survey, by giving away One Grand Prize each month – $1,500 gift card; 300 First Prizes each month – $25 Target GiftCard (6 prizes per month per state).  The incentive to not having to spend their own money motivates them to 1.) Complete the survey 2.) Promote by word of mouth about the positive shopping experience at Target and what products they walked out the store with.  

This form of advertising encourages people to visit the Target Corporations websites which in turn exposes the consumer to new products and new types of sweepstakes that the company offers, and target conveniently offers the option to purchase products and have them delivered to the customer.  When consumers reach the Target web site they can find web links for other businesses that offer a wide range of products like Johnsonville brats and sausage that Target offers in their stores . This creates buzz bringing/attracting consumers to businesses webpages or to their parking lots and through their doors.  Target Corporation sweepstake promotion during the year 2015 involves a lot of joint sponsorships with other businesses and websites.  One example is through October 3rd,Offering a chance to win consumers enter in the Pack It Back to College sweepstake for a chance to win 1 of 1,400 FREE $5 Target gift cards and a grand prize offering an all-new 2015 Chevy Sonic.

Target Corporation will offer Holiday sweepstakes to promote the seasonal traditions in the United States, offering consumers Gift cards and grand prizes.  Target is just saying thanks to its REDcard holders with a 2015 December full of giveaways, exclusive deals and extra savings.  REDcard Big Thanks Sweepstakes. 100 $25 Target eGiftCards and 24 grand prize Big Red Boxes (filled with holiday goodies valued around $550) will be given away daily. That’s 700 eGiftCards and 168 grand prizes—all awarded to REDcard holders! Details for sign up and dates can be found with REDcard link.

Design at different levels.  First-level pages hold content for the main sections.  Each of these first-level pages has links to second-level pages, which in turn could have links for third-level pages or fourth-level and so on. Consider font size, colors, graphic style, and all other design elements that hold the campaign together.

Prioritize. “People read what interests them” but there is a limit to what they are willing to read, and website visitors have short attention spans.  It’s critical to put the most important up front and display it prominently.

Don’t forget the navigation.  Think about how visitors find their way around your website.  Primary navigation, Secondary, and Universal.  

Keep it Simple.  Besides over designing from a graphic standpoint. Having too much movement can pull readers away from the text.  Concentrate on strategy: what do you want to accomplish, not how cool you can make it.   

Cathy McKnight, co-founder and VP of consulting and operations at Digital Clarity Group, agrees that there is a large demand for WCM solutions as companies’ needs mature and they outgrow homegrown solutions.

Picking the Right Keywords

Funneling your keywords from broad and general into specific and detailed is the focus when generating your keyword database for the webpage.  Mr. Beck mentioned how there are over 200 ranking factors for a keyword term with google.  In one example Ben mentioned how a plural to singular word term impacted a search result by 600 clicks.  He recommended that when choosing a key word SEO developers should research their industry competition and target keywords with high search volume and low competition.

Onsite Optimization

The question was, If I was Google, what help would I need to understand the content?  Examples are Filling the content with keywords, about 1-3 keywords, including keywords in the Title, Headings and URL.  Also suggesting that developers are using plurals, singular and synonyms related to your keywords.

Offsite link Building

Knowing that you content can be copied you should begin to build links that are relevant and is considered a quality link like .gov and .edu domain URL’s on your web page.  When acquiring links you build page authority that help your content become noticed by googles SEO Mr. Beck compared it to a vote.   After all this reach out to people and be expose to the news, influencers, and organizations.  

With the widespread use and the adoption of content marketing, the number of assets that companies have has gone through the roof; it’s multiplying exponentially,” McKnight says. As companies connect with customers across multiple channels, analytics will become more important as companies try to leverage the data.Going forward, the challenge for WCM vendors will be to help companies find and market to consumers on their various devices. “There’s dawning realizations that in kind of chasing down the consumer across all these different channels, it’s basically fragmented a view of the customer, which makes it all that much harder to actually deliver them the most relevant content


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