idpraxis Blog

Content has to be managed. On many different platforms.

Did you know? Your web site is probably old hat. Especially when you realize there is no direct integration of social media, do not have special database connections of relevant information via interfaces or neglect the process-oriented integration of multimedia components. They will simply be too slow in the future, to be perceived in time of their target audiences. We know from our experience in the current customer projects that the need to provide advice in the SME sector in particular is very high. This is to a large extent also on the incredible momentum of the Internet and related technologies, where even experienced computer scientists, nerds ever lose & marketing experts track.

The elegant distribution of content in a defined editorial environment is one of the major trends of recent years. Neudeutsch is this workspace quite simple content marketing. And this measure can be operated in almost all subjects and sectors.

Below we give a little insight into the complexity of the matter and the necessary fields of action. If interested, we gladly provide you with in-house workshops on the current possibilities of the interplay between content management and content marketing with regard to the concrete situation of the company.

The market positioning of content these days is more than twice the size of spending on adbanner or display advertising! For companies it is correspondingly more important to produce their own content, distribute and last but not least also to analyze the effects. Despite this longstanding megatrends the theme of elegant cross-media content management using content management systems (CMS) is still often neglected. And that certainly has something to do with the history of CMS systems. They were originally lined up to provide Top online to present nice and equipped with navigation and pictures. Done.

Today "sides" are created that react dynamically to the recipients' devices that analyze the software environment of the visitor and at the same time come up with cinema-like picture elements so that now even the largest monitors can be replenished in the living rooms with visual information.

From "pages" you can no longer speak of course. Rather of semi-intelligent software programs with Big Data capacity for storing information. In many cases, taking advantage of libraries and libraries, where no one really knows what actually still have this function provider in the form of thousands of lines of JavaScript code or other programming "in the pan".

Was the origin of CMS systems still inspired by classic features such as document management, workflow and editorial support, we are dealing today with very complex software environments where it as mentioned even the programmers and IT managers more than difficult to maintain an overview.

1. The CMS is the command center of the enterprise-wide communications

The increasing digitization, the boundaries between digital and real world disappear more and more, so that the presence on the Internet may already be more important than real existing structures. The virtual incoming data from people, things and other software systems will be processed immediately, only to be promptly used in other contexts on. Optimally, the information end up in their company where you can also make sense or make a difference without unnecessary redundancies arise in this process. Here is the timely responsiveness and easy access to the private area of particular importance.

2. Pleasant user experience - no matter where and on which terminals

Your CMS should all eventualities and potential views dominate so that a pleasant user experience is ensured. One site, for example, which is not optimized for mobile devices, that has a responsive design, is now almost an anachronism. Content management systems must therefore provide mobile channels, can be generated and provided via the web content for smartphones and tablets with no extra effort.

Content for websites structured to gather and present are three basic functions of content management systems. To come up with new demands on design and content of an emotional appeal by customers to keep pace, the modern CMS appropriate flexibility in their daily work must maintain. A user experience based on rigid structures or lack of transparency leads to rejection rather than to more clicks. The same applies to the editorial interface of the CMS itself.

3. Interfaces, interfaces, interfaces

If you have the CMS all initials necessary information and content available, which are required for dynamic content presentation, it goes in the next step to the import and export of data that can come from different areas of the company or from external sources. Prominent examples are the necessary further processing of customer data and the depth on their web site requests mentioned that should be optimally delivered directly to your existing in-house systems (for example, a CRM system) are available. If you plan well and document these interfaces, which can lead to significant cost savings and competitive advantage. Does the CMS also still its own, extensible API, through which the integration process can be optimized, it is almost on the safe side.

4. Analysis and Knowledge Management

If the system with all the content up-and-running work, however, is not really finished. Because what ends up on information in their systems and dynamically continuously expanded in the best case, can now be evaluated and used for all sorts of useful things. Is the entire system strategically well planned, is obtained, for example, in the optimum case continuously important answers to business questions. This in turn should lead to flexible adjustments in the form and content orientation of the daily work. If you use here too rigid, inflexible CMS, you have no chance to react sensible and timely.

Knowledge of the content and the content in total is actually a valuable treasure that one can raise constantly and which entails important insights. The management of this knowledge is a cyclical system, the answer to asked questions and requests may lead to new, valuable content again.

Realize this process in content marketing future optimally, is arguably one of the most important, current business tasks and thus a top priority. Please feel free to contact us directly if you are interested in taking stock of the content marketing situation in a workshop. A corresponding feedback from us in the form of a report with concrete proposals can be made promptly.

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