Content management means different things to different people. In some cases it is the managing of website content, in others they tack on social media and maybe an app. And quite often it is a tactical activity that is responsive to internal requests - that is, there is no strategy and very little content created proactively based on business objectives, audience research and needs, rather content is treated like filler for a digital container.
Content was called “king” in the digital space but it is being treated like something that can be mass produced and reused like a dishrag. If content is to achieve all the demands made on it - be engaging, relevant, current, personalized, customized, optimized for search and fit in the framework of the device being used to reference it, then it needs to have a strategic approach and plan on an ongoing basis.
Even “evergreen” needs review
There is some content that can be “evergreen” with the caveat that even it is reviewed at least annually. Content like error messages (https://en.wikipedia.org/wiki/List_of_HTTP_status_codes), instructional/informational text (close, swipe), field delivery content (welcome [name field]), and annual content (tax time, flu shots etc.). However, a decision needs to be made whether the content is created for the smallest delivery format or if different content is applied according to the delivery device.
Tagging
Tagging is critical, and whether you approach it with Darwin Information Typing Architecture (DITA) or taxonomies, the structure, organization and relationships you build are critical for the user experience. These structures should also be reviewed at least on an annual basis as new digital experiences are created and new audiences may be added to the mix.
CMS and processes
Content management systems are only as good as the strategic plan in place that helps develop any customization your system to meet your business needs as well as the accompany taxonomy and processes to review your content. And though Agile is the darling process of innovation implementation there will always be some content that requires more of a waterfall approach to get through cycles of writing, legal review and translation.
Make your content work
Creating content seems easy but it isn’t. Content should be put to work if it is truly to be strategic and therefore it needs to meet business objectives (drive conversion or educate/inform), be relevant and current, optimized for search (with keywords holistically incorporated into content), be written to brand guidelines including user-centricity, and where appropriate personalized and customized. In addition, content for digital needs to be concise and fit the device it is intended for.
Freelancers are still being paid by the word however in digital it is often more difficult to be concise and get messages across in short pieces of content which is counter intuitive if you’re paying by the word. I recommend staying with hourly rates and having maximum limits.
Strategically manage your content
Content needs strategy and strategy needs people who can be analytical and strategic as well as creative in order to ensure that content does its job, otherwise its just a collection of words that aren’t relevant or engaging and won’t work for you.
(c)2017 Catherine elder
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