What Every Marketer Should Know About Online Content Management

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The trend of content marketing picked up steam in the dawn of the digital age. Now, social media has created a series of platforms on which the savviest of marketing professionals can share their ideas, thoughts, and expert advice. This represents seemingly boundless opportunity for marketers in every industry, and attractive ROI prospects have drawn the marketing world to try their hand at leveraging content. However, though the internet is replete with high-quality, informative content, many firms are woefully unskilled at properly managing their content.

The best examples of well-managed content come from the news industry. This serves as no surprise, as if there is any group of companies that should know how to leverage content, it would be those whose content represents the core of their business model. As such, this article closely follows the example of news media producers and how they leverage their online content to drive online traffic.

Content marketing is defined as “creating and distributing valuable, relevant, and consistent content” in the pursuit of attracting an audience that ultimately results in customer action. (Content Marketing Institute) This pursuit is heavily dependent on the creation of that valuable, relevant, and consistent content, and that by far is the major hurdle that content marketers face. However, once that blog, video, or podcast is created, the proper application of that content is paramount. Enter content management. This is the link missing from the chain of many companies that can connect great content with the generation of inbound leads. This represents the difference between companies that have content and companies that leverage it. There are a few actions that an online marketer can take to ensure that the content they manage is best distributed.

The first major consideration in content marketing is hosting. Hosting services often offer a variety of different benefits and there exists no “right answer” for the question of which hosting service to use. For corporate blog content, content managers will often host articles on the same service as the corporate website, whether they be private servers or a service such as Squarespace. When it comes to video content, there exists a plethora of different options that depend highly on the goals and budget of the marketer. The single most important rule in selecting a hosting service is to, if possible, avoid posting online content to more than one hosting service. Even free hosting sites like YouTube provide robust analytics on posted content and how it is performing online. The utility of this information is founded upon the assumption that all viewership data are consolidated. Links to blog posts and the embedding of videos can help ensure that content is readily available without relying on more than one hosting service. Beyond this consideration, it is the burden of the individual marketing team to determine which host best suits their needs.

A small but significant portion of online content is considered “premium”. Viewers often have to provide their email address and some general information including where they work and what they do. This information is almost invariably whisked into a customer relations or leads management database. This “premium content” approach is appealing to many marketers, as it represents an opportunity for qualified leads, but does so at the risk of greatly reducing the audience and potentially the impact of the content. As such, premium blogs, whitepapers, videos, and podcasts only represent a small portion of online marketing content.

Perhaps one of the grandest capabilities of online content is the way it lends itself to search engine optimisation. Blog posts are easily edited to have high keyword density, and lend themselves to the holy grail of SEO: inbound links. Inbound links are known to be the largest component in Google’s complex PageRank hierarchy that serves as the kingmaker in online traffic. Any time that a visitor determines that her friends would be interested in the blog post, video, or podcast, it is shared on social media, which will increase that page’s score in PageRank and indirectly bolster the entire website’s online presence. This leads into the most overlooked and most commonly botched aspect of online content management.

Social media plays a staggering role in the marketing and brand recognition of many companies, and the overwhelming majority of companies do not leverage this tool effectively. No more apparent is this than in the example of content management. With tools such as Hootsuite, Spredfast, and Klout on the market, it’s easy to schedule corporate marketing content on social media. This sharing provides a variety of advantages to a company’s marketing scheme including the generation of inbound links and the increased opportunity for audience engagement. These all represent excellent opportunities for companies of all industries, and the power of that simple process is too considerable to simply ignore.

When viewed as a systematic approach, there really isn’t much to taking an intelligent approach to online content management. However, it represents a considerable undertaking. I speculate that the idea of sharing content in such a way encourages old-school marketers to either dismiss it outright as a useless strategy or to approach it without a clearly thought-out plan, as they do not believe online sharing of ideas is the realm of the analytical approach. This however, is a wholly false notion and if conscious of the above considerations, a marketer can derive considerable value from the leveraging of marketing content online.

Written By:

Gordon Milne


Works Cited:

Content Marketing Institute. What is Content Marketing. 12 September 2016. <http://contentmarketinginstitute.com/what-is-content-marketing/>.

Sobek, Markus. The Effect of Inbound Links. 2002. Article. 12 September 2016.

The New York Times. The New York Times. 12 September 2016. Website. 12 September 2016.

Youtube. Analyze channel performance with YouTube Analytics. n.d. Web. 12 September 2016.

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