Content Management Systems

• Web Content Management is the topic
• Key topics include: What is web content, What is content management, and the Content Management Team

What is Web Content?

• Data consists of small snippets of computer information like numbers, words, images, and sounds
• Content is also information, and it retains human meaning and context
• Computers are designed to deal with data, but users want computers to deal with content, which is rich in context and meaning
• Metadata is used to wrap information in a data container
• Information, in the context of content management, is all the common forms of recorded communication
• Information includes text, sound, images, motion, and computer files
• With data, what you get is what you see
• With information, much of what it conveys is in the mind of the person creating or consuming it
• Metadata is described as data about data
• Meta data is a simplified version of the context and meaning of the information, simple enough for the computer to understand and work with
• Content becomes it after someone grabs it and tries to make some use of it
• CONTENT, is information that you tag with data so that a computer can organize and systematize its collection, management, and publishing
• A content management system is successful if it can apply the data methodologies without squashing the interest and meaning of the information along the way

What is Content Management?

• Content Management (CM) is a process of getting organized about creating publications
• CM is the process behind matching what is needed by whom
• Content management consists of the processes and tools behind the distribution of that value
• Distributing information of value means figuring out what information you have that is valuable
• CM balances interests within an organization
• It is important to understand that these groups/players must be accounted for in a content management system
• Organizational interests group together into eight entities including goals and requirements, audiences, publications, content types, authors, acquisition sources, workflow and staffing, and access structure
• CM combines information architecture, business management, software and network engineering, content creation, and publications development
• CM collects manages, and publishes information
• Collection means either information is created or acquired from an existing source
• Management means creating a repository that consists of database records and/or files containing content components and administrative data
• Publishing means making content available by extracting components out of the repository and constructing targeted publications such as Web sites, printable documents, and e-mail newsletters
• CM is a technical infrastructure
• Effective content management is more than just the technology, it also has a lot to do with people
• People use the technology and make content management happen
• Failing to focus on the people may diminish the success of your initiative

The Content Management Team

• Primarily, members of the content management team can be divided into writers, editors, site planners, developers, administrators, and stakeholders
• These labels are roles, not people
• Members of the team usually fill multiple roles, and commonly overlapping roles will be noted in each section
• Editors are responsible for creating, editing, and managing the content inside the CMS
• Editors might be able to edit only a specific subset of content on the website, whether that be a section, a branch on the content tree, or some other method of localization
• Editors might be able to edit only specific types of content
• Editors might be limited by the interface they're allowed to use
• A power editor can perform all content operations across the website
• This person sometimes performs multiple duties as a site administrator, trainer, subject matter expect, and all-around CMS champion inside the organization

Common Editorial Roles

• Approvers are responsible for reviewing submitted content, ensuring it's valid, accurate, and of acceptable quality, and then publishing that content
• Reviewers/Marketers are responsible for reviewing content for marketing impact, and managing the marketing value of the entire website
• UGC/Community Managers are responsible for verifying the appropriateness of content submitted by users (user-generated content), such as user profile information and blog comments
• Translators are responsible for the translation of content from one language to another

Module 1 Unit 2 Topics

• Effective Content Marketing: The 7A Framework
• How to Write Compelling Content that Google Loves
• Tools and Formats in SEO-Friendly Content Development
• Giving Evergreen Content a Try in 800 Words

Effective Content Marketing: The 7A Framework

• One critical factor for the institutional visibility of a website is its content
• Websites should have the right content, language and user experience that bring up website rankings and increase website traffic
• Content moves the audience and earns attention
• All topics should be interesting and relevant to the target audience
• Guiding principle is to be worth consuming

7A Framework for Effective Content Marketing

• Agile means flexible, adaptive
• This is how things work for the web, online, and internet
• Authentic is the human voice, the friendliness, the story that is being told
• Research is where the battle is won or lost
• Without attention it is impossible to move forward
• Attention is getting seen, read, or consumed
• It is important to build an audience, not solely get their attention
• It is important to know how the audience feels about the product/content
• Be someone that people like, listen to, follow and trust
• CTA means call to action
• Actions should be throughout the content marketing process
• Acceleration is not always considered in a sale context
• With a local marketing model, you can start off selling marketing services, but also branch into other areas

How to Write Compelling Content that Google Loves

• Creating cornerstone or evergreen content is best for ranking
• It consists of the best most important articles on a site and those are the pages or posts you want to rank highest in search engines
• Popular formats for evergreen content include how-to guides, checklists, listicles, top tips, glossaries informational long-form guides, cornerstone content, FAQs, case studies, and research studies
• Cornerstone content provides usefulness and relevance to the website visitor, no matter how they arrive
• Aim to create that content so compelling and comprehensive that people are willing to link to it
• Aim to create compelling content worth linking and get the word out

SEO Copywriting Elements

• Pick primary keyword and then dig deeper
• The primary keyword should be the main focus of the entire article
• Keyword frequency is the number of times your targeted keyword phrase appears on the page
• Keyword density is the ratio of those keywords to the rest of the words on the page
• Title tags, headlines, and Meta descriptions can be used
• Use your targeted keyword phrase in your title tag
• Write a stellar keyword-enhanced headline that is likely to be used for a title link
• The meta description of your content will generally be the "snippet" copy for the search result below the title, influencing clickthrough rate
• Unique and frequently-updated content makes search engines happy
• Content should be your first priority when thinking about SEO
• Creating authentic, valuable content is critical for search engine visibility

Related Content/Link Building

• Search engines favor websites that have a lot of relevant frequently updated content, and they also like a lot of general link authority
• Guest writing and Linking out are great strategies

SEO Friendly Content

• Tools to create SEO-friendly content include Coschedule headline analyzer and Yoast
• Coschedule headline analyzer analyzes headlines
• Yoast helps with content and meta tag analysis

Formats for SEO friendly Content

• Drop your main keyword into the body of your copy, once in the first 100 words, at least once in one of the sub-headings, and in the last 100 words of your content
• Write naturally as if in a conversation with your reader and use second person POV
• Use 2-3 internal links for each blog post and use descriptive anchor text containing the target keyword of the linked-to page
• Add a related post section to the bottom of your page
• Use quality images or videos for visually appealing articles
• 1,760-2,400 is the ideal length for blog posts

Use Headings Strategically

• Readers like to scan content to decide what sections they like to read
• H1 heading should be like the title of a book
• H2 and H3 subheadings introduce different aspects of a topic
• H2 subheadings are like the chapter of a book and headers will have more specific headers

This lesson explores the primary role of content management (CM) in relation to business value. It also covers organizational interests,content creation, disciplines, publishing, crucial elements for successful Content Management and the relation between data and content.