He is co-founder of Discover Africa Group and constantly strives to apply best practices of these digital disciplines into the company’s flagship car rental website drivesouthafrica.co.za. The standards have been written by a group consisting of all major browser manufacturers and the big search engines. Through our experience and expertise, we understand your business needs and know how to apply the right technologies at the right time, for optimum results. Get personalized, content-led experiences into market faster with Adobe Experience Manager, which combines digital asset management with the power of a content management system. Here is a valid metadata example however: The difference in HTML markup for the movie “Ice Age 2”, without and with metadata using the microdata format. These terms may sound analogous, but they are not. 3 Scope Content strategy refers to the planning, development, and management of content—written or in other media. Software and consulting to help you grow your business, Software and consulting to drive success for your clients, A trusted guide for your digital marketing journey. Great content starts with a content strategy to align market needs with your marketing goals and then developing, implementing and managing content designed to meet your specific needs. The most important content on your website should be your users’ content. A web content management system (WCMS), a utilization of a content management system (), is a set of tools that provides an organization with a way to manage digital information on a website through creating and maintaining content without prior knowledge of web programming or markup languages.Managing web content effectively can have useful business applications in the enterprise, … This article highlights some of the leading concepts of content strategy for the web, how it fits in with its neighbouring disciplines, and shares some practical guidelines that anyone in the digital space – especially those new to content strategy – should consider before embarking on their own content strategy. When it comes to implementing content into a content management system (CMS), it is vital to break large pieces of content into smaller “chunks.”. Content strategy is a relatively new niche discipline in the digital space. Content has become a dynamic, sophisticated tool that can have tangible, bottom line results. DPCI has the experience to help you define your enterprise content strategy, choose the right content management system, build customized solutions when necessary, and ensure that your Website makes a lasting impression. The purpose of each component, as defined by the Association for Information and Image Management (AIIM), is as follows: Content strategy is a relatively new niche discipline in the digital space. Content marketing is different. DPCI conducts independent research on each content management system, including each vendor's technology, track record in the market, and service model. Hear what makes us great -- straight from our customers. Bottom line: Considering content AND the people that create the content will help in meeting users’ expectations and achieving business objectives. Apply to Content Strategist, Digital Strategist, Content Manager and more! Amazingly, this second edition doesn't just keep up: it pushes content strategy in a more mature--and valuable--direction." The Web Content Strategy is owned by the Web Executive and is modified and maintained and by the Web Editor Team and will be revisited and revised frequently, adapting to the ever-changing experiences and requirements of the University audiences. Boston, MA 02199. DPCI-implemented Web content management systems are based on a philosophy of instant access. SEO. Apply to Content Manager, Strategy Manager, Senior Content Manager and more! Additionally, our customers turn to DPCI for help in order to improve their strategic decision-making early on, so as to avoid costly missteps in the acquisition or the implementation of technologies. Watch overview video Watch on-demand sessions from our virtual event full of practical business advice for adapting to today’s digital reality. It makes you stop and wonder, “what is a content strategy exactly?” Build an inventory – Maintain a strong pipeline of new and current content, create an enterprise calendar, and leverage user-generated content as part of your overall strategy. So in the above example, Google (or any application that is able to read metadata), can identify that “Ice Age 2” refers to a movie (not the actual second ice age). The web’s most popular sites empower users to tell their stories. | Privacy Policy, DPCI Announces Reorganization into Two Independent Companies. According to Kristina Halvorson, CEO of BrainTraffic and founder of ConFab, teamwork is essential when it comes to content strategy. The building blocks to creating your content strategy start with a content inventory, if you are starting from scratch you still have an inventory of sorts from the framework you are trying to build for your site. It shares common ground with user experience (UX), interface design, web development, SEO, content marketing, public relations and traditional “offline” marketing. “There is a wide range of considerations and strategic decisions relating to content that emerges from taking on the ‘write’ aspect of the web. Whether you’re a large or small team, it is essential that a holistic view of content creation and implementation is taken. Bottom line: Structure content into its smallest building blocks in your CMS so that content can be re-assembled flexibly for use in different contexts and on different devices. There is a better way, though, than struggling your way through. The right approach, according to Lovinger, is to get your web developers (or whoever is responsible for setting up the CMS) to have separate fields for the chunks that make up your content piece. The storing, organizing and publishing of content is typically carried out using a software known as content management system (CMS). Yes, every morning. As principal of ePublish Media, Inc. , a content strategy consultancy in Boston, Mass., Rick partners with organizations big … With recent Google algorithm updates like Panda and Penguin, people from various digital genres have been claiming that SEO is dead. Our customers generally view that as a valuable and worthwhile service to purchase from us. As a part of SEO management, your team or agency develops, leads, and modifies your strategy to maximize your results and achieve your marketing, sales, and business goals. and is one of the most respected evangelists for what he refers to as the “read/write web.”. The main reasons for getting your developers to build websites with web standards are so that the content on our websites: HTML5 is effectively a superset of web standards. ing a content management strategy within the context of the four ECM pillars. There are dozens of HTML5 features which will enrich users’ experience in the years to come. Videos. Whether your company knows exactly what it's looking for, or if you need a well-defined strategy to help determine which system would be best, DPCI can help your organization with its next generation content management system from strategy through implementation. They are looking for opportunities to move their content to cloud and align their enterprise content management strategy with their overall digital strategy. There’s so much information out there about how to build a content strategy. What is a content strategist? Identify the right technology – and use it to full advantage. to fetch rich content relating to a search query. By breaking your content into chunks, it can flow into different presentations and be used in flexible ways. Content development and management is more than just putting words on paper or into a web page. Analyze & improve your digital marketing -- for free! Blogging and CMS platforms like WordPress, Drupal, Joomla, ExpressionEngine, Tumblr, Weebly and Yola empower millions of people every day to create and share their content with relative ease. Content strategy is the ongoing process of translating business objectives and goals into a plan that uses content as a primary means of achieving those goals. You should apply a content strategy when building new services or redesigning content, or for big changes such as machinery-of-government updates. So does this all mean that SEO is dead? In the second course of the Content Strategy Specialization - "Managing Content" - you will dive deeper into Content Strategy by learning some great options for managing your important content once it's been created. At a bare minimum, we need to engage on existing platforms. The peer-disciplines that should crucially be consulted during the content strategy phase are: As with most things in life, this egalitarian approach can lead to the “too many cooks” problem. Content strategy is best defined by Kristina Halvorson, one of the most recognizable names in the discipline: Content strategy is the driving strategy for any successful website. © 1999 - 2019 Database Publishing Consultants, Inc. All rights reserved. You can utilize the Content Strategy Template provided by Moz. We’ve all heard the maxim “content is king” over and over. It’s a great resource for their team and very useful for anyone who wants to create a voice and tone guide for their own brand. MailChimp is so passionate about voice and tone that they have created a website called www.voiceandtone.com. If you partner with an agency, your business may sign with a specialized agency, like a local SEO company or full-service digital marketing agency. Bottom line: Good content strategy requires team effort from all peer-disciplines. already have content management platforms and many instances of same or multiple vendor ECM platforms in place, to consolidate their current landscape. At that moment, the ability to create and publish content tumbled down from its ivory tower and into the hands of the masses. MailChimp’s voice is consistent, while its tone varies according to the user’s emotions in different contexts. These include Web content management systems, document and digital asset management systems, multi-channel technologies, XML Servers, natural language processing technologies, and so on. So, if someone searches for “Ice Age 2” in a search engine, the search engine could display additional information about the movie in the search results (e.g. The project benefits will enable you to: Creating a Comprehensive Strategy and Governance. It’s certainly valid in a journalism sense, since omission of any of these questions will leave a hole in your story. 101 Huntington Ave, Floor 7 “Perhaps a better way of putting it is that White Hat SEO and inbound marketing – genuinely earning attention and positive recognition by helping users to meet their goals (both online and off) – is rewarded more than ever by search engines nowadays.”, He goes on to say that “SEO is, or should be, a core part of every content strategy. So many things go into content strategy. A content strategy sets the foundation for the creation, structure and governance of content. it is a lot to keep up with. As mentioned, the main objective of an effective content strategy is to meet users’ expectations and fulfil business goals. Don’t rely on your gut or anecdotal evidence to feel successful. Tone on the other hand, can, and should, adapt according to the context of the content. Google has managed to mitigate, penalize and in some cases even blacklist websites that implement “Black Hat” SEO tactics. Web Content Management, Strategy, and Branding. But in a warning message, it can result in exactly the opposite. Measure and analyze – Content consumption/efficacy now requires a more structured approach in terms of measurement and distribution. The surveyed marketers say their organization’s top strategic content management challenges in 2018 include: Enough staff skilled in content strategy (61%) Content production workflow (47%) Lack of budget (44%) Top challenge for #content management pros: Finding staff skilled in #contentstrategy. Make your bed! They are two distinct, but related, marketing disciplines. Refer to your … Match your writing to your audience’s literacy level. … Unlike traditional marketing, content marketing uses web content, videos, e-books, and other informational digital assets to interact with consumers. ECM can be broken down into five major components: capture, manage, store, preserve and deliver. Scale your agency with WordStream software, Digital solutions for your entire funnel presented by WordStream. The paper will then lay out an approach for achieving timely and meaningful deployment of such an initiative. Determine if the existing systems, strategies, and procedures are appropriate for the enterprise. TripAdvisor reviews that appear on other websites). “Unfortunately, I can't say that Black Hat SEO is dead or even dying.” says Jonathon Colman, in-house SEO for REI, an online retailer of outdoor clothing and gear. Whereas the mobile version of that same web page might only have room on the tiny screen for the most important (or mobile-relevant) “chunks” – e.g. Contact @andrevankets on Twitter or +Andre Van Kets on Google+. Just this one thing will have a huge positive impact on your life. Our team efficiently writes over 200,000 words a week. Create a project strategy that is consistent with governance and programme management best practices. Special discount on bulk content orders. He points out that, although there are quite a few different metadata standards that have emerged over the years, he recommends microdata as the standard to choose, primarily because it has the backing of all the big search engine adoption (Google, Yahoo!, Bing and Yandex). Luke Wroblewski is the author of three popular web design books. Keep language clear and concise and you’ll find that users and search engines reward you for it. Halvorson’s content strategy framework “The Quad” includes Content Components and People Components. Rick Allen has worked on the web in higher ed his entire career helping shape communications and content strategy. Angela Colter from Electronic Ink did a series of user tests with people of varying literacy levels. The term has been particularly common in web development since the late 1990s. He has held senior product positions at Silicon Valley giants eBay and Yahoo! They also provide marketing insight into web user behaviour. We have helped so many organizations over the years that we have seen where things can go wrong. That kind of tailored content marketing strategy contributes to even better results for your company. If content is king, then content strategy is the king-maker.First referenced in the late 1990s by information designers like Ann Rockley, content strategy began to gain real traction around 2009. Before we get into the meat of it, let’s talk about two important marketing disciplines: content strategy and content management. For example, humour on a welcome page can build likability and loyalty. Many mobile sites only display a portion of the content that their desktop counterparts display. There is no law or governing body that says it has to be this way. This can be informed by their culture, their people, the processes and technologies that they currently employ. One incidental discovery from this research, however, was that users with high literacy levels also scored much better when the language on the website was of a lower level. In simpler language, a content management system is a tool that helps you build a website without needing to write all the code from scratch (or even know how to code at all). Already have an account: Login. Her belief is that by keeping the workflow and governance factors in mind when developing a content strategy, we can deliver more useful and more usable content to online audiences, whilst meeting business objectives. Web Synergies helps you to Attract New Customers and Grow Your Business Fast with our comprehensive digital marketing strategy. That seems fairly obvious, right? Our customers often hire us to help them define a more modern approach to creating, managing, annotating, and delivering content. Diversity and digital inclusion became social priorities. It should be consistent across all content. This is mostly true. Bottom line: Web standards and HTML5 are important for better visibility in search engines, a consistent message across all browsers and a richer experience for users. Content is far more dynamic and complex, measuring the full value of … Anyone schooled in journalism will be familiar with the Five W’s and H of journalism: Who, What, Why, When, Where and How. Bottom line: Every content strategy needs to incorporate SEO best practice to be effective; every SEO needs to embrace SEO content marketing in order to remain on Google's good list. Displays consistently across all browsers (old and new, desktop and mobile), Can be thoroughly crawled and indexed by search engines (resulting in, Can take advantage of the new features that are being introduced into the web’s most comprehensive web standard, HTLM5. Bottom-up, consumer-centered online marketing strategy news filtered by content strategy. Google even provides a checklist of SEO tactics to avoid. When you develop a consumer-first content strategy with your content management system, you reveal preferences, interests, and needs that can be targeted to build trust and brand loyalty. The website shows their writers how to use the MailChimp voice for the brand’s various content types (blog posts, tweets, “compliance alert messages” and even their mascot’s jokes). The management of content has been a challenge since people invented new ways of sharing information through books, documents, web, social media and other content containers. mobile, tablet, TV, etc). 1. Wear a White Hat. Web Experience Management (WEM) solutions have emerged as advanced WCM tools that can personalize content and deliver it to a wide variety of devices. The rise of content strategy is dealing the content management industry a huge kick up the backside. The general consensus is that it’s getting harder and harder to game your way to the top of page 1. For example, if you were to write on your blog that you refuse to buy apples, you could use metadata to tell search engines whether you’re talking about
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