See Content Management System.
In content marketing, these contents usually consist of texts, videos, photos, infographics or slideshows.
Content plays a critical role as a traffic and lead generator within the overarching inbound marketing strategy of content marketing.
Naturally, each and every brand wants their target group to find the content created. Therefore, every company uses a variety of channels for content distribution.
This can take the form of company websites, e-mail marketing, the company’s own social media websites or other platforms that reach the potential customer.
Online content on a particular topic that is available inline is reviewed and collated.
This content, often videos and photos, is either processed in an article close to the subject or rearranged and placed in an entirely new context. Content curation allows a creative content marketer to create contents relevant to the target group quickly while still offering a significant added value.
Content management comprises the administration of digital contents in the form of images, videos, audio files or texts.
This is carried out in the stages of creation, processing, quality control, publication, update, long-term storage and deletion.
Content Management System (CMS)
CMS is often also referred to as backend or administration area.
This software is used for the creation, publication and management of online content.
WordPress is the most popular CMS in the world and available as a free version.
Content marketing is a type of marketing that has gained significant relevance as part of inbound marketing in recent years.
Content marketing aims to inspire customers, build a relationship with them and finally provide the impetus for the use of a service or the purchase of a product through the targeted creation and distribution of relevant high quality content.
Content marketing should always be seen as a long-term strategy and it comprises a continuous process. The focus of the publication of content is primarily on the company’s own content channels, the owned media. Of course, the company will strive to generate an interest level with the publication, which induces third parties to incorporate and promote these contents in their channels, the earned media.
In other words: Content marketing is the art of skilful communication with the target group that achieves a product or service selling by itself. It is far more important to serve as a source of information and entertainment, rather than constantly praising the company’s own products or services. The company earns credibility and is rewarded by converting consumers into customers that stand behind the brand an in an ideal scenario even act as brand ambassadors within their respective environment.
Content Marketing Strategy
Developing a content marketing strategy means developing a keen sense for the information that the desired target group is seeking.
The delivered content should effect a pre-defined consumer behaviour. In the development of a content marketing strategy, a publishers’ approach is required, rather than the approach of an advertising agency. It revolves less around sales cycles, but rather focuses on establishing a continuous contact with the target group with respect to relevant and valuable messages.
The transfer of online content within a content management system or CMS into an external CMS.
Content migration in this context not only comprises technical aspects, but it may also require the adjustment of images, texts or meta descriptions. The higher the variance of the updated contents in the front end, the greater the effort in the migration.
The development of a plan for the regular publication of content.
The content plan defines who owns what content, in what format content is made available, who receives, edits and releases such content, and when and where it is published. It further specifies how often the content is updated and in which project deadlines must be adhered to.
This is a provider that supplies texts, graphics or other content for websites, blogs, or other distribution channels to provide visitors with added value through the published contents.
Content seeding on social media platforms aims to induce the company’s own fan base on Facebook, Twitter, Google+, Tumblr or its own blog to like the posted content and ideally to share it.
The more people see, share or like the content shared in this manner, the greater the success for the SEO of the linked website.
The processes of placing a blog, website or video content on third party websites.
This either takes place with entire articles, excerpts of these, simple links or thumbnails.
The objective of content syndication is to drive the circulation of content through contextual integration, either to raise awareness of the brand or a product, or to generate more traffic on the company presence.
An advertisement service from Google and other search engines.
By means of keywords selected by the advertising customer, the relevant adverts are presented to the visitor of contextual websites.
For instance, if a blog is about sights in big cities, adverts from providers of city tours or airline offers are integrated automatically.
The target group must be able to establish a connection between the supplied content, the visited website and their own real-life environment.
If this connection cannot be recognised, the content appears inauthentic. Even elaborately produced content fails to lead to user interaction in the wrong context, or it may even lead to negative sanctions.
For example: A video on flatland BMX doesn’t really belong on a site about road cycle racing, even though both target groups move on two wheels.
When the visitor of a website or a mobile offer reaches one of the planned objectives of the provider, a conversion takes place.
This means, for instance, that something is bought, a form is filled in and submitted, a white paper is downloaded or the visitor signs up to a newsletter. Conversions may also be important, if a website’s focus is not on e-commerce. Thus, information websites that depend on advert bookings strive to convert a first-time visitor into a returning visitor.
Copyright infringements can very quickly become an expensive affair.
Therefore, the tasks of a content marketer include review of used content prior to its integration in the company’s internet presence. At the moment, the placement of photographs and crediting the author are sensitive topics, and their legal treatment differs depending on the target market. While in Germany the “Right to Quote” (“Kleine Zitatrecht”) applies, the USA uses the principle of “Fair Use”.
Copywriting in inbound marketing is the art of drafting texts that induce a customer to buy a product.
In this digital age of copywriting, this is of great importance. Content marketing, SEO and intelligent web design are important components of a well-rounded inbound marketing plan, however, it is the copywriting that brings together the individual components. Texts make the web design meaningful and are therefore usually responsible for the success of an online presence.
In corporate blogging, content is produced that focuses on sector-specific news, expert tips, best practice examples or even company updates from the perspective of a brand.
SMEs and global players equally use this form of content marketing. Blog posts are written both by internal management staff, and by external SEO professionals or authors with sector specific expertise on behalf of the company.
A crawler, also known as a bot or a spider, is a program that is utilised by search engines to search the internet for information.
The content of a website is then crawled when the bot searches a website and its linked pages.
The more fresh content, ideally exclusively unique content, the crawler discovers, the higher the Google ranking the website achieves.
All services that require creative work, including design tasks or copywriting.
Creative services are typically offered by design, marketing, PR or advertising agencies. Only larger companies tend to have their own in-house departments that cover creative services.