With content, just as in life, finding what is truly meaningful and valuable is the challenge. Collect two of our favorite web content management experts, one external, internal one, I sit (virtually) to try to find out.
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Peter Zarling has become an old financial industry customer, who is responsible for the management of content and other digital capabilities that support the website faced by the public. My colleague Wiegert Tierie, a content management leader, has become a pillar of knowledge in the original trion organization, then SDL and now RWS. When it comes to mapping how organizations overcome the search control and content value, these two experienced experts are Masters!
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You both spend most of your career talking about how to optimize content for the company. If you have to summarize your main philosophy about content in some phrases, what will you say?
Peter: The purpose of content must support your business goals effectively and efficiently as possible. It needs to be well thought out to resonate with your target audience, and it is easy to make and maintained across the extensive ecosystem. For me, every organization must spend time and energy finding out what content is important for their organization, and working to use that content as far as possible. Instead of making content from the start every time there are cases of use, the creator must be able to check the knowledge base to see what is already there and have been effective for those who can be used. This helps with efficiency and effectiveness.
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Wiegert: In thinking about content, there is a strategy level that must be considered. What you are trying to do at the business / organization level; What content is needed to support it? Then what strategy for managing the content correctly? You need to know where you are trying to reach all that level, and how it fits.
Most people agree on how to measure the success of business strategies (eg, ROI, market share), but what about the content strategy and content management strategy?
Wiegert: The content strategy is about the message what we are trying to convey in every customer's touchpoint - what we say and to whom, and how we set the content to provide value at each customer's touch point. Consistency is the key. A good content strategy clearly shows what we need to say, everywhere. We assess the success of content, or campaign, with conversion, or views, for example. There must be a correlation between content and get to the next step in the customer's journey. Measuring it can be a challenge.
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Peter: And the success of content management strategies is assessed on how well we use the system and the ability to provide useful and accurate content, in a way that is cost-effective, on a scale. Content management strategies may include centralization to promote reuse and ensure consistency. For example, in the banking business, you might want to have content management strategies around the disclosure, and the strategy can have the least amount of disclosure, through reuse of existing disclosure content components. Every business needs to evaluate what content is important to them, and then build a strategy and measure the success around the asset.
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What is the most popular content management theme in the current financial industry?
Peter: In my experience, this is about 3 things:
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Help makes travel easier for customers, no matter what tasks they want to achieve. More and more customers want to work through their telephone. Therefore, cellphones are an important part of the content management strategy. They must know where to find the right content and the content is useful. Content needs to find it at the right time, through personalization, and hopefully in the future, AI can also help with it.
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