Convergence
Description:
In this issue we take a deep dive into a digital advertising buzzword that threatens to unseat the buzzword kings of the past — that buzzword: CONVERGENCE.

Convergence

Spring 2011

Fresh Content Made Easy

by: Ron Reeves
It is no secret that a dynamic website with fresh and evolving content is one of the key drivers of online marketing success. 

HERE ARE THREE REASONS WHY


1. Fresh and relevant content keeps users engaged, driving them to return more frequently for updates and new information. 


2. A larger and timelier content library bolsters search engine optimization and rankings. 

3. Updated content tells site visitors that the organization is credible and healthy, with a staff of knowledgeable professionals. This is especially important in the financial services sector, where perceived health and vitality are frequently the tipping point for consumers. 

LUCKILY, STATE-OF-THE-ART ENTERPRISE CONTENT MANAGEMENT SYSTEMS HAVE EVOLVED SIGNIFICANTLY OVER THE PAST SEVERAL YEARS.


Most notably, systems are becoming more cost effective and user-friendly, allowing for greater participation throughout the organization. This increased engagement with a broader cross-section of staff creates a continued cycle of more and broader content with the increased likelihood of appealing to a wider audience. Additionally, the use of content templates helps to maintain brand and design consistency throughout the site, while lowering the bar significantly on the skill set required for managing content.

WITH A SOLID CONTENT MANAGEMENT AND PUBLISHING MODEL IN PLACE, THE NEXT STEP FOR THE ORGANIZATION TO CONSIDER IS HOW THE TARGET AUDIENCE CONSUMES THE CONTENT.


Other than the obvious “web-based” channel, careful consideration should also be given to additional, emerging channels. Mobile, for example, is exploding with more and more users adopting smartphones and other mobile devices, such as Apple’s iPad. These channels, though, create additional challenges: They may require additional content and specific maintenance plans, a consideration which makes a strong case for a comprehensive and well- planned content management strategy across all mediums and channels.

WITH THIS IN MIND, THE CONTENT MANAGEMENT SYSTEM BECOMES THE NEXUS OF ALL DIGITAL CONTENT. 


Why recreate and manually repurpose content when a strategy and workflow can be deployed to automate this process? With a centralized content library in place, templates and navigation structures optimized for each channel can be put into place.
Strong articles with fairly large images that fit nicely on a PC monitor can also be served to mobile users by reducing or eliminating the image. In addition, while a fairly broad and deep navigation structure may make sense for users viewing the site on their laptop computers, a more concise and relevant set of navigation items would be smart for mobile users who use smaller touchscreens to interact with the content. It is also important to consider the context and time constraints mobile users face. This can have a large impact on the type of content they want to see. 

While the opportunities for digital publishing and user engagement are ballooning and a new breed of smart mobile devices are coming to market, it is now more important than ever to proactively build a content management strategy. Luckily, the tools and techniques for making this manageable are evolving as well.