Everyone wants to create useful rich content. But it's not as easy as it sounds. Content needs to reflect user needs and requirements, contain an adequate amount of words to support search engine optimization while reflecting the organizations' unique brand proposition. 

Know Your Industry - Know Your Customer.

In order to create relevant content for your web site, gather information about all aspects of your industry – including competitors. Then, determine exactly who your customers are.  Are they busy professionals or non-techie information gatherers?    

The More Relevant Content You Provide on Your Site, the Better.

Relevant content is not only helpful in gaining the interest of search engines, it also piques the interest of diverse web site visitors. Let visitors know quickly that they are on a site that has information related to what they are interested in. Doing so will help lessen friction in the users experience and lead to conversion (act or buy). 

Summarize, and then Expand.

Most content developers start with bloated brochure copy. Instead, begin with a well thought summary picture paragraph (100 words) and then provide additional content within your site’s category subpages to provide more information regarding expanded learning. Well-written, persuasive copy should be moderate and to the point.

Place Top Keywords within Your Text.

Search engines have always loved content paragraphs and keywords. In order to further optimize your site, combine the two by placing relevant keywords within each content paragraph

Check out these great resources: 

How to Create Web Content that Works by Leanne Bergey

Web Content, Writing for Web Sites by WebsiteTips.com

Best

Denice MacDonald

According to AMR Research -- web content management isn’t just about building and managing a web site anymore. It’s about engaging customers and collaborating more efficiently with partners.

To prove this point, AMR Research recently released a white paper: “Evolved Web Strategies, Part 1: The Web as a Vital Artery for Strategy and Growth”.

The piece, written by Jim Murphy of AMR, states that organizations will need to examine four streams of change when devising a web strategy and choosing technology providers: strategic, pervasive, engaging, and responsive. 

1. Fatwire
2. Oracle
3. Interwoven
4. Vignette
5. Sitecore
6. SDL Tridion
7. Ektron
8. EMC
9. IBM
10. Microsoft 

Upcoming

AMR intends to provide a follow-up white paper wherein they will look at the pervasive web and the providers that will help companies meet impending challenges. 

About AMR Research

AMR Research provides subscription advisory services and peer networking opportunities to supply chain, sustainability, and IT executives in the consumer products, life sciences, manufacturing, and retail sectors. They are the world’s leading independent research firm focused on the global supply chain and its supporting technologies. 

Best

Denice MacDonald

“Web Content Management Systems (CMS) are software toolkits that automate the rapid deployment from multiple sources.  Web content management systems (CMS) are collections of application programs and middleware that automatically organize the content for your website according to rules you set up.”
Tony Freeman at DeepBridge Technologies 

Stay true to the rationale

The benefits for a CMS that is the right fit for your organization can improve brand position, elevate the user experience, aid in customer conversion while providing content that is timely and relevant.

Most times, organizations will agree to a CMS as they think it will reduce the need for IT services and/or eliminate full-time positions.  On the contrary, the use of a CMS will actually require dedicated resources and several defined skill sets.  Moreover, if the wrong CMS is deployed, financial risks can be high.  Be aware that it's not software you're introducing to your company, but change.

What kind of software do you really need?

Defining the exact nature of your CMS requirements can be daunting but a necessary business process.  Sites often termed brochureware will migrate to a CMS that is strictly content-based whereas sites with e-commerce, digital assets, sophisticated collaboration (CRM) or enterprise integration will require a hardier CMS with more functionality. 

Start by drafting your CMS requirements and creating a formal RFP. This should be a project in and of itself, with the appropriate resources and relevant stakeholders allocated to make sure that it is done well. The RFP should include suggested infrastructure and technologies and offer vendors an opportunity to suggest alternatives as long as the suggestions are accompanied with a detailed explanation and justification.

Careful scrutiny should be given to vendors that provide training, yearly licensing and version upgrades, maintenance and support – bundled or unbundled in the fee negotiation. 

If you do your homework correctly, your CMS will have a five to ten year shelf-life and provide the organization with a defined return on investment.

Best Resources:

• CMS Watch Report
• CMS Matrix

My Pics:

Ektron CMS

Sitecore CMS 
 

Best,
Denice MacDonald