Being a successful content manager takes dedication, patience and perseverance. There are many places where you can find inspiration, from social media and news outlets to regular content scheduling. The web content manager is responsible for writing, editing and organizing the content appearing on a website, working with other members of the team to maintain the company’s site standards and achieving outreach and awareness through newsletters and promotions. They must implement changes to layout as needed, oversee content production, grow a writer base, and manage multiple projects simultaneously. At its core, content marketing is a technique used to create and distribute meaningful and relevant copy with the sole purpose of attracting, engaging and retaining an audience to drive a profit.
1. Attend Marketing Events
Attend marketing events and other informational shows to hone your craft and network with others. Content Marketing World 2014 is one such example, which draws more than 1,700 marketers from nearly 50 countries each year, with all the top companies and brands in the business gathering together to discuss the latest goings-on in the content marketing industry. You can hob knob with the brightest minds in the business, get tips and tricks, network with others just like you, and come home with the materials necessary to build your team and put a successful content marketing plan in place that will not only grow your business but inspire your readers. With celebrity keynote speakers and a variety of sessions led by global brand marketers, you’ll take away tips on everything from strategy to integration to measurement.
2. Involve the Community
Get out there and explore the neighborhood to learn more about what people want and gather insights into current events or topics. You’ll not only get great content for your website, blog, newsletter, clips and testimonials, you’ll also be able to glean valuable information just by talking to people on the streets. You can even put together a quick informal poll on your website or social media page to gather more ideas for content and keep the audience interested. Staying in constant touch with your audience ensures you pique their interest. Don’t just assume they want to know something — ask them what they want, over and over again, to stay relevant and engaging. Community elements like blogs and e-newsletters shows you are immersed in the local culture and care about what they have to say.
3. Make your Information Accessible
All the solid content writing in the world won’t make a difference if no one can get to it. The best content management systems support a variety of content types in various ways. To be successful, your implementations should aim to not only control but optimize information assets through a mix of records management technologies, policies and best practices to ensure your content is accessible, relevant, secure, and worthy of your readers’ trust.
4. Think Creatively and Critically
Capturing the attention of your readers — who are becoming increasingly finicky and distracted with the sheer amount of online content — is key to maintaining a lasting virtual presence. Although much of your content may be outsourced (such as by Writers on Content Runner), it is necessary that you insure that your content is written to the tone and standard of your website or blog. Be sure to double check for grammar, punctuation and spelling in order to lend credibility over the content.
5. Align Your Marketing Goals with Effective Content Marketing
Keep your eye on the prize and know that the ultimate goal for your role as a content manager is to pull in business from your readers, whether that’s a product, service or idea. While it’s important to address the content side of content management, always keep the big picture in mind when writing and managing online copy: compelling readers to take action and making a profit. Your strategic approach should match your marketing skills with your writing to create the perfect storm of customer involvement.