Content management 101
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This document discusses strategies for implementing time-saving content management. It defines content management as processes that support collecting, managing, and publishing information in various forms and media. It identifies types of content that can be managed, such as videos, guides, reviews, and social media content. It also provides examples of tools that can help manage social media content across multiple channels. Finally, it discusses how content management can improve metrics like traffic, engagement, and conversions through segmentation, scenarios, and focus on retention.
Content management 101
- 1. Content Management 101 How To Implement Time-saving Content Management Strategies @AreMorch Are Morch – Hotel Blogger Are Morch
- 2. Who I am 1 • Born in Norway • Certified in Hospitality Management from eCornell • Certified in Hospitality Digital Marketing from HSMAI • Certified in Introduction to Global Hospitality Management from Cornell University • Worked w/ Intercontinental Hotel Group & Starwood Hotels and Resorts • Manage Hotel LinkedIn Groups & Hotel Social Media & Collaboration Community on Google+ • Experienced Independent Hotel Blogger • Speaker Hotels & Social Media • Social Media Manager for Hotels • Drive a Harley Davidson Trike • Horse rescuer
- 3. Intro 2 • Time-Saving strategies • How to apply content that appeals to your segment • Content Management scenarios • Positive impacts on ROI • Content Metrics • Retention
- 4. What is Content Management (CM) 3 • Content Management (CM), is processes and principles that supports the collection, managing, and publishing of information in any form or medium • When stored and accessed via computers, this information may be more specifically referred to as digital content, or simply as content • Digital content may take the form of text (such as electronic documents), multimedia files (such as audio or video files), or any other file type that follows a content lifecycle requiring management
- 5. Types of Content 4 • Infographics • Meme • Videos • Guides • Book Reviews • Opinions (Rant) • Product / Service Reviews • How To • Lists • Link Pages • EBooks (PDF / HTML) • Case Studies • Podcasts • Interview • Live Streaming • Research and Original data • Slide Share Presentations • User Generated Content
- 6. 5Content Management – Time Savers • Manage your Social Media Channels through your Social Control Room (Dashboard) • Tweetdeck • Hootsuite (bulk uploads available) • Sprout Social • Buffer (bulk uploads available) • IFTTT (automate tasks) • Toggl • Trello • Later (Instagram) • DoShare (Google+ Chrome Extension)
- 7. 6Content Management - Segmentation • Creating a portal that identify the ideal Community Persona • Creating a portal that identify the ideal Loyal Fan Persona • Creating a portal that identify the ideal Buyer Persona • Creating a portal that identify the ideal Retention Persona
- 8. 7Content Management - Scenarios • Manage content written with specific Content Portal in mind • Manage content addressing an important and commonly executed task • It references the content that you intend to manage • It is open-ended enough to expose the difference in service / product and approach • Prioritize your Content Portal relevant to specific task
- 9. 8Content Management - ROI Improved Efficiencies — how you can derive ROI from more efficient publishing, customer service and IT resource management, and how regulatory penalty avoidance can impact certain organizations. New & Renewed Customers — how modern CMS platforms can deliver ROI via the creation of new revenue streams and enhanced customer and prospect engagement Agile Marketing — how strategies and technologies can be combined to create a more agile marketing operation that significantly enhances revenue opportunities and creates distance between you and your competitors
- 10. 9Content Management - Metrics • Measure each stage for every Content Portal • Identify Key Performance Indicators • Brand Lift • Increased Traffic • Social Interaction • On-site engagement • Lead generation and subscription (CTA) • Thought Leadership • Conversions • Tools • Sprout Social • Google Analytics • SnapShot.travel
- 11. 10Content Mangement - Retention • Fixed-Time Retention – a set period for retaining new and renewed customers • Event / Campaign Retention – when implementing event / campaign retention occurs a set period • Permanent Retention – identify triggers bringing in new and renewed customers
- 12. 11Benefits of Content Management You are in control of: • Vision – finding your voice • Attitude – discover the possibilities • Knowledge - bringing possibilities into realities • Tools – optimize your voice • Techniques – listen and influence your voice • Time – network, collaborate & engage • Imagination – flexibility & change • Support - retention
- 13. 12 ?
- 14. 13 Where you can find Are Morch – Hotel Blogger & Social Media Manager Blog: http://aremorch.com Facebook: https://www.facebook.com/HotelBlogger Twitter: https://twitter.com/AreMorch LinkedIn: https://www.linkedin.com/in/aremorch Google+: https://plus.google.com/u/0/+AreMorchHotelBlogger Pinterest: https://www.pinterest.com/aremorch/ Instagram: https://www.instagram.com/aremorch/