January 23, 2020
In simple terms, content is a piece of information (or data) that comes in different forms such as text, image, voice, audio, video or presentations. When the content is combined together into a meaningful information (web pages, blog posts, etc.), it could be used as a powerful tool in educating users, convincing customers, influencing people, and taking informed decisions.
Content typically goes through a lifecycle – create, store, publish, share, archive and/or remove. Content management is a process of effectively managing the content throughout the lifecycle.
The CMS is a software application that helps manage the content effectively and efficiently. Today, the CMS are widely used for various purpose including creating websites, building e-commerce shops, blogging, etc. The CMS takes the complexity out of managing the content through the lifecycle by providing the out of the box, easy to use tools. According to the NetCraft survey, there are approximately 1.8 billion websites today and 50% of them are run through one of the content management system.
The content management systems are widely classified into three different types – web, digital and enterprise.
The web content management system provides necessary features and tools to create, manage and administer the web contents such as web pages, blog posts, etc. Some of the WCM systems are easy to install and use with limited or no programing knowledge. However, for more advanced features, good understanding of the web technologies and programming skills are required.
Some of the key WCM features includes:
The digital content management extends beyond the web into print media, e-commerce, social media, mobile and other digital contents. The DCM tools provides necessary features, processes and workflows to manage the digital content such as graphics, movies, and digital assets.
Organizations produce large volume of structure and un-structure content – marketing materials, product manuals, accounting records, financial statements, employee documents, etc. ECM systems plays a vital role in creating, managing and organizing the relevant information for various departments, groups and users within the organizations.
Some of the key ECM features includes:
Given the popularity of content management, there are many open source and commercial content management tools available in the market. Below are some of the popular ECM includes:
The content management is very broad, and hence, the team size, roles and responsibilities, and structure widely differs based on the type and nature of content strategy. For example, a content marketing team for a startup or small business may start with a content manager, writer and designer. However, a large enterprise may require larger team with many roles such as manager, administrator, architect, developer, writer, tester and implementation engineer.
Content manager works with different stakeholders in understanding the requirements, developing the content strategy, and devising the plan. Depending upon the size and nature of the team, the content manager works with team members in executing the plan. The content managers are also typically experienced in creating, editing, posting and updating content. They also closely monitor the content response and take appropriate actions.
Content writer is responsible for writing, proofreading and editing the content. The content writer understands the strategy and the target audience, performs necessary research on different topics, assembles the content together, and ensures the content properly resonates with the target audience. The content writer is proficient in using appropriate language, communication methods and engaging users.
Content designer is responsible for putting together different types of content (text, images, photos etc.) into visually appealing web pages, blogs and posts. The content designer is proficient in using the CMS tools and has experience translating the content into digital content including web pages, blogs, articles, newsletters, brochures, etc.
Content administrator is responsible for managing the infrastructure, setup and configuration of content management systems. Additional responsibilities may include managing the user groups, permissions and access rights. They may also handle version controls, publishing the content, backup, recoveries and migrations of sites to different environments.
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