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Content Marketing

What is Content Management?

Great content can re-engage a distant audience, reach new customers, and re-establish a brand in a diminishing market. Great content can make or break a marketing campaign through generating new leads, engaging with customers, and creating a stronger brand presence through raising brand awareness within the market.

Content is the way in which the differences of a business are brought to life. From ideation, through design, to implementation there are usually a lot of various people who have oversight of the creation of content and ensure that it is executed with precision.

Why is it important?

The way a business reaches out and engages with its audience is paramount to soaring above competitors. Content that is aligned with the brand can become instantly recognisable, often through emotional engagement. A successful content manager can evoke reactions in their consumer that increases their brand affinity, this brand affinity will in turn create a loyal customer who will not only reuse the brand but will also recommend the brand to their network.

From here the business can acquire a wider network of brand fans who will regularly be shown content and will keep the business front of mind for their customers. On social media this content might be a video, article, or graphic and at the core of it is a representation of a business that is recognisable in emotion, in colour, in style, in design.

Great content speaks to its customers on a level that engages them and builds trust and awareness between the customer and the business.

Rise of Social Media

With the rise of social media, content is an easy way to reach out to an audience. Content that people engage with will result in likes, clicks, and shares, and this digital engagement will signal to the algorithms on digital platforms that there is value behind the piece and will show the content to more and more people in the business’s extended network.

Importance of Online

Written content needs to not only speak to the person, but also to the internet. Weird right?

Marketers aren’t only fighting for a place in their customer’s hearts but also the top of a search engine’s page. There’s an art to Search Engine Marketing (SEM) and Pay-Per-Click (PPC). There’s a joke among these specialists:

Where’s the best place to hide a body? The second page of Google

The market has seen businesses without a strong online presence crash (Toys R’ Us) because they decided against investing into raising their digital profile. Well-written content that speaks to the customer and elevates the brand presence online through the use of carefully integrated keywords that ties into a carefully crafted content strategy and delivers value to a customer is a powerful tool indeed.

Key Skills of a Content Manager

A content manager will be involved in the entire process of content from ideation to creation and then implementation. This overview will be tasked with the end project filtering traffic through to the website.

Skills include:
  • Highly organised

  • Ability to manage multiple projects

  • Strategic

  • Excellent writer and editor

  • Attentive to Detail

  • Technically minded, with an understanding of HTML, CSS, JavaScript

  • Researching and collating information from multiple sources

  • Optimising content

  • Planning and coordinating content

The Future of Content Management

The demand for creativity, technical knowledge, and organisational skills with the core ability to drive profits to the business’s bottom line has elevated the importance of this position. As the website continues to become a core place for transaction, making sure it is accessible by customers, that everything on the page aligns with the brand, and people feel as if they can trust the company will continue in its importance.

Farringdon, St Pauls