Content Management Best Practices in Staffing

Often times when I talk to marketers they are finally realizing they are becoming publishers. Most brands started out with some sort of website, though it was mostly a brochure, it had content. But with the advent of so many new channels via social and digital – the need for content has gone up exponentially. In fact a brand or an individual can build their reputation and trust amongst their customer base, based on the content they create and distribute. B2C marketers, when asked in a survey (1) said they wanted content to be able to help them:

  1. Become better at converting visitors on website: 65 percent
  2. Create more engaging/higher-quality content: 62 percent
  3. Become better storytellers: 61 percent
  4. Optimize content: 61 percent
  5. Organize website content: 61 percent.

In the B2B world, marketers said measurement is a key area in which they are struggling. Though, those that used LinkedIn as a distribution channel 94 percent found it to be the most used and the most effective social media distribution platform for placement of their content. (2) That makes sense, as LinkedIn is the business social network for many people.

As we talked to content marketers, another thing was clear. It’s not free. It takes money and time — and that means staff with particular skill sets to accomplish the various aspects of creating, editing, distributing and measurement of the contents effectiveness. As a result of this need for content and the need for senior leadership to understand how important content management is, we created a report that covers some best practices when staffing up a team to deliver on a brand’s promise. The link to a snapshot of the report can be found here.

As you are creating your content management strategy, don’t forget about the people. Yes, it’s important to have technology, but you also need process and people to make it all work!


VP and Principle Analyst, Constellation Research




Guest Post: 10 Tools To Boost Your Twitter Presence

Twitter keeps revamping its program ‘Twitter for Business’ frequently. Whether it’s small or big business, use of Twitter is on the rise. According to Constant Contact survey, 25 percent small business owners see Twitter effective for their business in 2013, while in 2012 it was only 7 percent.

Well, if you were not aware about Twitter potential for your business lately and started it recently, you must be finding it time-consuming, confusing and difficult to manage real-time insights. Cheer up! It’s time to stop worrying and start using these 10 Tweeter management tools listed below:

1.      ManageFlitter: Imagine if you get separate lists of active vs. inactive Tweeters in you network, list of people who are not following you back, list of people who have unfollowed you etc. So, this is what ManageFlitter can do for you. It can be a great tool to Twitter management tool to increase efficiency.

2.      Twitalyzer: We all want to monitor efforts, we made on Twitter. Right? Twitalyzer offers complete metrics for Twitter accounts. This tool is available for mobile means one can analyze your Tweeter anytime anywhere. It can be one solution for all your Twitter analytics needs.

3.      Mentionmapp: An interesting mapping and monitoring tool for Twitter users that generates a visual overview of Tweets, Retweets, replies from your profile. Although, this tool has to come up with new and powerful features but you can get the initial experience now.

4.      BrandChirp: If you are business owner or marketing expert and searching for highly recommended brand management tool on Twitter then ‘BrandChirp’ is what you really searching for. Here you can manage brand, stats, targeted audience based on search term and location, schedule your Tweets and much more.

5.      Twitilist: Twitter lists or a group an easy way to see stream of Tweets from select users. Twitlist is list management tool which makes managing large lists easy. It enables you to add or remove users from lists in a quick way.

6.      ClicktoTweet: Advertisement and promotion on Twitter is tricky. Clicktotweet is the easiest way to do it professionally. One just has to write the message and Clicktotweet will generate a magic link for that message. Now whoever will click the link will have the message in the status box. Now user can simply click the tweet.

7. Doesn’t matter what you need for better relationship management on Twitter as gives you all features at one place. You can manage multiple profiles; get actionable insights, easy monitoring, influential marketing, list management etc. with this tool.

8.      Followerwonk: Social growth of a business depends on search, analysis and optimization. When we create strategy for Tweeter, it’s very important to know our followers, their interests, location, possible timings of posting tweet and all. Followerwonk can help you to know what your follower can do for you.

9.      Tweepi: Twitter rules are stricter but there is tool that can help you to increase your social graph with its stats without violating Twitter terms. With Tweepi you can flush out the unfollowers, cleanup the inactive and reach out the targeted audience.

10.  TweetDeck: It provides complete real-time tracking of topics, events, hashtags, lists, searches etc. Timelines and live column streaming are most appreciated features of TweetDeck.

This list can contain more useful tools so please share which Twitter management tool you use and your experience with it. In the next list, I’ll definitely consider your suggestions and experiences.

The author, Ella Rich, is a renowned expert in Australian Advertising and has published many articles regarding advertising in Australia. The Australian Business listing directory works actively to promote your business and get results that are more profitable. It also helps to improve sale of your product and services and company image.

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The Brand Managers Guide to Mastering Content Management in Social Media Channels

Content Management is a new buzz word. I think most brands didn’t realize that when they went down the path of social media, that they would end up becoming content creators and publishers. The fact is that there are 3.5B pieces of content shared per week. That’s essentially what is causing the big data explosion. People are sharing everything – posts, status updates, links, pictures, videos, etc… And with all that content, it makes it very difficult for a brand to stand out… In fact, with Facebook’s EdgeRank algorithm, nearly 80% of a brand’s content is not seen on a fan’s newsfeed. What that means is that brands are spending a lot of money on content that’s not seen and that means lower engagement.

Why is engagement so important? In the old marketing funnel, it was very clear. Drive awareness to get as many people as possible into the marketing funnel. Brands spent / spend millions of dollars on getting the attention of millions of people with the idea that the more people at the top of the funnel could translate into more sales. The marketing funnel steps were: awareness, interest, consideration and purchase. Most Marketers didn’t take into consideration the idea that customer service should actually be part of the marketing funnel. Why? Customer Service is where customers reach back to the company after they have been interacting with a company’s products or services. And with customers being able to talk to each other online, those customer to customer conversations are driving referrals and advocacy, which directly influence sales — far more that the top of the funnel stages.

To get more referrals and advocacy, of course you need to have good products and services. If you don’t, complaints about that will surface in social media channels. Assuming that your products and services are up to meeting the brand’s promise about what a customer can expect, then the next step in referrals and advocacy are good word of mouth – online and offline. People trust people like themselves – even if they don’t know them personally more than a brand’s advertising.

So this report helps brand managers understand how to decide what content is important to drive engagement.

To get a copy of the report, Click on the report:

Cover What Brand Managers Must Know InfiniGraph

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