How is content management related to content strategy? And how can content management help your content strategy? The answer to the first question differs depending on your professional background.
Before going into the connection between content management and content strategy, here is how I see the two in their respective roles.
What is content management?
Content management inside an organization is pretty much an administrative role.
Although content management systems (CMS) help you structure the content your organization has, the role of content manager hasn’t gone away – people who have trouble structuring information generally find the cure, or system, worse than the disease.
Not getting your categories, keywords, tags sorted means you and your coworkers will have a hard time finding stuff back. It’s a major reason why many people keep their own little archive – to make sure the information that matters most to them, or even to their coworkers, won’t get lost.
What is content strategy?
Content strategy is a word from the realm of content marketing – just like search engine optimization (SEO). Content marketing is about how and when to bring your message to your audience.
Some basic content marketing questions are:
- What audiences do you want to attract?
- What does their customer journey look like?
- What kind of information do they need at various moments?
Your content strategy is also about more fundamental issues, like defining what you will share at all and why (not). This means structuring what you have and planning what you don’t yet have.
The article “How to build online engagement with health care communities” makes clear that you should realize who you, the organization (or person) providing content to your audiences, are.
- What types of content you can offer to what audience flows from your organization’s identity – the roles you play in the careers and lives of your various audiences.
- Then there’s the topics you want to publish about – the services or products your organization offers. Which topics can you share with which audience?
How will content management help your content strategy?
Any decent kind of content management (using tags and the like) will help you take inventory of the content you’re already publishing. The first time you see your content inventory and your content strategy laid out side by side – what you have versus what you should have – you’ll probably find quite a few gaps in your published content. These gaps are the should haves you don’t have yet.
You may also find that your content management is fine in traditional (administrative) terms. Thinking ahead in order for your content to be found later on is part of content management. You may still need to look at your content (tags and all) and wonder: where is my customer? If you can’t find them, make sure you put them in.
Next step: use your new knowledge to fill in the content gaps
You now have a good view of your content landscape. Simply put, what you do next is: fill in the content gaps, add tags that make sense to you and to your audiences, and plan ahead to keep the flow of content going.