Module 3 Managing Content in Digital Age

What is a Digital content?

 Digital content is any content that exists in digital form.

ALSO can be Called Digital Asset

 Digital content comes in many forms, ………. In the form of text,

image, audio and videos files, animations etc.
 Managing Content in Digital Age

• Content marketing is a marketing technique of creating and

distributing relevant and valuable content to attract, acquire,
and engage a clearly defined and understood target
audience – with the objective of driving profitable customer
action.
(Content Marketing Institute, 2013).

Helps to create traffic, leads and sales

It is centered around creation, publicity and promotion
Example: Article, blogs, white papers, e-books, images, videos,
music and infographics
 Importance of Content Marketing

• Create content that are remarkable, worth talking about and

spreadable.
• It has acquire prominence place as marketing tools
• Brands are becoming publishers
• Become significant part of wider marketing mix
• Bring long term value back in the form of customers, lead
generation, traffic to owned media assets, visibility(in terms
of ranking on search engines)
• Example: directories, guides reports, whitepapers, thought
leadership pieces or simply unique and useful content
 Content types in content marketing?
• Blog posts
• Social media posts

• Videos (Video consumption is increasing)

Videos can be a perfect way to deliver your message. It is far
more attractive and entertaining than a simple text and you
can easily show viewers who you and/or your company are.
There are several places where you can share your video
content, including your website, social media and blogs.
 …..contd
• How-to guides
Practical guides that tell people how to do or operate
something are very valuable.
• White Papers
White papers are information-dense content that can offer
solutions and data on a particular subject.
• Case Studies
Case studies are in-depth examinations covering a specific
scenario or example, which should provide both knowledge
and actionable information.
 …..contd
• Infographics
Infographics show readers all relevant figures that you wish to
communicate at a glance.

• Email message
Never underestimate the power of email marketing. If people have signed
up to your emails then chances are they want to hear from you.

• E-books
 Content Marketing Process
• Content planning

• Content creation

• Content publishing and measurement performance

 The 70/20/10 Content Planning Model
• 70 percent of the content should be low risk bread and butter
marketing (that is central to what is brand all about, its
positioning, value proposition and the reason to believe, purpose
for community).
• 20 percent innovate off what works (part of this is about more
responsively up-weighting core subject area to take account of
events like product launch, repositioning, campaigns or
seasonality/trends)
• 10 percent is completely new, a news story or events,
experiments and test.
• Following the content strategy model this 10 percent will become
tomorrow’s 20 percent or 70 percent.
 What is a website?
 Website is a set of related web pages located under a
single domain name.

 TYPES

 A Static website is one that has web pages stored on the

server in the format that is sent to a client web browser.

 A Dynamic website is one that changes or customizes

itself frequently and automatically.
Website Building Steps: From Discovery to Launch
• Step 1: Goal identification and information gathering
• Step 2: Information Architecture
• Step 3: Content Layout
• Step 4: Design and Development
• Step 5: Content creation (SEO) for webpages
• Step 6: Testing
• Step 7: Launch
 Step I: Goal identification and Information gathering

• Website goal?
• Share the website brief with your team
• Provide the web team access to critical company information
• Branding guide and logo
• Personality of the brand
• Technical information like server and File Transfer Protocol (FTP)
• Any non-negotiable conditions
• Create inspirational website
 Step 2: Information Architecture

• The content is then structured in a process called information

architecture.
• A sitemap should reflect the hierarchy of content on the
website, and navigation (how users make their way through a
website).
• The sitemap provides the foundation for any well-designed
website. It helps give web designers a clear idea of the
website’s information architecture and explains the
relationships between the various pages and content
elements.
 Step 3: Content Layout

• Work out where the content is going to be on the page

• It may be sketched on paper
• At this stage do not write content or design any thing
• Simply identify where the content will be placed on the page
• Keep users interest in mind
• > Visitors pay the most attention to the information at the
top left section of the screen
• > Customers briefly glimpse web page like a billboard, if it
does not catch their attention, they are gone
 Content Management System

• It is best to decide what flavor content management system

will be used
• Depending upon the size of traffic to the website one needs to
investigate the best software to use, as each platform utilizes
server resources in different ways
• WordPress are widely used system available .
 Step 4: Design and Development

• A designer touch may make a huge difference in the

effectiveness of website
• Deliver a design that works for the established goals
• Look at things from color selection to the photos and
graphics used on the site
• See design with the eyes of audience
• Once you give the designer approval on design (mockup),
developer will code the design (mockup) into files that can be
used on the web: HTML, CSS, Java Script
 Step 5: Content creation

• Search engine optimization has a well formed body of information

• Remember to provide high quality content on your pages,
specially home page
• Create link worth content: create expert content that only you
can write
• Invite social sharing: make it easy to share content on the
website
• Have a focus key word for each page
• Use clear web address, include the key word
• Incorporate keywords in the title of the page
• Use focus key word in page headings
• Develop text for images
 Step 6: Testing

• There may be few issues with the site one should test the site
in the four main categories:
• Content and style: spelling, word usage, grammar
• Functionality: compatibility with browser as well as mobile
device, whether the search or links are working or not
• Security: have a web file and database back up plan
• If you are using WordPress there are a number of back plugin
options available.
• Performance: install measurement and tracking functions,
check errors
• Broken links
 Step 7: Launch

• Once the sites has passed all of the initial test, it is time to
launch it.
• Go for Domain name registration and Hosting server.
• Take help of expert in computer networking, hosting and DNS
at this stage
• Install Security certificate if you have a shopping cart or
secure information on the site
• Add your website to Google Webmaster tools. This allows you
to see valuable information about how the search engine are
indexing the site.
 Tools for Success

• Let us take a look at measurement and analytics:

• Well designed landing pages are critical tool to digital marketing
success
• Landing pages coupled with a small pay per click campaign allow
you to test your assumption about your customers to see
whether you will achieve your primary purpose.
• Landing pages are most commonly the destinations from a PPC ad
• You may also link your landing page from blogs, social media
campaigns, and traditional advertisement
• Landing page must satisfy the offer made from the linking source,
take directly to the offer page not the home page (in case of
failure the user will bounce and click the back button)
 WordPress, CMS
• WordPress is a free and open source “content management system”
(CMS) based on PHP and MySQL for creating and managing websites.

It contains many themes and plugins

• WordPress has to be installed on a web server.

• It was released on May 27, 2003.

• CMS is a software application or set of related programs that are used to

create and manage digital content.

• WordPress is the world’s most popular tool for creating and managing websites – any
kind of website, from a simple blog to a full-featured business website.