The importance of Web content management

Content management in the business decisions of most organizations, in the promotion of user experience, has been less understood, often overlooked areas, in the implementation of a lot of inconsistencies. To overcome the "inconsistency" of content transmission, to give the audience a unified tone, face many challenges. Here I would like to briefly discuss the main issues facing the Content management area.

What is content management?

Content management is actually a series of processes and technologies that support any form of information, management, and publishing. Content management and the various aspects of the project such as interface, interaction, technology intertwined, the content of output must ensure that the context, meet the expectations of the audience. After the project is on line, content management should be maintained regularly to ensure the content is accurate.

Many people take it for granted that the job of a content administrator is simply to check spelling and grammatical errors. mangers But this is a big misunderstanding. Such a short-sighted idea led to a wide range of content management areas as a whole, including:

The project does not take into account the content of the plan

Content managers are not aware of the role they should play

The project does not include the Content manager in the project participants

It's enough to think that content management needs one or two people, no matter how big the company is.

The stereotype that all content managers should come from journalism or creative writing

In fact, to communicate effectively, consistently and successfully with your audience, a content management team needs a wide range of professional skills, including:

Content policy Personnel

Copywriter writing staff

Technical managers

These people should also have relevant professional experience in many fields, and these experiences may not be directly related to the current position, such as:

Project Management

Marketing

Design (Photoshop, interactive, typesetting)

Development (HTML, CSS, JavaScript)

Business Analytics

SEO Drainage

Why is a seasoned Content management team so important?

A mature Content Management department should wander with various departments and participate in all aspects of the project, regardless of whether the project is large or small. The content does not exist in a vacuum-it is closely bound up with all aspects of a system. In any one step of the project – from the outset conceptual design, framework structure, to HTML editing, to project release and project maintenance, the content is an important component, so a piece of content information may go through many people's hands before it goes online.

This is why content managers need relevant work experience to ensure that the quality of content output is flexibly ensured in any step of project development.

Let us cite an example:

There is a small project that requires a point of action. So the content Manager Dave provided the following copy:

Click the ' Learn more ' link below for more about us!

Dave was involved in this small point throughout the project. But when the project went online, Dave saw the following:

Click the ' Learn more ' link below for more about us!

Dave did not track where his copy was placed during the development cycle of the project, causing these problems:

The action point he wrote is a link, but the designer thinks the button looks better. So now he's writing this point of action in this context is wrong.

He wrote "Learn more", but did not put a hyperlink, so the development engineer himself wrote "Learn more info about us." Now these two statements are inconsistent with the description of the action point.

The copy "Learn more info about Us" written by the development engineer is too long and is all lowercase. As a point of action, the wording is too unobtrusive and difficult to read.

From this small example we can see that the text does not pay attention to the copy from the various departments of how the flow does not pay attention to the user will bring a lot of confusion, seriously affect the user experience.

At Alibaba International station UED, our Content management team's strategy is to hire experienced experts from different fields. Because we are an international website (the language of internal communication is not our design output language), we face many language challenges, which requires us to use a strong, orderly approach to managing content.

Tools and talent are important to the success of our team. But more importantly, we have an effective, reliable, measurable process to help us create, monitor, and deploy copywriting.

If a company is to communicate with users in a consistent and successful way (thereby demonstrating a strong, unified brand image), the boundaries between content management and each department-not the content management approach-must be blurred.

Caolijuan translation

Content Manager

Alibaba International station ued