Table of Contents
I. Content Management Overview
A. Introduction
B. Thesis
C. What is Content Management?
D. Web Editing Without Content Management
E. Content Management
F. Methods of Content Management
II.
Direct Link Between Sales and Content Management
A. Introduction
B. The Direct Link
C. Advertising
D. Public Relations
E. Sales Power
F. Customer Service
G. Conclusions
Content Management Overview
Introduction
This paper focuses
on the Web
For adequate background, we will first provide a standard definition of the business process:
Business is the simple trading of goods and services for cash or other goods and services. A successful business delivers its goods and services in a fashion that satisfies its current client base and generates new sales. Sales are the lifeblood of any business. Cut off sales, and money disappears.
We must also
define the Web
The Web has provided consumers with more power than ever. Comparison shopping can now be done worldwide from one computer terminal. Information about and the ability to buy thousands of products and services is available in on the Web.
Essentially, the Web has become a virtual "online shopping mall" that replaces window shopping with Web site shopping. You may or may not realize it, but consumers and other businesses shop your Web site.
Many business people unfamiliar with marketing like to say, "My Web site is just an online yellow pages ad." Nothing could be more false. Your site is a vital component of business communications and is your storefront to the world. Before most people do business with you, they review your Web site.
Thesis
This white paper has a bold but simple thesis:
The direct link
between Web content management and sales is based on enhanced communications,
resulting in an affordable, ROI-producing boost in your site
What
is Content Management?
Content management is defined as the ability of non-technical business people (not webmasters or IT professionals) to edit the content (images, text, links, etc.) of a Web site in a "what you see is what you get " environment without requiring HTML programming. This includes creating new pages, deleting old pages and updating text, images, audio, video, and links.
Web
Editing Without Content Management
Without content management, Web site editing requires professional knowledge of HTML and FTP protocol.
The standard business flow for Web site editing without content management starts in the business office. Individuals working within an organization first identify the need for new information to be placed on the Web. Information is authored, then gathered for transference to a third-party or in-house webmaster. The webmaster then receives the updates, places the new information in a professional Web design program and codes the HTML language for accurate Web presentation. The webmaster then uploads the HTML files to an FTP site that stores the files and images for display when a visitor lands on your URL.
With the efficiency
inherent in today
Web Editing
Without Content Management
Eight steps involved:
1. business people author new content
2. format new content for transference to webmaster
3. transfer new content to webmaster
4. webmaster receives data and inputs into HTML coding program
5. webmaster uploads HTML files and images to FTP for Web display
6. webmaster communicates completed updates to client
7. client reviews webmaster
8. repeat cycle if further changes are necessary
Costs
Internal: labor and time for eight steps
External: webmaster fees, $50 to $100 per hour
Content
Management
Content management as defined earlier, powers non-technical end-users to instantly edit Web pages and eliminates the need for a webmaster to program authored content to a Web site. The webmaster, essentially, is replaced by a program which presents a user with a "what you see is what you get" editor. Within the editor, users can edit text, add or delete images, add links, and engage in a number of other layout and design activities. Once the user saves the updated Web page, the software acts like a webmaster by automatically converting the author's vision into appropriate files for Web display.
Web Editing
With Content Management
Three steps involved:
1. content authored into editor
2. content saved in editor
3. changes reviewed
Costs
Internal: time for update authoring
External: none
Methods
of Content Management
Various methods of content management exist, providing end-users with a variety of options: enterprise-wide, mid-level, or basic. Selection of the appropriate system depends on business size and needs.
Accessing a content management system for Web editing can be executed with a licensed software program installed on user machines or through systems accessed through the site itself.
The licensed
software alternative is the less popular of the two options because
its use is restricted to the terminals on which it
The Direct Link Between Sales and Content Management
Introduction
In the immediate short term, a content-managed Web site generates ROI through savings in monies and time normally allotted to a webmaster for updates. Other than webmaster savings, what is the business value of content management? The answer... increased sales through responsive, affordable business communications.
The
Direct Link
Sales drive
a business. A great product or service can
- Advertising
- Public relations
- Power to the sales force
- Enhanced customer service
Advertising
Companies advertise to communicate targeted messages designed to
achieve a variety of results:
- branding reinforcement
- promotions of products and services
- company awareness
Traditional media for advertising include newspapers, magazines, television, and radio. In recent years Web advertising has grown tremendously and revenues for 2003 are expected to exceed $5.2 billion, according to analysis from Goldman Sachs Internet researchers.
A Web site,
when visited by your target market, can produce the same results
as, if not better than, advertising by:
- reinforcing your brand and corporate identity with first-class
design and timely, well-written copy
- promoting your products and services with product information
pages, services descriptions, an online catalog, etc.
- boosting awareness of your business amongst your target market
with a strong Web presence that communicates your company
- delivering marketing messages to a willing member of your audience;
other forms of advertising invade media and people often dodge the
messages (changing the channel, flipping the page, etc.); with the
internet, people choose to visit your site and are willing to ingest
your messages
Content management can bring these qualities to bear for your site by giving you the power to update content in real time as your business objectives evolve, with no costs attached.
Static site construction hampers such crucial timeliness and updating frequency that content management facilitates (by eliminating the need to coordinate with a webmaster.) Many companies never successfully clear the static site hurdle and create a basic Web site, struggle to keep it updated, and fail to see its value in business communications.
On the other hand, a vibrant, up-to-date site can be a tremendous advertising tool giving your target market a reason to visit and ingest your marketing messages. Content management delivers the flexibility to achieve that desired outcome. Your site can be updated everyday, or every hour, at no reoccurring cost to your organization so you can convert your Web site into a targeted, information-rich advertising tool.
Public
Relations
Public relations is a long term method of marketing that seeks third-party
affirmation through personal relationships between brand and consumer.
PR relies heavily on changing public perception and generating genuine
word-of-mouth. Because PR pursues such an involved mental approach,
it often takes several years to fully develop and produce solid
results.
Public relations manifests itself in a variety of methods. The most common ones are:
- press releases
and media relations
- public speaking or other information distribution establishing
you as an industry "expert" or "resource"
- special events
- product giveaways and promotions
A content-managed Web site that can be easily and frequently updated provides a company with an online platform to disseminate rich information to a target market, thereby boosting PR efforts. Press releases can be immediately published to the Web, an e-mail newsletter can be published and routinely updated, information about partnerships with charities and special events can be updated on your site (and you could easily post photos from events), and product giveaways can be promoted via the Web.
Since content management expedites Web editing and eliminates updating costs, adding news and information becomes a quick, profitable activity that can transform your site into a valuable information resource to customers and the general public.
Sales
Power
A Web site with content management can be updated instantly, at
no cost. The concept, repeated throughout this paper, is important
because many of us still believe that Web site updating is laborious
and expensive. With content management, it's the exact opposite... efficient
and affordable.
It's necessary to establish that point because you must understand that content management makes Web editing so easy, that even your sales team can use the Web site regularly as a tool.
Content management
makes it possible for sales people to create Web pages specifically
for their prospects. Such pages can be custom created by sales people
and could include:
- forms
- product images and information
- pricing
- proposals
- letters
- reference materials
For sales purposes, a Web site is an instant means to distribute information nationally or internationally. And creating a specific page for a potential client, displays a strong corporate image and concern for customers.
Customer
Service
Positive word-of-mouth equals positive cash flow.
The pursuit of third-party affirmation is often the driving force behind many PR and advertising campaigns, but genuine word-of-mouth is best attained through an exemplary record of customer service and satisfaction.
With a content
managed Web site, you can give your company
Such applications
include:
- showing proofs to clients
- displaying new photos of product
- communicating price changes, changes in a production schedule,
etc.
- providing a specific, helpful customer contact form
Again,
it
Conclusions
With content management, budgeting for a webmaster is no longer
a concern and your site
This paper outlined the direct influence content management has on increased sales as a real-time extension of your business communications. Such uses for your site have always been possible and many companies have used their Web presence to great success, but prior to content management, involved Web objectives were costly, entangled projects. With content management, enhanced corporate communications and Web marketing is at your fingertips, with no maintenance costs.
If you have further questions about content management, please contact QED Technologies. We develop agency-quality Web sites powered by our innovative, user-friendly Impromp-2 CMS.