3 steps to a successful content management plan

August 5, 2021 | 3 minute read
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The rapid evolution of digital marketing has led to an explosion in the forms of available content. Articles, images, videosemails, ebooks, technical briefs, infographics—the list of potential content is endless.

This raises the question of how to manage such a variety of marketing collateral. If you’re struggling with content management, here are several best practices to keep in mind.

Step 1: Start with a content strategy

It’s easy to fall victim to one of two content creation problems. On the one hand, it’s tempting to dive into creating content before you’re ready to harness the power of content creation tools. On the other hand, you may suffer from a case of analysis paralysis, hesitating about everything due to a saturation of available options.

In either case, the best solution is to slow down and think things through. A good content strategy takes subtle, yet crucial, factors into consideration such as:

  • Content performance goals
  • Branding, including which messages to prioritize
  • Collaboration in real-time while maintaining branding consistency across all forms of content
  • Updates to existing content and planning new content to support the customer journey
  • Relevant marketing channels for your audience
  • KPIs and metrics to assess success or failure

Step 2: Set up a content management system

To create a successful strategy, you need a vehicle to take it from concept to creation and publication. Setting up a content management system (CMS) is a critical component of any content strategy. It facilitates the production of quality content without letting that content consume your resources.

On top of that, a good CMS can scale content creation as you go. That way the quantity, quality, and applicability of your content can keep up with customer needs. A CMS focuses on three things: 

  • The creation of content
  • The organization of content
  • The publication of content

In other words, it organizes everything, making content easy to create, find, and reuse. It avoids common pitfalls such as creating duplicate content. It can even enable the repurposing of old, yet valuable, content in an effective manner.

There are many kinds of CMS systems, including Oracle Content Management, an embeddable hybrid CMS. This solution maximizes the capabilities of front-end marketers and back-end developers alike. It also integrates into existing tools and can knit them into one cohesive system.

Step 3: Maintain a growth mindset moving forward

Marketing is anything but predictable. In the fast-paced world of digital marketing, the content required changes regularly. 

This requires a growth mindset. If a content team wants to remain at the forefront of their industry, it’s important to cultivate an attitude of continual learning, perpetual flexibility, and proactive adaptability—specifically as it pertains to content management.

All too often, organizations operate out of a fixed mindset. Skills, methods, and solutions stagnate, and team members fall into a “creation rut.” But cultivating a growth mindset in your corporate culture can help to avoid this fixed mindset issue. It encourages forward focus, out-of-the-box thinking, and business-led innovation. It also leads to optimizing your content strategy more dynamically, based on how it performs, industry trends, and emerging channels. Investing in technology like Oracle Content Management can help you scale your content creation, management, and delivery needs.

Facilitating sustainable success

Many factors play into content management, including identifying the content that needs to be created, updated, or repurposed; identifying the proper marketing channels to reach and engage your audiences; and managing and optimizing content performance. However, even if you have each of these pieces in place, your content can atrophy if it isn’t supported by an agile content management system.

That’s why it’s critical to start with a content strategy, and from there, invest in a content management system that can support your content goals. Once up and running, perpetuate a growth mindset throughout your company culture. This trio of strategy, system, and growth orientation can provide sustainable momentum to your company’s content both now and far into the future.

Learn more about content management best practices.

Discover Oracle Content Management.

Take a quick product tour of Oracle Content Management for CX professionals.


John Rampton

John Rampton is an entrepreneur, investor, online marketing guru, and startup enthusiast. He is founder of the online invoicing company Due. John is best known as an entrepreneur and connector. He was recently named #3 on the Top 50 Online Influencers in the World by Entrepreneur Magazine and a blogging expert by Forbes.

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