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Turn words into dollars with a content management plan

By Lisa Goldsberry

37982727_sLet PR help you put your information to good use

You distribute several press releases each month. In addition, you blog, post, share, tweet and pin. It seems like you’re absolutely filling the world with your content, so why aren’t you seeing a real impact from all of this in your financial bottom line?

The truth is you may be just spinning your wheels without a comprehensive content management plan to organize your efforts. With help from PR, you can learn to make your content work for you.

What is a content management plan?

Every medium and large company produces a huge amount of information. After all, this is how you tell your story, communicate with key constituents and attract consumers and media.

The trick is managing it all and using it effectively to increase your profitability. All this information is basically useless if you’re not using it properly. Having a content management strategy can help.

A content management plan details how you will develop, distribute and control your information. It’s a strategy for how you’ll get the right information in the best format to your target audiences at the ideal time. This content can include written documents as well as images and multimedia messages. A great content management plan should closely connect with your overall organizational plan and sales goals.

For example, imagine that you’ve created a press release to announce a new initiative to the news media. Of course, you can post the release to your online company newsroom, but you can also repurpose that information for an article for your blog or for an annual report.

You can also use parts of it in social media posts. You can redistribute any accompanying visuals or video on your YouTube channel or Pinterest account, or you can turn it into slideshows and PowerPoint presentations.

Additionally, this information distribution should correspond with your company’s vision, search engine optimization keywords, business goals and sales cycle. After announcing that new initiative, people may search for related words along with your company name, and it’s important that they find supporting content.

It is also vital to have your information categorized so your audiences can easily search and then share or redistribute it. This allows for greater collaboration among staff.

How to create your own content management plan

You may want to start with a list of the people and titles involved. This can include writers, photographers, archivists and anyone else in your organization who is responsible for creating, distributing and storing content.

It is also vital to develop a system for use of older content. For example, you don’t want that photo of the founder of your company getting lost.

Another component of your plan should be procedures and rules for reusing content. For instance, you want to ensure that no one can download a video of your CEO’s speech and then heavily edit it to change the context.

How a PR firm can help

When it comes to content, PR professionals practically wrote the book. We understand the best ways to create, promote and help you get the most out of your content.

At Axia Public Relations, we will help you gather, categorize and showcase your content to hit consumers at every stage of the buyer’s journey. Contact us today or register for our 60-Second Impact for more tools and tips to increase your visibility and profits.

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Lisa-G-bw-new-3Lisa Goldsberry is a writer for Axia Public Relations with more than 15 years of public relations experience. She specializes in business, higher education and technology PR. Connect with Axia Public Relations on Twitter 
Featured image credit: 123rf.com

Topics: public relations, content management, shared media

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