Bit-sized guide on digital content management

In today's fast-paced digital landscape, managing content efficiently has become crucial for businesses. Digital content management plays a key role in organizing and optimizing the vast array of information available online. This article provides:

• A comprehensive overview of digital content management.
• Exploring its definition and processes.
• The role of a digital content manager.

What is digital content?

Before diving into digital content management, let's define digital content. Digital content encompasses a broad spectrum of information available in digital format, including text, images, videos, audio files, and more. Digital content is created, distributed, and consumed online, making it accessible through various digital devices.

What is digital content management?

Digital content management is the systematic process of creating, organizing, storing, and distributing digital content in a centralized system. Digital content management helps businesses streamline their content creation process and ensures consistency across their digital channels. 

This process involves using specialized tools such as content management systems (CMS) to ensure content is easily accessible, up-to-date, and aligned with the company's goals. 

Digital content management vs. digital asset management

Digital content management and digital asset management are two terms that often seem interchangeable. However, they are not the same thing. 

Digital asset management (DAM) refers to storing, organizing, and sharing digital files, such as images, videos, and audio recordings. 

On the other hand, digital content management focuses on the entire content creation and management process. 

While DAM focuses on the storage and distribution of digital assets only, digital content management encompasses all aspects of content creation and management.

Digital content management vs. content management system (DCM vs. CMS)

Another term that is often confused with digital content management is a content management system (CMS). A CMS is a software application that allows users to create, manage, and publish digital content. 

While both terms share some similarities, a CMS is software used for performing content management. Previously, CMSs could only be used for managing websites. But now, as technologies evolve, you can use a CMS (especially headless* ones) for managing content on various digital channels, including web pages, mobile apps, AR, VR, digital kiosks, and more.

Benefits of having a content management system

1. Building exceptional digital experiences

A robust CMS is the key software for creating seamless engagement across various online channels, including websites, mobile apps, wearables, or VR platforms. 

2. Ease-of-use for all teams

The primary purpose of a content management system is to empower non-technical users to independently manage website content. That means that developers can do their technical work while marketers do theirs. Most solutions offer user-friendly interfaces to edit digital content without coding skills. 

3. Efficient team collaboration

Multiple people can use the content management system at the same time. Marketers can use the visual editor to add content while developers work on technical issues like custom code or integrations. Teams can work in different parts of the system and still see and change the same thing simultaneously with this collaborative approach. This makes teamwork more effective and streamlines workflows.

The process of digital content management

The process of digital content management includes various stages, such as content creation, content publishing, content distribution, and content measurement. A digital content management system should provide marketers with an integrated platform that allows them to perform these tasks seamlessly without having to use multiple tools. From creating various types of content to publishing it, digital content management aims to provide a complete solution for the entire content management process.

Here are the processes behind digital content management:

1. Uploading or creating digital content

The first step in digital content management is uploading or creating digital content. This involves adding files to the content management system (CMS) and ensuring the content is accompanied by relevant SEO metadata. SEO metadata, including keywords and descriptions, is essential, making content easier to find on many digital platforms and improves search engine rankings.

2. Determining user roles and restrictions

This process involves defining the access levels and permissions for users within the CMS, be it your team, an agency, freelancers, or any other users. Digital content managers assign roles based on the responsibilities of team members, ensuring that only authorized users can make specific changes. Additionally, setting restrictions helps in maintaining content integrity and security.

3. Creating custom workflows

Digital content management is not a one-size-fits-all process. Custom workflows are designed to align with the unique processes within each team or organization. These workflows dictate how content moves through various stages, from creation to approval and publication. By creating tailored workflows, digital content managers ensure efficiency and collaboration among team members.

4. Content Publishing

The content publishing process involves drafting, scheduling, and finally publishing content. Digital content managers oversee the creation of content pages, ensuring that the material meets quality standards and aligns with the organization's objectives. Some CMSs also allow users to schedule content. This ensures that the right content reaches the audience at the right time.

5. Analyzing user experience and personalizing content

Understanding user behavior is fundamental to effective digital content management. Typically, marketers use special analytics tools to analyze user interactions and preferences. This data can be used to create personalized content experiences tailored to different audience segments and interests.

What is a digital content manager? What does a digital content manager do?

A digital content manager is a professional responsible for overseeing digital content creation, management, and distribution. They work closely with the marketing team to ensure the content aligns with the company's overall marketing strategy. Digital content managers must have strong communication and leadership skills and a deep understanding of digital marketing concepts and tools.