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为什么网站内容管理如此重要?

为什么网站内容管理如此重要?

  什么是内容管理?

内容管理其实是一系列的流程和技术,它支持任何方式
的信息搜集
、管理和出版。内容管理与项目的各个方面如界面、交互、技术相互

交错

,产出的内容必需
确保契合
语境,契合
受众预期。项目上线后,内容管理还要定时中止

内容维护,确保内容精准。

很多人都理所当然

的以为
一个内容管理员(Content Mangers)的工作就是简单的检查下拼写、语法错误。但是这是一个很大的误解。这样一个短浅的想法招致
了内容管理范畴
作为一个整体存在普遍问题,包括:

项目做计划

的时分
不思索
内容

内容管理员自己

对自己

应该扮演的角色缺乏了解

项目中止

的时分
并不把内容管理员归入
项目参与者

以为
内容管理这种工作只需求
一两个人就够了,不论

公司范围
有多大

固守陈规的以为
一切
的内容管理员都应该来自新闻写作或者创新写作范畴

事实上,要想与受众中止

有效的、分歧
的、胜利

的交流,一个内容管理团队需求
具有
各种专业技艺
人才,包括:

内容战略
人员

文案写作人员

技术管理人员

这些人才也应该在很多范畴
有相关的专业阅历

,这些阅历

可能与往常

的职位并不直接相关,比如

项目管理

市场营销

设计 (Photoshop, 交互,排版)

开发 (HTML, CSS, JavaScript)

商业剖析

SEO引流

  为什么一个阅历

丰厚
的内容管理团队那么重要?

一个成熟的内容管理部门应该游走与各个部门,参与项目的各个方面,不论

这个项目是大是小。内容并不存在于真空中-它与一个系统的各个方面紧密

分别

。在项目的任何一个步骤中 – 从一开端
的概念设计、框架结构

,到HTML编辑,再到项目发布以及项目后期维护,内容都是重要的组成部门,所以一条内容信息在上线之前可能会经很多人的手。

这就是为什么内容管理员需求
有相关的工作阅历

,以确保在项目开发的任何一个步骤中,他们都能机动灵活

的确

保内容产出的质量。

我们举一个例子:

有一个小项目,需求
一个行动点。所以内容管理员Dave提供了下面一个的文案:

Click the ‘Learn More’ link below to find out more about us!

Dave在整个项目中就参与了这一个小点。但是当项目上线后,Dave看到了下面的:

  Click the ‘Learn More’ link below to find out more about us!

为什么网站内容管理如此重要?

他写的行动点描画

的是一个链接,但是设计师以为
做成按钮愈加
美观
。所以往常

他写的这个行动点在这个语境下是错误的了。

他写了“Learn more”,但是并没有放上超链接,所以开发工程师自己

写了“Learn more info about us”。往常

这两句话对行动点的描画

不分歧
了。

开发工程师写的文案“Learn more info about us”太长了,并且都是小写。作为行动点,这样的写法太不显眼,并且难以阅读。

从这个小例子中我们能够

看出,对文案的不注重
,对文案从各个部门中怎样流转不关注,会给用户带来很多困惑,严重影响用户体验。

在阿里巴巴国际站UED,我们的内容管理团队的战略
是从不同的范畴
中雇佣阅历

丰厚
的专家。由于我们是国际性的网站(内部交流的言语
并不是我们的设计输出言语
),我们面临诸多言语
应战
,这就更需求
我们在管理内容上运用
强大、有序的办法

工具和人才对我们团队的胜利

十分

重要。但是更重要的是我们有一套有效、牢靠

、可权衡
的流程来辅佐

我们创作、监视
和部署文案。

假定

一个公司要与用户中止

分歧
、胜利

的交流(从而展示

自己

强大、统一的品牌形象),那么内容管理与各个部门之间的界线

-不是内容管理的办法

-必需求

含糊

Content Manager

阿里巴巴国际站UED

  英文原文:

  The Importance of Content Management

  Content management is a poorly understood, frequently underappreciated and inconsistently implemented aspect of most organization’s business strategy. There are many challenges in overcoming this ‘fuzzy’ approach to present – what should be – a unified corporate voice to the audience. The main issues are outlined below.

What is content management?

Content management is the set of processes and technologies that support the collection, managing, and publishing of information in any form or medium. [1] It involves the deployment and maintenance of contextually relevant and efficiently targeted content across all areas of a project.

Most people assume a content manager’s job is to simply check text for spelling and grammar errors, but this is an important misunderstanding. This narrow view leads to institutionalized issues for content managers as a whole, namely:

A lack of consideration of content during project planning

A lack of understanding from content managers themselves as to their own role

A lack of inclusion of content managers during the project build phase

The perception of content management as a job for only one or two people, regardless of the size of a company

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

In reality, the ability to communicate efficiently, coherently and successfully to any audience requires a team of specialists, including:

Content Strategists

Copywriters

Technical Managers

These specialists should have solid professional experience in wider areas not directly related to their current positions, such as:

Project Management

Marketing

Design (Photoshop, Interaction, Typography)

Development (HTML, CSS, JavaScript)

Business Analytics

SEO

Why is an experienced team so important?

A mature content management department should be deeply interwoven into every aspect of a project, large or small. Content does not exist in a vacuum – it is integrated with all of the features of the system that the user interacts with. As a result, content passes through many hands during the build phase – from concept and wireframing, through design and HTML production to project launch and post-launch updates.

It is for this very reason that content managers need relevant experience to shepherd their output through each stage with great vigilance. This is illustrated in the following example:

A call to action was required from a content manager for a small project. The content manager – let’s call him ‘Dave’ – provided the following copy:

Click the ‘Learn More’ link below to find out more about us!

This was Dave’s only involvement in the project. When the project finally went live, Dave saw the following:

  Click the ‘Learn More’ link below to find out more about us!

为什么网站内容管理如此重要?

His call to action describes clicking a link, but the designers thought a buon would be more stylish. His reference to the call to action is now wrong.

His text says Learn More, but he didn’t provide the words for the actual hyperlink in his copy. The developer chose to write Learn more info about us herself. Now, the copy and call to action do not match.

The Developer’s Learn more info about us copy is too long, and in standard case. As a call to action, it is not prominent and difficult to read.

So with this quick example, we can see that a lack of aention and consideration of how copy is handled as it passes from one department to another can quickly lead to a confusing user experience at project launch.

In B2B ICBU UED Content Management, our strategy is to hire seasoned experts from a variety of disciplines. The challenges for working in an international organization (one where the primary output language is not the primary language of internal communication) places a much greater need for a robust, well-organized approach to managing content.

Tools and talent are very important to the success of our department. But more important still is a well-worked out, reliable and scalable process for creating, monitoring and deploying our content.

The most important requirement of all is that our team extends and blends its influence across all relevant departments, from Design to Development and from User Research to Marketing.

For a company to communicate consistently and successfully with the audience (and thereby present a robust, unified brand), the boundaries between departments – not the approach to content management – must be fuzzy.

Chris Dyer

Manager, Content Management Team

Alibaba UED

References

  https://en.wikipedia.org/wiki/Content_management

  http://meaningful-marketing.com/building-content-management-team/

VIA: 曹利娟译

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