1.
Content Management 101
How To Implement Time-saving Content
Management Strategies
@AreMorch Are Morch – Hotel Blogger Are Morch

2.
Who I am 1
• Born in Norway
• Certified in Hospitality Management from eCornell
• Certified in Hospitality Digital Marketing from HSMAI
• Certified in Introduction to Global Hospitality
Management from Cornell University
• Worked w/ Intercontinental Hotel Group & Starwood
Hotels and Resorts
• Manage Hotel LinkedIn Groups & Hotel Social Media &
Collaboration Community on Google+
• Experienced Independent Hotel Blogger
• Speaker Hotels & Social Media
• Social Media Manager for Hotels
• Drive a Harley Davidson Trike
• Horse rescuer

3.
Intro 2
• Time-Saving strategies
• How to apply content that appeals to your segment
• Content Management scenarios
• Positive impacts on ROI
• Content Metrics
• Retention

4.
What is Content Management (CM) 3
• Content Management (CM), is processes and principles
that supports the collection, managing, and publishing
of information in any form or medium
• When stored and accessed via computers, this
information may be more specifically referred to
as digital content, or simply as content
• Digital content may take the form of text (such
as electronic documents), multimedia files (such as
audio or video files), or any other file type that
follows a content lifecycle requiring management

5.
Types of Content 4
• Infographics
• Meme
• Videos
• Guides
• Book Reviews
• Opinions (Rant)
• Product / Service
Reviews
• How To
• Lists
• Link Pages
• EBooks (PDF / HTML)
• Case Studies
• Podcasts
• Interview
• Live Streaming
• Research and Original
data
• Slide Share
Presentations
• User Generated Content

6.
5Content Management – Time Savers
• Manage your Social Media Channels through your
Social Control Room (Dashboard)
• Tweetdeck
• Hootsuite (bulk uploads available)
• Sprout Social
• Buffer (bulk uploads available)
• IFTTT (automate tasks)
• Toggl
• Trello
• Later (Instagram)
• DoShare (Google+ Chrome Extension)

7.
6Content Management - Segmentation
• Creating a portal that identify the ideal
Community Persona
• Creating a portal that identify the ideal Loyal
Fan Persona
• Creating a portal that identify the ideal Buyer
Persona
• Creating a portal that identify the ideal
Retention Persona

8.
7Content Management - Scenarios
• Manage content written with specific Content
Portal in mind
• Manage content addressing an important and
commonly executed task
• It references the content that you intend to
manage
• It is open-ended enough to expose the
difference in service / product and approach
• Prioritize your Content Portal relevant to
specific task

9.
8Content Management - ROI
Improved Efficiencies — how you can derive ROI
from more efficient publishing, customer service
and IT resource management, and how regulatory
penalty avoidance can impact certain
organizations.
New & Renewed Customers — how modern CMS
platforms can deliver ROI via the creation of new
revenue streams and enhanced customer and
prospect engagement
Agile Marketing — how strategies and technologies
can be combined to create a more agile marketing
operation that significantly enhances revenue
opportunities and creates distance between you
and your competitors

10.
9Content Management - Metrics
• Measure each stage for every Content Portal
• Identify Key Performance Indicators
• Brand Lift
• Increased Traffic
• Social Interaction
• On-site engagement
• Lead generation and subscription (CTA)
• Thought Leadership
• Conversions
• Tools
• Sprout Social
• Google Analytics
• SnapShot.travel

11.
10Content Mangement - Retention
• Fixed-Time Retention – a set period for retaining new
and renewed customers
• Event / Campaign Retention – when implementing
event / campaign retention occurs a set period
• Permanent Retention – identify triggers bringing in
new and renewed customers

12.
11Benefits of Content Management
You are in control of:
• Vision – finding your voice
• Attitude – discover the possibilities
• Knowledge - bringing possibilities into realities
• Tools – optimize your voice
• Techniques – listen and influence your voice
• Time – network, collaborate & engage
• Imagination – flexibility & change
• Support - retention

13.
12
?

14.
13
Where you can find
Are Morch – Hotel Blogger & Social Media Manager
Blog: http://aremorch.com
Facebook: https://www.facebook.com/HotelBlogger
Twitter: https://twitter.com/AreMorch
LinkedIn: https://www.linkedin.com/in/aremorch
Google+: https://plus.google.com/u/0/+AreMorchHotelBlogger
Pinterest: https://www.pinterest.com/aremorch/
Instagram: https://www.instagram.com/aremorch/