As a content manager, I think it is important to make sure that the content is organized such as both users and website owners quickly find what they are looking for. If the content volume increases, I must consider whether a restructuring is needed. It’s also important to have an audit system to keep the content up to date and correct, and for my projects I use WordPress CMS. I have also used other systems, and familiarize rather quickly with similar solutions.

While engagement and conversion were previously occasional elements in my work, I now seek to integrate them systematically. Through audience analysis, I gain more practical insight into how to tailor content to various phases in the digital customer journey for a clearly defined audience. My ambition is to create content that inspires, informs, and contributes to establish valuable relationships with the website users.

What worked a few months ago doesn’t necessarily work today. Although some content worked well with one audience, it may not work with another. By analyzing the web statistics, I may assess whether the content worked in relation to the target or whether an adjustment is needed. I can continue to adjust and measure until I find the optimal.

As a content manager, I also work to improve the visibility of the content. This includes SEO work with text length, key phrase, SEO title, meta description etc. User friendliness also affects a website’s ranking in the search result (SERP). That’s why I work with readability not only for the users of the site, but also for the search engines (length of sentences and paragraphs, active vs passive form, subsequent sentences).

The search engines match relevant content with keywords and phrases the target audiences use when searching. I have to get into what they are pondering, what keywords and search phrases they use so I may create content that answers their questions. Finding new keywords and phrases is a continuous task.