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Enterprise Content Management Strategy- Keys to Success

In recent years enterprise content management (ECM) is gaining greater significance and becoming more complex for a number of reasons. The truth is that the majority of organizations’ ECM involves maintaining important documents in a shared drive or in personal computers that gets pushed around using e-mail.

Managing content is not enough. What is more critical is the ability of accessing the correct record or document version when it is needed. Enterprise content needs to be managed in a way that its usage helps in achieving your organization’s business goals. A primary ECM goal is the elimination of ad hoc internal processes that could expose your company to existing regulatory compliance risks and other associated problems.

Analyzing Current Status

An important step towards achieving the desired enterprise content management in the future is an understanding of your current ECM status. Employing a best-practice approach begins by mapping the current end-to-end business processes in use across your entire organization.

Document the flow of information from people, apps and systems, and how that is creating content within your enterprise. This is what will provide you with useful insights into the current organization’s information ecosystem.

Define the Scope

ECM program scope defination is critical to user adoption and successful implementation. Considerations must be given to organizational and geographic requirements, timeframes, legacy content, information types and classes, and the customer communication management platform. The enterprise content management capability must include resilience in managing the growth of documents and also facilitate adaptability of emerging technology trends.

New Strategy Implementation

For ECM, change management goes a bit further than controlling software and managing hardware, and how they are affecting your network. It’s more about people, training, culture, and communications. It must also have a customer communication management platform that addresses the possible effects of the new changes and also anticipate user resistance.

The overall strategy must address areas of change that include processes, technology, procedures for technology version-control, retention periods, as well other areas that relate to the future desired state of ECM. Considerations must cover how the ECM strategy is going to impact employee interactions and activities plus how the benefits of the new procedures, systems and practices will be conveyed. Most importantly, it must address the drivers or reasons to implement this change.

An all-inclusive record management capability has to be part of the organisation processes and systems. ECM software tools may be employed for identifying duplicate or near-duplicate content. A vibrant enterprise information security classification scheme has to be developed.

Conclusion

Accomplishing all the above demands a cross-functional organizational team effort; executives must give the corporate vision, heads of departments sharing their operating goals while the user community continually documents challenges encountered daily. Ultimately, a well-designed ECM strategy will help you achieve goals such as eliminating bottlenecks, streamlining access, and minimizing organization’s overhead. You may be able to learn more information at GMC Software.

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Copywriting Tips for Generating Leads Through Email

Lead generation software is very helpful for increasing and managing your leads. However, you’ll still need the art of copywriting to send out compelling emails to your subscribers that direct them back to your website or landing page for a product you’re selling. If you want to improve your B2B marketing and email lead generation, implement the following copywriting tips for generating leads through email:

Write Killer Subject Lines

The most important aspect of your email is the subject line because it determines whether or not someone clicks on your email. If they don’t find the subject line irresistible to click, then they’ll likely delete it without ever seeing what you have to say. You can improve your subject lines by personalizing them, speaking to problems your target audience is facing, and occasionally adding fun emoticons for personality. When you add emoticons, make sure they will show up correctly on all devices.

Include Images in the Email

People are visual by nature and will feel more motivated to read your email when images are included. Some people will back away if you send a text-only email that doesn’t have any visuals. Images in your email copy can also help your audience quickly understand your message.

Keep It Short and Sweet

Most target audiences prefer shorter emails because they have busy lives and don’t want to spend too much time in their inboxes. Cut any unnecessary words from your copy. Not only will this shorten your emails, but it will boost your clarity.

Convey What Value They’ll Receive from Your Email

The subject line of your emails should convey what value they’ll receive from your emails. Will they save money on their PPC marketing? Will they eliminate stress during tax season? Or will they receive a discount on one of your products? Value must always be communicated in the subject line to encourage clicks.

Use Second Person

Some businesses write their emails in first person, but it’s better to use second person in email marketing. As you’ve probably heard before while learning about marketing, people don’t care about you. They care about themselves. By using second person, you place the focus on them.

Write Effective Calls to Action

Every email you send in your email marketing should have an effective call to action. Just as you should spend time writing a great subject line, you should put thought into your calls to action. A good call to action contains action words, communicates what you want the reader to do, and is relevant.

Lead Generation Software

A combination of using a good lead generation software with excellent visitor tracking features and writing better emails for your email marketing will help you boost leads through email. Implement the above copywriting tips to improve your email lead generation. Visit Clickback Inc. and learn more information from the available resources.

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Protecting Your Brand Name Online

Where will you be at midnight tonight?

May I suggest that you may want to consider being at your computer at that time?

Why? Because Facebook has something going on at that time that is vital for you personally and your business that’s far more important than sleeping ever will be!

As a PR person and marketer, you know the power of branding and controlling your brand name.

Tonight at midnight, Facebook is staging one of the greatest branding grabs ever – giving the opportunity to own your own name on Facebook.

But, you say, I already have my name on Facebook. But, what’s key here is not your name, it’s your URL.

Every time you want to send someone to your Facebook profile or page (remember profiles are your personal section on Facebook, pages are your business side, and you can have unlimited numbers of pages) you currently have to send them to a URL that looks something like this:

www.facebook.com/people/Your-Name/52446540 (That’s an inactive URL, BTW, so don’t click it.)

Wouldn’t you rather be able to send them to www.facebook.com/yourname ?

That’s what’s Facebook is making possible tonight – the ability to own your own name, or more importantly, your company or brand name on Facebook.(Can you imagine someone else owning your brand name on that vital site?)

And the fact that Facebook’s making this a first come first served situation, this is why it’s also vital that you’re awake and at your computer tonight, who needs sleep anyway?

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What Is Meant By The Terms Boilerplate Language And Safe Harbor Statement In A Media Release?

Big question mark made from smaller question marks (retro colors)

Boilerplate language:

Boilerplate language is a media release refers to what is traditionally the final paragraph of the release, which provides generic information about the company. It usually tells whether the company is publicly or privately traded, its stock ticker, where it’s based, the brands it owns, what it does, etc. Basically, it’s a piece of copy that is designed to communicate the basics about the company that gets routinely pasted on the end of each media release.

Consequently, it’s usually the first thing that gets cut if the release gets run, but that’s a totally different discussion.

Here’s a sample of boilerplate language from a recent AT&T release:
About AT&T
AT&T Inc. (NYSE:T) is a premier communications holding company. Its subsidiaries and affiliates, AT&T operating companies, are the providers of AT&T services in the United States and around the world. Among their offerings are the world’s most advanced IP-based business communications services, the nation’s fastest 3G network and the best wireless coverage worldwide, and the nation’s leading high speed Internet access and voice services. In domestic markets, AT&T is known for the directory publishing and advertising sales leadership of its Yellow Pages and YELLOWPAGES.COM organizations, and the AT&T brand is licensed to innovators in such fields as communications equipment. As part of their three-screen integration strategy, AT&T operating companies are expanding their TV entertainment offerings. In 2008, AT&T again ranked No. 1 in the telecommunications industry on FORTUNE® magazine’s lists of the World’s Most Admired Companies and America’s Most Admired Companies. Additional information about AT&T Inc. and the products and services provided by AT&T subsidiaries and affiliates is available at http://www.att.com.

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The Power Of Bloggers To Increase Even Further

A team works together to pull up a growth arrow

“The power of bloggers to influence thought, to reach large numbers of people and even to eclipse the impact of traditional media is huge and will grow even larger in the near future,” Blogging and Social Media expert Don Crowther announced today at the 2007 Blogword and New Media Expo in Las Vegas.

“What the traditional media doesn’t recognize is that many bloggers, though unrestrained by traditional journalistic methods and ethics, have audiences and actual readership larger than many newspapers, television and radio shows,” Crowther said. “Plus this audience is often more loyal and able to be influenced than that of traditional media, giving bloggers tremendous power to shape opinions, actions and purchasing behavior.”

The implications of this power are far reaching. Crowther indicated:

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Removing Fear Through Effective Public Relations

I like my neighbor, with one small exception – he raises pit bulls. He’s got 8 of them, with 3-4 rotating in to live right next door all the time.

Justified or not, the entire neighborhood is scared of them, with parents being unwilling to let their kids play outside unsupervised (a first in my small subdivision.) My wife’s terrified of them, and if she’s outside when he lets them out to do their business she goes inside until they’re done.

It’s even gotten to the point where calls have been made to the police several times by various neighborhood members for various infractions.

So I admired the way he pulled off a public relations coup this week.

Most of the neighbors were out enjoying a summer evening (hey, when it’s too cold to go outside for much of the year, we Northerners take advantage of every nice evening we can get!), watching the kids play and enjoying parental conversation, when the neighbor walked out of his house carrying a laundry basket onto his driveway.

That attracted a few eyeballs. But when he reached inside and pulled out a 10″ long, 4-week old puppy, it took just a few minutes before the entire neighborhood was gathered around, and each of the 8 puppies had someone cuddling it.

They were awfully cute puppies and they did what puppies do naturally – they captured the hearts of everyone.

As I was holding the puppy, I mentioned to him that I should get my wife to try to remove some of her fear of the pit bulls. He not only thought that was a good idea, but told me to take a puppy to her. A few seconds later, my wife was right in the midst of the cuddle session.

It’s been interesting to watch my neighborhood ever since. Each night, the puppies come out, and everyone gathers around. Barriers are being broken, fear is being reduced, comfort is increasing.

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Creating Advertising That Offends Your Customers: I Dont Get It

I was shocked this week to see an ad by Ford for their Mustang. It shows a father and son in a dark parking lot. The son’s driving, he peels out, runs a bit, then stops. The father turns to him and says “That’s what I’m talking about. This is not a toy! Want to go again?” Both laughs and they peel out again.

Now I’m sure this ad strikes deep to the heart of a few fathers who want their sons to relive the father’s teenage streetrodding experiences. And, when they dragged those fathers into focus groups the ad was probably met with applause.

But what’s clear is that they didn’t test the ad with others – the moms, the families who have lost a child to being hit by a teenage driver, MADD members, and those who look for our teenagers to be law-abiding. To them, this ad is not only offensive, but it constitutes “fighten words”.

The ad has already been pulled in at least one market where recent highly-publicized teen accidents have raised awareness of the dangers of telling kids that it’s ok to drive cars recklessly “as long as they don’t get caught.”

Want to judge the spot for yourself? It’s the one with the grinning man’s face.

This ad is just another in a recent trend towards offending one market segment while seeking to attract another. Carls Junior’s Paris Hilton adwas one we recently commented on.

Sephora has recently done the same thing with coffee cups with a lipstick mark on the rim, making them appear to have been used.

Frankly, I don’t get it.

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Our Favorite Online Press Release Distribution Services

One of the most frequently asked questions we receive is which press release distribution service we recommend.

First, let me make a distinction. We have found that there are two types of press release distribution services.

– Ones that get your release out to lots of different sites on the web.
– And those that get your release into the hands of print and broadcast reporters.

Frankly, we’ve not been able to find one service that does well with both. Either they do a good job online, or they do a good job reaching reporters, generally not both.

This article will focus on the only one we’ve found that does a reasonable job of doing both at a reasonable price. In future issues we’ll discuss some of our other favorite tools.

The service is called The Yearbook of Experts and it’s one of those gems that few people know about, but really seems to work.

The Yearbook of Experts provides you a number of services, just one of which is a press release distribution service. You get:
– A profile in the printed Yearbook of Experts
– A profile in their online online ExpertClick directory
– Inclusion in their Power Media BlueBook and CD-ROM and online access to their database
– Training in how to use their service

And, the part you’ve been waiting for
– The ability to send out releases and articles through their NewsReleaseWire.

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What’s That Again – Please Drive Safely

A recent study designed to measure whether people perceived men or women to be safer drivers came up with an interesting answer:

“As a passenger, I feel safer with:
35% a male driver
23% a female driver
42% other”

What’s an other? Apparently, whatever they are, they drive really safely!

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Tips For Using People Photos That Get Results

Want to use a picture of a person in your marketing? Here’s how to make your choice.

Psychological and marketing studies tend to reveal similar results, which state that when you choose a picture for an advertising or publicity campaign look for: (Please don’t consider this sexist or get offended, it’s what the data says)

A picture of a woman (men prefer pictures of women, women don’t care, pictures of women win)

Mid to late 20’s (something about the age your mother was when you first saw her – things get real Freudian here…)

Attractive, though not necessarily sexy. Sexy turns women off, attractive appeals to both men and women.

Dressed nicely, but not sexy. Same rationale.

Smiling lightly, though not toothy grin. The best pictures are the ones where the model looks approving, like they’re happy with you, not hitting on you, more motherly “I’m so glad to see that you’re home!” looks that make you feel loved

Ideally her body should be turned to a bit of an angle to the camera

Most important – her eyes should be looking directly into the camera. The eyes are important. There’s something, particularly in men (eye-tracking research) that shows that our eyes are drawn to eyes that are looking at us. So a model looking into the camera (especially if her body is turned slightly so it appears that she is having to work a bit to look at the camera, tying back to the previous point) draws your eye to hers. Side point here – really focus on the eyes in your pictures. It’s possible to look at the camera without looking into the camera lens. You want them focused right on you. My friend describes it as “looking deep into your soul.”

In short, study your possible pictures carefully. You should feel your heart do a slight leap when you see the right one. If it does, you’ve got a winner.

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