Cintia Miranda

Cintia Miranda

edge contributor

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A content management system (CMS) is a platform that allows you to publish, edit, delete and organize content on your website, as well as to maintain and update its appearance and functionality. content management systems are designed to make website management simple and straightforward for non-technical users, so that businesses can update their own blogs, page content, resource directories and more without the need for a third-party website developer or dedicated website maintenance employee. A CMS offers a host of advantages:

  • A CMS allows more than one person to post and modify site content a great advantage for organizations of any size. You can also set different levels of access for each administrator, depending on their skills, needs and overall roles. 
  • A CMS saves time and resources by making it easy to manage your website content from one central administrative area. Their interfaces are usually user-friendly, with content editors that function similarly to word processing programs. 
  • By using consistent design templates to handle the look and feel of each website page, a CMS ensures uniform formatting of content, which helps facilitate a smooth user experience. Also, because CMS is database-driven, content on pages, links and navigation is synchronized whenever a change is made. This keeps your website pages consistent, which is crucial to building a strong brand image. 
  • CMS data is stored on the web rather than saved to your computer. This eliminates the need for local editing of individual web pages on your computer and also allows multiple administrators to modify the site from any location with an internet connection, without the use of special software. 

As a customer, how do you feel when you hear 'Next!' at a coffee shop, Bureau of Motor Vehicles, bank or doctor's office? Many people find the experience impersonal and a bit cold and I would agree. Now, how do you feel when you are greeted with a smile and welcoming words like 'Good morning! How are you today?' Being welcomed, asked how you're feeling and greeted with a smile makes the experience much more memorable.

From a customer's perspective, two major factors contribute to a memorable experience: the quality of your product or service and great customer service provided by engaged brand ambassadors. But what exactly is a brand ambassador?

Wednesday, 24 July 2013 17:16

Combating indifference on social media

It's a common marketing puzzle: you understand the value of social media and the importance of promoting your company through all the relevant channels. You reach out to your followers, comment on other people's pages and frequently post interesting, informative content on your own. Yet somehow, you aren't fueling the social interaction you hoped for. People just aren't engaging with your brand, let alone converting. What might be going wrong? 

A recent article by BusinessGrow reveals that 74 million Americans are considered 'passive aggressive' social media users that is, they read and enjoy your content, but they won't respond to it in any way. Given this epidemic indifference, how can your organization effectively engage fans and nurture conversions? 

My first boss (and my most memorable) used to say, 'Achieving success is easy. The hard part is sustaining it.' 

Businesses can sometimes become complacent about their success. When things go consistently well for an extended time, it's easy to develop a false sense of security, to assume that things are running smoothly because we've 'mastered' a system and that the current growth momentum will just continue. Unfortunately, though, the drive to excel goes hand-in-hand with the perceived need to improve. When companies become successful at a larger level, they can sometimes forget about the smaller things that helped achieve that success.

Communication is key in marketing in fact, inadequate content can be a great flaw in an otherwise solid campaign. Today's market world is driven by a wide variety of customer interests, backgrounds and needs, and every piece of content you produce be it a social media post, blog or white paper is a reflection of your brand. With that in mind, it's important to dispel a few common misconceptions about content creation. 

Wednesday, 03 July 2013 11:10

Creating a successful media relations plan

A significant portion of any effective marketing program revolves around publicity. After all, your business can't get very far if no one's heard of it. Strong media relations, however, does more than just get your name out there. It boosts awareness of your brand, reinforces your professional credibility and provides an invaluable resource for successful crisis management. 

Though it can be overwhelming, creating a successful media relations plan can give your brand a decided advantage in your market. Here are a few guidelines to get started. 

No matter what industry, most organizations experience a business crisis at some point in their existence whether it might be a data breach, a viral social media slam or a mass email glitch. The best way to deal with a crisis, of course, is to anticipate and prevent it with a solid crisis management plan. Even without a plan, however, a crisis doesn't have to be disastrous to your brand.

In fact, if handled gracefully, it may earn your brand even more loyalty and support in the long run.

It may seem obvious that successful business depends on satisfied customers. However, many businesses don't realize that customer service goes far beyond answering a question or replacing a defective product. Providing great customer service means understanding what's important to your customers and how well your business performs around those priorities.

Here are just a few ways businesses can go the extra mile to expand their customer service plan to develop effective marketing relationships. 

Wednesday, 29 May 2013 14:19

The benefits of an engaging business blog

In Hubspot's 2012 State of Inbound Marketing Report, only 34 percent of businesses ranked their company blog as an 'important' marketing strategy and even less than that as 'critical.' To some extent, this statistic isn't surprising. Blogging, after all, takes regular time and investment, resources which many smaller businesses may not have.

No marketing campaign lasts long without a way to assess its return on investment (ROI). With social media, though, accurately measuring ROI can be tricky. ROI is a basic mathematical formula:

Profit (or Gain) Cost

Just like any other formula, however, it needs real numbers in order to work correctly and this is the challenge in measuring the ROI of a social media. How can marketers and small businesses transform likes, retweets, pins, comments and other engagement markers into concrete numerical values - or better yet,  into dollars? 

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