This week, content material advertising and marketing speak turned to all issues advertising and marketing tech – digital asset administration, content material administration, operations, video, generative AI, and extra – as 1000’s gathered just about for the annual ContentTECH Summit.
(Don’t fear when you missed it, you may nonetheless register to observe it on-demand.)
CMI’s chief technique advisor Robert Rose shared a number of the takeaways on this week’s CMI Information video.
Watch it under, or hold studying for the highlights:
1. Don’t simply stand there
When making movies, forgo static imagery. Combine in graphics to create motion on the display screen to create visible curiosity, says Michal Barash, vp of promoting at PlayPlay, a web-based video-making device.
2. Construct a community of knowledge
Take into consideration advertising and marketing as making a community of related info – a spider internet reasonably than a funnel. You’ll want to grasp the key phrases that make up the “dialog” of the subject you need to rank for and spin them collectively to create an interwoven basis. Ryan Brock, chief resolution officer at DemandJump, says this technique might help you obtain exponentially higher rating in search.
Neglect the funnel. Construct a community of related #Content material to enhance search rating, says @RyanBrock of @DemandJump by way of @CMIContent. #search engine marketing Click on To Tweet
3. Acknowledge that tech’s begin predicts its final result
Poorly carried out nice expertise is worse than well-implemented mediocre expertise, says Cathy McKnight of The Content material Advisory. When buying new expertise, be sure to perceive not solely what expertise you want, but additionally the way you’ll implement it and who will provide help to do this.
Nice #content material tech poorly carried out is worse than mediocre tech carried out effectively, says @cathymcknight by way of @CMIContent.= Click on To Tweet
The most important takeaway
Robert shared this lesson at ContentTECH: You have to know how one can join any new expertise together with your present processes.
In his consulting work, manufacturers’ advertising and marketing groups steadily ask for assist in choosing a wide range of advertising and marketing tech, from content material and digital asset administration to advertising and marketing automation, buyer information platforms, and generative AI.
“Present me a advertising and marketing crew looking for a brand new expertise, and I’ll present you a advertising and marketing crew that doesn’t have a course of to standardize and scale,” Robert says.
How do you keep away from this drawback? Don’t begin by asking, “What new, refined functionality will this tech give us?”
Robert suggests you ask this as a substitute: “What present or designed strategy will this new expertise assist amplify?”
By switching up the query, you may combine the expertise for long-term usefulness and productiveness.
What #ContentTech or #Martech course of will this new expertise amplify? Reply that earlier than shopping for any new instruments, says @Robert_Rose by way of @CMIContent. Click on To Tweet
“Your advertising and marketing and content material methods are much less concerning the inventive phrases, photographs, and distribution channels. These are non permanent and simpler to vary,” Robert says. “Nice, sustainable methods contain the actions and processes that give your crew wider bandwidth to create and publish all these phrases and footage.”
That’s the unifying takeaway from ContentTECH. Earlier than you exchange or add tech to your content material crew, ask when you can outline the method and actions the tech would standardize and scale. When you can’t, remedy that problem first.
“It would clear up so many questions on what tech – if any – will provide help to create extra compelling worth in your viewers,” Robert says.
Are you buying or changing advertising and marketing or content material tech? How are you doing it? Tell us within the feedback.
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Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute
