This week, content material advertising and marketing discuss turned to all issues advertising and marketing tech – digital asset administration, content material administration, operations, video, generative AI, and extra – as 1000’s gathered nearly for the annual ContentTECH Summit.
(Don’t fear if you happen to 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 beneath, or maintain 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 to create visible curiosity, says Michal Barash, vice chairman of selling 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 data – a spider internet moderately than a funnel. You’ll want to grasp the key phrases that make up the “dialog” of the subject you wish to rank for and spin them collectively to create an interwoven basis. Ryan Brock, chief resolution officer at DemandJump, says this technique may also help you obtain exponentially higher rating in search.
Overlook the funnel. Construct a community of related #Content material to enhance search rating, says @RyanBrock of @DemandJump through @CMIContent. #search engine optimization Click on To Tweet
3. Acknowledge that tech’s begin predicts its end result
Poorly applied nice know-how is worse than well-implemented mediocre know-how, says Cathy McKnight of The Content material Advisory. When buying new know-how, ensure you perceive not solely what know-how you want, but in addition the way you’ll implement it and who will allow you to try this.
Nice #content material tech poorly applied is worse than mediocre tech applied effectively, says @cathymcknight through @CMIContent.= Click on To Tweet
The most important takeaway
Robert shared this lesson at ContentTECH: You could know methods to join any new know-how along with your current processes.
In his consulting work, manufacturers’ advertising and marketing groups regularly ask for assist in deciding on quite a lot 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 group searching for a brand new know-how, and I’ll present you a advertising and marketing group that doesn’t have a course of to standardize and scale,” Robert says.
How do you keep away from this downside? Don’t begin by asking, “What new, refined functionality will this tech give us?”
Robert suggests you ask this as a substitute: “What current or designed strategy will this new know-how assist amplify?”
By switching up the query, you may combine the know-how for long-term usefulness and productiveness.
What #ContentTech or #Martech course of will this new know-how amplify? Reply that earlier than shopping for any new instruments, says @Robert_Rose through @CMIContent. Click on To Tweet
“Your advertising and marketing and content material methods are much less in regards to the artistic 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 group wider bandwidth to create and publish all these phrases and photos.”
That’s the unifying takeaway from ContentTECH. Earlier than you exchange or add tech to your content material group, ask if you happen to can outline the method and actions the tech would standardize and scale. When you can’t, clear up that problem first.
“It would clear up so many questions on what tech – if any – will allow you to create extra compelling worth to 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 Institute
