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 hundreds gathered just about for the annual ContentTECH Summit.
(Don’t fear in the event you missed it, you’ll be able to nonetheless register to observe it on-demand.)
CMI’s chief technique advisor Robert Rose shared a few of the takeaways on this week’s CMI Information video.
Watch it beneath, 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, vice chairman of selling at PlayPlay, an internet video-making device.
2. Construct a community of data
Take into consideration advertising and marketing as making a community of linked info – a spider internet fairly 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 answer officer at DemandJump, says this technique will help you obtain exponentially higher rating in search.
Neglect the funnel. Construct a community of linked #Content material to enhance search rating, says @RyanBrock of @DemandJump through @CMIContent. #website positioning Click on To Tweet
3. Acknowledge that tech’s begin predicts its consequence
Poorly carried out nice know-how is worse than well-implemented mediocre know-how, says Cathy McKnight of The Content material Advisory. When buying new know-how, be sure to perceive not solely what know-how you want, but in addition the way you’ll implement it and who will allow you to do this.
Nice #content material tech poorly carried out is worse than mediocre tech carried out properly, says @cathymcknight through @CMIContent.= Click on To Tweet
The largest takeaway
Robert shared this lesson at ContentTECH: It’s essential to know learn how to join any new know-how together with your present processes.
In his consulting work, manufacturers’ advertising and marketing groups often 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 staff searching for a brand new know-how, and I’ll present you a advertising and marketing staff 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, subtle functionality will this tech give us?”
Robert suggests you ask this as a substitute: “What present or designed method will this new know-how assist amplify?”
By switching up the query, you’ll be able to 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 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 staff wider bandwidth to create and publish all these phrases and photos.”
That’s the unifying takeaway from ContentTECH. Earlier than you change or add tech to your content material staff, ask in the event you can outline the method and actions the tech would standardize and scale. In the event you can’t, resolve that problem first.
“It can clear up so many questions on what tech – if any – will allow you to create extra compelling worth on 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
