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 nearly for the annual ContentTECH Summit.
(Don’t fear should you missed it, you’ll be able to nonetheless register to look at it on-demand.)
CMI’s chief technique advisor Robert Rose shared among the takeaways on this week’s CMI Information video.
Watch it under, 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, an internet video-making device.
2. Construct a community of data
Take into consideration advertising and marketing as making a community of related data – a spider internet somewhat 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 will 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 by way of @CMIContent. #web optimization 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 assist you do this.
Nice #content material tech poorly carried out is worse than mediocre tech carried out nicely, says @cathymcknight by way of @CMIContent.= Click on To Tweet
The most important takeaway
Robert shared this lesson at ContentTECH: It’s essential to know the way to join any new expertise along with your present processes.
In his consulting work, manufacturers’ advertising and marketing groups ceaselessly 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 in search of a brand new expertise, 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 present or designed method will this new expertise assist amplify?”
By switching up the query, you’ll be able to 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 in regards to the artistic phrases, photos, and distribution channels. These are momentary 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 footage.”
That’s the unifying takeaway from ContentTECH. Earlier than you change or add tech to your content material group, ask should you can outline the method and actions the tech would standardize and scale. Should you can’t, clear up that problem first.
“It should clear up so many questions on what tech – if any – will assist you 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.
HANDPICKED RELATED CONTENT:
Cowl picture by Joseph Kalinowski/Content material Advertising Institute
