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’ll be able to nonetheless register to watch 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 under, or preserve studying for the highlights:
1. Don’t simply stand there
When making videos, forgo static imagery. Combine in graphics to create motion on the display to create visible curiosity, says Michal Barash, vp of promoting at PlayPlay, an internet video-making instrument.
2. Construct a community of data
Take into consideration advertising and marketing as making a community of related 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 can assist you obtain exponentially higher rating in search.
3. Acknowledge that tech’s begin predicts its end result
Poorly applied nice expertise is worse than well-implemented mediocre expertise, says Cathy McKnight of The Content material Advisory. When buying new expertise, ensure you perceive not solely what expertise you want, but additionally the way you’ll implement it and who will make it easier to do this.
The most important takeaway
Robert shared this lesson at ContentTECH: You have to know methods to join any new expertise together with your current processes.
In his consulting work, manufacturers’ advertising and marketing groups incessantly ask for assist in deciding on a wide range of 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 drawback? Don’t begin by asking, “What new, subtle functionality will this tech give us?”
Robert suggests you ask this as a substitute: “What current or designed strategy 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.
“Your advertising and marketing and content material methods are much less concerning the artistic phrases, pictures, 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 photos.”
That’s the unifying takeaway from ContentTECH. Earlier than you change 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. For those who can’t, remedy that problem first.
“It’ll clear up so many questions on what tech – if any – will make it easier 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