This week, content marketing discussions have turned to all things marketing technology – digital asset management, content management, operations, video, generative AI, and more. – as thousands gathered virtually for the annual ContentTECH Summit.
(Don’t worry if you missed it, you can still subscribe to watch it on demand.)
CMI’s Chief Strategic Advisor, Robert Rose, shared some of the takeaways in this week’s CMI News video.
Watch it below or keep reading for the highlights:
1. Don’t just stand there
When make videos, forgo static imagery. Mix graphics to create movement on the screen to create visual interest, says Michal BarachVice President of Marketing at PlayPlay, an online video creation tool.
2. Build an information network
Think of marketing as creating a network of connected information – a spider’s web rather than a funnel. You will need to understand the keywords that make up the “conversation” of the topic you want to rank for and combine them to create an interwoven base. Ryan BrocDirector of Solutions at DemandJump, says this strategy can help you get exponentially better rankings in search.
3. Recognize that the start of technology predicts its outcome
Great poorly implemented technology is worse than well implemented poor technology, says Cathy McKnight of the content notice. When acquiring new technology, make sure you understand not only what technology you need, but also how you will implement it and who will help you do it.
Robert shared this lesson to ContentTECH: You need to know how to connect any new technology to your existing processes.
In his consulting work, brand marketing teams frequently ask for help selecting a variety of marketing technologyfrom content and digital asset management to marketing automation, customer data platforms and generative AI.
“Show me a marketing team looking for new technology, and I’ll show you a marketing team that doesn’t have a process to standardize and evolve,” Robert says.
How do you avoid this problem? Don’t start by asking yourself, “What sophisticated new capability will this technology give us?”
Robert suggests you ask instead, “What existing or designed approach will this new technology help amplify?”
By switching questions, you can incorporate technology for long-term usefulness and productivity.
“Your marketing and content strategies are less about creative words, images and distribution channels. These are temporary and easier to change,” says Robert. “Great, sustainable strategies involve the activities and processes that give your team more bandwidth to create and publish all those words and images.”
This is the unifying lesson of ContentTECH. Before replacing or adding a technology to your content team, ask if you can define the process and activities that the technology would standardize and scale. If you can’t, solve this challenge first.
“It will clear up so many questions about the technology – if any – that will help you create more compelling value for your audience,” Robert says.
Are you acquiring or replacing marketing or content technology? How do you do ? Let us know in the comments.
SELECTED RELATED CONTENT:
Cover image by Joseph Kalinowski/Content Marketing Institute