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This week, content material advertising discuss turned to all issues advertising 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 possibly can nonetheless register to watch 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 under, or maintain 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 selling at PlayPlay, an internet video-making software.
2. Construct a community of knowledge
Take into consideration advertising as making a community of related data – a spider net reasonably than a funnel. You’ll want to know 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.
Forget the funnel. Build a network of connected #Content to improve search ranking, says @RyanBrock of @DemandJump via @CMIContent. #SEO Click To Tweet
3. Acknowledge that tech’s begin predicts its consequence
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, be sure to perceive not solely what know-how you want, but in addition the way you’ll implement it and who will show you how to try this.
Great #content tech poorly implemented is worse than mediocre tech implemented well, says @cathymcknight via @CMIContent.= Click To Tweet
The most important takeaway
Robert shared this lesson at ContentTECH: You need to know how one can join any new know-how along with your current processes.
In his consulting work, manufacturers’ advertising groups incessantly ask for assist in deciding on a wide range of marketing tech, from content material and digital asset administration to advertising automation, buyer knowledge platforms, and generative AI.
“Present me a advertising group looking for a brand new know-how, and I’ll present you a advertising 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, refined functionality will this tech give us?”
Robert suggests you ask this as a substitute: “What current or designed method will this new know-how assist amplify?”
By switching up the query, you possibly can combine the know-how for long-term usefulness and productiveness.
What #ContentTech or #Martech process will this new technology amplify? Answer that before buying any new tools, says @Robert_Rose via @CMIContent. Click To Tweet
“Your advertising and content material methods are much less concerning the inventive phrases, pictures, and distribution channels. These are short-term and simpler to alter,” 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 if you happen to can outline the method and actions the tech would standardize and scale. Should you can’t, clear up that problem first.
“It would clear up so many questions on what tech – if any – will show you how to create extra compelling worth to your viewers,” Robert says.
Are you buying or changing advertising 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
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