4 ContentTECH Takeaways for a Higher Tech Technique

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 if you happen to missed it, you may 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 hold studying for the highlights:

Out of the lots of of takeaways from the occasion, the next stood out to Robert. He additionally shares another from his ContentTECH keynote deal with.

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 promoting at PlayPlay, a web based video-making software.

2. Construct a community of knowledge

Take into consideration advertising and marketing as making a community of linked data – a spider net fairly 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 answer officer at DemandJump, says this technique may help you obtain exponentially higher rating in search.

Overlook the funnel. Construct a community of linked #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 end result

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 assist you try this.

Nice #content material tech poorly applied is worse than mediocre tech applied properly, 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 learn how to join any new know-how along with your current processes.

In his consulting work, manufacturers’ advertising and marketing groups incessantly 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 searching for a brand new know-how, 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 an alternative: “What current or designed strategy will this new know-how assist amplify?”

By switching up the query, you may 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 by way of @CMIContent. Click on To Tweet

“Your advertising and marketing and content material methods are much less in regards to the inventive phrases, pictures, and distribution channels. These are non permanent 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 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 is going to clear up so many questions on what tech – if any – will assist you create extra compelling worth in 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.

Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute