Managing Content within Content Marketing
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Presentation to marketing tech and marcom strategists on the challenges of managing 'big content.' Defined the challenges in managing large content collections, including those presented by mobile, social, marketing platforms, etc and solutions to the issues of multi-channel, multi-device content management and governance.
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Managing Content within Content Marketing
- 6. Image Credit: http://www.smashingmagazine.com/2013/06/18/adapting-to-a-responsive- design-case-study/ Challenge: Content-delivery priority of smartphones is not an “m” (mobile) problem, but an “n” (nth degree) problem.
- 8. Challenge: Content form not always optimal for the digital channel
- 10. Content Marketing is Much More than the Content Creation Content Marketing is Much More than the Content Creation
- 11. Content Marketing is About Communication Content Marketing is About Communication
- 13. We Need LessWe Need Less
- 14. TipsTips
- 15. Tip: Everything Starts with Goal and Strategy Tip: Everything Starts with Goal and Strategy
- 16. Tip: Technology is Power by People Tip: Technology is Power by People
- 17. Tip: Build the Bridge Tip: Build the Bridge Visual Credit Blog WorkDay
- 18. Visual Credit Blog WorkDay Tip: Be Flexible Tip: Be Flexible
- 19. THANK YOU Rachel DiCaro Metscher Senior Director of Brand and Marketing Communications Email: rachel.metscher@icfi.com @rachelmetscher
Hinweis der Redaktion
- Is Difficult and challenging.
- It no more just about your website; it about distribution and promotion of your content. Based on the studies cited above, it’s likely that most marketers don’t even know what true content promotion and distribution looks like, let alone its benefits. Having content featured on established media outlets and industry websites can drive thousands of visitors, leads and conversions in a short period of time. After looking closely at The Bloom Group’s various research studies on thought leadership development and thought leadership marketing, Jason Mlicki of Rattleback suggests allocating 45 percent of content marketing resources towards content promotion and investing the other 55 percent in content development and packaging. Including the measurement and research tools spend in that 55 percent is important as well. Mlicki’s recommendation is specifically for B2B professional services firms, but it’s a good rule of thumb no matter the industry or target audience.
- Accounting for Mobile Yet, a content-delivery strategy that ends at mobile will become as quickly outdated as an approach than a “PC-centric” strategy did years ago. There needs to be a shift in mindset. We can’t be married to a particular device format. Instead, stay focused on the needs and behavior of your audiences -- where they’re consuming content and the challenges they face that ever-changing technology can exacerbate. When we do this, we realize the content-delivery priority of smartphones is not an “m” (mobile) problem, but an “n” (nth degree) problem. So how do you deliver personalized and contextual experiences driven by content to a set of screens on different devices? Again, these devices are smartphones today, but are quickly evolving to become our watches, cars and appliances.
- Accounting for social media. According to Zurb, “to load the Facebook, Twitter and Google social media buttons for a total of 19 requests takes 246.7 KB in bandwidth.” Source: http://www.smashingmagazine.com/2013/06/18/adapting-to-a-responsive-design-case-study/
- Content form not always optimal for the digital channel.
- Organizational Challenges Not surprisingly, enterprise organizations are far more challenged with lack of integration across marketing than their small-business counterparts. As more people, products, and geographies become involved — producing integrated content can get pretty complicated. The best way to influence organizational culture and positively impact content marketing efforts is to build a case using data, craft a thorough plan and sell it to everyone you can get to listen. Make sure to include how it will benefit the people you’re selling to internally.
- There is a lot of articles and thought about creation. But content marketing it more than the actual deliverable, it is also about…
- There is a lot of hype around the content creation aspect, short form long form, bites, snack, and meals, but let’s not forget that content marketing is about communicating with people. You have to communicate bother internally and externally effectively. While creating this meaningful content is incredibly important, it is only the first step. - See more at: http://www.bluefountainmedia.com/blog/content-marketing-platforms/#sthash.ts6jNxo1.dpuf
- Marketers need customization for different channels and customer profiles — and distribution only becomes more complex as targeting options expand and new channels emerge. While the above are not company sites, the pethora of external channels is daunting. How to connect, where to redirect?
- From my perspective, while some organizations struggle to create, I argue that too many generate content that is not aligned correctly to its audience. As we continue to create more to keep up with the Jones, we actually do a diservice to the client we are trying to reach. So how can you help your stakeholders get on the same page?
- I think this is the piece most people skip. Without understanding the goal of the content marketing campaign, it is hard for practitioners. You need to understand: who are you trying to reach, how do they consumer content, how do they currently engage on your site or social channel. Use your current analytics to help guide the conversation. Accountability?
- While technology makes our lives easier, don’t forget people are consuming your content. They are downloading your materials and filling out the forms. While marketers want data for their campaigns this HAS to be tempered in reality.
- With your stakeholders and marketers. Sometimes marketers who are not tech savvy don’t get all the nuances of your sites or properties. Build the bridge
- Easier said then done. While plans are great, flexibility is key to keeping your sanity with dealing with ever changing content.