4 ContentTECH Takeaways for a Higher Tech Technique

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'll be able to nonetheless register to observe 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 preserve studying for the highlights:

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

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, vp of selling at PlayPlay, a web based video-making device.

2. Construct a community of data

Take into consideration advertising as making a community of linked info – a spider internet relatively 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 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 end result

Poorly carried out nice know-how is worse than well-implemented mediocre know-how, says Cathy McKnight of The Content material Advisory. When buying new know-how, ensure you perceive not solely what know-how you want, but additionally the way you’ll implement it and who will assist you to do 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 have to know how one can join any new know-how together with your current processes.

In his consulting work, manufacturers’ advertising groups continuously ask for assist in choosing quite a lot of advertising tech, from content material and digital asset administration to advertising automation, buyer knowledge platforms, and generative AI.

“Present me a advertising staff searching for a brand new know-how, and I’ll present you a advertising staff that doesn’t have a course of to standardize and scale,” Robert says.

How do you keep away from this downside? 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 know-how assist amplify?”

By switching up the query, you'll be able to 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 momentary and simpler to vary,” Robert says. “Nice, sustainable methods contain the actions and processes that give your staff wider bandwidth to create and publish all these phrases and photos.”

That’s the unifying takeaway from ContentTECH. Earlier than you substitute or add tech to your content material staff, ask if you happen to can outline the method and actions the tech would standardize and scale. In case you can’t, resolve that problem first.

“It is going to clear up so many questions on what tech – if any – will assist you 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.

Cowl picture by Joseph Kalinowski/Content material Advertising Institute