Some tips to use technology for content marketing
Business marketing has really changed dramatically over the past few years, especially with the use of smartphones, gadgets and the advent of social media. If technology is used effectively and efficiently, it can result in an excellent tool for business marketing. You need to plan out your strategy for content marketing and employ it with skill and technology to ensure fruitful results. The world is buzzing these days with Search Engine Optimization (SEO), Social Media Marketing (SMM), online traffic generation etc. which are all tools provided to us by technology and can work wonders in businesses. This article is focused on some tips to use technology to aid you in content marketing.
Read the complete article to learn how to use technology for content marketing!
Audit your content library – identify content gaps and real-time opportunities
Some marketers spend a lot of time tracking their content inventory and performance metrics in a simple spreadsheet. Periodically, they manually assess the spreadsheet.
It’s a lot of work and outdated the minute you hit save on the spreadsheet. An annual — or even quarterly — review isn’t sufficient to know what content is working, what content isn’t, and what content is missing. You could be losing valuable opportunities to create or repurpose your content to more quickly address your buyers’ actual needs.
However, if you use a technology tool to audit your content assets, the work can be done automatically and in real time. You can stay on top of new trends, upcoming sales, shifts in buyer needs, etc.
You also can do more with the content you already created. You can identify top-performing content to repurpose in other formats as well as evergreen content that converts well and could be promoted again.
In addition, automating the process allows your content inventory and performance metrics system to connect with other systems across your enterprise so you can see what content resonates at what stages of the sales funnel. For example, you may have content assets that foster quality leads but few content assets that help close the sale. With that knowledge, you can create more effective content for the bottom of the funnel.
Use editorial calendars to improve collaboration and project management
Sure, using a spreadsheet for your editorial planning can work for a time, but it can’t be scaled for content marketing programs that have hundreds of publishing events per quarter. Too often, your time gets sucked by updating the single document, letting your team know what was changed, what the update means, the next steps, etc. You also may find that the tracker updates weren’t communicated properly and confusion arises — or worse, work is done that didn’t need to be.
Even more importantly, a spreadsheet editorial calendar usually results in silo-based content marketing when it should be driven by past performance analysis, research, opportunities with your current content assets, etc.
Online collaborative content calendars enable you to be smarter in your planning — automating reminders and notifications, being more systematic in your processes, and giving team members the ability to know and see what is happening in real time.
They can elevate your content marketing to the enterprise’s business level — no longer are you seen as the marketing department that cobbles together a tracking spreadsheet that requires permission to access and to explanations to understand. The sales team, the C-suite, etc. can log in and see what content is coming up, what content is working, etc.
Curate content to supplement your own and add credibility to your editorial
Crafting curated blog posts, such as combining a short quote and reference to the original piece with your own commentary, enables you to provide valuable content to your readers without requiring the time it takes to create original content.
If you search for content to curate through Google, it may seem like trying to find a needle in a haystack. When you automate content discovery, though, the content comes to you.
Content discovery software also enables a smoother process from conception to posting — it can help you assemble your own commentary on the content, automate attribution, and create the publishing elements for different formats.
Author: Guillaume Decugis
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