September 21, 2023

A chess piece and gear representing strategy and tech for content tool purchases.This week, content material advertising and marketing discuss turned to all issues advertising and marketing tech – digital asset administration, content material administration, operations, video, generative AI, and extra – as hundreds gathered nearly for the annual ContentTECH Summit.

(Don’t fear if you happen to missed it, you’ll be able to nonetheless register to watch it on-demand.)

CMI’s chief technique advisor Robert Rose shared among the takeaways on this week’s CMI Information video.

Watch it beneath, or hold studying for the highlights:

Out of the a whole bunch of takeaways from the occasion, the next stood out to Robert. He additionally shares another from his ContentTECH keynote handle.

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 selling at PlayPlay, an internet video-making instrument.

2. Construct a community of knowledge

Take into consideration advertising and marketing as making a community of related info – a spider internet quite than a funnel. You’ll want to grasp the key phrases that make up the “dialog” of the subject you need to rank for and spin them collectively to create an interwoven basis. Ryan Brock, chief resolution officer at DemandJump, says this technique may 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 final 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, 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 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 could know the right way to join any new know-how together with your current processes.

In his consulting work, manufacturers’ advertising and marketing groups often ask for assist in deciding on a wide range of advertising and marketing tech, from content material and digital asset administration to advertising and marketing automation, buyer knowledge platforms, and generative AI.

“Present me a advertising and marketing crew searching for a brand new know-how, and I’ll present you a advertising and marketing crew 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 a substitute: “What current or designed method 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 marketing and content material methods are much less in regards to the artistic 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 crew wider bandwidth to create and publish all these phrases and photos.”

That’s the unifying takeaway from ContentTECH. Earlier than you change or add tech to your content material crew, 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 show you how to create extra compelling worth to 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.


Missed ContentTECH Summit reside however nonetheless need to learn to handle, and scale nice content material experiences throughout all of your platforms and channels? Register today to watch it on demand (it’s free). 

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