What are the core components of a robust content strategy for 2022? How the right technology acts as a building block for an integrated approach to content management.
Content is the central pillar of modern marketing, but all too often, marketing leaders neglect their content strategy. Such neglect can result in an ad-hoc approach to content creation, and sees marketers fighting with technology, and failing customers.
In this article, we discuss the core components of a robust content strategy for 2022 - from research, to technology, measurement, and how they form the building blocks of an integrated approach to content management.
So read on to learn how the right content management technology can support organizations by acting as the keystone of a modern technology stack, enabling an agile strategy to help you create more content, attract new customers, enagage existing customers, and to drive revenue.
Whether you’re a CMO or a content writer, you’ve probably got a good feel for what your market wants. As a marketer, you’re likely to stay on top of the latest trends, and keep an eye on your competition - so you could be forgiven for thinking that the strategy writes itself. But a content strategy is not to “watch on this metaverse stuff”. It’s not an extensive list of topics that you could write about, and it’s certainly not “we need to start doing TikTok properly this year”.
A content strategy should be a key part of your overall marketing strategy, which both start with your business objectives. Think “reach new customers” or “improve customer lifetime value”. When you’ve elucidated your objectives, you can set specific goals, such as “re-engage all customers to inspire a second purchase” or “improve brand quality perceptions”.
With goals like these, you’ll be able to conduct research to understand your target audiences, identify areas of need where content can help, then allocate resources to create and distribute it.
When you’ve done all that, make sure it’s documented, and communicated to all the content creators in your organisation. Thereafter, constant measurement and adjustment can help ensure you’re staying on track.
As marketing leaders know, the right technology can make or break a content marketing operation, because technology platforms facilitate the creation, distribution, and the end-user experience. Even brands staffed by creative geniuses, with a bulletproof content strategy will not succeed unless they’re able to execute.
With that in mind, brands should elevate technology planning to the strategic level in 2022, and consider it for what it is; the critical enabler. Technology assets should be assessed against marketing objectives, and leaders should invest as necessary to streamline content creation and deliver top-quality CX.
In the year ahead, marketers should retire legacy systems and instead deploy fit-for-purpose unified solutions, aiming to minimise administrative burden, support workflows, connect internal systems, and hyper-personalise content across all channels.
Reporting and analytics are a core capability of modern content platforms. Making use of technology to understand content performance, regularly review, and adjust your content programmes is a fundamental requirement of any successful strategy.
We’re certainly not at the stage where machines can generate high quality long-form content, but in the year ahead, businesses must strive to understand the business processes that underpin content production, and automate everything they possibly can.
Content is a vast and dynamic industry and, whilst trends and tactics do not comprise a strategy, it’s certainly worth keeping on top of emerging themes. Much of what’s important for the year ahead is already well-established, but a few choice picks are worth highlighting as you consider how to deliver your 2022 strategy.
Finally, as always, there are certainly some exciting innovations on the horizon! In 2022, two particularly interesting content trends we’re keeping an eye on include;
Our advice is to watch with interest, but (apart from in extraordinary circumstances), don’t be distracted. Most of these technologies won't significantly impact your customer experiences in the next 12 months, and it’s important to focus your time and resources on serving customers now.
censhare relaunches the brand to reflect its content leadership in the MarTech landscape.