Content is the theme of this week’s roundup of martech news, but isn’t it really the theme of our careers? If you’re a marketer, you’re producing and disseminating content, and if you’re not a marketer, you’re consuming content and hopefully, this content is relevant and necessary. No longer is a tagline as deep as it gets. Today, mountains of information on products and companies are available to help people make informed decisions. As great as content is, the ability to analyze data to ensure the content is disseminated properly is even better, which is something that marketers should not take for granted.
Content sits at the center of every business today. Whether for internal or external use, publishing has turned into a universal second business and needs to be handled as professionally as a company’s first business, whatever that might be. This article explains why content management should be the first thing to consider before your digital transformation project. Read More
Personalization is on every marketer’s mind, but how do you change from reactive personalization to proactive personalization? It’s done by suggesting what someone needs rather than assuming what someone needs. Much like Netflix and Amazon recommend what you should watch or buy next based on your history, all marketers should be looking for ways to suggest the right product rather than hope that your prospect is looking for something specific. Read More
There is a paragraph in this article that pretty much sums up all aspects of content marketing – “No artificial intelligence proof of concept, pilot program or full implementation will scale without the fuel that connects systems to users — content. And not just any content, but the right content at the right time to answer a question or move through a process”. If we’re doing our jobs correctly, whether for AI purposes or not, all content that we offer should be intelligent, right? Read More
A CMO’s impact is only as strong as his or hers execution. To execute, they need to rely on sound business strategies and be budget conscious. Rather than being the unicorn chasers that other departments often stereotype marketing as, marketers need to find ways to be creative in both messaging and in resource planning. Talent shouldn’t be a reflection of the latest fad, but rather a rounded team with many skillsets and a broad influencer network. Read More
This must read article highlighting a disconnect between marketers and consumers, looking at why marketers make assumptions despite data, and why traditional media might have a fighting chance over its digital counterparts. As censhare’s global head of marketing, Ian Truscott, has written about in the past, this is exactly why governments are having to step in . Likely, there is a happy medium that allows consumers to be targeted while not making them feel like we’re encroaching on their personal space. Read More