Monday Morning Memo: The Power of Content and a Lesson From Icarus

Content is the theme of this week’s martech roundup, but isn’t it really the theme of our careers? If you’re a marketer, you’re producing and disseminating content, and if not, then you’re consuming content and hopefully, this content is relevant and necessary.

  3. chevron left iconThe Power of Content and a Lesson From Icarus
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Douglas EldridgeApril 9, 2018
  • Content Marketing

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.

Why Your Digital Transformation Project Should Start With Content – business.com

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

How the Power of Suggestion Will Change the Way We Use Content – EContent

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

AI's Missing Ingredient: Intelligent Content – CMS WiRE

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

Five Ways Marketers Can Impact Innovation – Forbes

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 is a critical point in marketers’ relationship with data privacy – Marketing Week

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

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Douglas Eldridge
Doug Eldridge has worked in marketing and communications for fifteen years, with experience in marketing agencies and software vendors, he’s written for CMSWire, eContent Magazine and various industry blogs. Doug is based in Denver, Colorado, is an alumnus of censhare US and while he is not writing, he is a typical Coloradan, which means a lot of time in mountains and breweries.

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