The demands on content marketing are constantly increasing: more content, more personalized, available faster, via every channel – the trend is like a hockey stick! What’s not increasing are budgets, time, and resources. Yet everyone involved in content marketing knows that content creation is extremely time-consuming and costly and involves a lot of coordination and approval. What is needed are clear briefings, know-how, time, and resources.
Content marketing doesn’t work without strategy
Strategy, we add, will not work without central control – ideally via a platform. This is true from strategic topic planning and prioritization, to operational implementation, quality assurance, and reporting. How you can create content quickly and cost-effectively via a central marketing platform, reduce correction loops, and distribute your assets effectively worldwide, we answer in our new eBook “7 Hints to Improve Your Content Strategy”.
Ciao content chaos: strategically plan, create and distribute content
Prioritization is the first step
In order to communicate the right topics at the right time in the right place and thereby achieve the maximum benefit for your company, keyword and content scoring must be prioritized. This method enables you to measure and evaluate the individual impact of your range of content throughout the entire customer journey. Before content creation, content ideas and topics should be checked in terms of their importance to the company, as well as their market relevance.
Here, for example, keyword queries or market data, but also your own empirical values, data and evaluations can be consulted. Based on this content scoring, a strategic content marketing plan can be created: You precisely define goals, focus topics, messages, and target groups, and prioritize assets and projects in order to work through them logically and methodically for greatest impact. After all, if you put some time and energy into prioritization at the beginning, you will save yourself a lot of trouble and delays during project implementation. However, the criteria for content scoring must be transparent and consistent. Then content creation can be managed according to importance and urgency and is comprehensible for all involved.
Avoiding stumbling blocks through transparency and automation
Working through an editorial plan for greatest impact can only succeed if other important aspects are taken into account throughout the entire “content process”. Briefings, for example, should be accessible to everyone at all times. This way, queries can be clarified quickly, and everyone involved always knows exactly what they are working on and with what goal in mind.
Deadlines can be better monitored and met if they are controlled via automated workflows. For example, automated reminders ensure that everyone knows what they need to do by when. This makes it easier for marketing teams to collaborate with both internal and external project stakeholders. The same goes for the often lengthy and unpredictable approval processes.
Here, too, digital asset management (DAM) on a central platform provides valuable assistance. With system support, participants are automatically reminded of deadlines. In addition, the consolidated feedback on each asset can be clearly tracked by the final decision-makers. Endless correction loops and time-consuming follow-up with decision-makers are avoided, saving valuable time.
After the campaign is before the campaign
Valuable insights can be gained from every campaign, which can be used for future marketing planning. In addition to classic performance measurement, modern martech solutions now provide you with innovative analysis tools that allow you to create individual reports and link your content with data from your web and social media analysis. The content usage of your target groups can be tracked in real time, while the analysis of users’ search behavior provides further valuable insights for improving your campaign and content planning. Artificial intelligence such as AI Web Tracing also helps ensure that your media and documents are used in a brand-compliant manner across the web.
Leading companies use centralized digital asset management
We have developed the 7 hints for a successful content strategy from our many years of experience with international corporations. In the new eBook “7 Hints to Improve Your Content Strategy“, you will learn how Bayer, a global corporation in the life sciences sector, uses the BrandMaker Digital Asset Manager to make brand-consistent assets available worldwide, decreasing time and cost, and increasing performance.
Find out how to:
- Successfully implement your content strategy worldwide.
- Make creation and approval processes smooth and efficient.
- Measure content performance.
- Ensure brand-compliant assets worldwide.