TikTok has become the darling of marketers when it comes to social media platforms. Therefore, it was no surprise to find TikTok as the platform in which marketers will invest the most in 2022, according to the State of Marketing Report 2022.
But is it enough to be on this channel, replicate the content and invest money in it because everyone does it? How can you take advantage of this in the best possible way?
This article is the first in a series of three looking at some topics from the 2022 State of Marketing Report. This report was created in collaboration with HubSpot, happy rock, Wistia and Litmus. The material can be downloaded free of charge. Get ready for amazing and modern marketing insights.
I’m Pedro Lopes, specialist in Digital Marketing here at happy rock, there will be your guide today. I strongly suggest you take note, because you are about to have some powerful ideas!
The TikTok Phenomenon
It’s quite ironic to think that TikTok, this social media channel that’s all about movement, movement, and dynamism, became this crazy sensation during the pandemic, a period of pure stagnation.
But it also has a somewhat predictable result: people would lack can live in the movement. Then eventually the petition would skyrocket.
Now Zuckerberg Inc. has to do what it does best when it has competition: copy them. And that behavior can teach us a lot about the main topic of this article.
But first, we backtracked a bit to understand how TikTok made its way to the top:
TikTok has over the years between marketers and brands
What most people don’t know is that the original TikTok number is douyincreated in China, way back in 2016. TikTok has only been famous since the Chinese company acquired another social services service in 2018, Musical.ly, and launched it as the “international” version of Douyin.
TikTok has been growing ever since, topping 2 billion mobile downloads worldwide in 2020. Bloomberg says the “video app is on track for revenue this year at $12 billion,” which corresponds to 3.5% of net advertising revenue globally.
What is the strategy behind this?
Good! There is no way for a company to reach these indicators so quickly without an aggressive and cutting-edge strategy behind it. And that is exactly what they have done!
Starting with its user demographics, attracting no less than 386.6 million users in the 18-24 age group. These users also notice the ads on TikTok in a different way, because there is more maintenance than a regular advertising campaign.
And that is the deciding factor for both success and popularity: The content!
TikTok (paid and organic ad) is all about content
No choice: if you do not offer originality and entertainment, you will not reach your real goal.
By the way, the State of Marketing Report mentioned earlier has some pretty impressive insights and predictions about Marketing. You can help yourself a lot to achieve the originality you need!
And the golden rule to achieve that level of relevance is: Research and understand what type of content your target audience is currently engaging with on TikTok. Later:
- evaluated if youu brand can present the same content
- list the main themes and analyze how connect with products or services
- Make sure the the narrative was well connected with your brand personality
This is how you deliver amazing content, without having to reinvent the wheel! Browse along with the trends, it’s absolutely fine. You will only remember that If you don’t sell who you are, you won’t sell anything.especially in 15 seconds.
Is it worth investing money in TikTok?
Aside from creating meaningful content, here are some pros and cons to consider before staking all your chips on TikTok ads:
- Smaller ROI compared to Facebook
- Prevalence of younger audiences
- Format limitation to create content
As we could see, advertising on TikTok goes far beyond having a budget or not for it. It starts with creating original content that entertains.
Taking some time to study user behavior is crucial to map data such as preferences, themes, bottlenecks… Then, analyze some pros and cons to better analyze the impacts.
So how is it going to be? To advertise or not to advertise on TikTok? Add on LinkedIn and let’s talk about it.
Also, I’m curious to hear your impressions of the 2022 Marketing Status Report (in English) Download it now! They are for free.
Video is the most engaging content format on social media, and short-form video is fast becoming the key medium of communication and connection, on virtually every network.
That means you need to integrate video into your digital marketing strategy, and if you’re looking to get started and how to develop an effective video approach, this new Meta guide is for you.
Meta has published a new ‘Video Planning and Buying Guide’, which covers how to set up a video marketing process, how Meta video options can enhance your current marketing plan, an overview of available video format advertising tools, and more.
You can download the full 31-page guide here, but in this post, we’ll look at some of the key points.
The main focus of the guide is Meta’s 3-Step Video Planning Guide, which takes you through the process of establishing your video strategy.
As you can see here, the guide provides guidance on how to use Meta’s various video promotion options in your process, depending on your goals.
That framework then directs you to the next stage of the guide, with sections that discuss how to make the best use of Facebook video ads:
Along with frequently asked questions about video ad approaches:
There’s also an overview of how Facebook video ads can complement your existing strategy:
And how to create a more comprehensive and focused video promotion scheme based on these key elements. There are also case study examples of each of these processes in action.
The guide also provides an overview of the various Facebook video formats and the ad options for each.
Most importantly, it includes Reels ads and how you can take advantage of the growing short-form video trend to maximize your reach and resonance.
There are some helpful notes here, which might help point you in the right direction with your Facebook video strategy. And while Instagram and TikTok are clearly a bigger focus in terms of short-form video content, Facebook still has the widest audience reach, and it might be worth experimenting with the various tools on offer to see how video can improve your Facebook marketing campaigns.
Some potentially valuable considerations either way. You can download Meta’s ‘Video Planning & Buying Guide’ here
ClearVoice explores the biggest content marketing challenges in its new survey. The survey uses open-ended responses from 1,000 marketers to provide insights into challenges such as timing, quality and content creation, idea generation and distribution.
The simple question “What is your biggest challenge with content?” produced a variety of responses and identified the various elements of a successful marketing campaign, including reaching the appropriate audience and channels, as well as creating content that displays genuine passion and credibility.
1. Time is constantly on the mind
The survey highlights the word “time” as the most frequent single-word submission, highlighting the many ways that time can affect the marketing process. Time is where most of the difficulties inherently arise, although many of the responses highlighted specific instances that lead to feeling like there is not enough daylight.
Disorganization, an overabundance of objectives and poor collaboration can lead to a feeling of lack of time. Organization can help create more room for great ideas and content creation, with time and organization going hand in hand.
Marketer responses point to time significantly outweighing planning and management as a challenge, with examples of time-related challenges including calendar scheduling, review process management, engaging all stakeholders and collaboration with various departments.
2. Content production
Marketers see challenges when trying to come up with original ideas. Even when there is an original idea, it can be difficult to make that idea compelling to readers, which requires an idea that is not only original but also appealing to the target demographic. As a result, it’s no surprise that 27 percent of respondents consider producing creative content to be the biggest barrier to getting in touch with their creative side.
Marketers spend a lot of time trying to make their content feel genuine and, at the same time, clear and concise. Some brands have increased their engagement by intertwining original ideas with compelling storytelling, helping make abstract ideas more tangible to their audience. Airbnb achieves both innovation and storytelling in an immersive way, through Airbnb Community Stories, which they integrate across various platforms and marketing campaigns, such as the “Belong Anywhere” campaign.
Airbnb shows that they value the artistic and generous nature of their users, an excellent strategy for a business whose infrastructure is fueled by users providing homes and looking for places to stay.
3. Establish Credibility
Some 51 percent of marketers rate content quality as the biggest challenge in establishing credibility, more than twice as high as engagement. Naturally, quality content tends to attract, hence the difference from 51% to 23.6%.
Titan Alarm is an example of a brand that offers a good variety of quality content on its blog. Features a mix of how to publish, local guide posts and publications capitalizing on recent trends. Each post appears to be well-researched and is accompanied by helpful images that help readers more easily digest the information presented.
The feeling of being genuine is another challenge for content, which can be difficult for corporate entities to achieve. Still, various brands can achieve a very genuine feeling regarding their credibility, especially when they show their passion.
For example, Asana’s marketing does a great job of establishing genuine credibility. Their site lists partners like NASA, General Electric, and Airbnb that use their product, which immediately establishes credibility. For a sense of authenticity, their product tour uses a NASA space mission as a project example, reinforcing NASA’s collaboration and showing a passion for the uniqueness of each wearer.
For marketers who care about hitting their KPIs, six out of 10 say generating or converting leads is the biggest challenge. By establishing credibility and showing passion for their niche, marketers are better able to convert content into conversions and drive ROI.
4. Abundance of marketing channels
There is such an abundance of content channels that marketers rarely mention them by name in the survey. Google has one mention while Facebook has two mentions. Marketers seem more focused on social sharing in general rather than specifying channels individually. Additionally, challenges for traffic include content going viral, reaching audiences, and being visible on search and social media.
It is a common goal among marketers to produce viral content, which reaches millions of views and generates a wide conversation. Mercedes-Benz achieves viral success with its #MBPhotoPass campaign, which began in 2014. The company provides social media influencers with the keys to a Benz, helping them tell a story using the vehicle. In recent years, they used YouTube’s 360-degree video technology, shown in this video with Instagram’s famous dog Loki. The campaign generated 173 million impressions and 2.3 million likes/comments.
ClearVoice’s survey finds that timing, content and content quality, content scale, idea generation, talent, distribution, and strategy are the biggest challenges for content marketing, in order of mentions, time being the one with the most mentions. The marketers’ response was their “biggest challenge,” not their only challenge.
Marketers and brands continue to overcome these challenges, as the examples above show, but marketers struggle with time management, content production, and establishing credibility across a variety of media. channels.
The UK had four years to get used to the sweeping changes brought about by the EU’s General Data Protection Regulation (GDPR) when its provisions were implemented in the Data Protection Act 2018 That year, companies were forced to rewrite data handling procedures. and implement rigorous new ways of interacting with their customers.
After being hoisted to the top of the GDPR hill, it seems increasingly likely that marketers and their customers will soon be coming down again. In the Queen’s Speech on May 10, the government revealed that it was planning major reforms to data protection legislation.
Details were thin on the ground, but the government said it intended to replace the “very complex” legislation it inherited from the EU with something offering a lighter touch. The main goal: to make the whole process easier and save organizations from having to do “excessive paperwork”.
But there are reasons for concern for businesses, many of which have barely managed to understand all the complexities created by the GDPR. For example, companies with one foot in the UK and the other in Europe worry that the added bureaucratic burden of having to comply with two sets of regulations will cause them huge problems.
Westminster said it would open its proposals up for consultation, meaning industry – and consumers – have the power to shape the law. So what should the future of data protection regulation look like?
Prepare for change
There is usually a lot of anxiety surrounding big legislative changes, but that often proves unfounded when the realities of compliance don’t turn out to be as difficult as feared. This is why some marketers suggest that worrying too much about it is a stressful waste of time and energy.
“Data protection regulations are simply beyond the capacity of us mere mortals,” admits Andrew Armitage, founder and managing director of A Digital, an agency based in Kendal, Cumbria. “People who run small businesses cannot afford the services of a compliance department, a data officer or an information security officer. The reality is that most small businesses – and probably larger ones too – will choose their suppliers carefully and do their best.
But Armitage believes that no company can say categorically that it is always 100% compliant with all the rules. “It’s too complicated to know what material is sent, where and when. It only becomes a problem when there is a security breach or scandal,” he says.
The main aim of the proposed reforms is to spare companies from “excessive paperwork”, which should, at least in theory, reduce the risk of non-compliance. But the key question is whether some of the more bureaucratic elements of GDPR will need to remain in UK law.
An update on data privacy
According to Natalie Cramp, CEO of data science company Profusion, there’s a good reason to keep some elements of GDPR.
“I don’t think anyone can claim that this is a flawless bill,” she said. “But, if you consider how weak and outdated our data privacy laws were before they were enacted, it has dramatically improved the overall situation.”
For example, the GDPR has brought about a significant change in consumer rights by placing the individual at the center of data protection legislation. The concern is that the good work he has encouraged the marketing industry to do to improve its action – and build public confidence in the process – will be undone.
“The fear is that the government will favor weak and/or vague regulations in the name of simplicity,” says Cramp, who foresees a potential double whammy. “The UK could find itself in a situation where businesses struggle to navigate a new set of rules, harming their ability to operate internationally, while people are left with little protection.”
The prospect of a two-track system worries many UK companies with interests in the EU, observes Dr Janet Ward, senior lecturer in marketing at the University of Brighton.
Although businesses that depend on more distant overseas markets “may welcome some relaxation of the GDPR, businesses that rely on European trade may cause concern”, she predicts, noting that UK exports to the EU in 2021 were lower. of £20 billion in total for 2018. , the last comparable year of stable trading.
Ward points out that having different regulations than our nearest overseas market can feel like a nightmare, especially for smaller businesses that have had to deal with issues caused by the Northern Ireland Protocol. She adds that “those more focused on consumer behavior will be concerned about a dilution of protections, especially for children and other vulnerable people.”
Marketers hope for clarity
Whatever reforms may be put in place, one thing is certain: the entire marketing profession wants these to be the last for a while.
“Everyone in our industry is keen to avoid constant rule changes,” says Amanda Walls, founder and director of Manchester-based agency Cedarwood Digital. “Whenever the rules change, we go through our own consultation process with experts and then roll out the required changes to our websites and those of our customers. This process is not only expensive; it is also incredibly time consuming. Any move to ‘simplify’ data regulation must be final, at least for the foreseeable future.”
Such simplification must work for all parties involved. UK consumers and their representatives are unlikely to favor deregulation as they won a significant package of legal protections in 2018. An international survey of 2,600 consumers published by Cisco Systems last year found that 18% of UK respondents had approached an organization to inquire about amending or erasing the personal data it had obtained about them – one of the important rights afforded to them by the GDPR.
Tech companies, for their part, will typically push for deregulation. For example, they are likely to be concerned about how the long-planned Digital Markets Unit within the Competition and Markets Authority is being strengthened with increased powers to crack down on bad actors, although nothing substantial is likely to happen in this department before. the end of the 2022-23 parliamentary session.
All of this leads to a lot of uncertainty for marketers as they try to formulate their medium-term business plans. It’s a headache that doesn’t have an easy cure right now.
If there’s one thing the entire industry would love to see from future legislation, it’s clarity.
“There should be a clear distinction and understanding here of how our own data protection guidelines would work with this, without creating the complexity of having to operate within different data rules depending on the organization’s products we are dealing with. work,” says Walls. , who fears that such an outcome “would not only be incredibly time-consuming; it could also increase the risk of error”.
Unsupervised recently surveyed 748 marketers to better understand their tool preferences, career aspirations, and goals. What emerges from the survey are two topics:
- The weakest skills of Marketing departments.
- Objectives and aspirations: the main areas of growth desired.
That’s why we decided to write this article talking a bit more about the importance of being a strategic marketer and the essential marketing skills for it.
The weakest skills of the departments
According to the study, 39% of respondents said that email marketing and writing are the weakest skills in departments.
It’s worrisome to think of such a result — especially considering that 68% of respondents are B2B marketers — because email marketing continues to be one of the most successful channels when used correctly. .
When it comes to writing skills, the picture is even bleaker as it is a foundational skill that helps marketers with almost every other marketing skill.
It’s hard to think of a good social media marketer with bad writing skills. This is a valued skill in all of the marketing positions we have at Rock Content.
The most sought-after growing area
If you ask a newbie marketer what interests them most, they’ll probably tell you social media. The investigation showed that Social media marketing is the most sought-after area for growth by 48% of respondents.
With social media being such a hot topic, marketers can make the wrong strategic decisions or overlook other important marketing skills.
Thinking of social media as a key skill can lead to an extremely tool-driven career path and make you a less valuable professional.
Don’t get me wrong, social media shouldn’t be an overlooked channel either, but it should be treated as a very important channel, not the biggest skill to develop within a marketing department.
So how do you become a strategic marketer?
You might be wondering what strategic thinking has to do with the skills marketers most want to develop.
Being strategic can help a professional just starting out in their career, as well as marketers, make better decisions.
In short, be strategic it is about identifying movements and scenarios and knowing how to design a way to face the challenge of change. As we explain in this article on the strategy model for marketers, a good strategy has these three elements:
- orientation policy;
- coherent set of actions.
Following this framework, a social media plan would be part of the third point: actions/channel of a strategic plan.
That said, you should think about the skills you need to master to be a salesperson who goes beyond tactics and knows how to get good results in any area of marketing. That’s what I’m going to tell you now.
The essential marketing skills you need to master
Here are some skills that, if you develop and follow the strategic framework, will bring you much closer to being a strategic marketer.
Also listed in the survey as one of the weakest skills (36%), it is needed for any tactical and marketing area.
Whether creating a campaign, creating new content, developing enablers, or any other marketing initiative, doing good research will help you identify challenges, benchmarks, and the best possible approach.
In any area of marketing, doing good research will improve the quality of your work.
Telling a good story will help you get people to click on an email marketing item, so you can finally convince them to buy your company’s product, for example.
If you know how to tell stories, you are a good salesperson. Apply stroytelling to the simplest part of the content marketing you create and you’ll see how the results increase.
I’m not saying that you have to be very specialized in data analysis tools. But of course, you can aspire to be a specialist in this field. Being analytical is more about understanding the cause and effect of your initiatives and making decisions based on evidence.
If you want to focus on the social media domain, it is best if you have a deep understanding of social media metrics. And if you want to work with email marketing, you need to know all about the relevant KPIs of this modality.
In-depth understanding of the business you are working in
This is the last tip that is not only valuable for marketers. You will always be a tremendous asset to the company if you have a deep understanding of the company you are working in.
- What is your company’s positioning?
- What are the industry benchmarks?
And, even better: if you can link your Marketing initiatives to the company’s KPIs, you can generate very good opportunities.
How are your marketing strategies and initiatives helping the business through the funnel?
Even if the initiative has a long-term impact, always try to connect the dots.
Of course, there are a wide variety of hard skills you can specialize in to become a better salesperson depending on the specific career path you want to pursue.
However, having these skills and focusing on being more strategic than tactical will help you take the next step in your career aspirations.
Reddit shares creative best practices and posting tips to help marketers make connections [Infographic]
Have you considered the potential of Reddit for your digital marketing efforts?
The platform currently serves over 52 million daily active users, and with highly engaged communities across all kinds of niches, it could well be a great path to not only learn more about your target market, but also connect with them in a more engaging way. more authentic way.
If you can do it right. Many brands are still hesitant to approach Reddit due to the platform’s previous opposition to ads and brand interference. But there are ways to improve Reddit’s performance and connect with potential customers on the app.
That’s where this new Reddit overview comes in. To help brands better manage the platform, Reddit has shared a variety of tips to guide your approach to posting on Reddit.
The main point? You need to learn Reddit and understand the nuances of the platform to create an authentic connection on the app.
And there are several ways to do it – check out the overview below for a variety of helpful tips and notes.
Gaming is huge, and gaming’s influence on modern popular culture is even greater, with a host of modern trends and changes aligned with gaming and creators in the space.
Even seemingly unrelated trends have been linked to gaming, and as such, it’s worth paying attention to the emerging discussion around gaming and considering how it might relate to your own marketing efforts.
I mean, anyone under the age of 40 has been playing games their whole life, right? That could present a significant opportunity for your promotional efforts.
Linked to this, TikTok has posted a new overview of how its platform ties into gaming culture and opportunities to promote gaming projects and related initiatives.
According to TikTok:
“The global community of gamers is huge, and judging by the amount of gaming-related content on the platform, many of these gamers can be found on TikTok. In fact, the top 100 gaming-related hashtags on TikTok receive more than 40 billion video views a month, according to internal company data. The TikTok gaming community is also ready to spend. According to a recent survey, 65% of US TikTok users have made an in-app purchase in the last 3-6 months.”
In some ways, it’s surprising that gaming is overlooked as a niche of interest, or as one that primarily appeals to younger consumers, because while it is young people who spend most of their time playing games, general familiarity with space, coupled with gaming nostalgia and connection, can be a powerful lure, in many ways.
In terms of marketing mobile game projects specifically, TikTok advises that game developers take a three-stage approach to their promotional efforts:
- Organic – This is your chance to present yourself authentically and build trust with your audience. Use your organic content to learn how consumers interact with your brand. This is the perfect plan for testing content formats and then scaling what works
- Paid out- Use paid campaigns to amplify your high-performing content. Paid campaigns also give you the opportunity to directly test new audiences or target and optimize for specific business goals.
- won- Generate engagement and discussion within the TikTok community. The more you publish and amplify your best content, the more you maximize the opportunities and potential to gain influence in the community.
I mean, those are pretty basic principles of digital marketing, really, but they’re also important building blocks for any strategy, when testing ideas with organic products, promoting the best ones, and engaging with your audience.
TikTok also notes that its platform works well as a partner channel, combining its promotions across media.
- TikTok complements traditional media – Watching an ad on TV after watching an ad from the creator of TikTok increases the memory encoding of the TV ad by 13%.
- TikTok amplifies social networks – Viewing content from an Instagram influencer is 43% more memorable if you’re already primed for the content through TikTok.
- TikTok Premium Digital Video Audiences: You are 31% less likely to skip a YouTube ad if you first saw a creator’s ad on TikTok
I’m not sure Instagram and YouTube are totally happy to be included in these comparisons, as a move to align with TikTok’s promotions, but the bottom line is that TikTok can be a great platform to reinforce your messages and solidify the connection with your audience. audience.
Finally, TikTok has also provided this 3×3 grid of tips to plan your campaigns and maximize your creative elements.
These apply to all TikTok campaigns, not just games, and it may be worth keeping this overview handy for your future TikTok promotions.
Here are some helpful notes and important data points related to the ever-evolving gaming conversation on TikTok specifically. But in reality, most of these notes relate to all digital marketing campaigns, and these items are worth considering for your TikTok marketing efforts, as you look to build a more effective platform approach.
You can read the full overview of TikTok games here.
Writing is a bit like practice for me – I don’t like it, but I like having it written.
I feel the same about technology. I don’t like enterprise content tech, but I like having ‘tech’. (Is that a thing?)
I know a lot of content marketers feel the same way – about content writing and technology. The ambivalence that content marketers feel towards technology stems from the fact that many of us work with a technology stack that was not designed for the specific needs of content.
As I find myself (too often) telling my clients: “This marketing tool dog do this. But it’s not built to do this.”
Why martech is not the (only) answer
Technology to improve marketing and communications operations is not new. In the 1980s, database marketing systems helped store customer information and enabled pre-digital marketing efforts like mass mailings. I remember helping my mom figure out how to do a mail merge with Lotus 1-2-3 and WordPerfect. (If you didn’t have to press Alt-F3 to “reveal the codes”, have you ever really written?)
It’s easy to forget that the explosion of marketing technology in the early 2000s was born out of a desire for automation. you go out. (There’s a reason for the Salesforce company name.)
The marketing technology stack has evolved from the growing complexity and importance of digital marketing and the evolving sophistication of the technology that enables it.
Salesforce automation, email marketing, analytics and digital content management have become the heart of the ill-defined martech stack – a set of software intended to make marketing operations and processes more scalable, efficient and measurable.
There are a myriad of category definitions that belong to the martech stack. Scott Brinker’s famous Martech 5000 chart documents more than 8,000 solutions in half a dozen categories.
The typical enterprise marketing stack may include technologies for:
- Marketing resource management
- content management
- email advertising
- marketing automation
- social media post
- customer relationship management
- internet audience analysis
But don’t tell me about the other 14 categories I missed. That’s the point. The marketing stack is a bit like digital marketing: ill-defined and anyone’s guess.
Why content needs its own stack
Content operations need a different technology now that content has become a separate function from sales automation and CRM (just like digital marketing).
Content strategy (when it exists) usually resides somewhere in the marketing and communications teams. But there are content professionals in many other areas of the business. Technical writers, content strategists, copywriters, media experts, and even sales people and other executives all have a role to play in content. (I often say it’s easier to count who isn’t creating content these days.)
This dispersion between functional groups creates tensions as content becomes a more strategic and complex function in the organization. Content professionals need to balance:
- Unique governance structures
- content creation
- content management
- The measure
Unfortunately, the tools at their disposal were chosen and implemented as part of a classic martech strategy. That’s not bad, in and of itself. But it’s designed to optimize marketing operations, not content operations.
Content technology is the athleisure garment of technology
So where are we?
Organizations must adapt traditional martech solutions to include technologies designed to optimize content operations.
Some of the unique attributes of the content technology stack may include tools designed to:
- Editorial content and workflow collaboration. A whole content process takes place before the production tools put it into its final form. Specialized technology exists to assist with ideation, collaboration, intake, scheduling, workflow, and actual content measurement creation process.
- Content and Asset Management Solutions. What is raw content and what is an asset? These questions have unique answers given the context of a company’s content strategy. But you need different technologies for each. And I don’t mean that you should embed content or assets into anything the company uses to run the company website. Gone are the days of thinking that one enterprise content management solution could (or should) rule them all. The technology needed to support AI-powered, personalized mini-content experiences differs from that required for static enterprise websites.
- Optimization of content operations. Content operations differ from marketing operations. The challenge of managing multiple resources, independent teams, managing media and content projects is different.
- Creation and application of guidelines and standards. Pervasive technology that integrates into all the different tools (CMS systems, Microsoft Word, Google Docs, etc.) can help content creators meet content and writing guidelines, standards, and manuals. There are technologies that can help content become more standardized by suggesting SEO changes, applying brand and editorial style guides, and more.
Developing, managing and optimizing an enterprise content operation is a pressing concern. And it’s not going away.
The convergence of content marketing, content strategy, and content operations reminds me of the recent growth of activewear in fashion. Both are now so widespread that they are no longer trends. It’s just the way people work (and dress).
As you evolve your content strategy, ask for the technologies that can make your work and processes much more comfortable.
Upgrading (to modify a phrase from Lululemon marketing) will allow you to move around with confidence and comfort.
Get Robert’s perspective on content marketing industry news in just three minutes:
Cover image by Joseph Kalinowski/Content Marketing Institute