In 1996, Bill Gates said the phrase which has become somewhat iconic in the marketing world: Content is King.
It is true; making sure that you have an effective and strong marketing strategy in place is vital if you want your business to thrive, particularly in a digital era. Technology is playing a crucial role in a business’s digital marketing strategy; marketers expect technology to be intelligent – and to help them become more intelligent.
Marketers want content marketing knowledge to help them make better choices and get more value from their content investments. In this post, we will look at how you can use technology to create engaging content for your business.
Technology can allow you to organize content and identify gaps in your Strategy
Some advertisers use a spreadsheet to keep track of their content inventory and performance indicators. They manually review the spreadsheet on a regular basis. It’s a lot of effort, and it is obsolete almost the moment you save the spreadsheet. An annual — or even quarterly — analysis is nowhere near enough to figure out whether the content is working or whether it needs tweaking. Your business may be missing out on important opportunities to build or repurpose content to better meet the needs of your customers.
The work can be performed automatically and in real-time if you use a technology tool to audit your content inventory. You can keep track of emerging trends – perhaps video content produced with a DJI Air 2S is popular or behind the scenes type posts – future sales, and changes in customer expectations, among other things.
You can also make more use of the content you have already produced. You can find high-converting content to repurpose in other formats like text in the form of blogs, Videos, Images, as well as evergreen content that can be shared again. For that, you can also use a tool called BuzzSumo, Hootsuite, etc.
Technology can help to boost your Keyword Research
Keyword research by itself will not reveal which content is most influential to your target audience. It just shows you the popularity of the word at that time. However, keyword research tools technology will allow you to align the keyword data with metrics that measure performance. If any business is planning to promote themselves using Content Marketing, Keyword research is the basic and foremost important step.
There are a lot of great tools available using which Keyword Research can be performed. One of the best tools one can use for keyword research is Ahrefs. The technology behind these tools is complex but it made things pretty smooth for content creators.
Technology can help you to manage workflow and collaboration opportunities
For content marketing strategies with hundreds of publications per year, using a spreadsheet for editorial preparation will be adequate for a while, but it can’t be scaled. Too often, the time is consumed by updating a single document and informing your team of the changes, the implications of the update, the next steps, and so on. You could also discover that the updates were not properly communicated.
Perhaps more significantly, a spreadsheet editorial calendar also leads to segmented content marketing when it should be guided by previous success analysis, testing, and opportunities for the current content assets, among other things.
Online shared content calendars help you prepare more effectively by automating alerts and updates, streamlining your processes, and allowing team members to see and know what’s going on in real-time. Along with that, team management software can also be used to manage the workflow. These are cloud-based apps that run in real-time.
Technology allows you to Curate your Content
Curated blog posts, such as those that combine a short quote from the original piece with your own commentary, allow you to provide useful content to your readers without taking the time to produce original content.
When looking for content to curate on Google, it may feel like trying to find a needle in a haystack. However, when you automate content discovery, the content finds you.
Content discovery tools will also help you streamline the process from idea to publication by allowing you to produce your own commentary on the content, automate attribution, and create publishing elements for various platforms. Tools like Ahrefs, SemRush, Neil Patel’s Uber Suggest, etc. are some of the best tools you can use to get content ideas.
Technology can help you to Optimize your Content
A blog post will almost certainly do better if it has been optimized for search engines – a process known as SEO. Steps for making sure you are incorporating search engine optimization include using internal links from high-ranking links, linking to authority websites, using related keywords, having clear meta descriptions, and using meta tags, amongst others.
Optimizing content can be a significant process, and if done for each piece of content that you churn out, it can be incredibly time-consuming. However, there are various tools and pieces of software available to help you to automate this process. They may also make it easier to find a more effective link or ranking keyword.
The popular WordPress SEO tools include names like Rank Math, Yoast SEO, All in One SEO. If your business using WordPress as CMS, you can use these WordPress Plugins to make your SEO game even stronger.
Technology can help you to push out Social Media Content
Social media is such a competitive place for businesses and the algorithms rarely make it easy to be visible. To get your content seen by your audience, you need to crunch a lot of data and do a lot of trials and error testing. Publishing a post once is also not just enough. It needs to be pushed out multiple times, varied depending on the audience and the platform – Instagram is a more visual-based platform than Twitter. Facebook will attract an older audience than Snapchat. The message also needs to be changed so people do not get bored, and it needs to be distributed at just the right times.
This can be incredibly difficult to do without the help of technology. Tech can help you to collate and analyze the data and devise a content schedule that is going to maximize the visibility of your posts.
Technology will provide you with real-time advice that can be actioned to make sure that you are getting the very best out of your content. No longer is it enough to produce a good piece of digital content; sometimes that is the easier part of the process. Getting it out there at the right time and to the right people is a huge part of the battle, as is finding out what works for your audience and what doesn’t.
However, it is important to not just focus on the tools that you have available, but how to incorporate them into your digital marketing strategy. You need to know who your main audience is and what makes them tick – technology can help you to analyze the data, but producing engaging content starts with you.