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The 3 digital marketing efficiencies improved by technology

Marketers are under constant pressure to increase demand for business. Content is the means to deliver that demand, and teams need enough high-quality content to achieve their goals in efficient and effective timeframes.

Digital marketing directors are particularly concerned with their respective teams’ abilities to create content. In larger organizations, digital directors are often responsible for multiple brand campaigns and require enough content to manage those campaigns over long periods of time.

Unique content for different campaigns

Inserting the same creatives in every promotional piece of your campaign runs stale very fast. People who view your content and subscribe to learn more about your products or services want their news feeds populated with content that’s fresh and authentic. They want to engage with the types of brands that stand apart from other content that clutters their news feeds.

This is especially true for mobile experiences. You only have a few short seconds to capture people’s attention in mobile feeds, and stale or repetitive content is unlikely to make the impact you expect.

You need a plan to create the right types of content that people want to consume. People respond to different triggers at different stages of the buyer’s journey, and your content should be a reflection of that journey. Content should be efficiently created to help you optimize your promotional campaigns and better manage your own resources.

Technology is one of the best ways to efficiently increase creative output without sacrificing the quality of the content. You can use software to:

  1. Set achievable timelines for acquiring new content

  2. Remove internal creative pressure on your team

  3. Schedule long-term campaign promotions with consistently fresh content

Let’s look into some of the benefits of using content creation technology.

The Ability to Schedule Content Acquisition

Digital marketers constantly use data to make effective decisions with content. Data is extracted from internal sources or previous marketing campaigns but is also collected from external sources.

Mark Brayton is Director of Marketing & Customer Engagement at Barclays UK. He says the fusion of data and creativity is appropriate for marketing in the digital age, effectively making today’s marketer “part artist and part scientist.”

You need to know all the things that drive short-term interest and intrigue but you also need to be able to understand what impact that is having on some of your ongoing trading and performance metrics, and that is where the deep analytical knowledge is required.
— Mark Brayton, Barclays

For example, HubSpot presented informative results that digital directors should adhere to when brainstorming ideas for content. According to the research, 76% of users predominantly click content that appears within their Facebook feeds, an increase of 57% from two years ago.

Source:  HubSpot

Source: HubSpot

This data is critically important when managing multiple marketing campaigns at once. You need to easily identify where your audience is most likely to interact with your content so you can optimize your resources, internal or otherwise, for each one of your brands.

Brief the team and then the technology

Digital directors are typically comfortable using technology to help track where they earn attention from their target audiences. Technology helps leaders track:

  • Campaign performance

  • Content engagement rates

  • Website analytics

  • Referral and social media traffic

But when it comes to content creation technology, you can track the development of the content as the creative process moves along.

Using your platform, you can submit briefs outlining specific guidelines that are customized to your brand. Once the brief is submitted, you’ll receive notification that the brief is received and in the queue. You can then monitor when content is being captured and when it’s ready for review.

Creating custom briefs for your various brands allows you to integrate your campaign promotions into your overall marketing plans. As you come to rely on a consistent inflow of content, you remove the burden from your in-house team. Removing cumbersome roadblocks ensures your working and non-working dollars are efficiently deployed to sustain and scale your numerous marketing campaigns.

The Ability to Manage Working Resources

Marketing Insider Group CEO Michael Brenner says three of the biggest challenges obstructing digital marketing campaigns are demands for speedy, high-volume, and high-quality content.

One of the biggest challenges many marketers share is figuring out how to deliver engaging, compelling content. Trying to stay nimble and agile within a large corporate structure also proves to be a big pain point for many marketers.
— Michael Brenner, Marketing Insider Group

Many digital directors manage teams that promote some of the world’s largest brands. But the number of in-house people who work on those teams is typically small in scale, significantly impacting the amount of content that can realistically go to market.

This table visualizes the most significant constraints preventing digital marketers from achieving their goals with content.

Source:  Column Five

Source: Column Five

Lack of content creation resources is one of the biggest limitations placed upon digital marketing teams. Budget constraints, lack of cross-channel integration, lack of compelling content ideas, and a lack of content variety are also considerable roadblocks.

Manage your working capital with technology

A content as a service platform removes the process of acquiring and developing new content from your team’s shoulders. You submit your briefs and the platform automatically connects you with the contributors whose creative portfolios best align with your brand identity. Then they go out and create the content that you need.

Essentially you save your team a lot of time and working capital so they can focus more of their own efforts on strategy, promotion, and campaign measurement.

The Ability to Organize Content for Multiple Campaigns

The B2C Content Marketing Benchmarks, Budgets, and Trends report suggests digital marketers actively use up to 6 different promotional channels. Take a look at the chart below, which highlights the top channels B2C digital marketers use to promote content.

An interesting takeaway here is that Facebook is now used as commonly as email, which has been the default channel used by digital marketers for years. Click-through and engagement rates have typically been highest among emails, but the expansive reach of Facebook has many marketers rethinking how they create content for the channel.

The fact that other visual channels like YouTube, Instagram, and Pinterest are among the top promotional platforms reiterates what digital marketers have come to understand. Visual content is what resonates with audiences and more creatives leads to more opportunities.

Expand the size and scope of your team with technology

Source:  FlashStock

Source: FlashStock

Incorporating technology into your content creation plans removes some of the cumbersome aspects of the workflow from your in-house team. The platform takes the parameters of your unique brand identity and aligns your needs with creative experts who can acquire the content you need for your campaigns.

The platform, in its own way, becomes an extension of your creative team. It also hosts all of the content created for your many brands within one convenient location. This makes it very easy and convenient for you to access your assets whenever you need them.

How many channels are you using to promote your content?

Given that many digital marketers anticipate using 6 different channels to promote content, you’ll want to take account of the creatives you have within your platform. Divide your content between simple visuals or videos to more complex creatives like 360 content or cinemagraphs.

Identify what content is best for your social channels, what’s appropriate for email, which assets belong on your YouTube channel, and what should live on your website. Keep track of what types of content you use on each channel and map the context of the creatives to your buyer’s journey.

Organizing your content in this format helps you keep track of where you have creatives to service the needs of your prospective customers. Even more important is that you can pinpoint where your content is lacking along the buyer’s journey. You can then go back into your platform and create new briefs for content that fills the gap along the consumer journey.

Technology has many merits. Perhaps most importantly is that using a content creation platform:

  • Saves you time

  • Improves resource management

  • Organizes your creatives into a content library

  • Helps you manage numerous marketing campaigns

  • Allows you to create high-quality custom content at scale

As a digital marketer, one of your primary jobs is to manage multiple brand campaigns, on a budget, so you can boost awareness, engagement, and business for your brand. Technology helps you perform above expectations in all of these categories and efficiently scale your marketing efforts to new levels.

Ready to learn more about how technology can help you achieve your digital marketing goals? Download our “How to Scale Content Creation for Social and Digital Channels” ebook for detailed information about rising demands for creative content, and how technology introduces new ways to create content at scale.