Exactly how marketers can produce content that will keep up with the pace of customization


Customization campaigns require content. Lots of this.   So much, in fact , that previously this month, Adobe released the study that showed that marketing experts are struggling to develop enough happy to fuel effective personalization campaigns.

According to an Evergage study earlier this year, 96 percent of marketing experts acknowledge the power of personalization within managing customer relationships.   However the Adobe study found that over fifty percent (59 percent) find it difficult to personalize articles at scale. Yet that’ ersus exactly what they need to do.

Fortunately, there are many strategies and equipment to help marketers keep up with content need.

Step back plus strategize. Todd Watts. Lebo,   partner and CMO of Ascend2, says, “ productive marketers prioritize the development of their technique to meet the increasing demands of making high-quality content for personalization strategies. ”

Lebo shows that marketers consider what content could be repurposed for different segmentations and platforms and then map that content to advertisments. Lebo says an editorial work schedule can help marketers stay focused.

Automate and simplify.   Paige O’ Neill, CMO for Sitecore, says the problem associated with content creation is exacerbated by out-of-date, ineffective martech stacks.

“ Marketing departments are battling under the weight of complex, cobbled-together martech stacks that aren’ to integrated and, as a result, slow down content material planning, production, sharing, and submission. It’ s exactly the opposite associated with what marketers are trying to accomplish, ” O’ Neill said.

O’ Neill, whose company just acquired digital asset management (DAM) and content marketing platform Stylelabs, stated an unified technology platform may help streamline the content creation and creation lifecycle.

“ … If you think of content as the gasoline for your business, then you quickly understand that people and processes can only get you so far if you don’ capital t also invest in the right technology facilities to hold it all together, ” O’ Neill said.

Let templates do the heavy raising.   Even though the very character of personalization requires developing individual customer journeys for different types of clients, there’ s some content which you can use across platforms.   John Raguin, CMO of Seismic, whose Reside Docs is a template tool, states templated content can help any dimension company create huge amounts of articles easily.

Julia Enthoven, founder and CEO of movie editor Kapwing, says that themes and easy-to-use tools facilitate article marketing.

“ It was once that content creators made several pieces of content per week, ” Enthoven said. “ Now, modern brand names are demanding many content pieces every single day for their social channels, sales techniques, internal sites, and product demonstrations. Creative professionals need tools to produce and share a template that any kind of colleague can customize so that they aren’ t a bottleneck in creation. ”

“ Now, creative professionals do both creation and post-production work, like customization, sizing, subtitling, and optimization. We want new tools to distribute the straightforward post-production tasks across the team, ” Enthoven said.

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No more silos.   Cynthia Countouris, SVP of advertising product at mobile management system MomentFeed,   says marketers need to “ focus on creating a comprehensive method that aligns efforts across just about all marketing functions and users, instead of point solutions that are very difficult in order to oversee and maintain. ”

“ … Comprehensive solutions permit holistic reporting and monitoring to ensure that marketers can gain better information into what’ s working exactly where and further optimize their performance as time passes, ” Countouris said.

Trust AI to help.   Meredith Cooper, director associated with product marketing at Adobe Innovative Cloud, says successful brands  influence artificial intelligence (AI) to customize and scale.

“ This ranges from using AI to produce infinite variations that are specific in order to each consumer based on their choices to using AI to cut upon the time spent doing tedious duties like image cropping and marking, ” Cooper said.

Sundip Patel, VP of item at image delivery system Filestack, says automation and AI are necessary for creating content, they’ re important for managing the content created.

“ Your content needs to proceed through a funnel that optimizes, categorizes, tags and transforms UGC [user-generated content] at scale, ” Patel said in a company blog post . “ It needs to be handled by your very own robot army, faithfully reading the written text in images with OCR, discovering faces, resizing, compressing, optimizing. We all shouldn’ t be intimidated with the rise of Big Content. In the end, the same technology that has grown to permit content creation to scale provides all of us with everything we need to scale the content management as well. ”

Stay tuned. If you’ re a small in order to medium-sized business and you’ lso are still using manual methods to produce and manage your content, automation will require your efforts to the next level. Consider procedures and templated tools to make the procedure easier and more effective.

If you’ re a larger company or enterprise working with a martech stack that’ s outdated, time has come to look at a new solution, or even sets of solutions. It’ h worth the expense; at least for the forseeable future, personalized campaigns are here to stay.


About The Author

Robin the boy wonder Kurzer started her career like a daily newspaper reporter in Milford, Connecticut. She then made the girl mark on the advertising and marketing world within Chicago at agencies such as Tribe DDB and Razorfish, creating award winning work for many major brands. For days gone by seven years, she’ s worked as a freelance writer and communications professional across a variety of business sectors.

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