If any industry vertical stands to gain from the current content marketing and content development craze, it is the providers of content management software and solutions.
Content marketing has dramatically changed the digital marketing department yet many enterprises simply aren't prepared.
Website Magazine interviewed Ian Truscott, VP of Product Marketing at SDL Content Technologies Division, on the popularity of content marketing among brands, how content helps these brands build trust with consumers, and how marketers can add some sizzle and splash to their digital content strategy.
The fact that we are now recognizing Content Marketing as a business discipline (and have far more tools and data available) means we are also measuring our content marketing success - not just through revenue uplift or website clicks - but through brand sentiment and brand metrics that the big data of social enables us to tap into and are essential as we engage with our consumers across multiple channels.
recommend his book. I follow his view that the primary approach is to define and then tell your distinct and differentiated story or stories. When doing this, organizations need to take an outside-in approach and put their audience at the center of that story. You then need to figure out the best way to get that story across, based on where your audience is - on a Facebook page, Twitter, your website, an email or a combination of these.
The objective and measurement metric should be no different to whatever reason you are doing any digital marketing - content marketing is not separated from that, it's a defined tactic that is part of the overall marketing mix. One thing I would say on that though is that those metrics should be considered very carefully as they can be divisive and drive skewed behavior not in-line with the broader business objectives. If for example you measure website hits, then why not just publish a video of a cat playing the piano on your homepage? Because that's not necessarily going to drive sales of widgets or raise brand awareness of you being a serious law firm.
Global Customer Experience Management; from managing and publishing content through our SDL Tridion product, to content translation through our translations services and technology, to our FredHopper content recommendation engine, to gaining insight through social intelligence technology (SM2) and managing the whole campaign and analytics.
As the Editor-in-Chief of Website Magazine and President of Website Services, Peter has established himself as a prominent figure in the digital marketing industry. With a wealth of experience and knowledge, Peter has been a driving force in shaping the landscape of digital marketing. His leadership in creating innovative and targeted marketing campaigns has helped numerous businesses achieve their revenue growth goals. Under his direction, Website Magazine has become a trusted source of information and insights for digital marketers worldwide. As President of Website Services, Peter oversees a team of talented professionals who specialize in SEO/SEM, email marketing, social media, and digital advertising. Through his hands-on approach, he ensures that his team delivers exceptional results to their clients. With a passion for digital marketing, Peter is committed to staying up-to-date with the latest industry trends and technologies, making him a sought-after thought leader in the field.