“Content is king!”: This is one statement you must have read on every online publication and heard on every webinar and podcast. But this is the truth – content IS king. In the pyramid of important digital elements, content stands first because content marketing success depends on it. In fact, it has always stood first!
Marketers – in both B2B and B2C spectrum – have taken note of it. They put their heart and soul in perfecting the right message and tone of their content before it gets circulated through any medium. The thing is everyone likes a well-written Facebook post or blog. Everyone likes to hear articulately formed sentences.
It’s the truth. Content, content, content is here to stay!
But what is it intelligent content?
Since copious amounts of content is churned out every digital day, it is not possible to gauge its worth or volume all the time. There are instances, companies and writers who thrive on poorly-written content. But because “anything and everything content” seems to work these days, the audience can hardly notice the degrading quality of the content marketing strategies!
So let’s try to change things a bit. The future of content creation lies with intelligent content. And by intelligent data we don’t mean fresh, original content. We simply mean well-developed, structured and reusable content that is enriched with sensible metadata and supported by intelligent content technologies. After all, the key lies in the content marketing strategy.
And this is not just to amp up the content marketing strategies of the companies, but also to meet the every-needy audience who can’t seem to stick to one type or tone of data. Similarly, tapping the true potential of social media and professional networks seems a little bit easier if marketers are dealing with content that is produced for a purpose – and not just for the heck of it!
How does automation enter the big picture?
Every firm – big or small – struggles with scaling their respective content marketing strategies. If there is a small shop and applies nothing but a simple content marketing strategy, it might overstretch its reach more than it should.
And if the same shop applies a rather smart content strategy to amplify its reach and bandwidth, it can be deemed as a small company with a big footprint. Therefore, the key is to create content that effortlessly multiplies and reaches not just a small faction of people but a rather big chunk of audience.
How to start the automation process?
We will take just one example to show how one piece of content can automatically get distributed into slices of intelligent content.
Host a webinar:
- Record it for future use.
- Transcribe it and convert the edited version of the narrative into either a whitepaper or series of articles.
- Modularize the content and identify it as quotes, key concepts and questions and answers, etc.
Now that the content has been categorized and distributed, the marketers can now easily turn them into blog posts, tweet key quotes and conduct a Q&A session either on Facebook or LinkedIn – depending upon the tone and theme of the content.
Automate slowly and steadily
If marketers try to do everything quickly without giving much heed to how their initial content marketing processes fare, then it is going to be a problem. It is vitally important to start with a small, manageable space where it is easier to identify the pain points (for instance: how long should a Q&A be on Facebook?) before the content is automated to scale up.
To ensure content marketing success, it is essential to take each step nice and easy. Most marketers often forget to apply this.
Please remember to be creative
Okay – we are still going to pick up the webinar example. Marketers should define an optimum way to structure different kinds of content that can be quickly put into a particular template. But this doesn’t mean the processes become so mechanical that they follow one structure always – without taking into consideration the dynamic digital industry.
While making a webinar, think of these points:
- Does it need a teaser?
- Does the teaser have to be a long one?
- What should be the main social platform for promotion?
Lessons to be learned
All marketers should pay attention to this:
1. Stop rewriting, re-hashing or editing the same piece of content. It is boring. It is futile. The efforts and time gone into it are worthless.
2. Try to find a way to develop smart content that can not only be used multiple times on the same platform but generate an element of newness of multiple platforms.
3. Publish the content everywhere. Whether it is on WordPress, Twitter or SlideShare – make sure the content sees the dawn of the light everywhere.
4. Spend time researching and reading. Best ideas come from there.
Ready to achieve content marketing success?