The fifth dynamic forcing the need for content automation is the speed of content. With the wide options for content creation and consumption, the speed of content has increased to such a speed that companies cannot keep up. Look at the transformation of media. It used to be that content came in scheduled timing and accepted formats. Now, when a situation occurs, it is spread widely across the Internet in a matter of moments. News organizations cannot keep up and have had to change their business models to adapt.
The fourth changing dynamic that is driving the need for content automation is that the consumer expects corporate generated content. Previously, there was a clear distinction between the content creators and the sponsors / advertisers. However, with the social network generation and the introduction of user-generated content and user generated reporting, consumers have changed their habits for content consumption. In doing so, consumers have become accustomed to content being generated from multiple sources including organizations.
In the part two of this series, I explained that marketing communication is no longer about messaging but is instead about content creation.
A third changing dynamic driving content automation is the new reality that companies must engage everywhere. It used to be easy to understand the channels that consumers used to connect with companies. The digital consumer now consumes content in multiple formats and on multiple devices. As businesses, we need to tailor our content marketing strategy and messaging to the consumption format that the consumer is using at that time.
In the part one of this series, I explained that the first step towards creating a content automation strategy is to understand that all companies are media companies. The second crucial lesson to learn is that communication is no longer about messaging but is instead about content. Content creation is key and the substance in the content is what will drive the engagement. Before, communication was about the offer – communicate the offer and establish a relationship for future business. Now, communication is about creating great content – educate the consumer with valuable content and in doing so you will connect with them.
Content automation is a strategy for organizing both the inbound and outbound sides of a company’s content creation model. Why is this important? Now that we know that “content is king“, content automation is a critical piece in streamlining content development and distribution, and represents the next phase in marketing and communication. But where do you start?
First and foremost, every company is now a media company. That might sound too simple and maybe even absurd, but if we can start thinking about all organizations as being in the media business, it will change the way that we think about communication and content marketing strategy.
Email is Dead… Long Live Email!
Despite the warnings of some, e-mail is not going away; it’s transforming. No longer do email exchanges resemble an arms race to create the glitziest documents with all the bells and whistles. Instead, emails have become more about creating quick and simple messages that emphasize key points.
However, design is not the only thing that is changing with email. There are many more different ways that we can consume email, whether it be via computer or phone. Past that, there are different operating systems on those devices that handle emails differently. Emails have even become an important part of the social CRM landscape and social media marketing in general. To finish up this series on busting social media myths and using social media for business, I explain how to understand the transformation email has gone through.
Think I missed something on the post? What some more advice on using the busted myths in business? Let me know by commenting on this post, or by reaching out to me on e-mail: firstname.lastname@example.org
This is Part Five of a Five Part Series with Tyler Pyburn, Host at The Pulse Network, and Stephen Saber, Chief Executive Officer at The Pulse Network, in which they aim to make plain some of the biggest business to business social media myths.
How Effective is Interactive Mobile Marketing in Creating Leads?
Historically, mobile channels have been viewed as a distinct from other media, but with the advent of smart phones and tablets the lines have become blurred. Consumers will consider the content of your website the same way regardless if they are viewing it on their desktop PC or iPhone. The lines get blurry when you factor in the types of action users commit on different devices. Mobile does not tend to lead to transactions, but that does not mean mobile marketing and advertising are do not have value. I explain why mobile is a channel that you cannot ignore in this part of my series on busting social media myths.
Think I missed something on the post? What some more advice on using the busted myths in business? Let me know by commenting on this post, or by reaching out to me on e-mail: email@example.comThis is Part Four of a Five Part Series with Tyler Pyburn, Host at The Pulse Network, and Stephen Saber, Chief Executive Officer at The Pulse Network, in which they aim to make plain some of the biggest business to business social media myths.
How Well Do Social Media Tools Build Offline Relationships?
Social media tools are key in bringing online relationships offline and vice versa. If you are coming from online to off, it allows for a conversation to start online that in turn will drive face-to-face conversations. If you are starting offline, social media services and networks allow you to extend your conversation online and create a unique channel for customer engagement. If you are still unsure of social media’s ability to bridge the gap, check out my talk with Tyler Pyburn on busting the myth that social media is only relevant for online activities.
Think I missed something on the post? What some more advice on using the busted myths in business? Let me know by commenting on this post, or by reaching out to me on e-mail: firstname.lastname@example.orgThis is Part Three of a Five Part Series with Tyler Pyburn, Host at The Pulse Network, and Stephen Saber, Chief Executive Officer at The Pulse Network, in which they aim to make plain some of the biggest business to business social media myths.
Actually, Social Media is Indispensable for Businesses
If someone would have told me two years ago that businesses are too conservative for social media, I would have agreed. However, since that time we have learned a lot more when it comes to the staying power of this “fad“; today social media is something that no business can afford to avoid. Instead of seeing the features that social media provides as a threat to traditional ways of doing business; try embracing social media campaigns and promotions. You don’t need to be a social media expert, but it is essential that you utilize social media to move forward as a business.
Check out Part Three on moving your relationships online to offline. Didn’t catch the other parts of the series? Check them out right here: Part One.