Content marketing is more than just executing strategies and campaigns. The concept of digital content has been transformed over the last two years. It is now seen as a prime, lucrative asset and has effectively become a new currency. You cannot just create content, move on and forget that it exists. It needs to analysed, stored away and managed.
With the New Year here and data taking on ever greater importance, here are a few content management trends to consider during the next 12 months.
Data security extends to the content you create. You should be aiming to leverage the cloud to ensure that storage meets compliance standards and to accommodate the large file sizes of videos and other content marketing resources. This is important to consider if, for example, you are regularly creating 4K clips for social media.
Analytics comes to the fore
The need to maximise return on investment from content marketing and showcase its value to the wider business means that data analytics will become much more important in 2019. Determining value will also extend beyond ROI, as brands look to keep track of who is accessing it and how it’s being used. Relevant insights and fewer blind spots equals better-performing campaigns for marketers.
AI adds new context
Artificial intelligence (AI) will add much-needed context to content this year, helping brands to manage the content pipeline more effectively while empowering users to find the resources they need more intuitively. AI will enable richer and faster searches on Google, offer deeper digital content links and eliminate duplicate content.
New high-value uses emerge
One of the greatest things about content marketing is its flexibility. When new opportunities arise to engage with customers, brands can take advantage by serving up digital content in unique ways. Whether you want to provide unique experiences on mobile, desktop or big-screen platforms, content can be readymade for the job. It is always adaptable and can be redeployed and reused with minimal effort from the creative team. This makes it easy for you to experiment with different mediums, formats and platforms.