The growth and embrace of content marketing has convinced a growing number of brands they need to become publishers.
If a brand isn’t creating lots of value-added content, it’s missing an important part of its marketing and sales arsenal. As a result, many brands are enthusiastically jumping on the content bandwagon.
In many respects, it’s not unlike how brands aggressively embraced social media – partly because it offered opportunities to connect with consumers, and partly because they didn’t want to be outflanked by competitors.
As much as brands creating content is relatively new activity, the content marketing sector is quickly evolving. Publishing is still important but – and this is a huge but – the market is rumbling forward to embrace content marketing optimization.
For brands, there are three key angles to content marketing optimization:
1. Creating better, higher-quality content. Brands can hire top-notch writers and designers to create content, which explains why so many journalists have been snapped up. This can provide brands with a competitive edge but it can also be an expensive proposition.
2. The use of technology that analyzes content so it can be improved. This involves companies such as Atomic Reach, Yoast and Hemingway. The big question facing this marketplace is the effectiveness of technology given content creation is as much art as science.
3. Tools that give brands more effective, efficient and valuable ways to distribute and share content that they create and, as important, curate. This is the sandbox where Pressly is playing.
Whatever route a brand pursues, the reality is creating content isn’t enough. Just because a brand creates content doesn’t mean it will resonate with consumers if, in fact, they are aware it exists.
Many brands are still consumed with the idea of creating content so they’re not even thinking about how the market is starting to move forward.
In some respects, what’s quietly happening in the content market landscape is no different than what happened with social media.
When social media initially emerged, brands were keen to get into the game. They blogged, tweeted, updated, engaged and shared.
Before long, however, the market evolved with the emergence of social media monitoring. This was a huge development because it meant brands could see what was happening and, as important, they could react strategically and tactically.
In the content marketing world, the emergence of content marketing optimization is akin to social media monitoring. It provides brands with new tools and approaches to get more value and a return on investment from the content they create, publish and share.
Brands that fail to understand the importance of content marketing optimization are, frankly, going to be playing with one hand tied behind their backs.
Soon, it won’t be enough to simply create content because everyone else is doing it.
Brands will have to be smarter, more agile and efficient about content so they can attract a bigger audience and ensure their efforts are being rewarded.
Are you into content marketing optimization? If so, what does it mean for your brand?