According to new research from Pulsepoint and Digiday, content marketing and native advertising will be hotbeds of marketing investment over the next two years, but even with more resources in hand, marketers will struggle to create enough quality content and measure its ROI.
That is, marketers expect to spend more on content marketing and native advertising in the next two years, but they don’t expect it to be enough to fully achieve their goals; read all the details here:
So how will marketers cope? The answer isn’t going to be “hire a bunch more people.” They’ll look to software platforms to help them be more efficient and to make sure their investments are delivering a return for their business:
Technology will help industry professionals overcome these boundaries and change the future of content and native. Six in 10 agency and brand professionals and publishers said automation tools would allow for more precise data-driven targeting, and a close 58% would be able to resolve the ROI issue with better measurement and optimization techniques. Distributing content at scale and creating quality content more quickly were also expected to be results of marketing automation. In all, just 11% of respondents said such tech wouldn’t improve content and native [emphasis added].
This all feels like an important inflection point for content marketing: we’ve long been past the moment where content marketing is a luxury or an experiment, and it appears that we’re now coming to terms with the reality of building long-term success with content marketing. Namely, that just like other forms of digital marketing, human decision makers are a lot more effective and efficient when they’re supported by the appropriate technologies.
Embracing technology doesn’t mean that the art of marketing is dead. It just means that the practitioners are, metaphorically (and, well, sometimes not so metaphorically) being promoted from writers to editors. And it’s technology that will enable that change — and hopefully deliver big results.
Oh, if only we could pretend we weren’t super duper excited about being able to use emojis in both WordPress blog titles and URLs:
It’s all bringing us one step closer to our dream of a world where we all communicate exclusively in crudely drawn pictograms.
Oh and ASCII art works too. ┏(-_-)┛┗(-_- )┓┗(-_-)┛┏(-_-)┓
Rallyverse now automatically adds tags to all of your content suggestions.
While we’ve supported tags for a while, they’ve required that you (a) set up those tags in Settings and (b) manually add the tags to posts before you share or publish them.
We now take any tags you’ve entered in Settings plus all the keywords you’re using to search for content and add them to your posts when we see a match. You can always remove the tags or add more of your own, but we’re at least giving you a bit a of head start.
Why use tags? We’re glad you asked!
1. Tags let you implement a content strategy
With tags, you can outline the themes and topics that you’re planning to address with your content strategy. What are the topics you care about? What are the themes you want to explore? By tagging your content and posts, you can plan and measure how often you’re posting on each topic, and make sure you’re sticking to your strategy.
Our content calendar can help a ton on this front by enabling you to filter upcoming posts by tag so you can identify where you may have gaps in your plan.
2. Tags give you a visual shorthand for your content recommendations
The tags provide an easy way for your eyes to scan your recommendations and quickly answer the “Hey what’s this one about” question. Our goal to help marketers to get more done, and the more information that we can present to you to enable you to make smart decisions, the better.
3. Tags make it clear what’s working and what isn’t
With the tagging details that Rallyverse displays in Reports, you get a clear feedback loop on the topics that work best (and worst) for you, including a handy list of top performers and weak performers. You can use that information to adjust and optimize your posting strategy.
As always, the answer (at least for us) is “more space, more Star Wars.”
The internet is awesome. We love it. We can’t imagine a world without it.
But that doesn’t mean it’s perfect. And this infographic from the folks at StudyWeb summarizes seven of the most annoying/ horrible/ troublemaking hazards of using the internet.
If we have any quibble with the list, including cookies doesn’t feel quite fair, and certainly isn’t annoying on the scale of spam or pop-up ads.
Otherwise, it’s a bunch of fun:
Did you miss the Rallyverse May newsletter?
In it, we show you how you can get a sneak preview of our content recommendation technology with just your Twitter handle and a few seconds of your time, talking about how we can help you make the most of your owned content assets and sharing details on a few recent feature enhancements.
As always, you can subscribe to our newsletter here.