Author: Tyler Pierson
Recent studies show content marketing budgets continue to grow, indicating that the popularity of the advertising channel is stronger than ever. According to the survey, over 50% of marketers’ budgets for content marketing remained stable, while more than 30% of marketers “significantly” increased their content marketing budgets in 2017.
Respondents indicated that the ubiquity of content marketing can be directly attributed to the relative ease of creating digital advertising content. The ability to quickly develop and publish advertising materials is improving rapidly, with entrants like BravasLive and IBM’s Watson providing sense and response automation that puts the most relevant content in front of audiences within minutes.
This responsiveness is driving a virtuous cycle in content marketing by putting more power and flexibility in the hands of marketers and upending traditional marketing narratives. Automated creation of content, or Intelligent Content Production (or ICP), takes this cycle a step forward.
More, NY-based LiveTechnology has a unifying platform that allows this autonomously generated content to be distributed over nearly all digital platforms. Imagine being able to create a piece of content just once, then see it instantaneously published to Facebook, Instagram, Pinterest, your news feed, and included in an email to all of your clients… Wait, it just happened.
In-feed content-based advertising, including digital ads, is outpacing all other forms of content marketing, and advertisers are only now starting to appreciate the demand for continuous streams of new content. Automation of creative content is by far the fastest and most efficient way to meet this demand; by setting a few basic guidelines or triggers, marketers can leverage Intelligent Content Production to run content marketing campaigns for them.
This frees the marketers to focus on high value creative, strategy and other content marketing approaches like thought leadership. Thought leadership, typically a longer game, positions your brand and personnel as experts in your field by offering content that simultaneously informs your audience and establishes credibility. This is a great way to expose your firm to press, new talent, and new business development opportunities.
MORE THAN DIGITAL
Intelligent Content Production is in no way limited to the digital space. LiveTechnology boasts over 10,000 APIs, many of which link marketing platforms to a whole range of output options – TV, Out of Home, magazines, brochures… the list goes on. This level of adaptability empowers marketers to develop custom materials on-the-fly for any situation – experiential marketing, trade shows, in response to a competitor’s promo. The possibilities are endless.
Behind digital media, custom print is the next most popular avenue of content marketing. The ability to instantaneously generate original content for print is just one of many advantages of automating content creation. Another benefit is the opportunity for secondary and tertiary savings from the repurposing of owned assets. For example, since BravasLive’s Intelligent Content Production platform, Dynamic Assets, accommodates arbitrary and limitless aspect ratios, marketers can leverage remnant media – an excellent way to save on media spend.
SEEING WHAT STICKS
Another positive externality of Intelligent Content Production is the ability to quickly conduct multi-variate testing. Since the technology allows and can generate limitless variations based on a piece of content, a simple piece of code can likewise be added to track engagement metrics like opens, clicks and conversions. Then, based on the data, marketers can easily make even the smallest tweaks to their campaigns mid-stream.
This is a new twist on the traditional purpose of content marketing. Most firms engage with the sole purpose of building brand awareness, which can be a sticking point when building a marketing budget. Now, the ability to achieve that awareness and concurrently measure impressions gives the endeavor a whole new level of credibility with controllers skeptical of the efficacy of traditional content marketing.
More, once marketers have this data, they can apply it to better focus their efforts in high value campaigning. Knowing exactly where and how to attract the most and best engagement confers a powerful advantage when launching targeted media campaigns that don’t have the flexibility of a content marketing one-to-many approach.