Steve Gogolak, Vice President of Digital Client Experience & Insights at Boston Private, offered tips to help marketers build an effective content marketing technology stack during his keynote presentation at the 2018 Marketing & Technology Innovation in Financial Services Forum in Boston on September 27. In his presentation, “How I Built This: Content Marketing Tech Stack,” Gogolak explained Boston Private’s marketing technology roadmap planning process, along with how his company’s marketing technology roadmap has evolved over time.
Content marketing plays a pivotal role in how marketers drive customer engagement. Marketers today produce a wide range of content – everything from white papers to blog posts. Also, marketers often deploy content marketing tools and technologies as part of their day-to-day efforts.
Yet not all content marketing tools and technologies are created equal. Without a content marketing strategy in place, marketers risk purchasing tools and technologies that fail to help a company achieve its desired results.
“As only good marketer knows, the idea is only half of the equation. You can have the greatest idea, but with really bad execution, the idea won’t go anywhere,” Gogolak pointed out. “With content marketing, the idea has been proven, but the execution is really difficult.”
There is no shortage of content marketing tools and technologies available to businesses of all sizes and across all industries. Meanwhile, the sheer volume of content marketing tools and technologies is sometimes overwhelming. And if marketers focus exclusively on the latest and greatest content marketing tools and technologies, they risk making poor content marketing investments.
With content marketing investments, marketers must prioritize tools and technologies designed to help their respective companies produce timely, relevant and engaging content. However, the ideal content marketing tools and technologies vary based on a company, its budget, its industry and other factors.
“If we create content that our customers want, they are more likely to see us as great solution providers and are more likely to do business with us,” Gogolak said.
Furthermore, marketers must understand a company’s target audience. Marketers can collect customer data from a broad array of sources and use this information to learn about a customer base. Then, they can determine which types of content can help a company foster long-lasting customer partnerships.
“We have to figure out what content that our customers actually care about,” Gogolak noted. “We have to create that content and do it in formats that our customers want to consume it in … and publish it in places where the content can be found.”
Technology alone is insufficient, particularly for marketers who want to help their respective brands stand out in a highly competitive global marketplace. In fact, without the right people in place to manage content marketing tools and technologies, marketers are unlikely to maximize their return on investment (ROI).
Marketing teams require professionals who can effectively deploy content marketing tools and technologies. In addition, these teams must use content marketing tools and technologies to track their day-to-day progress and quickly make changes to a company’s content marketing strategy as needed.
“We need to back up our brand positioning in the market,” Gogolak said. “And the people that we have are literally the most important part of this.”
Ultimately, an effective content marketing strategy begins with a clearly defined process. If marketers understand why they need content marketing, they can explore ways to leverage various tools and technologies to achieve the best-possible results. Best of all, these marketers are better equipped than ever before to utilize assorted tools and technologies that can be used in conjunction with its content marketing strategy.
“Nobody likes processes, but at the end of the day, technology enables and facilitates processes,” Gogolak indicated. “If you don’t have a process defined, it’s really difficult to apply a technology to it.”
Customer expectations are rapidly evolving, and marketers must be ready to keep pace, too. By deploying effective content marketing tools and technologies, marketers can provide a company’s target audience with the right content, at the right time, every time. That way, marketers can use content to drive personalized customer experiences that could differentiate a brand from its rivals.
“You need to know who are the customers that you really want to target and the problems that they actually face,” Gogolak stated. “You need to figure out what types of content will meet [these expectations].”
Ongoing measurement is a key tenet of content marketing as well. If marketers track content marketing data and use it consistently, they could gain customer insights that they may struggle to obtain elsewhere. With these insights in hand, marketers can make informed content marketing strategy decisions.
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