Content Science Begins

If you caught my last post, you will get that I am passionate about content.  I am planning to write a lot about content in my blog. I see content creation and distribution as the missing link we need to examine to make marketing work in modern times.

It is just too easy to confuse technology with what makes for effective marketing. A lot of firms invest in technology selection and think they have a valid approach. As marketing professionals, we have all had the lessons four thousand times and, if you are like me, you understand that content needs to 'stick' and it does so only after we have been granted 'permission' by the consumer.  I've got it and I know you do.

But with so much content out there, perhaps it is time to focus our professional energy more on how to analyze content as a science we can master and make actionable within our own teams.  Traditionally someone in branding owned the marketing messages.  Today, everyone at the firm has the potential to generate content messaging. Who knows where they are placing it, who is put off by it, how far it is taking the strategy backwards, and how off-brand it is? An entire industry is evolving just to help you keep track of it.

Perhaps it is time we start looking at how our organization determines content ownership. Just like anything else, if we take the time to examine and drive how content affects our market, then suddenly we have a handle on it and can use it to our advantage. Utopia then becomes the art of wading through the infinite market noise and actually hitting our targets, having them grant us the glorious permission we sought and having them take action because our content was indeed the perfect message for them.  

 

I believe it is overdue to begin a quantitative approach so we can examine and refine content and its effectiveness.  I would like to perfect and recognize a new science.  Content Science will explore the quality of content, the art of its production, the desire of others to digest and seek it out and the ability to transform the way marketing professionals view and maximize its value.

Visit the Digital CMO to learn more!
Http://www.thedigitalcmo.com