Aligning Content and Technology
Last week, the term “content marketing” hit an all-time high in weekly Google search volume, an increase of 80% from this time last year. It seems that businesses are quickly realizing that content is a key component of an integrated marketing strategy, and the companies that ignore it are bound to fall behind their competitors in market share. However, as I’ve learned in the past few weeks at Scripted, the largest companies out there have known this for years. It’s the smaller companies powering the recent surge in content marketing, as they discover that content is vital to a company of any size. The momentum behind content marketing was started by technology—beginning with the advent of the internet. The rush of the information age bred a generation of consumers who quickly make high-involvement purchasing decisions with low sales force interaction. To grab share of mind, marketers now have to get a lot of relevant content in front of their target customers, allowing them to do their own research and make their own purchasing decisions. New technologies make it even easier to publish and distribute content, further accelerating this momentum. Affordable content management systems enable even the smallest businesses to easily manage articles and updates on their websites. Marketing automation products are coming to market at a lower price point, targeting small businesses and enabling them to manage an unprecedented volume of contact with their customers. In a world where these technologies are inexpensive and simple to implement, even the little guys are finding themselves left behind by competitors who can beat them with a well-designed marketing system. These systems have unlocked the potential of every company to put more content in front of their target customers than ever before. While technology has fueled the recent explosion of buzz around content marketing, at some point the dynamic between technology and content has to reverse. Now that the technology is in place, content management and marketing automation providers understand that quality content is essential for their customers to fully realize the benefits of their products. While evaluating the effectiveness of this technology, early adopters realize that sophisticated marketing systems are only as good as the content that goes into them. In order to compete for customers, technology companies need a means of ensuring that their clients can develop enough content to make the system effective. It’s interesting to observe how these companies are attempting to cope with the content bottleneck that is beginning to slow their growth. Frequently, the only cost effective option is to push the burden of content creation to clients without providing them with much guidance. When these clients come to us fill the content need, they make it clear that providing the most robust set of automation and content management features is no longer all it takes to win their business. The current situation is a tremendous opportunity for technology companies to deliver additional value by working with a high quality content partner to provide an integrated solution. I love working at Scripted because I feel like I’m helping the team make a difference for these companies. By providing a scalable solution for content creation, we can provide the missing piece of the puzzle for technology providers. After my first year of business school at MIT, I can’t think of anything I would rather be doing this summer than working with Scripted: a company poised to play a pivotal role in the impending expansion of marketing at the intersection of content and technology.