PHOTO:
maggie hung | unsplash
More content is not always a good thing. I once worked for a company that had over 30,000 pieces of content, most of which was introduced to the target audience in one fell swoop with no strategic plan. Only 2% of that content was ever viewed.
What that told me was people were creating content without intent. Who is the audience? What were they looking for? How should it be disseminated? How did it fit into the overall go-to-market and content strategy? How to keep it going? Thereâs a much smarter way. Letâs explore, shall we? We ll look at the following four areas:
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Adobe
According to the Content Science Review, content operations is the behind-the-scenes work of managing content activities as effectively and efficiently as possible. Content operations often require a mix of elements related to people, process, and technology.
In the current, uncertainty filled environment, the marketing leaders responsible for content operations need to understand a confusing, overlapping, and quickly changing ecosystem. Regardless of the person in charge, content operations are in charge of organizing, producing, and managing content by integrating people, processes, and technologies.
Therefore, content operations have become a must for organizations that want to deliver the best content, at the right time, and scale. However, often, content operations get swept under the rug and sandwiched between the role of content strategist and content manager. To get a better understanding of content operations and optimize your content ops, we ve asked th
PHOTO:
Mika Baumeister
Direct-to-consumer isnât just for D2C-native brands anymore. The trend of established brands opening up D2C channels gained momentum throughout 2020, as D2C became an important way for consumer brands to connect with customers who were staying out of stores and shopping online. In April 2020, as the pandemic reshaped buying habits, US D2C sales were projected to reach $18 billion for the year.
Brands with products that consumers are comfortable buying online, such as clothing and shoes, arenât the only ones making the move. For example, some appliance manufacturers that have traditionally relied on authorized retailers and dealers to sell their products are also now selling directly to consumers. Instead of having to visit a store to buy a new refrigerator and be limited to whatâs in stock, or order through a retailerâs website, some brands now give shoppers the option to browse, compare, learn about and order appliances for delivery di