Rebecca Riserbato has written that, “As one of the most effective methods of growing audience engagement, developing your brand presence, and driving sales, content marketing is a mission-critical growth method for most businesses.
”What is missing from this statement is, “What is the engine that is necessary for this mission-critical activity?” We know what the fuel is: It’s the ever-expanding inventory of unique and original content. The engine, however, is the mechanism by which a marketer can find reliable sources of trustworthy and engaging content. That’s what truly powers any content marketing strategy – How can one efficiently and effectively tap into this gigantic reservoir of content inventory in a just-in-time manner?
The solution is through the use of intelligent content curation.
There are essentially two buckets of content supply from which to choose from. One is self-generated content in the form of articles, blogs, reports, case studies, e-books videos, and podcasts to name a few. The other bucket contains ‘shared’ content that is reposted on one’s website, email, or newsletter. Often this content is shared with an original comment in order to give it some degree of personalization and originality. The latter bucket contains the largest supply of content by far. And it’s growing exponentially. Just take a look at the following diagram to see just how much content is created on average every single day.
Content marketing is a beast with a huge appetite. Once you turn it on, you have to keep feeding it as your audience will be expecting a consistent, steady stream of content.
That is why it is crucial to have a large content inventory from which to access your content. But more importantly, it is necessary to have a mechanism to surface the right content at the right time.
Decades ago, the concept of Just-In-Time inventory was embraced as a supply chain process for companies to leverage and deploy their physical, human, and financial resources. The reason this worked so well was that a company did not have to spend money on creating and holding bloated inventories.
Content is becoming a high octane fuel that drives engagement, clicks, and other online activities necessary to drive business growth. We are witnessing an increasing demand from Adtech and Martech companies for content in amounts never before seen. Neil Patel, a thought leader in the space of content marketing, notes how over 615 million devices use an adblocker of some sort. And since content is not an “ad”, it has become an effective method to get around blockers. A full 70% of consumers prefer to learn about a product from an article rather than an ad, and 4x more would rather consume a video than an article.
The digital ad space will only continue to boom as more retail commerce is driven to e-commerce sites, both small and large. Amazon is in a full-fledged battle with Google for the digital search space to drive traffic to their stores. This is not going to slow down. Walmart has is now poised to dramatically expand on its current inventory of over 45,000 online merchants through its recently announced partnership with Shopify. Watch out for even more significant mergers and partnerships like this.
Content Marketers can deploy and leverage a Just-in-Time content supply chain mechanism.
The need for content ‘fuel’ will explode. The challenge for marketers is then how to create or access a large enough content supply in order to create a content inventory that can fuel marketing campaigns. You might think this is as easy as doing a google search to find good content to share. You would be surprised how difficult it is to maintain this process longterm.
Creating original content is time-consuming and can be quite costly in terms of personnel and man-hours. Manually searching for content on the web is inefficient and limiting as many of the best sources and supply of content is just not easy to find or access.
The answer lies in intelligent content curation platforms like Vestorly, whose software is built to get the right content to the right person at the right time. Driven by Artificial Intelligence, it can scour 30,000+ sources to surface both current and evergreen content that any organization can use for Just-in-Time content inventory.
• The future of digital marketing hinges on the ability of companies to effectively manage content.
• Content Marketing needs a reliable, curated, and easy-to-access inventory of content
• AdTech and MarTech companies have an increasingly larger appetite and need for a Just-in-Time content supply.
• Intelligent content curation using Artificial Intelligence surfaces content inventory from the vast pool content supply sources.