Two brains are better than one.
Embracing the machine brain of technology as a partner with the human brains of content marketers lets you do things for your audience and brand that you could only imagine or considered too resource-intensive just a few years ago.
These examples of what’s possible with tech-human collaborations today and in the future — and what marketers should do about them — come from the experts who spoke at the recent ContentTECH Summit. You can still register (free) to go more in-depth and watch their sessions on demand.
Establish a single source of truth
“Your brand is your personality and your story. It’s how you stand out in that crowded marketplace,” says Ariana Keil, senior growth marketer at Canto.
But too often, that story gets jumbled across a customer’s journey. The prospect sees one personality on the brand’s social media and another in the deck a salesperson sent to them. That problem compounds itself each of the seven times a customer typically sees your messaging before taking the desired action.
“Your brand identity, your personality, your message has to be cohesive. It has to be consistent enough over those seven touch points so that the seed of your brand keeps getting watered,” Ariana says.
It’s a mistake that can cost your brand’s bottom line, Ariana says. Brand consistency across all platforms can increase ROI by 23%, according to a Lucidpress survey.
To ensure consistency, every company should have a brand management strategy, Ariana says.
A brand management strategy is a comprehensive plan to create, maintain, and enhance brand identity over time. It details the tactics, processes, workflows, and technology that make it happen. It also includes checkpoints to ensure you’re maintaining that consistency.
To create a brand management strategy, you must:
- Establish brand guidelines.
- Build the right tech stack.
- Develop content workflows to maintain consistency as you scale and grow.
Read More at Content Marketing Institute
