{"id":14590,"date":"2022-02-18T06:36:06","date_gmt":"2022-02-18T06:36:06","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/18\/13-expert-tips-for-choosing-tech-that-makes-your-content-strategy-work\/"},"modified":"2022-02-18T06:36:06","modified_gmt":"2022-02-18T06:36:06","slug":"13-expert-tips-for-choosing-tech-that-makes-your-content-strategy-work","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/18\/13-expert-tips-for-choosing-tech-that-makes-your-content-strategy-work\/","title":{"rendered":"13 Expert Tips for Choosing Tech That Makes Your Content Strategy Work"},"content":{"rendered":"

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\"\"If you plan to acquire new technology to support your content strategy, don\u2019t look at the eye-popping Marketing Technology Landscape Super Graphic<\/a>\u00a0from Chief Martec.<\/p>\n

The most recent version (from 2020) details 8,000 products categorized into advertising and promotion, content and experience, social and relationships, commerce and sales, data, and management.<\/p>\n

Whether you viewed this intimidating graphic or chose to skip it, here\u2019s the takeaway: You have a lot of options. How do you choose the technology that\u2019s right for your needs?<\/span><\/p>\n

We asked the experts presenting at ContentTECH Summit<\/a> in March for their best advice. They came up with insights into the tech selection process \u2013 and pointed out ways to tackle the hurdles you\u2019ll face in successfully integrating new tech into your content and brand operations.<\/p>\n

Take tech for a test drive and visit other drivers<\/h2>\n

When possible, take the technology for a test drive and speak to people who are actually using the product in their companies. Seeing what the technology looks like in everyday usage is vital. Don\u2019t be afraid to reach out to other marketers in groups on LinkedIn, Facebook, or Reddit: The community is here to support each other. \u2013 Zontee Hou<\/a>, director of strategy, Convince & Convert<\/p>\n

Test drive any #Content tech and talk to people who use it now through LinkedIn, Facebook, or Reddit groups. The community is here to support you, @ZonteeHou via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Ask fellow employees<\/h2>\n

Talk to everyone and anyone, inside and outside of your organization. You may find other content teams in your organization need similar technology. Or they may have already explored the technology you\u2019re considering buying and can save you time or frustration. Find out if there\u2019s an opportunity to sync up with other teams to reduce costs, redundancies, and situations where content can\u2019t connect across silos. \u2013 Gavin Austin<\/a>, principal tech writer, Salesforce<\/p>\n

Talk to coworkers in other groups about #Content technology. They might have explored the options you’re considering or need something similar, says @GavinAustinSays via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Begin with a workshop and a technology audit<\/h2>\n

Start with what you want the new technology to do for your content strategy. Identify those needs in a cross-functional workshop. Invite representatives from around the organization. Map what \u201cgood\u201d looks like and what is needed to automate<\/a> and personalize<\/a> those content experiences at scale.<\/p>\n

Before you buy anything<\/a>, audit your existing tech stack to see if it can fill some of the gaps. If not, create a scorecard with the top 10 benefits you expect and rate your vendors against them. Read reviews, draw up a short list of solutions, meet vendors, run through demos, and speak to existing users of the technology if you can.<\/p>\n

It may sound like a long process, but no one wants to re-platform after a tech investment does not deliver on its promise. And finally, make sure you have a robust technology onboarding plan for your team and map your processes and ways of working. \u2013 Karen Hesse<\/a>, founder and CEO, 256<\/p>\n

Start your #Content technology search with a workshop to define your needs and an audit of your existing tech stack, says @256media via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Secure blessing from users<\/h2>\n

Get buy-in<\/a> from all stakeholders upfront, especially from frontline contributors who are expected to use the technology. \u2013 Jeff Coyle<\/a>, co-founder and chief strategy officer, MarketMuse<\/p>\n

Get buy-in for #Content tech from the people who will use it, says @jeffrey_coyle via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Look into the future<\/h2>\n

Ask, \u201cHow will I use this technology to future-proof my content for at least the next 10 years?\u201d As cool as new technology can be, it is only half the equation. Future-proofed content<\/a> is componentized and written in a way that it can stand alone no matter the context.<\/p>\n

New technology can help you with the componentization, but the writing? That\u2019s still on you. Alongside your new technology, what new processes will ensure your writing team creates accurate and engaging content even if it were to appear on a platform that no one has envisioned yet?\u201d\u2013 Josh Anderson<\/a>, associate information architect, Precision Content Authoring Solutions<\/p>\n

Think about how to use #Content technology to future-proof your content. But also consider how to create content for platforms that don’t exist yet, says #JoshAnderson via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Take control and ask \u2018what if?\u2019<\/h2>\n

The conventional wisdom says that technology should support your goals. Implementation of new technology is not an IT project. It\u2019s your project, and it must be driven by your needs. You must have a clear understanding of where you are going and why. Based on your vision, you can compile use cases and write scenarios that will be the foundation of your requirements for the technology. That\u2019s true, and it works in many cases.<\/p>\n

However, new technologies are emerging. They can offer you fundamentally new opportunities that you haven\u2019t had until now and maybe haven\u2019t ever thought about. These opportunities were not part of your vision and goals. In this case, technology may inspire some new ideas and a new vision of your goals. For example, what if pharma companies could use technology to tailor information in drug leaflets to a patient\u2019s profile \u2013 age, personal medical conditions, chronic diseases, etc.? How would that change the way these companies create and deliver content? How would that change the way patients engage with the content? \u2013 Alex Masycheff<\/a>, CEO, Intuillion<\/p>\n

A #Content tech search can inspire new ideas and goals, says @DITAToo1 via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

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Get a deep dive into Content Operations: what it is, why it\u2019s so important for organizations in every industry to embrace, what it\u2019s capable of, and how you can build the best content operations solution for your teams. Download now<\/a>.<\/p>\n

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Think fresh, not refresh<\/h2>\n

Don\u2019t select new technology using old methods. Apply \u201cdesign thinking\u201d to create an agile, empirical selection process, as I explained in detail in the book The Right Way to Select Technology<\/a>. \u2013 Jarrod Gingras<\/a>, managing director and analyst, Real Story Group<\/p>\n

Don’t select new #Content technology using old methods. Use design thinking for an agile, empirical selection process, says @jarrodgingras via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Invest in people and process before tech<\/h2>\n

Tech should always be the last thing you invest in. Using the triangle of people, process, and tech, I believe that is the order. Great people<\/a> are the core to getting things done. Then those people need process, so we\u2019re not taking on non-scalable ideas. Once we\u2019ve proven success, tech allows that true scale to happen. \u2013 Randy Frisch<\/a>, president and co-founder, Uberflip<\/p>\n

Invest in #Content tech last \u2013 after people and processes, says @randyfrisch via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Go beyond the demo<\/h2>\n

My best advice for any content marketing team is don\u2019t believe the demo. Make the provider set it up as a real account using your data, content, use cases, etc. Then, you can really see if the product will perform as you expect. Every time that I\u2019ve failed to do this, the software purchased has failed to deliver on the promise. \u2013 Tom Martin<\/a>, president, Converse Digital<\/p>\n

Don’t believe the #content tech demo \u2013 make vendors set up a real account using your real data, says @TomMartin via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Know what you need it to do<\/h2>\n

Ask what problem it solves. Not if the tech is shinny or flashy, but what specific problems will this purchase solve? \u2013 Rob Walch<\/a>, vice president of Libsyn enterprise and platform partnerships, Libsyn<\/p>\n

Ask what specific problems will this tech purchase solve, advises @podcast411 via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Match to your business goals<\/h2>\n

Consider your business goals<\/a> and what you want your content to do for the business, now and in the future. Look for technology that supports those goals. Let your business needs and content strategy guide your selection and use of technology. Also, think about where you can adopt new ways of working. Too many teams end up customizing the new technology to match current processes<\/a> rather than modernizing<\/a> how they work. \u2013 Regina Lynn Preciado<\/a>, senior content strategist, Content Rules<\/p>\n

Look for technology that supports your business goals now and in the future, says @contentrulesinc via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Streamline across organization<\/h2>\n

Make sure it talks to your other systems. The tech stack will only get more confusing and burdensome when systems become redundant and disconnected. \u2013 Ali Orlando Wert<\/a>, director, marketing strategy, SmartBug Media<\/p>\n

If you are planning to acquire new technology to support your #ContentStrategy, make sure it talks to your other systems, says @aliorlandowert via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Answer these questions first<\/h2>\n

Triple check if you really need the new tech. All new tech asks for transition and change: Are you up for it? Is it worth it? Can the same be achieved with a different approach?\u00a0\u00a0\u00a0 \u2013 Tim Hanse<\/a>, principal consultant, Crossphase<\/p>\n

Triple check to see if you really need the new tech, says #TimHanse via @CMIContent. #ContentTECH <\/a><\/span>Click To Tweet<\/a><\/span><\/p>\n

Don\u2019t forget the big picture<\/h2>\n

Selecting the right technology is only a part of the challenge in a successful strategy that combines content and tech. Make plans to tackle the bigger picture, too.<\/p>\n

The tools themselves won\u2019t unify content creation across various outputs or content teams, says Salesforce\u2019s Gavin Austin. That unity only comes when you provide resources, examples, or justifications to help everyone learn and understand the strategy.<\/p>\n

As Regina Lynn Preciado of Content Rules says: \u201cOrganizations try to do too much at once and end up giving up \u2013 they lack a phased plan. People don\u2019t all understand and commit to the vision (if there is a vision), so the efforts become scattered.\u201d<\/p>\n

Of course, tech won\u2019t be helpful if it extracts trustworthy data about your customers\u2019 behaviors, says 256\u2019s Karen Hesse. You also need a written content strategy that details where your customers\u2019 needs intersect with your company\u2019s expertise. Only then can \u201cmartech innovations can really help to personalize and scale the customer content experience,\u201d Karen says.<\/p>\n

Before you start<\/h2>\n

Combining content and tech to execute your strategy won\u2019t happen in one week, month, or quarter.<\/p>\n

The overarching lesson in selecting the right technology for your content strategy is this: It\u2019s OK to feel overwhelmed. Just take a breath (or two) and get started.<\/p>\n

Create a step-by-step plan \u2013 with the helpful advice from these experts \u2013 to make it more manageable and more likely to be successful.<\/p>\n

What tech investments are you considering this year? How are you approaching the search? Let us know in the comments.<\/p>\n

HANDPICKED RELATED CONTENT: 5 Things To Consider Before Investing in Content Technology<\/a><\/strong><\/div>\n
Want to learn how to balance, manage, and scale great content experiences across all your essential platforms and channels? Join us at ContentTECH Summit this March in San Diego.\u00a0<\/em>Browse the schedule<\/em><\/a>\u00a0or\u00a0<\/em>register today<\/a>. Use the code BLOG100 to save $100.<\/em><\/em><\/div>\n

Cover image by Joseph Kalinowski\/Content Marketing Institute<\/em><\/p>\n

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