Five guidelines for making cross-channel content optimization central to your media planning strategy.
If content is the crux of all our marketing efforts, we should be learning, adjusting, and optimizing. If not, it will lead to a negative consumer experience.
One of my first columns for ClickZ was the importance of content and its role as a tangible media format. In the last few months, content continues to be a hot topic. The volume of content being distributed is increasing and the way an advertiser collects and uses data is changing. In our everyday professional lives, it's easy to "set it and forget it," but this can counter all the hard work put into content development and distribution.
So where to begin? The most common way a user will reach your content is through a basic search, meaning that search engine optimization is vital to your content planning approach. The optimization plan will need to take into account how all the content is distributed, be it via web, video, mobile, tablet, and social posts.
With media planning in its traditional sense merging with these specialized fields (search, social, mobile, experiential, and video), it's important to make cross-channel content optimization central to any strategy. To do so (and remain sane), here are a few guidelines:
To wrap it up, all I will say is learn, apply, and repeat.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
As an account director for Media Contacts in New York, the interactive division of Havas Digital, Jessica is responsible for strategy development and media plan execution across a variety of clients and industries. Jessica has a wide range of digital experience, managing both brand initiatives and aggressive acquisition efforts. Her knowledge extends across many facets of digital marketing from traditional media and mobile to channel planning and social execution.
Prior to Media Contacts, Jessica was at One to One interactive in Boston, managing the B2C and B2B media campaigns for several clients. Jessica's work has won several industry awards for best use of sponsorship, mobile, and display strategy.
Jessica's career expertise started at Mullen, where she was a media planner on a broad range of traditional media.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.
December 9, 2014
1:00pm ET/10:00am PT