If you’re a marketer, you’re familiar with how things typically work. You conceptualize the campaign, execute it, and ultimately direct your audience to content. However, where does this content reside? Your campaigns require a destination in order to be effective. While this sounds great in theory, many marketers discover that implementing this strategy for each campaign is inconvenient, time-consuming, and frustrating. What, then, is a marketer to do? Here’s more information on what you need to do to create effective content destinations – without becoming overwhelmed in the process.
Agility is Required
Did you know that only one in every two marketing executives reports that their teams can create landing pages, blog posts, webpages, and other content experiences easily? That’s only 50%, which is pretty pitiful considering they’re all putting together campaigns. Thus, the first tip for creating content destinations is to be quick.
This is critical because spending hours upon hours delivering a single destination means that you will never complete any other tasks. Scalability requires a repeatable and rapid process. Additionally, circumstances change rapidly. If you’re creating content in response to current events or global issues, there’s a good chance the news will change more quickly than your landing page. You cannot afford to be without a rapid-fire method for creating and updating destinations.
Avoid Developer Interaction
Along with slowing campaign launches and reducing effectiveness, there is another reason that content destinations have historically been a pain: they eat up developer time. Because many marketing departments lack the skills necessary to make site changes or create new destinations, every requirement becomes a request to the development team. This is not scalable, and it also places additional strain on your developers, who are almost always overworked as it is.
Rather than that, you can create content destinations on your own using a Content Experience Platform (CEP). By enabling prospects to consume more content faster, this technology enables teams to easily collect leads, quickly create campaign destinations, and accelerate buyer journeys. With all of your content centralized and organized in one location, any member of your marketing team can slice and dice it in order to create engaging content destinations for any type of campaign. Additionally, each one will be consistently branded.
Effectively completing this task can actually save time
While it’s obvious that utilizing a CEP to create your own microsite or campaign destination saves your development team time, it may appear that you, the marketer, will be required to invest additional time. However, the opposite is true. Indeed, by implementing a CEP, the time required to build a destination can be reduced from days or weeks to minutes. Literally. You are not responsible for logistics or development; you simply pull it together quickly and push it out the door.
By utilizing a CEP, you can increase your agility, eliminate unnecessary requests from your development team, and save everyone a lot of time. You’ll work more efficiently, generate more leads, and free up time for strategic marketing work rather than purely execution. But perhaps the most important benefit is that you’ll earn your audience’s trust by providing them with the content they need when they need it and when they expect it. That is priceless in today’s purchasing environment.