In this video, I share how to use data and insight to fuel content like a traditional newsroom.
If you think about it, a traditional newsroom creates content in real-time based on what’s happening globally, nationally, in local communities, or on Wall Street. A branded content engine operates the same way, conceptually. By understanding your target consumer’s real-time wants and needs, you can produce content that aligns with what’s important to them. This is the content engine.
This content can take many forms. It can focus on long-form blog posts, white papers, eBooks, and reports. One thing to consider is that long-form content can’t be produced in real-time, but it can still be informed by data.
The content can also be more creative, like short-form animations, videos, GIFs, or text-based status updates on LinkedIn. Not only can this type of content be produced in real-time, but it can also be informed by data.
This is why the best way to fuel your content engine is by using data. And not just any data, but actionable data. This is data you can use to inform your content strategy, help you understand what’s working, and make real-time optimizations.
The Challenges of Managing a Content Engine
The challenge with this model is that most brands aren’t structured to successfully deploy a content engine. They don’t have the staff, operations, technology, or processes to scale a program like this. And the truth is, most brands don’t have the desire or know-how to execute.
But the rewards can be significant for those brands that want to put in the work. Not only will you be able to produce a higher volume of content, but it will also be more relevant and engaging for your target audience.
In this video, I show you how to use text analytics to analyze conversations. I give multiple examples of how data like this is actionable and can fuel everything in the content stack, including paid search, SEO, audience targeting, and more.