tag:econsultancy.com,2008:/topics/content-management Latest Content management content from Econsultancy 2018-03-23T09:30:00+00:00 tag:econsultancy.com,2008:BlogPost/69896 2018-03-23T09:30:00+00:00 2018-03-23T09:30:00+00:00 Shelter Scotland’s chatbot had >4,000 interactions in its first four months, freeing up time for helpline staff Nikki Gilliland <p>Shelter is one charity that has experimented with the technology in the past few years. It first developed ‘Sheldon’ during a hackathon – a bot that would theoretically be able to answer people’s queries about private tenants’ rights in Scotland. On the back of this, the charity has gone on to develop and implement ‘Ask Ailsa’, which is a fully working chatbot created in the same vein.</p> <p>In order to gain a better understanding of Ailsa, as well as the charity’s use of artificial intelligence in general, I spoke with Keith Bartholomew, senior digital officer at Shelter Scotland.</p> <p><em>(N.B. If you're interested in AI and marketing, check out Marketing Week's <a href="http://conferences.marketingweek.com/">Supercharged conference</a> on May 1st.)</em></p> <h3>What’s the purpose of the chatbot?</h3> <p>According to Bartholomew, the purpose of Ailsa is very much rooted in problem-solving rather than fundraising or general awareness. </p> <p>Ailsa was developed to coincide with major changes being introduced to private renting in Scotland, involving a new kind of private tenancy, with new rules around the length of a tenancy, how much notice a tenant had to give, and how a landlord could end a tenancy.</p> <p>While these changes were created to give more rights and better protection to tenants, as well as to easily resolve disputes if things go wrong, Shelter predicted that the changes would inevitably result in confusion for tenants and landlords alike. </p> <p>As a result, Bartholomew says that "the chatbot was developed to answer any questions people may have, and ensure they are aware of the new rules."</p> <p><img src="https://assets.econsultancy.com/images/0009/3128/Ailsa_1.JPG" alt="" width="500" height="523"></p> <h3>The chatbot currently has very little ‘chat’ – does it matter?</h3> <p>One of the biggest obstacles brands face when creating chatbots is limitations in technology. While NLP (natural language processing) theoretically offers users a richer and more interactive experience - one that mimics human interaction – this often takes a long time to come to fruition (as the bot learns natural speech patterns over time).</p> <p>These kinds of bots can also go awry, either failing to answer basic queries or worse – speaking in offensive language. Microsoft’s Taybot is the most famous example of this.</p> <p>For Shelter Scotland, the chatbot was initially developed to work from a set decision tree of questions.</p> <p>The speed and ease with which the bot could be created was undoubtedly a big motivator, as well as the straightforward nature of user queries in the first place. However, the charity has since decided it is keen to develop the bot further.</p> <p>Bartholomew tells me the bot is "currently in development of stage two, which will introduce natural language programming and allow for a greater number of queries."</p> <p>With recent talk about further new rules for private renting in Scotland, Shelter is clearly intent on pre-empting the next inevitable onslaught of questions.</p> <h3>Why an on-site bot rather than Facebook Messenger?</h3> <p>A lot of brand chatbots have been created through the Facebook Messenger platform. This is largely to do with the technology’s accessibility, but also so that brands can expand their presence on the channel and connect with its mammoth audience. </p> <p>Shelter Scotland decided against this, instead creating the chatbot to be hosted on its standalone website, which would be promoted through very targeted marketing.</p> <p>Bartholomew explains that this decision is also due to the bot’s very niche purpose: "Since it could only answer questions relating to the new private renting rules, we didn't want to open it up Facebook Messenger or to respond to general advice queries."</p> <p>Instead, the bot is integrated into the charity’s ‘New Rules’ microsite.</p> <p><img src="https://assets.econsultancy.com/images/0009/3130/Ailsa_2.JPG" alt="" width="490" height="535"></p> <h3>How many people have used Ailsa?</h3> <p>According to Bartholomew, the chatbot has been used 4,380 times since it first launched last October.</p> <p>That’s a fairly impressive amount considering the time-frame – and definitely worthwhile considering that those people would have otherwise contacted the charity’s helpline service.</p> <p>"The chatbot allows people to self-serve and find out the information online, rather than phone our helpline. It has helped a significant number of people get to grips with the legislation changes, without us getting a large volume of calls to our helpline," says Bartholomew.</p> <p>Quite rightly, he reiterates how "advisers are available to respond to more urgent queries" as a result. And from the user’s perspective, it undoubtedly means a better experience – with less friction and a satisfying outcome. </p> <p>Ultimately, this has been the bot’s biggest benefit and the reason why Shelter Scotland would consider AI again in future. The charity is running a hackathon in Edinburgh at the end of March in order to develop further solutions related to the private renting situation in Scotland.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">What problems persist for private renters? Join us to develop practical solutions with <a href="https://twitter.com/ProductForge?ref_src=twsrc%5Etfw">@ProductForge</a> <a href="https://twitter.com/hashtag/GenerationRentPF?src=hash&amp;ref_src=twsrc%5Etfw">#GenerationRentPF</a> <a href="https://t.co/SPAhmeijOk">https://t.co/SPAhmeijOk</a> <a href="https://t.co/nRCYIQR3jh">pic.twitter.com/nRCYIQR3jh</a></p> — Shelter Scotland (@shelterscotland) <a href="https://twitter.com/shelterscotland/status/969593685901021189?ref_src=twsrc%5Etfw">March 2, 2018</a> </blockquote> <p>I finished by asking Bartholomew whether or not Shelter will look to use AI technology for other purposes in future. He explained that while "there are no immediate plans to, we do hope to use the same technology for other advice-giving opportunities on our website."</p> <p>With users clearly finding value in Ailsa, it’s an example that could be well-worth repeating (and one that other brands keen to develop chatbots could learn from).</p> <p><em><strong>Related reading:</strong></em></p> <ul> <li><em><a href="https://www.econsultancy.com/blog/69839-eight-things-your-chatbot-should-never-do" target="_blank">Eight things your chatbot should never do</a></em></li> <li><em><a href="https://econsultancy.com/blog/69716-why-fashion-and-beauty-brands-are-still-betting-on-chatbots" target="_blank">Why fashion and beauty brands are still betting on chatbots</a></em></li> </ul> tag:econsultancy.com,2008:TrainingDate/3434 2018-03-08T12:18:54+00:00 2018-03-08T12:18:54+00:00 Content Strategy & Editorial Planning <p>Great content sells! It will help build your brand and boost your business.  </p> <p>Our 1-day training course on Content Strategy &amp; Editorial Planning will support you in producing content that attracts, engages and converts your audience.</p> tag:econsultancy.com,2008:TrainingDate/3433 2018-03-08T12:18:10+00:00 2018-03-08T12:18:10+00:00 Content Strategy & Editorial Planning <p>Great content sells! It will help build your brand and boost your business.  </p> <p>Our 1-day training course on Content Strategy &amp; Editorial Planning will support you in producing content that attracts, engages and converts your audience.</p> tag:econsultancy.com,2008:BlogPost/69665 2017-12-14T11:30:00+00:00 2017-12-14T11:30:00+00:00 How to start planning a successful content strategy Nikki Gilliland <p>Interestingly, it seems a lot of marketers are still struggling to get to grips with the planning stage. According to the Content Marketing Institute, just <a href="http://contentmarketinginstitute.com/wp-content/uploads/2016/09/2017_B2B_Research_FINAL.pdf">37%</a> of B2B marketers have a documented content strategy in place, with a lack of concrete preparation reportedly contributing to failure rates.</p> <p>So, what steps should you take to ensure your content marketing strategy is rock solid for 2018? Here’s six tips to set you on the right track.</p> <h3>1. Define your customer persona</h3> <p>While you might think you have a good understanding of your audience, many marketers tend to focus on segments – i.e. factors like gender, age range, or location. However, personas delve much deeper into these key segments, telling us important traits about individuals such as their motivation, what they value in a brand, and why they might stay loyal.  </p> <p>This kind of insight into your audience can be highly valuable when creating a content strategy, helping you to create content that resonates with consumers at various different stages of their journey. Instead of being ‘nice to have’ or a throwaway part of a strategy, creating customer personas should be one of the first and most important foundations.</p> <p>There are multiple ways to research the information needed, including monitoring social media sentiment (which will tell you what an audience is talking about) as well as keyword research and analytics to discover what consumers are searching for and currently enjoying. <a href="https://www.econsultancy.com/blog/69322-what-are-customer-personas-and-why-are-they-so-important" target="_blank">This article</a> explains further.</p> <p>Empathy maps can also be a usefool tool to identify customer pains and gains, and how content could be used to smooth out the customer journey.</p> <p><img src="https://assets.econsultancy.com/images/0009/1108/Empathy_map.JPG" alt="" width="500" height="432"></p> <h3>2. Determine what works and what doesn’t</h3> <p>Speaking of <a href="https://econsultancy.com/blog/64297-18-useful-google-analytics-custom-reports-segments-and-dashboards-for-seo" target="_blank">Google Analytics</a>, when setting up or updating strategy for the year ahead, it’s also important to go back and look at the successes (or failures) of the previous year. This can sometimes be known as a content audit, but more so when the focus is solely on SEO.</p> <p>Identifying key SEO metrics is certainly one benefit of an audit. This means factors that might be affecting a page's ranking, which could be anything from page speed to copywriting. More broadly, an audit can also highlight important content marketing metrics like the number of social shares or bounce rate.</p> <p>These finding should ideally inform future strategy, for example, in terms of the most-popular topics and where it might be worth repeating content (or changing tack completely).</p> <h3>3. Align format and channel</h3> <p>While video is said to be the most engaging form of content, there’s no definitive answer to the great format debate – it all depends on the brand or product in question. However, the type of content you choose to create should always be aligned with its core aim, as well as the distribution channel.</p> <p>For example, the aim of a B2B brand might be to use content to educate consumers rather than entertain them. In this instance, it might not be wise to distribute content on a platform like Facebook, where the user behaviour is more likely to be aligned with short-form and laid-back video content.</p> <p>Again, it’s helpful to go back to your personas to determine the best content format. Asking questions about your customer - such as where on social do they spend their time, or what are they looking for - will result in higher relevancy and therefore greater impact. </p> <p><img src="https://assets.econsultancy.com/images/0009/1110/wordpress.JPG" alt="" width="600" height="268"></p> <h3>4. Create an editorial calendar</h3> <p>An <a href="https://econsultancy.com/blog/64587-eight-free-content-calendar-templates-to-help-plan-your-output" target="_blank">editorial calendar</a> is often confused with content strategy itself, as marketers wrongly tend to assume that plotting ideas and publication dates is all that needs to be done. It’s a highly important step, having said that, and one that <em>can</em> improve overall strategy.</p> <p>A calendar should naturally include content ideas and dates, however to generate the most success it should also include detailed information on responsibility (i.e. who creates and owns what) as well as details about distribution (i.e. where the content is published) and finally, what content perhaps needs to be updated or republished.</p> <h3>5. Set KPI's</h3> <p>Another important element of an editorial calendar (and overall strategy) is performance measurement. This means determining and setting up key performance indicators to measure the success of content. A simple example is to measure engagement levels of a blog post by looking at page views or dwell time. </p> <p>As content marketing is often tailored to reach customers at various points in the purchase journey, it’s also important to set KPI's according to where the customer might be at that time. For example, if you are measuring content in terms of engagement, a KPI could be social shares or video views. However, this does not measure success in other areas such as conversion or lead generation, where the KPI would be sales, downloads or sign ups.</p> <p>As well as helping you to track and justify the content you create, setting KPI's can also help to inform future content. By measuring what devices customers are using to access content, for example, you could potentially create or optimise future content with this in mind.</p> <p><img src="https://assets.econsultancy.com/images/0009/1109/iStock-673485188.jpg" alt="" width="600" height="381"></p> <h3>6. Collaborate and listen</h3> <p>According to Oracle, 34% of brands admit that silos exist within their organisations, with sales, marketing and customer service teams often working completely independently of each other. When it comes to content marketing, silos can rapidly appear between sub-teams such as SEO, email, and social. </p> <p>This is often because different teams value different metrics, meaning that the over-arching aim of the strategy becomes diluted and eventually lost.</p> <p>So, what’s the answer? Essentially, it is to collaborate as much as possible, and to determine a common denominator (or KPI) based on a combined set of goals. This could be something simple such as producing quality content, or more specific, like creating relevancy for the customer.</p> <p>By ensuring that all teams are aware of and invested in the content strategy, the common goal is much more likely to be reached. </p> <p><em><strong>For more on content strategy, subscribers can download Econsultancy's <a href="https://econsultancy.com/reports/content-strategy-best-practice-guide/" target="_blank">Best Practice Guide.</a></strong></em></p> tag:econsultancy.com,2008:TrainingDate/3319 2017-10-26T17:59:43+01:00 2017-10-26T17:59:43+01:00 Content Strategy & Editorial Planning <p>Great content sells! It will help build your brand and boost your business.  </p> <p>Our 1-day training course on Content Strategy &amp; Editorial Planning will support you in producing content that attracts, engages and converts your audience.</p> tag:econsultancy.com,2008:TrainingDate/3261 2017-10-26T11:59:58+01:00 2017-10-26T11:59:58+01:00 Content Strategy & Editorial Planning <p>Great content sells! It will help build your brand and boost your business.  </p> <p>Our 1-day training course on Content Strategy &amp; Editorial Planning will support you in producing content that attracts, engages and converts your audience.</p> tag:econsultancy.com,2008:TrainingDate/3260 2017-10-26T11:57:57+01:00 2017-10-26T11:57:57+01:00 Content Strategy & Editorial Planning <p>Great content sells! It will help build your brand and boost your business.  </p> <p>Our 1-day training course on Content Strategy &amp; Editorial Planning will support you in producing content that attracts, engages and converts your audience.</p> tag:econsultancy.com,2008:BlogPost/69510 2017-10-23T04:00:00+01:00 2017-10-23T04:00:00+01:00 Four challenges content marketers face every day and how they overcome them Jeff Rajeck <p>Econsultancy alone offers many content marketing resources, such as: </p> <ul> <li> <a href="https://econsultancy.com/reports/content-strategy-best-practice-guide">The Content Strategy Best Practice Guide</a> (2016)</li> <li> <a href="https://econsultancy.com/reports/international-content-monetizing-global-content-assets-and-measuring-success">How to Monetize Global Content Assets</a> (September 2017)</li> <li>And a number of excellent blog posts offering <a href="https://econsultancy.com/blog/68513-four-key-content-marketing-principles">tips</a>, <a href="https://econsultancy.com/blog/69244-eight-inspiring-examples-of-shoppable-digital-content">case studies</a>, and <a href="https://econsultancy.com/blog/68957-the-future-of-content-is-marketplaces-not-ai">trend overviews</a>. </li> </ul> <p>But there's not nearly as much material designed specifically for someone whose job it is, day in and day out, to produce content. <strong>What challenges do professional content marketers face, and how do they overcome them?</strong></p> <p>To find out, as well as to add to our body of content marketing material, Econsultancy recently invited a number of professional content marketers to a roundtable discussion in Sydney. Here, in discussions led by David Voorn, head of lifecycle Marketing at Salmat, content marketers were free to discuss the problems that they face as well some of the solutions they have figured out.</p> <p>Before we list them, though, we'd like to draw your attention to a couple of content marketing courses being held in Singapore in November.</p> <ul> <li>The first is on November 13th and is for those who are just becoming familiar with content marketing: <a href="https://econsultancy.com/training/courses/content-marketing-for-web-mobile-and-social-media-singapore/dates/3134/">Content Marketing for Web, Mobile and Social Media</a>.</li> <li>Econsultancy is also offering a course on November 14th for seasoned content marketers who are looking to develop their content marketing skills to mastery level: <a href="https://econsultancy.com/training/courses/advanced-content-marketing-masterclass-singapore/dates/3130/">The Advanced Content Marketing Masterclass</a>.</li> </ul> <p>Click on the appropriate link to find out more and book your spot!</p> <p>So, back to the programme. What challenges are content marketers facing these days and what did our roundtable experts say about how to overcome them?</p> <h3>1) Keeping content fresh</h3> <p>The biggest challenge raised by nearly everyone was that <strong>content marketers find it difficult to keep producing high-quality, relevant content on a consistent basis. </strong></p> <p>They indicated that best practice guides and lists of ideas can help, but many said that even these run out – and they occasionally face a blank screen with a full day's work ahead.</p> <p>So how do some get over this problem? Customer stories.</p> <p>One of the most interesting trends which came up on the day was that many content marketers are using specific customer experiences as content. That is, they look for customers who are willing to talk about their problems both before and after they engaged with the company and then create content about the specific customer's journey.</p> <p>Besides being a great way to generate fresh, relevant content, participants felt that <strong>customer stories are a great way for the whole organisation to understand the customer better.</strong></p> <p>Those using customer stories did warn, however, that those adopting this tactic need to finesse the stories in order to fulfill other goals, such as driving search traffic to the site.</p> <p><img src="https://assets.econsultancy.com/images/0008/9736/2.jpg" alt="" width="800" height="533"></p> <h3>2) Always being asked to produce product-focused content</h3> <p>Another challenge routinely faced by content marketers is that the business and marketing managers are always asking content marketers to deliver content which is about, and only about, their company's products. One attendee noted that it wouldn't necessarily be a problem except that <strong>product-based content drives little traffic and fails to impact many other of their KPIs.</strong></p> <p>The way some got over this was, first off, to <strong>write a content strategy</strong>. Typically this will state who they are trying to reach, what content themes will be used, and how they will measure success. Then resources can be allocated against higher-level goals and avoid being dragged into short-term product content production.</p> <p>Another suggestion is that <strong>content marketers should educate the business about content marketing and sell the notion that content builds brand equity</strong>, often a key business goal at the C-level. Then, once senior business sponsors are bought in to a brand equity strategy, content marketers will be able to fend off ad-hoc product-focused content requests.</p> <p><img src="https://assets.econsultancy.com/images/0008/9737/3.jpg" alt="" width="800" height="533"></p> <h3>3) Confused by the technology stack</h3> <p>Many attendees admitted that their companies had bought various content marketing and marketing automation solutions, but had not used them to their full extent, if at all.</p> <p>The only solution to this, suggested by a few participants on the day, was that <strong>content marketers need to be trained up on the platforms and to read up as much as the could about how to use them</strong>. Then, once they were aware of the potential of their technology stack, they should compare what they understand with any upsells from the vendors and make sure their knowledge and what they are being told line up.</p> <p>It's important that content marketers avoid becoming overwhelmed and technophobic though, one added, as technology does have a lot to offer content marketers.</p> <p><img src="https://assets.econsultancy.com/images/0008/9738/4.jpg" alt="" width="800" height="533"></p> <h3>4) Authenticity</h3> <p>Finally, another problem that content marketers are facing nowadays is that content marketing needs to reflect the authentic brand voice.</p> <p>Those who use agencies to produce content were particularly concerned about this as external agency staff typically do not 'live and breathe' the brand and so often struggle to produce authentic brand content.</p> <p>The best way to handle this?<strong> Brands should in-source content marketing, said the experts.</strong></p> <p><strong>Only when content marketing is handled by people who are fully answerable to the brand will the authentic voice emerge. </strong> Customer stories (see point 1, above) do help, but even the most trusted agency partners will probably not have the same level of customer access as internal brand marketers.</p> <h3>A word of thanks</h3> <p>Econsultancy would like to thank all of the marketers who participated on the day and especially our content marketing table moderator, <strong>David Voorn, head of lifecycle marketing at Salmat.</strong></p> <p>We hope to see you all at future Sydney Econsultancy events!</p> <p><img src="https://assets.econsultancy.com/images/0008/9739/1.jpg" alt="" width="800" height="533"></p> tag:econsultancy.com,2008:Report/4584 2017-09-06T21:29:00+01:00 2017-09-06T21:29:00+01:00 International Content: Monetizing Global Content Assets and Measuring Success <p>The <strong>International Content: Monetizing Global Content Assets and Measuring Success </strong>report examines the views of brand-side marketers on the management of international content.</p> <p>This research, conducted by Econsultancy in partnership with <strong>Lionbridge LLC</strong>, is based on a sample of more than 270 executive-level marketers across a variety of international businesses. Respondents' organizations reported an average of $1 - 5 billion in 2016 revenue.</p> <p>The report explores ways in which high-performing organizations govern their international content to improve global brand positioning and increase revenue. The survey contrasts leaders' methods with those of the mainstream to give the reader a better understanding of successful approaches to global content management, and the challenges those taking these approaches encounter.</p> <p>As globalization accelerates, industry leaders tend to centralize control of their global content; <strong>72% of leaders describe their governance of global content as either "very tightly controlled at a global level, with no local autonomy," or "tightly controlled, with some local autonomy."</strong></p> <p>Naturally, localization is a challenge for larger international organizations that tend to have more rigidly defined content strategies than companies in the more ad-hoc mainstream.</p> <p>However, leaders are trying to change this; <strong>twice as many leaders are planning to extend the number of markets in which they have a web presence as their mainstream peers.</strong></p> <p>Standing out among the challenges organizations face in seeking to grow the number of local markets in which they operate are technology, industry compliance, and limited undestanding of ROI within the organization. <strong>Leaders are more than twice as likely as their mainstream peers to report "industry compliance" as the chief obstacle to localized expansion, while the mainstream reports "lack of business case / limited understanding of ROI" at twice the rate of high-performers.</strong></p> <p><strong>Still, everyone struggles with establishing a global governance framework.</strong> While leaders are unsurprisingly better in this regard, <strong>roughly a fifth of both performance groups report it being the main barrier to their organizations' expansion efforts.</strong></p> <p>Findings include:</p> <ul> <li>Nearly two-thirds of leaders (65%) believe that internationalization of content is 'critical for creating a global brand,' compared to only 35% of mainstream respondents. There is broad consensus among leaders that carefully planned international content is integral to digital transformation and the overall customer experience.</li> <li>More than half (54%) of leaders believe their budgeting for international websites is 'very much based on a quantifiable understanding of the likely revenue uplift.' They are similarly likely to report that they have portioned off budget for content internationalization (60%).</li> <li>Leaders are more than four times as likely as the mainstream to have clear ownership of content within their businesses.</li> <li>Among leaders, control of content within the business itself lies with product teams twice as often as it does with the product teams of the mainstream (35% versus 15%, respectively), and with analysts at about the same rate (46% for leaders versus 23% for the mainstream).</li> </ul> <p><strong>Download a copy of the report to learn more.</strong></p> tag:econsultancy.com,2008:Report/4551 2017-07-24T11:31:00+01:00 2017-07-24T11:31:00+01:00 Content Strategy Best Practice Guide <h2>Overview</h2> <p>The aim of this research was to identify best practice approaches, techniques, challenges and opportunities around digital content strategy.</p> <h2>Research methodology</h2> <p>The methodology involved two main phases:</p> <ul> <li> <strong>Phase 1:</strong> Desk research to identify relevant issues, examples and models.</li> <li> <strong>Phase 2:</strong> a series of in-depth interviews with a range of senior digital and non-digital marketing practitioners, Heads of Content, UX and Content Strategists. Interviewees for the research covered sectors as diverse as financial services, media, public sector, NGO and FMCG.</li> </ul> <h2>What you'll learn</h2> <p>This best practice guide:</p> <ul> <li>outlines some key definitions</li> <li>sets out a core process for content strategy in the digital age</li> <li>defines some key strategic models that enable the smart application of content in the service of achieving marketing objectives.</li> </ul> <p>Included in this report are the following:</p> <p><strong>The content strategy process</strong></p> <p>We define the importance of tying back to a solid strategic process that is aligned to answering the fundamental questions of strategy:</p> <ul> <li>Where are we now?</li> <li>Where do we want to get to?</li> <li>How do we get there?</li> <li>How do we know when we’ve got there?</li> </ul> <p>Our research has demonstrated this alignment to be critical to effective content strategy implementation.</p> <p><strong>Insight and persona generation</strong></p> <p>We discuss the key thinking and methodologies around successful persona generation, how brands are using personas to inform strategy and how relating content to a solid understanding of the customer journey through customer journey mapping can establish a firm foundation for success.</p> <p><strong>Aligning content with brand strategy</strong></p> <p>Defining a content marketing mission, and a key model for relating content to brand purpose and essence.</p> <p><strong>Distribution and format</strong></p> <p>We set out a key model for building an effective content ecosystem (borrowed from YouTube) – ‘Hero, Hub, Help’, look at an example brand that shows exemplary practice in this context, and consider the best ways of linking format selection with objective.</p> <p><strong>Optimisation culture</strong></p> <p>The practitioners interviewed for this report stressed the importance of developing a testing culture to ensure continuous, not just episodic, test and learn. When combined with a structured content calendar, this can bring both alignment and optimisation of resources and impact.</p> <p><strong>Content and technology</strong></p> <p>The marketing and content technology landscape is more complex than ever so how might practitioners best navigate through this complexity and make smart decisions about technology? Technology will play an ever-increasing role in the content marketing process and ecosystem, so how can marketers set themselves up for success?</p>