Suppose you want to increase the efficiency of your marketing activities. In that case, the first step should be to check the integration of your channels because customers expect a consistent marketing experience and do not differentiate between online and offline channels. Therefore, marketers mustn’t plan and implement analog and digital marketing activities separately.
The decisive factor is the content that works across all platforms. To do this, marketers should consider content fragmentation rather than completed campaigns.
The point is to create the individual pieces of content directly to function equally across all channels – for example, for social media, print, organic search, display ads, and advertorials – and can be used as variably as possible.
Content is no longer isolated but viewed as a flexible building block in the content marketing mix – and always used exactly where the customers can best be reached.
Focus On The Essentials: Increase Efficiency With Meta Tools
To ensure that content fragmentation does not become a structural nightmare, marketers should organise all assets professionally from the start. It is advantageous to use tools that can be seamlessly embedded in the existing operational structure of your company.
This is very easy with so-called meta tools. These are tool solutions characterised by interfaces to CRM systems, graphics software, social media channels, and enterprise software such as ERP and PIM systems.
The Advantage: With full networking of the systems, a smooth creative process focuses on the essentials, namely the customers, is ensured. Digital asset management systems are just one example. They allow quick and easy access to content fragments in the appropriate format for the channel on which the content appears.
Here, you can also see which keywords are often searched for in the system and which content works best accordingly. In addition, the meta keywording also supports the organisation and retrieval of produced content. This, in turn, saves time because more content can be reused or repurposed for other channels. This leaves more time for strategy and creativity.
Canto: The Right Partner For Implementation
Canto is one of the world’s leading providers of digital asset management systems from the cloud – hosted in Germany. At over 2,500 companies, Canto makes it easier for teams to collaborate by intelligently organizing visual content.
Medium-sized companies like Birkenstock and corporations like Thyssenkrupp rely on Canto as a reliable partner. The German-American company is headquartered in San Francisco with additional offices in Berlin and the Frankfurt metropolitan area.
Many companies work with many files, such as images, videos, and documents, daily. If these contain usage rights, they become digital assets. As digitization progresses, the number of digital assets is also increasing exponentially. Digital Asset Management (DAM) is a technology used to store, organise and share such digital assets in one central location.
Canto’s DAM solution gives marketing and creative teams more freedom. It increases security, improves organisation, and ensures better searchability. The point is to create the individual pieces of content directly to function equally across all channels – for example, for social media, print, organic search, display ads, and advertorials – and can be used as variably as possible.
