ConTech in practice

There’s been plenty of talk in recent months of how technology is changing the world of content marketing. This is a disruption similar to that which has shaken previous sectors and industries, but what does it mean in practice?

In order to make the most of this content revolution, brands need to be able to get the full package – to understand what’s possible, plan campaigns, settle on the right topics, meet and commission great content creators, check their work, share it and see how it’s performed. And to do all this quickly and easily, they need reliable technology, expert advice and access to great content creators.

Not being able to do that can be a pain for large  businesses. Without wanting to get too promotional, this is one reason PCP’s own ConTech solution, Content Cloud®, has been picking up some of the biggest brands in financial services and other sectors this year.

For smaller companies – often the most in need of a content marketing solution to cut through the mass of big brand messaging around them – it’s more than just a pain. It’s a massive turn off.

Almost every agency and platform claims they can create content. But every penny spent on ineffective material weakens businesses and makes them more vulnerable to competitors. Every growing business turned off by the complexity or lack of accountability and control in content marketing is a massive loss to the industry as a whole.

Generic, mediocre content pushed out to a broad, untargeted audience no longer works. The focus has to be ways brands can achieve relevance, gain genuine engagement with their audience and understand the effects of their marketing. And that’s why ConTech has to fulfill all those functions, not just make some of them less fretful.

That’s certainly been our experience. The combination of our powerful network of 1,000 content experts, bespoke workflow solutions and tools that increase effectiveness and track return on investment is already helping catapult brands ahead of their competition.

We don’t fear other agencies and software developers building genuine ConTech solutions – we welcome it. Content marketing as an industry needs to build a reputation with clients – and with readers/customers – as trusted, transparent, hassle-free and rich with value. We’re proud that Content Cloud® is paving the way. But a widespread ConTech revolution will ensure our whole industry wins.

Dan Davey is managing director of Progressive Customer Publishing

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