David Armano, in an excellent post on Responsive Marketing, argues that successful brands in the digital age must build responsive content marketing machines:
Lets unpack those terms briefly here:
- Responsive: A management philosophy emphasizing quick reactions to current circumstances and client feedback via multiple short development cycles and quick feedback loops.
- Content Marketing: In order to engage people today, brands need to create and curate content that invites people to be part of a meaningful story or resonates with an underlying narrative. Successful brands don’t simply market their product, they tell good stories and invite others to join in.
- Machine: Something that works automatically and cyclically (ideally improving with each cycle)
We at Tickr strongly recommend taking a look at David’s blog, then asking yourself these questions:
Do I have the tools and processes in place let emerging trends inform my marketing strategy and tactics?
Can I evaluate the performance on the content my team is producing and curating?