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Last updated on 2024年7月21日

How do you innovate and experiment with new content formats and channels in content lifecycle management?

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Content lifecycle management (CLM) is the process of planning, creating, publishing, and optimizing content for different audiences, goals, and channels. It involves aligning your content strategy with your business objectives, measuring your content performance, and updating your content to keep it relevant and engaging. But how do you innovate and experiment with new content formats and channels in CLM? Here are some tips to help you out.

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Ana ?kori?

Head of Learning and Development at The Right Street Digital

1 Know your audience

Before you try out new content formats and channels, you need to understand who your audience is, what their needs and preferences are, and how they consume content. You can use tools like personas, surveys, analytics, and social listening to gather insights about your audience and their behavior. Based on your findings, you can segment your audience and tailor your content to their interests, pain points, and expectations.

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José Eduardo MacFarland (Zé Mac)

Head de Marketing | Marketing B2B | ABM | Inbound | Inova??o | Estratégia | Startups
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Para criar conteúdo eficaz, comece por entender seu público a fundo. Utilize ferramentas como personas, pesquisas e análise de comportamento nas redes sociais para coletar informa??es detalhadas sobre seus interesses, valores e hábitos de consumo. Segmentando seu público com esses insights, você pode personalizar seu conteúdo para atender exatamente o que eles procuram. Adapte suas histórias para criar uma conex?o emocional, usando narrativas autênticas que realmente ressoem com as experiências e aspira??es de seu público. A personaliza??o e a empatia s?o chaves para transformar sua estratégia de marketing, engajando e fidelizando clientes de maneira significativa e duradoura.

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2 Test different formats

There are many types of content formats you can use to deliver your message, such as blog posts, videos, podcasts, infographics, ebooks, webinars, and more. Each format has its own advantages and disadvantages, depending on your goals, audience, and resources. You can experiment with different formats to see which ones resonate better with your audience and generate more engagement, conversions, and loyalty. You can also repurpose your existing content into different formats to extend its reach and value.

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3 Explore new channels

Besides choosing the right format, you also need to choose the right channel to distribute your content. There are many channels you can use to reach your audience, such as email, social media, search engines, websites, apps, and more. Each channel has its own characteristics, requirements, and best practices. You can explore new channels to expand your audience, diversify your traffic sources, and increase your visibility. You can also use multichannel or omnichannel strategies to create a consistent and seamless content experience across different platforms.

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Ana ?kori?

Head of Learning and Development at The Right Street Digital
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This tends to feel overwhelming, doesn't it? Don't strech yourself too thin. You probably have a lot of content you've used on different channels over the years. Reuse, recycle, keep your process sustainable and take it from there.

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4 Measure and optimize

Innovation and experimentation are not enough without measurement and optimization. You need to track and analyze your content performance across different formats and channels to see what works and what doesn't. You can use metrics like views, clicks, shares, comments, leads, sales, retention, and more to evaluate your content effectiveness and ROI. Based on your data, you can optimize your content to improve its quality, relevance, and usability. You can also use tools like A/B testing, heatmaps, and feedback to optimize your content design, layout, and copy.

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5 Learn and iterate

The final step in innovating and experimenting with new content formats and channels is to learn from your results and iterate your process. You need to review your findings, identify your strengths and weaknesses, and apply your learnings to your future content projects. You also need to keep an eye on the latest trends, technologies, and best practices in content marketing and CLM. You should always be open to new ideas, opportunities, and challenges that can help you create better content for your audience.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you innovate and experiment with new content formats and channels in content lifecycle management?

1

2

3

4

5

6

1 Know your audience

2 Test different formats

3 Explore new channels

4 Measure and optimize

5 Learn and iterate

6 Here’s what else to consider

Content Management

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How do you innovate and experiment with new content formats and channels in content lifecycle management?

1

2

3

4

5

6

1 Know your audience

2 Test different formats

3 Explore new channels

4 Measure and optimize

5 Learn and iterate

6 Here’s what else to consider

Content Management

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