Collaboro’s Warwick Boulter on five winning strategies to make your content work harder

Companies can set themselves apart and ensure consumers get their messages loud and clear by using these top five winning content strategies, according to Warwick Boulter (left), co-founder and CEO of software firm Collaboro.

Says Boulter: “Digital asset management firm Collaboro has spoken to its clients, studied the industry and unpacked the latest research to reveal the following five strategies top marketers are using to make their content work harder.”

Boulter heads up Collaboro, a leading full-service solution for managing digital media assets such as videos, images and artwork.

Strategy 1: Post and react to consumers

Content marketing isn’t a set and forget process. Once publicly released, a piece of content should be considered a discussion starter, an invitation for two-way interaction and a constantly evolving conversation.

Says Boulter: “If you spot a conversation or trending topic, you need to be agile to react immediately, by having content at hand and tweaking campaigns in real time. Social media is a key channel, one that forces businesses to adapt and anticipate the wants and needs of customers.”

Strategy 2: Marry SEO and content marketing

As search engine algorithms become more sophisticated, the content writer and the SEO manager should work together to make content work harder.

Says Says Boulter: “That’s an approach we’re starting to see smart brands take. When you post a blog on your website, it doesn’t end there. Send it as an e-newsletter, repurpose it as a Facebook post and animate it on YouTube. That means more links, views, clicks and shares  – and this is Google gold.”

Strategy 3: Recycle, even on audio channels

Marketers don’t need to reinvent the wheel for each communication channel they use. Making content work harder means knowing what performs well on each platform and repurposing and reworking that content to suit different audiences. Don’t forget audio content, which can become a cornerstone of your strategy.

Says Boulter: “Storytelling has been a buzzword across marketing circles for a while now. If you can effectively portray your brand’s story, it’s more likely to resonate and be remembered.  An innate part of our psychology as humans is that we like to talk to each other – and that’s why audible content can work harder than content published through other mediums.”

Strategy 4: Leverage Artificial Intelligence

Content is being produced exponentially and needs to be adaptable for the myriad of platforms consumers use each day. The old way of producing content is no longer efficient. Instead, marketers should consider an intelligent approach to every piece of content they produce and adapt it for different consumers and digital experiences.

Says Boulter: “Creating and managing content in conjunction with Artificial Intelligence is the key to working your content harder and making it infinitely more intelligent. By utilising machine learning, you can learn and predict client behaviour and optimise your messaging and product or service offering.”

Strategy 5: Manage your brand assets

Managing brand assets is essential and there are several resources available. Marketing Automation Platforms (MAP) can maximise digital marketing, Content Management Systems (CMS) oversee web experiences and conversions, and Customer Relationship Management (CRM) supports customer interactions. Crucially, Brand Asset Management (BAM) links all of these together.

The Collaboro platform fits in here and makes it easier for organisations to seamlessly manage their media assets.

Says Boulter: “Collaboro doesn’t work like a traditional Digital Asset Management (DAM) platform. We turn DAM on its head, providing an intuitive, secure and capable DAM functionality, both on the cloud and in the archives.”

A recent brief from Hungry Jack’s highlights the appeal of Collaboro.

Says Boulter: “What Hungry Jack’s were looking for was a service layer, a solution that could collate, upload, tag and manage the process on an ongoing basis, each time a new campaign had finished.

“Due to the complexity of their business model, a one-size-fits-all approach wasn’t going to cut it. The solution needed to be tailored, to open the brief up for collaboration and flexibility and adapt how it was going to look and work on the fly, according to how the team would interact and use the platform.”