Christina Inge

The first step to gathering your data is a comprehensive data audit. Look at all the data types that your organization is collecting, all the tools you're using, and the platforms you use for marketing that generate data. Assess each one to identify gaps and redundancies.

Biteable is a tool that has been around for a long time for a reason. It allows us to make videos from graphics, videos, and text. It also has a rich library of templates. At my agency, we work with a lot of organizations that need to use social media to built an immediate connection with their audience that is authentic and fun. We can take a client's message and translate it into animations or a photo-driven video easily with drag and drop editing. Being able to add text and animations that include photos is key. It allows you to create videos on the fly from existing static assets.

Think about what a customer new to your brand would need to know. Does your product, if you are a product-based company, have a learning curve? If you are an ecommerce brand, is there content, such as recipes or styling tips, that will help consumers get the most from their purchases? Focus on what a customer needs to know first, when they start to work with you. Provide that, and your customers will stay loyal

The best visuals enhance the meaning of content, rather than detract from it. Create visuals that illustrate a key point, rather than serve as just decoration. You can include critical data points, or add images that evoke a feeling or mood. Just ensure that your images and text work together to create a deeper meaning. Then, be sure that you provide descriptions for all images so that your content is accessible

Determine the broad categories that your content marketing falls into. It can be format, such as blog posts, webinars, short-form videos, and whitepapers, or topic-related. You can also map by stage in the buyer's journey, target audience, or other factors. The best is to use more than one category per item, in order to ensure accurate categorization. That way, you will also easily be able to find the content you need, analyze data on your content marketing by strategy and format, and leverage your content better

The first step is to create customer journey maps that encompass all of your channels. Remember, a channel may not be leading to direct conversions, but it can still be an important part of the customer's journey. Pay attention to microconversions, as well as important touchpoints along the way to conversion. That way, you know that your customer journey map is comprehensive