DOT REPORT: Five Steps to Better Content Marketing


We’ve all heard the marketing mantra: Content is king. With the volume of information traveling the Internet every day, every hour and every minute, that adage is more relevant than ever. A solid content strategy is an absolute must for achieving your Internet marketing and website goals.

Here are some tips to help you stay on top in the content wars.

Set Clear Objectives

It all starts here. Do you want to increase website traffic? Introduce new products or services? Maximize lead generation? Drive sales conversions? Be known as a thought leader in your business segment? You may even want to encourage people to visit specific pages of your website. Regardless of the particular goal, you need to get a handle on what you want to happen when your audience reads your content.

Differentiate Yourself

You can’t afford to ignore the competition. And they probably have some valuable things you can learn or need to counter. There’s no harm in admitting your competition is doing a better job than you are. So define what makes their content strategy strong and proceed accordingly, in a strategic way that sets you apart.

Think Through Your Topics

A helpful way of coming up with a content strategy is to use a topic-oriented approach. Work with colleagues who will be collaborating with you and take a day or two to brainstorm. Topics could be anything from info on industry trends and new technologies as a value-added, educational resource to a listing of awards that builds credibility for your organization. Then, prioritize your topics into a spreadsheet and set up a timeline to stay on track.

Take a Visitor Perspective

Be objective. Put yourself in your audience’s place and think about how you would respond to your message. One way is to ask some of your customers what they think, since they’re your ultimate target. The visitor perspective counts for any size and type of business. Then you constantly need to be innovative to maintain interest.

Leverage Channels

Content can be broken into two parts, on-site and off-site. On-site is the pages of your website. Off-site is what you use on external websites,

which can have a direct impact on search engine rankings. Ask yourself, “How can we use our content to move people through these channels?” For example, a YouTube video could direct people to a landing page on your website. You will provide your audience with relevant content, utilize a social media channel and drive visitors to your site.

These steps will help you create content that is relevant to your targets audiences and delivers results.

The DOT Report: Six Steps to Better Content


The better the content strategy, the easier your goals will be achieved. Here are seven steps that will help enhance your content strategy.

Objective: First, you want to identify your objectives and purpose for the content you are developing. Think about this briefly; do you want to increase traffic, drive conversions, or maximize your lead generation? There could be other areas like encouraging users to visit specific pages of your website or to get certain products noticed. You need to plan in advance what you want to happen when your audience reads your content. The better you plan, the quicker you will see results.

Competition: Analyze your competition. Theirs no harm in admitting your competition is doing a better job than you. Define what makes there content strategy better than yours.

Visitor perspective: Be objective when looking at your website. Put yourself in your audience’s computer. A simple way to get objective feedback is to ask some of your clients what they. The visitor perspective stands for any size of business, and you constantly need to innovate and be objective.

Channels: Content is broken into two parts, on site, and off site. On site content are the pages that you are adding too, and off site is the content that you will use on external websites. Ask yourself how you can tie content into promotional channels. For example; a video could go onto your YouTube page, and then have a landing page on your website. By doing this you are providing your audience relevant content through a social media channel.

Titles: An easy way of coming up with a content strategy is to use a title approach. Work with colleagues who are going to be working with you on this project and take a day to brainstorm. These titles could be anything from a list of awards on your website, areas you will be working on, pages you are going to be improve or new technologies and influences in your industry. Pushing these titles into a spreadsheet and setup a timeline in which you will execute updates.

Keep in touch with us and let us know what you used for your website!

DOT Report: What to expect with Google in 2014

Over the year Google has made a fair number of acquisitions and we are going to assume a lot of these will come into the search engine over the year in 2014. The big ones on the list are,, PostRank, Wavii, and Grapple, among others with machine learning and neural computing technology as well.

From the look of it, Google will focus on completely personalizing your search experience, entity based searches, and extend on it’s existing semantic search abilities. Let’s look at how we can set ourselves up to ensure that we are ahead of the curve.

Over the past year we had a number of updates from Google which drastically changed the way we look at our optimization process, the Penguin, Panda and Hummingbird were targeted at cleaning up the results from spam and rewarding clean original content, there was a security update that removed referring keyword data to websites, and over the year Google focussed on providing results quicker to users on their own website with the strong focus on mobile queries.

While Google was busy fighting spam results in it’s indexes it was busy working with massive updates to it’s engines. Most of the updates such as the Panda and Penguin which Google provided over the year were just smaller updates that were re-iterations of their previous algorithms. Hummingbird is the future of the engine and it focuses on a few areas, it will understand what context you are asking questions in and is made to make Google’s database more human relevant in terms of the queries that Google receives.

The three main areas that we are noticing most new effort in are as follows:
Google Now, which forms the basis of them mobile platform that Google is working on and it integrates into all their services right from device based searches to their understanding mechanism.
MyAnswers, the personalization platform which will provide you with search results that are relevant to your specific queries. This will keep evolving based on your searches and the sort of results you like.
KnowledgeGraph, this focuses on the artificial learning where Google understands what you mean in context that the term knight rider in the US may refer to a TV series whereas in India it refers to a sports team.

The Hummingbird Update

A lot of us didn’t even notice when the Hummingbird update rolled into town. The Hummingbird update is a massive update for Google right down to it’s everyday infrastructure, and it’s main goal is to get the search engine to learn how words join together in context. For example when you search for pasta recipes, you want help with cooking, but if you search for “x men days of future pasta” it is probably the movie you’re looking for with pasta being a mistake there. Google already has a large list of synonym based dictionaries and the hummingbird update continues to update those packs with great accuracy and learning. Google moved Matt Cutts, Andrew Ng, and Amit Singhal to the Knowledge Team, so it’s likely they are spending a great deal of effort working on this project going ahead.

The face of things to come

Some of the acquisitions have already been integrated into search results, the others are yet to come, one of the areas that will have a focus over 2014 will be the acquisitions of Wavii and Behavio.

We feel that both of these will be extremely relevant in understanding and personalization of Google’s existing data. Wavii is responsible for understanding Google’s Knowledge Base results and making sense of them. The Wavii relationship will help with predictive answers, as you see now, Google is already displaying more results on it’s own website, for example if you search for terms like Population of Greenland, you would get the answer right on the website itself. These understanding’s of the web are key in Hummingbird and will help power other projects such as Google Now, My Answers and Knowledge Graph.

We also begin to see the impact of other acquisitions like, Behavio provides extremely interesting statistics to Google about how people use their devices, applications on the devices, the areas they are in, what people are searching for in different areas, how they are interacting with applications and what they are using the most. All these items will help in predicting an accurate Knowledge Graph that is tailored for each user, it will help Google Now with more exact results, the OK Google results that we get from our devices will be far smarter and pre-emptive.

What this means for marketers

As far as marketing on the Internet goes, it is not likely that we need to drastically change the way we want to work on websites and change the process of optimization we need to use. The way users will interact with websites will come to change as users are driven towards more mobile ready websites and people will look for solutions versus data. We will need to change the way we present some of our data so that we can better integrate into results and we already have a ready supply of tags that are being integrated into the search results from the repository at

We need to look at optimizing the user experience with the existing data we have and not worry so much about search optimization, the year has shown that authority sites are the ones which provide large amounts of relevant data to users and this will continue with better websites continuing to be rewarded.

DOT Report, Latest Content Marketing Practices

Successful content marketing activities involve not only good content but content that complies with Google guidelines as well. Below are some important suggestions on utilizing the latest content marketing practices.

While using advertorials, it is important to declare prominently that such posts are sponsored. In order for the link in the post to not have a follow-up, labelled anchor text must be used. The focus of your advertorials should be good quality and well known sites, as it is important for the link to have SEO relevance. Without any SEO importance, it will fail to attract users to the site. A well known and good quality site has the power to attract web users and to increase your search engine ranking.

Like advertorials, one can also get paid press releases distributed all over the web which is against guidelines set by Google. It is therefore important that press releases do not contain any follow-up links. Like advertorials, even press releases require the use of labelled anchor texts. Most importantly, a press release should contain only newsworthy content. There are many press release service providers in the market who follow strict editorial standards when it comes to producing interesting content.

Guest blogging is another well known content marketing practice. While guest blogging is conducted on a larger scale, most of them end up focussing on inferior quality websites. Google has the software to detect the frequency and number of guest posts that are being submitted by a particular user. It essential to limit the amount of posts being produced by you, since Google has the power to punish you either manually or algorithmically. Guest posts should be created every alternate month in order to avoid getting penalized by Google.

Another aspect of guest blogging that requires consideration is that the structure of the site should be looked at before producing any guest posts. The website should have a continuous and logical theme in the varied guest posts. You need to see whether the site has an authentic social following in terms of social sharing and comments. Like advertorials and press releases, even guest blogging requires the use of labelled anchor text and mention of paid post in the writing.

Another common content promotion practice is blogger reviews. One must always mention in the reviews that the content has been paid for by the reviewer in order to avoid getting penalized by Google. Since the review is already paid for, the reviewers have the choice to write positive or negative reviews. Reviews by bloggers should only be produced and posted on popular websites. At the same time, reviews on well known sites should also contain a reasonable amount of social interaction in the form of comments and sharing with other users.

Infographics are one of the many top content marketing practices that are most widely used in blogs. While the use of good quality infographics is important for promoting your content, there is also a limit as to the number of infographic sites that one can use. One of the best practices that you can follow with regard to infographics is to delink your links. The use of labelled anchor text in the implanted code is a safe way to market your content. Even certain industry sites have use for infographic content. For this reason, these sites are considered to be high quality sites when it comes to creating genuine and organic infographic copies.

These are some of the content marketing practices that are being used by people to promote their content and websites. As long as these practices comply with Google’s rules and regulations, they will not affect your website and content in an adverse manner.



Ten Twitter Tips

We all know how big social media is today, and there’s no denying it helps with your SEO. After their latest updates, the stronger your brand name, the better your website is going to rank. Twitter, Facebook, Pinterest and other social media outlets all help you build a presence on the web that search engines love and will also be in the best interest of your business.

Let’s start with looking at why having more followers on Twitter is good:

• The advantage of Twitter is that once people follow you, they will invariably see your tweets, while Facebook will block out certain updates or charge to make posts more prominent. With Twitter, you know your tweets will get to your fan base.

• The number of followers you have is a reflection of your brand. The more followers you have, the easier it is to get even larger – and we will see why.

• The larger your user base, the more likely Twitter is to recommend you on their “who to follow.”

Here’s a set of ideas to make your Twitter account more interesting to follow and how you can get the most from your current user base.

• Tweet at the right time. Tweet at a time when your followers are most likely to view your tweets. If you’re a restaurant, try around meal times. For businesses, 10 a.m. works best. Look at when most of your tweets are coming in from followers to decide.

• Talk to people. Since Twitter users like to talk, @message people who are authority figures in your field and you’ll be surprised with the number that respond.

• Engage your user. When talking to people, give them a bone, drop a link to your blog post or infographic so that when you message someone they have something more than just a tweet to look at. The more you engage with your user base, the larger the chance they will talk back to you.

• Keep it going. When you get a reply from your customers, don’t end the conversation with a thank you. Try to get more from them. Hear what they are really saying and keep asking them for more. This will increase your tweet count and make your account look bigger.

• Have more followers than friends. Don’t follow back everyone that follows you. That way, your account looks unprofessional.

• Keep your profile clean. First impressions count. If you have very few tweets of value in your last four (which is all that shows in the preview), then you may not be taken seriously. Ensure that you don’t just have @replies to people, unless you’re just doing customer service.

• Tweets go far. Ensure that when you tweet, it stays relevant. If you keep tweeting with @mentions, it will only engage the person you’re speaking with and not the majority of users. Keep in mind that general tweets will often be retweeted and marked as favorite.

• Check unfollowers. You can use a free service for checking unfollowers. This will let you see who has unfollowed you and allow you to ask why they don’t find your tweets compelling anymore.

• Follow the right people. If you are using your official Twitter handle, don’t follow your kids and friends. This will just give the wrong message to Twitter’s algorithms and to users who want to follow you. Try following those with equal followers, which is likely to ensure a follow back.

• Quick replies. When someone @mentions you on Twitter, try to respond quickly. This will let users feel heard and will encourage them to follow you and be happy with your feedback.

Keep checking with us for more tips on how to make the most of your Internet marketing strategies. We are constantly updating and always welcome your feedback on what you’re doing with your verticals, so do keep messaging us!


Ways to Build an Effective Mobile Website

Internet usage on mobile devices has risen significantly and will continue to rise as data plans and mobile phones become cheaper. Most importantly, people are beginning to make purchases from e-commerce sites using their mobiles rather than their computers. Even offline companies are witnessing an increase in offline business sales activities. For this reason, many businesses have realized the significance of mobile websites for increasing business sales. Businesses have the option of either developing an interactive/responsive site or creating a separate website for mobile devices.

Options for Developing Mobile Websites

An array of options is available for creating a separate mobile website that comes complete with its own separate URLs. You can develop a separate mobile website in place of your main online site to allow easy access to mobile users when they want to access your online page. One can even create a mobile website that is smaller as well as a mirror image of the original site.

Mobile websites are usually built in two main ways. The first method is that the mobile website contains the same content as the current site. The second method is to create a site that contains different content. Before creating the content, you need to decide on the purpose that the mobile website will be serving for your business. This can be determined by analyzing the activity of the mobile users visiting your existing site. Many businesses make alterations in their mobile websites to meet different and diverse browsing habits and queries of various search engines. But similar content for mobile and main sites is perfect for those businesses that want to save time and cost on regularly updating the mobile edition of their sites.

Creating a Responsive Website for Mobiles

A mobile website with similar content like the primary online site needs to be “responsive” in nature. A responsive mobile website offers the following advantages:

– With a responsive site, the need for separately updating the primary and mobile websites does not arise.

– An interactive and responsive design allows for using one type of content for both the mobile and primary sites. This allows easy and better editing of content for both the mobile and main site.

– This kind of design allows the use of links that will direct users to both the existing as well as the mobile site.

– The pages that are most frequented by users should be identified and made responsive, which can spread to other pages, too.

For building a separate but similar mobile website, the same URLs are usually used for these sites. In such cases, servers send out the mobile edition of the website to mobile users. In this way, businesses do not have to tackle problems like broken URLs that can delay the implementation of a responsive site.

Benefits of a Separate Mobile Website

A separate mobile website, on the other hand, allows for the creation of different content for mobile users. Separate mobile websites come with the following benefits:

– The mobile website can be totally different by catering to the specific needs of mobile users.

– The mobile website can also be the same by just making slight changes with regards to search engine friendly keywords.

– By creating a separate mobile site, the current site does not require redesigning.

– A separate mobile website allows for the experimentation of new ideas which can be incorporated later into the primary website.

Despite the many advantages of separate mobile websites, many businesses prefer to develop responsive sites. Yet, separate mobile websites can be easier to design and can transform into highly responsive websites.

Using Google’s Research Tools to Create Search Engine Friendly Keywords

The success of various online business sites depends on search engine optimized campaigns that use appropriate and search engine friendly keywords. This is an ongoing process that requires the use of fresh and unique keywords. In other words, businesses need to modify their existing keyword lists from time to time. All kinds of SEO tools are available for creating new sets of keywords. To continue to rank high on various search engines, here are some suggestions on various Google tools that you can use to make your business site attractive to search engines and web users.

Google Analytics

The list of keywords can be further expanded with the help of Google Analytics. Though many ways are available for segregating the data generated by the keyword research tool, a simple way of doing it is by selecting keywords that attract a huge volume of user traffic for a specific landing web page.

Google Trends

Another very useful tool for SEO experts is Google Trends. It provides a deep and comprehensive insight into the usage of a particular keyword. It keeps a record of the search importance for various keywords over a given time. Along with the relevant search engine trends of the various keywords, it also provides users with related terms at the bottom of the page.

Google Webmaster Tools

Another very powerful keyword research tool that one can use for modifying keyword searches is Google Webmaster Tools. It not only reveals the most popular keywords that rank high in search engine results leading to user traffic to your site but also highlights keywords that are search engine friendly which you can use for your own business website.

Google Autocomplete

In order to find fresh keyword ideas for your business, consult Google Autocomplete for realizing untapped opportunities for building your ranking among various search engines. Google Autocomplete is the most easy (and quickest) way of finding new keywords. Simply type in the most used or popular keywords related to your business to get an insight into related searches. In other words, besides the keywords being used by your business, you will get an idea of what kind of searches web users make when they use the same keywords that have been used by your business. Avoid pressing the enter key while conducting a keyword search using Google Autocomplete tool. Likewise, leave some space before your search engine friendly keywords in order to get more ideas on how best to modify your list of keywords. In place of the space in front of the keyword, you can make use of terms like when, where, who, what and why to get interesting ideas for creating unique web content.

Though Google has introduced many search engine friendly products and services, it has also discontinued the usage of certain services like the tilde tool for finding synonyms that are connected to your keywords. This research tool from Google is highly effective and helpful for carrying out keyword research and expansion of the existing keyword list. Yet, there are many other useful tools that can be used for finding synonyms related to your keyword. For instance, Google Sheets can be used for carrying out synonym related searches. Even the search results that come at the bottom of the result page play an important role in being a source for new and innovative ideas and opportunities for your list of keywords.

Besides the usage of the abovementioned research tools from Google, there are other equally popular tools that you can use for bringing about much needed change in your list of keywords and subsequently in your business.

The Significance of User Friendly Mobile Content

Nowadays mobile is playing an important role in business promotion campaigns. Mobile websites have become a necessity for many businesses. Mobile phones are now looked upon as providing widespread economic and commercial opportunities to various online businesses. For this reason, mobile websites are being designed with the aim of providing user friendly mobile content to a variety of users.

Create Neat and Precise Structure

Mobile users are always on the lookout for mobile websites that are easy to read and take less time to download. While creating business web pages for mobile, only the most relevant information should be included. To fully utilize the small screen space available on mobile devices, aspects of computer-based websites like content links and side menus should not be incorporated into the pages of your mobile website.

To generate maximum mobile sales for your business, it is important to emphasize information that is relevant for sales conversion such as contact details, product information, prices, etc. Avoid overfilling your pages with needless information, as that will only make it difficult for people to find the information they want and need. You’ll only end up making mobile users angry if they will have to look deeper for the content they’re looking for.

Navigation links should be placed on the top of your home page. And the other pages should contain only content and navigation links leading back to the home page. By placing your navigation links at strategic points, users will be able to navigate your mobile site easily without losing focus on your valuable content. Again, due to the small screens of mobile phones, users only get to read a few lines of your copy. So your content should be short and brief.

Optimize Layout to the Maximum

Simplifying your content to make the most of the page layout for mobile phones will help provide an improved mobile surfing experience for your users. Just transferring your current website to mobile will create a negative impression of your business among mobile users, which will also lead to a high jump rate. Users will encounter like small text size, multiple menus and others. The ideal layout for a mobile website should contain just one column of content. Additional content should be placed at the bottom of the page and not across it. This kind of layout allows mobile users to scroll down for further reading.

In order to make your content interesting, you should use bullet points, appealing headlines and snippets. This will not only highlight your best products and services, but give people easy access to your web pages which will lead to greater sales conversion. Since mobile users do not spend much time going through all the content, call-to-action messages should be prominent and written in a direct manner so they stand out and are present throughout your mobile content.

Since the Internet is being increasingly accessed through mobile devices, online businesses need to provide those users with a smooth surfing experience of their websites. By following the above guidelines, you will increase your chances of capturing a large chunk of your target market.

Importance of Email Marketing

Email marketing has become the most preferred internet marketing tool of varied businesses. When done in the right manner, this method of marketing can generate the right business leads for online businesses. Among the many facets of email campaign that requires careful attention from businesses effective engagement with your email lists deserves the highest importance. Given below are some helpful tips for organizing a successful email campaign:

Create segmented email lists for better management

In order to better manage your email lists, create email lists based on the different types of consumers. Demarcation of your email lists will help to improve your engagement with the target consumer base; it will enable you to create personalized emails that will best address the needs of your clients. This will help to build trust with your target market as they will be receiving emails which they will find to be useful. By implementing such a personalized approach in your online marketing campaign your business will fetch higher returns.

Send friendly messages to your clients

The first point of contact between businesses and potential clients in any email campaign is the welcome message. A cold welcome message reflects badly on any kind of email campaign. The welcome message should make the email receiver hooked on to your business the moment he starts reading your mail. The aim of the email campaign should be to make each and every potential customer feel important and valuable in order to further connect with them. Your message should contain something interesting that will immediately draw their notice like gift coupons so that they will be driven to know more about your services and products.

Send confirmation mails that will generate more business

Every buyer expects confirmation emails after making their purchase from the online stores. Since this kind of email is important to buyers, it shouldn’t be just a typical confirmation email. Your confirmation email should contain information that will lead to additional purchase by the customer from your online business. This is usually achieved through suggestions of similar products which the buyers might be interested in purchasing. Based on this tactic, many online businesses receive additional orders every time this kind of confirmation letter is send to their consumers.

Build strong client- business relationship through reward programs

Incentive programs form an important part of online marketing promotions as they help to build a long lasting relationship with your target consumer base. Reward programs are wonderful opportunity for businesses to showcase their appreciation for their customers.   This is another approach that your online business can use for making your business grow. The offer of loyalty rewards to customers will further serve to enhance your brand name as well as strengthen the relationship between your business and customers. Reward programs will encourage your loyal clients to continue to support and utilize your diverse and varied services and products. They will always look into your emails as they will contain valuable information that will always help them.

Evaluate your emails thoroughly

In order for your hard work to pay off, you need to test your emails before you send them out to your prospective customers. The various advertising pitch and enticing schemes that are part of the email marketing promotion might become useless if your receivers fail to understand them. Various email elements like font size, images, headings, link placement, text message etc need to be thoroughly evaluated before they are send out.  This will ensure that your clients receive well written business emails that will immediately connect them to your online business. Such a step will save your email campaigns from being futile as the purpose of any email campaign is to connect with your potential subscribers.

By building your email campaigns around these important approaches, your business will reap numerous benefits in the form of long lasting relationship with your clients.

Guidelines and Roles for Content Management

Today nine out of ten companies are managing their own website content. This content is used to retain customers, bring in new ones, pass on to social media, blogged about, sent in newsletters, used in webinars, and even handed out at events and fairs! That’s a lot of reuse for the same content and a heavy strain on specific resources.

The Content Marketing Institute has said that just one in three companies feel their content is actually being used in the right manner and bringing in customers. This is because most organizations don’t have the specific skills to create the right content to drive in new customers. With content being used in so many different ways, it takes vertical knowledge and specific research to understand what is going to work and where.

Take these statistics for instance:

  • Sans-serif fonts work on the web, while serif can work on paper.
  • Warm colors tend to draw more customers on paper, with the opposite online.
  • Online content is generated to be optimized for size, while offline has no such restrictions.
  • Online media are “first-fold” oriented, meaning the first part of the page you see without scrolling down


These are some examples that show the differences in approach required for your content management strategy.

Content as an Asset
Strong brand advertising uses specific content that is meant to pull at your heartstrings, cause you to engage with the brand, and build a connection that is endearing over the long term.

However your marketing strategy changes, your content is going to rise to the top if it has value. It will remain accessible for years and will continue to engage people. Once you create an active audience for your content, you can sell current products and services as well as cultivate your target audience to introduce new and similar products.

Robert Rose says, “In many businesses (especially in B2B), the marketing department is an order-taking, tactical function that runs on the hamster wheel of demand generation, trying to keep up with ‘client’ orders for new collateral, press releases, case studies and, at times, marketing-qualified leads (MQLs).”

In the next decade, we will need to build and grow audiences that are genre specific and have been nurtured to like our content. This will require some thinking as Internet marketers and a change of mindset when companies are hiring new talent.

New Age Marketing Roles
With the changes that marketing will face, there are new roles to be filled. Whether you are a marketing firm that is scaling up to new demand or a small store that is planning its expansion strategy, you need to start thinking about these roles and how you can best fill the gaps in your organization.

Chief Content Officer
This position is your king of the castle. The CCO will be the one who tells the story for your organization. They will be the person spelling out the direction that the content is required to take, based on the mission that the organization has in mind. As different parts of the organization spin out different content for newsletters, brochures, search optimization, social media, etc, the CCO will be required to go through it all and ensure that the mission of the organization is intact.

Managing Editor
The managing editor will push into action the CCO’s content plan and vision. The managing editor is responsible for the execution of the strategy the CCO has planned out for different departments and verticals. This includes ensuring that style, scheduling and tone are in sync with the company’s vision.

Chief Listening Officer
The CLO is the eyes on the ground, the person in charge of listening to what the feedback from the market is saying. He/she also ensures that the content is received correctly and people have access to the correct content they require.

Director of Audience
The DoA ensures that the content generated is in sync with the mindset of the target audience, that the content has the right passion points, and that it is pushing towards the right action. They are also responsible for building mailing lists, both online and offline, and social media interactions.

Channel Master
With the differences in media, there is a requirement for someone to define how content is generated and how it will be optimized for different channels. The channel master provides the strategy for different areas of content. What time it should be released, what technology should be used, how it is to be released and so on.

As you can see, the future of content marketing is huge. It will weather search engine updates, changes in fashion and taste. We need to ensure that we use media correctly and plan out our strategies effectively. Keep in mind that these roles are not necessarily unique. Depending on the people available and the size of your organization, you will probably need to tweak them based on your specific requirements.