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A 12-step guide for implementing a digital asset management system



Launching an enterprise-wide digital asset management (DAM) program is no easy thing. W.L. Gore and Associates, best known for its Gore-Tex fabric and products, found itself having to do just that. At The MarTech Conference, Rachel Edwards, the company’s Enterprise DAM librarian, walked us through how they did it. She also explained why the minimum viable product (MVP) strategy they chose was key to its successful launch. (There’s a video of her talk at the end of this article.)

The problem. Gore needed a DAM because its assets were all over the place. Shared drives, external hard drives, SharePoint sites, folders on individual PCs. There was no centralized repository of assets, no standardized process for finding assets and no content governance. Each division, and even in some cases, smaller subdivisions within those primary divisions, had their own way of doing things. There was no consistency. This was especially painful for users who worked across multiple divisions.

What is MVP? “It’s the version of a product that has just enough features to attract and be usable by early adopters,” said Edwards. “Those early adopters can then validate the product and provide feedback and ideas for future enhancements and development. Using the MVP approach to launch your DAM has many benefits, especially if your company has never had a DAM before.”

1: Find out the requirements

Edwards says don’t ask stakeholders what they want, ask what they need. The fact is they may not have any idea about what they want. “They may not have any context for framing the question if they just found out what a DAM is and have only a high level understanding of how it might benefit them in the long term,” she said.

When that’s the case, they often tend to err on the side of wanting everything they think a DAM  system can possibly do, just in case, regardless of what they actually need the DAM to do in order to meet business requirements. “This can quickly lead you down the dangerous path of over-customization,” she said. “Over-customization can not only negatively affect your site performance, but it can significantly hinder your ability to upgrade and enhance your DAM further down the road.” 

2: Separate the needs from the wants

Begin with filtering the requirements down to the needs versus the wants. The MVP is essentially the smallest unit of delivery that provides value to someone. And who is that someone? “Focus your energy in creating your DAM on pleasing the innovators and the early adopters of technology who will be your noisy minority and your pool of end users,” she said. “Please your noisy minority and let them gradually pull in the others with their enthusiasm for the success of the DAM. They’ll be your biggest cheerleaders and one of your biggest PR assets.” 

The minimum for a DAM. At its core, a basic DAM is a repository to store assets that have metadata attached to them. That metadata allows you to find the assets through a search mechanism once they’re in the DAM, so you can get them back out when you need them for use. “If you have these three basic functions – upload, search and download – you have your starter DAM,” Edwards said. “You also have the option of installing the straight out of the box version of whatever DAM system you’ve purchased. See what the system can do right out of the gate without worrying about customizations.”

It took about six months to pick the right DAM vendor and platform. Much of that time was spent analyzing the overall business needs the DAM must meet. Because this was an enterprise-level effort, the solution had to be robust enough to accommodate the requirements of the company’s four diverse divisions: Fabric, Apparel, Medical and Performance Solutions.

Read next: 20 questions to ask digital asset management platform vendors during the demo

3: Define the stakeholders’ role

Next, the team determined who the stakeholders were in each division. It was essential that they understood their roles on the project and the time commitment involved. “We needed to make sure that they could and would remain fully engaged for the duration of the work,” Edwards said. “The participation of your stakeholders can significantly help or hurt the progress and timeline of your project. So set clear expectations right from the start. And don’t be afraid to remove or replace stakeholders who are not meeting your expectations.”

The focus of the kickoff meeting with the stakeholders was assessing the specific needs of each division. “We knew that our user base was not sophisticated when it came to using DAM systems, so we kept the conversation relatively high level,” she said. “We also used this as an opportunity to explain the MVP process and set expectations. We were very clear that the product they would receive on day one was not the final product.” 

2022 MarTech replacement survey2022 MarTech replacement survey

MVP wasn’t the only new thing being tried on this project. This was also the company’s first time using the agile methodology of breaking tasks up into multiple short phases and delivering work in frequent smaller increments. “The DAM project is now frequently commended as Gore’s first agile success,” Edwards said. “It ultimately encouraged other project teams at the company to adopt the agile style of working.”

Key to success: Clear communication right from the kickoff meeting was a major factor in that success. Edwards said it got the stakeholders thinking in terms of smaller deliverables.  explaining that we would be delivering updated functionality faster but in smaller packages. 

  • TIP: Creating a communication plan is vital. Define how you’ll be informing stakeholders of both progress and blockers.

4: Determine which needs are enterprise-wide

Once you have the requirements, split them into two groups, those specific to one division and those which apply to all divisions. 

The Gore team decided to do a phased rollout starting with the Medical division. There were two reasons for this. One was because Medical had the best grasp of where their assets were located and had already begun using some naming conventions for them. The other was that  they had very specific legal and regulatory compliance requirements around their content that had to be accounted for right from the start. “We realized that if we accounted for the strictest rights management case right from the beginning,” said Edwards. “We could be confident moving forward that if it worked for Medical it would work for everyone else.” This determined the baseline asset management tool that the other divisions could use and build on later. 

5: Prioritize time, money or output

Edward’s team set a 13 week time frame for building this first version of the DAM. They budgeted $25,000 a week for each week’s work. “Taking into consideration time, money and output, we knew that we couldn’t maximize all three,” Edwards said. So, having set the time and the budget, they then pared the output down to what they absolutely needed.

  • TIP: Get advice from early adopters. “Out of our 10,000 employees, we had a noisy minority of 13 engaged early adopters in the Medical division, and we leaned on them for defining must haves versus nice to haves for the MVP.” 

6: Meet with stakeholders during the build

Throughout these 13 weeks, the team met regularly with the stakeholders in order to continually adjust, recalibrate, and agree on changing priorities. That meant

  • Daily stand-up meetings with the core project team and implementation partner.
  • Weekly status meetings with stakeholders. 
  • Demos displaying progress and updates were held about every two weeks.

Because requirements, plans and results were reevaluated frequently, this allowed the team to respond to changes and blockers quickly. 

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7: Start training as soon as you launch

Once they officially launched the MVP DAM, the team began end-user training. “In each of those sessions, we not only explained what exactly a DAM is for those who maybe hadn’t been exposed to one before, but we also stress the fact that this was the MVP version,” said Edwards.

8: Do everything you can to get user feedback

It was essential for users to understand that the DAM was a work in progress. Its functionality would continue to grow and expand overtime. The team also emphasized users would help determine this through their feedback. The team made it clear who users could reach out to with questions and suggestions and provided several methods for them to do so. They made it clear they wanted any and all feedback, big or small, good or bad.

9: Let it simmer

“Once your MVP DAM is live, have users live with it for a while and not just for a few weeks,” said Edwards. “It takes months for users to really dig in and for you to gather usage statistics that are giving you an accurate enough picture of how the DAM is being used to be useful. Have your users see how it fits into their work and how it fills their needs and then they can start thinking about how it could do those things better.”

Questions to ask users. As they’re using the DAM, check in with your users regularly. Your initial questions:

  • What’s working? 
  • What’s not working? 
  • What features would you love to have that aren’t currently available? 

10: Find out what users aren’t doing

A good DAM system will provide you with data about what your users are doing with it. That will also tell you what they’re not doing that they could be. Ask them about that.

  • TIP: “When your users are being actively encouraged to provide feedback when they know that their feedback is being listened to, and that they’re a valuable piece in the improvement planning process, it really helps to drive user engagement and happy, engaged users can help bring in more happy, engaged users.” 

11: Find out where else they’re getting assets

Your DAM is your central repository for all of your company’s assets. For it to be successful, it needs to be the single source of truth for all of your content. If your users aren’t getting their assets from the DAM, find out where they are getting them from. How can those other systems integrate with your DAM? Can the DAM replace those systems? If there was a system they were using as a pseudo-DAM before, turn it off. If turning it off isn’t possible, make sure all the assets that are now in the DAM have been removed from it. 

“There are likely more places out there where users are obtaining assets than you realize,” said Edwards. “Keep asking the questions. The answers they give you today about how the DAM is or is not working for them may not be the answer they give you next week, next month, or even next year. At Gore I stay in regular contact with our stakeholders and we have monthly meetings with our super users.”

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12: Have business units do surveys

In the year following the MVP DAM’s launch, divisions sent quarterly surveys to their users, asking them what they liked and didn’t like about the DAM, when they used it and when they didn’t, but should have. That feedback was used to both enhance the DAM’s functionality and to assist the divisions with streamlining and improving their content and metadata. “We have an analytics dashboard that enables us to measure asset usage and effectiveness so we can continually improve the asset production process,” said Edwards. “We can see what’s working and get rid of what isn’t.”

Information your system’s dashboard should provide:

  • How are each business units’ users searching?
  • Are they just using the free text search box, only the search filters provided for them, or a combination of both to find their assets? “If they’re not utilizing the search filters, we can discuss how we might be able to improve them.”
  • Downloads by asset type and a list of the most frequently downloaded assets in each unit. 
  • Search terms that were entered by users that returned 0 results. This helps determine if metadata needs adjusting, or if there are new assets could be created to meet users’ needs. 


A DAM isn’t a set-it-and-forget-it system. New users will bring new questions and new needs. Your work is never done. Keep your eyes on your metrics and remain actively engaged with your users to make sure that your DAM remains successful as that single source of truth for all of your companies assets today, tomorrow and beyond. 

“The DAM program is ongoing and sustained,” said Edwards. “There’s always something you can do to improve the way people work. What content they need and how they obtain that content is always evolving.”

About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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How to optimize your online forms and checkouts



How to optimize your online forms and checkouts

Forms are probably the most important part of your customer journey. They are the final step where the user entrusts you with their precious personal information in exchange for the goods or services you’ve promised.

And yet, too many companies spend minimal time on making sure their form experience is a good one for their users. They don’t use data to establish where the UX problems are on their forms, and they don’t run form-specific experiments to determine how to improve their conversion rate. As a result, too many forms are unnecessarily driving potential customers away, burning potential revenue and leads that could have been converted if they had only spent a little time and effort on optimization. Two-thirds of people who start a form don’t go on to complete it, meaning that a lot of money is being left on the table.

This article contains some of our top tips to help optimize your forms + checkouts with the goal of improving their conversion rate and delivering more customers and leads.

Use data to identify your problem fields

While user testing and session replay tools are useful in identifying possible form issues, you should also be using a specialist form analytics tool, as this will allow you to quantify the scale of the problem – where are most people dropping out – and prioritize improvements accordingly. A good form analytics tool will have advanced insights that will help work out what the problem is as well, giving you a head start on creating hypotheses for testing.

A/B test your forms

We’ve already mentioned how important it is to nurture your forms like any other part of your website. This also applies to experimentation. Your A/B testing tool such as Optimizely should allow you to easily put together a test to see if your hypothesis will improve your conversion rate. If there is also an integration with your form analytics tool you should then be able to push the test variants into it for further analysis.

Your analytics data and user testing should guide your test hypothesis, but some aspects you may want to look at are:

  • Changing the error validation timing (to trigger upon input rather than submission)
  • Breaking the form into multiple steps rather than a single page
  • Removing or simplifying problem fields
  • Manage user expectations by adding a progress bar and telling them how long the form will take upfront
  • Removing links to external sites so they are not distracted
  • Re-wording your error messages to make them more helpful

Focus on user behavior after a failed submission

Potential customers who work their way through their form, inputting their personal information, before clicking on the final ‘Submit’ button are your most valuable. They’ve committed time and effort to your form; they want what you are offering. If they click that button but can’t successfully complete the form, something has gone wrong, and you will be losing conversions that you could have made.

Fortunately, there are ways to use your form data to determine what has gone wrong so you can improve the issue.

Firstly, you should look at your error message data for this particular audience. Which messages are shown when they click ‘Submit? What do they do then? Do they immediately abandon, or do they try to fix the issue?

If you don’t have error message tracking (or even if you do), it is worth looking at a Sankey behavior flow for your user’s path after a failed submission. This audience will click the button then generally jump back to the field they are having a problem with. They’ll try to fix it, unsuccessfully, then perhaps bounce back and forth between the problem field a couple of times before abandoning in frustration. By looking at the flow data, you can determine the most problematic fields and focus your attention there.

Microcopy can make the checkout experience less stressful

If a user is confused, it makes their form/checkout experience much less smooth than it otherwise could be. Using microcopy – small pieces of explanatory information – can help reduce anxiety and make it more likely that they will complete the form.

Some good uses of microcopy on your forms could be:

  • Managing user expectations. Explain what information they need to enter in the form so they can have it on hand. For example, if they are going to need their driver’s licence, then tell them so.
  • Explain fields. Checkouts often ask for multiple addresses. Think “Current Address”, “Home Address” and “Delivery Address”. It’s always useful to make it clear exactly what you mean by these so there is no confusion.
  • Field conditions. If you have strict stipulations on password creation, make sure you tell the user. Don’t wait until they have submitted to tell them you need special characters, capital letters, etc.
  • You can often nudge the user in a certain direction with a well-placed line of copy.
  • Users are reluctant to give you personal information, so explaining why you need it and what you are going to do with it is a good idea.

A good example of reassuring microcopy

Be careful with discount codes

What is the first thing a customer does if they are presented with a discount code box on an ecommerce checkout? That’s right, they open a new browser tab and go searching for vouchers. Some of them never come back. If you are using discount codes, you could be driving customers away instead of converting them. Some studies show that users without a code are put off purchasing when they see the discount code box.

Fortunately, there are ways that you can continue to offer discount codes while mitigating the FOMO that users without one feel:

  • Use pre-discounted links. If you are offering a user a specific discount, email a link rather than giving them a code, which will only end up on a discount aggregator site.
  • Hide the coupon field. Make the user actively open the coupon box rather than presenting them with it smack in the middle of the flow.
  • Host your own offers. Let every user see all the offers that are live so they can be sure that they are not missing out.
  • Change the language. Follow Amazon’s lead and combine the Gift Card & Promotional Codes together to make it less obvious.

An example from Amazon on how to make the discount code field less prominent

Get error messages right

Error messages don’t have to be bad UX. If done right, they can help guide users through your form and get them to commit.

How do you make your error messages useful?

  • Be clear that they are errors. Make the messages standout from the form – there is a reason they are always in red.
  • Be helpful. Explain exactly what the issue is and tell the user how to fix it. Don’t be ambiguous.

Don’t do this!

  • Display the error next to the offending field. Don’t make the user have to jump back to the top of the form to find out what is wrong.
  • Use microcopy. As noted before, if you explain what they need to do early, they users are less likely to make mistakes.

Segment your data by user groups

Once you’ve identified an issue, you’ll want to check whether it affects all your users or just a specific group. Use your analytics tools to break down the audience and analyze this. Some of the segmentations you might want to look at are:

  • Device type. Do desktop and mobile users behave differently?
  • Operating system. Is there a problem with how a particular OS renders your form?
  • New vs. returning. Are returning users more or less likely to convert than first timers?
  • Do different product buyers have contrasting expectations of the checkout?
  • Traffic source. Do organic sources deliver users with higher intent than paid ones?


About the author

Alun Lucas is the Managing Director of Zuko Analytics. Zuko is an Optimizely partner that provides form optimization software that can identify when, where and why users are abandoning webforms and help get more customers successfully completing your forms.

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3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads



3 Smart Bidding Strategies To Help You Get the Most Out of Your Google Ads

Now that we’ve officially settled into the new year, it’s important to reiterate that among the most effective ways to promote your business are Google Ads. Not only do Google Ads increase your brand visibility, but they also make it easier for you to sell your services and products while generating more traffic to your website.

The thing about Google Ads, though, is that setting up (and running) a Google Ads campaign isn’t easy – in fact, it’s pretty beginner-unfriendly and time-consuming. And yet, statistically speaking, no platform does what Google Ads can do when it comes to audience engagement and outreach. Therefore, it will be beneficial to learn about and adopt some smart bidding strategies that can help you get the most out of your Google Ads.

To that end, let’s check out a few different bidding strategies you can put behind your Google Ads campaigns, how these strategies can maximize the results of your Google Ads, and the biggest benefits of each strategy.

Smart bidding in Google Ads: what does it mean, anyway?

Before we cover the bidding strategies that can get the most out of your Google Ads, let’s define what smart bidding means. Basically, it lets Google Ads optimize your bids for you. That doesn’t mean that Google replaces you when you leverage smart bidding, but it does let you free up time otherwise spent on keeping track of the when, how, and how much when bidding on keywords.

The bidding market is simply too big – and changing too rapidly – for any one person to keep constant tabs on it. There are more than 5.5 billion searches that Google handles every day, and most of those searches are subject to behind-the-scenes auctions that determine which ads display based on certain searches, all in a particular order.

That’s where smart bidding strategies come in: they’re a type of automated bidding strategy to generate more conversions and bring in more money, increasing your profits and cash flow. Smart bidding is your way of letting Google Ads know what your goals are (a greater number of conversions, a goal cost per conversion, more revenue, or a better ROAS), after which Google checks what it’s got on file for your current conversion data and then applies that data to the signals it gets from its auctions.

Types of smart bidding strategies

Now that you know what smart bidding in Google Ads is and why it’s important, let’s cover the best smart bidding strategies you can use to your advantage.

Maximize your conversions

The goal of this strategy is pretty straightforward: maximize your conversions and get the most out of your budget’s allocation toward said conversions. Your conversions, be they a form submission, a customer transaction, or a simple phone call, are something valuable that you want to track and, of course, maximize.

The bottom line here is simply generating the greatest possible number of conversions for your budget. This strategy can potentially become costly, so remember to keep an eye on your cost-per-click and how well your spending is staying inside your budget.

If you want to be extra vigilant about keeping conversion costs in a comfy range, you can define a CPA goal for your maximize conversions strategy (assuming you’ve got this feature available).

Target cost per acquisition

The purpose behind this strategy is to meet or surpass your cost-per-acquisition objective that’s tied to your daily budget. When it comes to this strategy, it’s important to determine what your cost-per-acquisition goal is for the strategy you’re pursuing.

In most cases, your target cost per acquisition goal will be similar to the 30-day average you’ve set for your Google Ads campaign. Even if this isn’t going to be your end-all-be-all CPA goal, you’ll want to use this as a starting point.

You’ll have lots of success by simply leveraging target cost per acquisition on a campaign-by-campaign basis, but you can take this one step further by creating a single tCPA bid strategy that you share between every single one of your campaigns. This makes the most sense when running campaigns with identical CPA objectives. That’s because you’ll be engaging with a bidding strategy that’s fortified with a lot of aggregate data from which Google’s algorithm can draw, subsequently endowing all of your campaigns with some much-needed experience.

Maximize clicks

As its name implies, this strategy centers around ad optimization to gain as many clicks as possible based on your budget. We recommend using the maximize clicks strategy if you’re trying to drive more traffic to your website. The best part? Getting this strategy off the ground is about as easy as it gets.

All you need to do to get started with maximizing clicks is settle on a maximum cost-per-click that you then earmark. Once that’s done, you can decide how much money you want to shell out every time you pay for a bid. You don’t actually even need to specify an amount per bid since Google will modify your bids for you to maximize your clicks automatically.

Picture this: you’ve got a website you’re running and want to drive more traffic to it. You decide to set your maximum bid per click at $2.5. Google looks at your ad, adjusts it to $3, and automatically starts driving more clicks per ad (and more traffic to your site), all without ever going over the budget you set for your Google Ads campaign.


If you’ve been using manual bidding until now, you probably can’t help but admit that you spend way too much time wrangling with it. There are plenty of other things you’d rather be – and should be – spending your time on. Plus, bids change so quickly that trying to keep up with them manually isn’t even worth it anymore.

Thankfully, you’ve now got a better grasp on automated and smart bidding after having read through this article, and you’re aware of some important options you have when it comes to strategies for automated bidding. Now’s a good time to explore even more Google Ads bidding strategies and see which ones make the most sense when it comes to your unique and long-term business objectives. Settle on a strategy and then give it a whirl – you’ll only know whether a strategy is right for you after you’ve tested it time and time again. Good luck!

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Is Twitter Still a Thing for Content Marketers in 2023?



Is Twitter Still a Thing for Content Marketers in 2023?

The world survived the first three months of Elon Musk’s Twitter takeover.

But what are marketers doing now? Did your brand follow the shift Dennis Shiao made for his personal brand? As he recently shared, he switched his primary platform from Twitter to LinkedIn after the 2022 ownership change. (He still uses Twitter but posts less frequently.)

Are those brands that altered their strategy after the new ownership maintaining that plan? What impact do Twitter’s service changes (think Twitter Blue subscriptions) have?

We took those questions to the marketing community. No big surprise? Most still use Twitter. But from there, their responses vary from doing nothing to moving away from the platform.

Lowest points

At the beginning of the Elon era, more than 500 big-name advertisers stopped buying from the platform. Some (like Amazon and Apple) resumed their buys before the end of 2022. Brand accounts’ organic activity seems similar.

In November, Emplifi research found a 26% dip in organic posting behavior by U.S. and Canadian brands the week following a significant spike in the negative sentiment of an Elon tweet. But that drop in posting wasn’t a one-time thing.

Kyle Wong, chief strategy officer at Emplifi, shares a longer analysis of well-known fast-food brands. When comparing December 2021 to December 2022 activity, the brands posted 74% less, and December was the least active month of 2022.

Fast-food brands posted 74% less on @Twitter in December 2022 than they did in December 2021, according to @emplifi_io analysis via @AnnGynn @CMIContent. Click To Tweet

When Emplifi analyzed brand accounts across industries (2,330 from U.S. and Canada and 6,991 elsewhere in the world), their weekly Twitter activity also fell to low points in November and December. But by the end of the year, their activity was inching up.

“While the percentage of brands posting weekly is on the rise once again, the number is still lower than the consistent posting seen in earlier months,” Kyle says.

Quiet-quitting Twitter

Lacey Reichwald, marketing manager at Aha Media Group, says the company has been quiet-quitting Twitter for two months, simply monitoring and posting the occasional link. “It seems like the turmoil has settled down, but the overall impact of Twitter for brands has not recovered,” she says.

@ahamediagroup quietly quit @Twitter for two months and saw their follower count go up, says Lacey Reichwald via @AnnGynn @CMIContent. Click To Tweet

She points to their firm’s experience as a potential explanation. Though they haven’t been posting, their follower count has gone up, and many of those new follower accounts don’t seem relevant to their topic or botty. At the same time, Aha Media saw engagement and follows from active accounts in the customer segment drop.

Blue bonus

One change at Twitter has piqued some brands’ interest in the platform, says Dan Gray, CEO of Vendry, a platform for helping companies find agency partners to help them scale.

“Now that getting a blue checkmark is as easy as paying a monthly fee, brands are seeing this as an opportunity to build thought leadership quickly,” he says.

Though it remains to be seen if that strategy is viable in the long term, some companies, particularly those in the SaaS and tech space, are reallocating resources to energize their previously dormant accounts.

Automatic verification for @TwitterBlue subscribers led some brands to renew their interest in the platform, says Dan Gray of Vendry via @AnnGynn @CMIContent. Click To Tweet

These reenergized accounts also are seeing an increase in followers, though Dan says it’s difficult to tell if it’s an effect of the blue checkmark or their renewed emphasis on content. “Engagement is definitely up, and clients and agencies have both noted the algorithm seems to be favoring their content more,” he says.

New horizon

Faizan Fahim, marketing manager at Breeze, is focused on the future. They’re producing videos for small screens as part of their Twitter strategy. “We are guessing soon Elon Musk is going to turn Twitter into TikTok/YouTube to create more buzz,” he says. “We would get the first moving advantage in our niche.”

He’s not the only one who thinks video is Twitter’s next bet. Bradley Thompson, director of marketing at DigiHype Media and marketing professor at Conestoga College, thinks video content will be the next big thing. Until then, text remains king.

“The approach is the same, which is a focus on creating and sharing high-quality content relevant to the industry,” Bradley says. “Until Twitter comes out with drastically new features, then marketing and managing brands on Twitter will remain the same.

James Coulter, digital marketing director at Sole Strategies, says, “Twitter definitely still has a space in the game. The question is can they keep it, or will they be phased out in favor of a more reliable platform.”

Interestingly given the thoughts of Faizan and Bradley, James sees businesses turning to video as they limit their reliance on Twitter and diversify their social media platforms. They are now willing to invest in the resource-intensive format given the exploding popularity of TikTok, Instagram Reels, and other short-form video content.

“We’ve seen a really big push on getting vendors to help curate video content with the help of staff. Requesting so much media requires building a new (social media) infrastructure, but once the expectations and deliverables are in place, it quickly becomes engrained in the weekly workflow,” James says.

What now

“We are waiting to see what happens before making any strong decisions,” says Baruch Labunski, CEO at Rank Secure. But they aren’t sitting idly by. “We’ve moved a lot of our social media efforts to other platforms while some of these things iron themselves out.”

What is your brand doing with Twitter? Are you stepping up, stepping out, or standing still? I’d love to know. Please share in the comments.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute

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