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“Look, marketers. Everywhere the light touches is content beloved by customers.” “But what about that shadowy place over there?” “That’s our unseen content. We worked hard to create it, but nobody ever visits it.” “That’s really depressing.” “That’s life.” Okay, sorry to bring the room down. And I’m also sorry to say that it gets worse. A recent study found that 69% of all web content is not seen by consumers. The remaining 31% is our kingdom. Fortunately, there are many ways to create content that beats the odds. For example, you can co-create with influencers, or experiment with interactive content that inspires social media sharing. But what about the content you have already created? The really good stuff that never caught on with an audience? With the right search engine optimization, you can shine a light on that content and help it earn organic traffic. Here’s how we do it. Ungate the Good Stuff Five years ago, the best practice for marketers was to gate your most valuable conte..

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Pro Tip: It’s time to evaluate your martech budget

Martech: Management Get the most important digital marketing news each day. See terms.

Pro Tip: It’s time to evaluate your martech budget During the coronavirus crisis, it's important to make the hard decisions about what tools are essential and what are not. Delaney Kline on April 2, 2020 at 7:55 am More With the introduction of state-mandated quarantines and non-essential business shutdowns, technology for marketing and communication are more important than ever.
As businesses begin revisiting their budget and reassessing the ROI of SaaS technology, it’s important to keep productivity as a top priority.
Start by assessing what tools are essential to your team, which ones are “luxuries,” and ultimately, which platforms are expendable.
Examples of essential tech:
Platforms that house historical metricsTools your team uses every dayCom..

Martech: Management

Get the most important digital marketing news each day. See terms.

Pro Tip: It’s time to evaluate your martech budget

During the coronavirus crisis, it's important to make the hard decisions about what tools are essential and what are not.

Delaney Kline on April 2, 2020 at 7:55 am

  • More

With the introduction of state-mandated quarantines and non-essential business shutdowns, technology for marketing and communication are more important than ever.

As businesses begin revisiting their budget and reassessing the ROI of SaaS technology, it’s important to keep productivity as a top priority.

Start by assessing what tools are essential to your team, which ones are “luxuries,” and ultimately, which platforms are expendable.

Examples of essential tech:

  • Platforms that house historical metrics
  • Tools your team uses every day
  • Communication tools such as instant messengers and video conferencing
  • Organizational tools

Examples of non-essential tech:

  • Premium tools (consider reverting subscriptions back to basic enrollment)
  • Tools with a low ROI
  • Platforms utilized by only a few team members

For companies that are new to a remote setup, employees will be relying on familiarity to continue production, meaning it’s crucial that you remain subscribed to the tools that are seen as essential for your team’s day-to-day tasks.

On the bright side, this may be a great opportunity to reconnect with your team and decide which platforms aren’t meeting your expectations. Perhaps these cuts will act as a way to simplify your processes.

Pro Tip is a special feature for marketers in our community to share a specific tactic others can use to elevate their performance. You can submit your own here.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Delaney Kline Delaney Kline is a growth specialist at Fractl, a creative digital marketing agency specializing in the creation and promotion of branded content. When she’s not 12 pages deep in industry news, you can find her on a trail in Colorado with her dog or watching true crime documentaries (again, with her dog).

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