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Tech’s Impact on Media Buying: Lessons for Content Marketers

BY: Dan Rubin & Henry Hackett
PUBLISHED: 04/07/2023

When automated media buying was introduced, media buyers were skeptical: Would they lose the transparency and assurance they were used to? However, as we now know, it wasn’t too long before technology took a strong hold across media buying (i.e., the rise of programmatic advertising). Now, programmatic advertising is one of media buyers’ go-to methods for where and how to start their buying strategy.

This new method of media buying connected brands with audiences more efficiently and was embraced by publishers as a new monetization channel to sell inventory. However, amid this incredible change that technology played across media buying, one thing remained: the need for the human element in buying. Media ad sales changed, and parts became automated, but human interaction and touch still remained important.

Now, what could this possibly have to do with content marketing?

Content marketing is constantly evolving and — like our friends in the media and ad businesses — adapting to a new world where automation technology exists for every stage of the process.

That is similar to how the ad stack developed. While both still have ample room for humans — and different types of deals — it’s undeniable that technology-based tools in content marketing are here to stay. 

Let’s take a look at three areas where technology has infiltrated content marketing: the planning of content, the development of content and the measurement of content.

Planning of content

As part of Dotdash Meredith, Foundry 360 has access to digital panels of consumers across every demographic. We use technology, especially SEO data, to get rapid-fire insights that power the content recommendations we make for our clients. We also use proprietary data across DDM for assistance.

All of this is powered by a robust technology platform that allows us to deliver content planning effectively and efficiently. Technology-based solutions are at the heart of Foundry 360’s content planning.

Development of content

While ChatGPT is the hot new topic in content creation, curation and development, it still has limitations. Our technology-first orientation has led us to other tech companies and their software to help us with content development. 

For example, at Foundry 360, we use the app Airtable for content development processes. Airtable allows us to unify our account management efforts and view all projects on a single dashboard, which facilitates communication and organization among team members. A dynamic calendar of all our projects gives leadership a consolidated portal to track deadlines, and it lets us view all content projects in one place. 

It allows us to view the various moving parts of a particular project all in one place, making everyone’s deadlines and responsibilities easily accessible.

Airtable’s technology has undoubtedly made our lives easier and our work easier to track. And, as far as I know, it hasn’t been hired by the company for a full-time role!

Measurement of content

In the content marketing industry there’s no point to content creation if you’re not going to measure its success! Trying to measure content performance manually would take forever. Thankfully, technology has stepped in to save us all. 

A couple of our favorite measurement tools are SEMrush (insights and measurement) and Google Suite, which provides us with a plethora of additional measurement tools. 

Once again, SEMrush and Google Suite are tools that help us do our jobs more easily and efficiently. It hasn’t replaced our need for SEO specialists!

What does this mean for those who are involved in content marketing?

At Foundry 360, we have always embraced technology and new digital realities. We have adapted, evolved and harnessed change to our advantage. This new stage with artificial intelligence at the forefront will be no different. 

All technology has its flaws, and almost all of it requires human inputs as the bare minimum bar for entry.

Even in my own conversation with ChatGPT, it admitted to me that when it comes to content marketing, the quality and creativity of the work it could produce would be lacking compared to humans! 

From the mouth of the beast, we have confirmation that, at least for now, humans still outshine technology in the production of high-quality custom content

So, what can content marketers learn from the rise of the ad-tech stack?

1) We must embrace technology at all stages of content marketing.

2) Humans are still the main lever for creating successful content — even ChatGPT confirmed it!

3) Technology will continue to help content marketers become better content marketers.

Our main recommendation is to get on board quickly and use technology across all content marketing efforts. Technology is our friend, but humans are still the differentiator when it comes to content marketing.

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