By now you probably have heard the phrase “it’s not big data, it’s the right data.” Of course that simply means that while there is a wealth of data out there for marketers to use, it’s knowing which data to use AKA the right data to achieve optimal efficiencies and ultimate success.
The same principle is applicable to content marketing. In fact the same principle applies two-fold when it comes to content marketing.
First off you can’t just create and blast out content just for the sake of creating and blasting content. It has to be right content to the right person at the right time. And the content needs to be fresh and new. People simply don’t want to see the same material over and over again. They want to be exposed to new concepts and ideas to enhance their own education. By leveraging new content across distribution channels, marketers are able to differentiate their brand as a thought leader in their industry, gaining their audience’s trust and loyalty.
And the way successful content marketers do this is by utilizing the right technology. Content technology tools need to both help ease the process of creating new content, as well as harness key content contributors in order to capitalize on existing resources.
Here are 3 key features a content marketing technology tool needs to provide:
1. Editorial Calendar
A key feature of a content marketing system that is often undervalued is an integrated editorial calendar. You’ve been told for years that you need to act like a publisher and one of the best ways to do that is to schedule content across channels from one centralized location. What day a particular blog post is running is just part of the picture. Truly successful content marketers have a global view of how and when their content is distributed.
2. Integrated Marketing Stack
Content is the fuel for all marketing initiatives. A marketing automation platform can be deployed, but without enough relevant content to support the various audience segments, it is impossible to capitalize on that investment. When a content marketing system is separated from the rest of the marketing stack, it can result in duplicate workflows and no central view of content. This will make it impossible for marketing teams to work together in a way that supports timely and relevant experiences for their customers and prospects.
Content marketing analytics ensure that marketers are able to pinpoint key bottlenecks in the content flow and analyze what types of content drive revenue, loyalty, and advocacy. The right content tool provides comprehensive analytics so marketers can adjust their content strategy to further drive engagement and conversions across all channels.
The right technology is vital not just for content marketing success but other areas of marketing including cross-channel marketing, marketing automation, social media and more.
Download The Guide to Building Your Marketing Technology Stack to learn more PLUS get the questions marketers need to ask of any potential marketing technology solution provider.