What Is Marketing Content Management? Learn with Examples

September 4, 2021
Joydeep Bhattacharya

It takes a lot to run successful marketing campaigns today. This is propelled by the countless marketing activities and materials required to make your internal coordination and outreach efforts flawless. The odds are further raised as you need to be at the right place at the right time if you want your campaigns to be impactful to the modern and sophisticated consumer market.

As creating and running marketing campaigns becomes more complicated, you need a simpler way to manage these processes effortlessly. This is where marketing content management comes to the rescue.

Discover how to publish in seconds, not hours

Sign up now to get exclusive access to Wordable, along with and find out how to upload, format, and optimize content in seconds, not hours.

What is marketing content management?

Marketing content management refers to specially developed software solutions aimed at helping enterprises to respond and manage marketing content across different channels. These solutions are designed to be at the cutting-edge of marketing automation by giving marketing managers greater control over their campaign categories. MCM systems also help businesses deal with emerging challenges that are associated with managing diverse marketing interfaces.

To attain full functionality, marketing content management systems require several key elements. These elements are built upon the following five pillars:

1. Marketing content preparation

Every marketing campaign needs an umbrella guideline and direction that is best created before its launch. As a marketing manager, you need to set the tone and objectives for your campaign teams. MCM systems make this possible by providing a collaborative interface that allows for this initial preparation to be hassle-free.

2. Marketing activity planning

It is critical to arrange your marketing campaign schedules to avoid last-minute rushes and confusion on when to accomplish specific marketing goals. While organizing marketing activities is never a walk in the park as hundreds of activities need to be taken into account during your planning, a marketing content management system saves you from all these worries. This is because it provides you with a central link point that eases your activity planning.

3. Marketing execution and delivery

You need a dynamic execution of your marketing campaigns, which means going to all lengths to ensure your teams are ever in sync. Proper management of your execution and delivery requires constant communication and access to critical information. This is made possible with marketing content management as it allows all team players to liaise without any hiccups.

4. Marketing performance monitoring

It is never enough to create a plan of how you will run your marketing campaigns. You need to actively monitor your performance for timely insights on your KPIs. This will enable you to make the right decisions on managing various aspects of your campaign.

5. Marketing content improvisation

Your marketing efforts should be a means to an end, and if a campaign is not delivering the right results, you need the right improvisation. This is why marketing content management systems offer room for content improvisation to enable you better address current market demands and customer demands.

Marketing content management in practice 

One of the best examples of marketing content management in practice is for businesses struggling to manage their campaigns because of communication discords between their marketing teams. Choosing these software solutions will make it possible to quickly align all activities as everyone will have a 24-hour accessible platform containing relevant campaign content. This will naturally boost workflow and make it easier for different teams to work towards a single purpose as you will simplify interactions.

Top marketing content management tools

At a time when digitization has redefined marketing, you can never fail to find tools that will make marketing content management a walk in the park.

Tools help to ease the task of a content marketer. Since your content team might use several tools for content management, you might also need to use a password manager to keep all your passwords safe.

Here are four top-rated tools you should consider for marketing content management:

1. Bloomfire

Bloomfire was developed with a singular goal, and this was to make it easier for teams to have access to centralized knowledge. This makes it a perfect tool for sparking engagement amongst your marketing team, regardless of their different locations or what they are working on. Many Bloomfire users love it for its intuitive design as it makes searching, creating, and sharing information between teams effortless. It also gains extra points for being a cloud-based platform that allows organizations to grow their collective intelligence by effortlessly storing as much information as they need to.

2. Seismic

Seismic is famous for its high-value sales and marketing enablement propelled by powerful content intelligence and analytics. As such, this tool does more than provide a centralized hub for content management as it offers innovative ways to increase content use. The result is an all-around marketing tool that empowers those who use it by providing valuable insights based on the content created and shared. You will further love that this tool can easily be integrated with popular apps used today, such as Salesforce and Outlook, making it a great addition to your arsenal.

3. Brainshark

Brainshark is a data-driven sales and marketing enablement platform. It attains its functionality by providing users with a platform that supports sharing knowledge, skills, and insights required to perform their duties. Brainshark gains a competitive edge by supporting a broad range of activities, from training and coaching to team interactions during marketing and sales campaigns. The icing on the cake is that as a data-driven platform, it offers great insight on how the content availed to users is used, making it possible to track its impacts on your overall performance.

4. ClearSlide

ClearSlide has won the hearts of many sales and marketing teams by providing a practical and efficient platform for creating and organizing content. It also integrates communication by supporting team-to-team collaborations, as well as in-person communication. ClearSlide also makes it easier to track assets used in sales and marketing campaigns as it offers deep analytics that comes in handy when making critical business decisions. Most importantly, it enhances productivity as you can easily embed it with other tools your marketing uses, such as Gmail, Office 365, Dynamics, Salesforce, and Slack.

Final thoughts

The efficiency of marketing campaigns lies in how well any enterprise can manage its information while easing coordination between its marketing teams. Embracing marketing content management solutions is a tried and true solution to achieving this as it enables you to take better charge of valuable marketing content. It also enhances team interaction avoiding interruptions in workflow while keeping the focus on an overarching goal.

Joydeep Bhattacharya
Joydeep Bhattacharya is a digital marketing evangelist and author of the popular SEO blog, SEO Sandwitch. He is a regular contributor to sites like Search Engine Watch, Smart Insights, SEMrush, and other industry leading publications. You can connect with him on LinkedIn.

About the Author

Joydeep Bhattacharya
Joydeep Bhattacharya is a digital marketing evangelist and author of the popular SEO blog, SEO Sandwitch. He is a regular contributor to sites like Search Engine Watch, Smart Insights, SEMrush, and other industry leading publications. You can connect with him on LinkedIn.