It takes a lot to run a successful marketing campaign. You need to understand your customers, use the right digital marketing tools, and effectively track performance. Not to mention, you also need to be in the right place at the right time.
It’s a tricky world to navigate, that’s for sure.
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.
Keep reading to find out more about what content management is, why it’s important, and the tools we’d recommend using.
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What is Marketing Content Management?
Marketing content management (MCM) refers to software that helps businesses manage content across different channels. Sometimes known as content management software, it gives marketing managers greater control over marketing campaigns.
For example, if some of your blog content is underperforming, you’ll know straight away. Then, you can make changes to improve it.
MCM systems also help businesses deal with emerging challenges from managing various marketing interfaces. It keeps everything in one location, allowing you to effectively manage different aspects of your content marketing.
To get 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 preparation. As a marketing manager, you’re in charge of this process.
Content preparation involves setting the tone and objectives for your campaign teams — and this is where MCM systems can help.
Content management software provides a collaborative interface that streamlines the preparation phase. You can:
- Establish your goals
- Identify your target audience
- Conduct a competitor analysis
- Outline your resources
- Review keyword research
- Document your content strategy
- Audit existing content
2. Marketing Activity Planning
Marketing activity planning involves outlining your strategies and actions for an upcoming campaign. It helps you stay on track and measure progress as the campaign gets underway.
It also helps you avoid last-minute rushes and confusion on when to accomplish specific marketing goals.
Organizing marketing activities is never a walk in the park. There are hundreds of activities that need to be considered during the planning phase. A marketing content management system relieves some of this pressure off your shoulders.
How?
By providing you with a central location to manage all your content planning. This gives you a better oversight of all your content, making it easier to plan and manage what’s going on.
3. Marketing Execution and Delivery
Marketing execution and delivery is a broad term for the launch of any marketing campaign or activity. For example, publishing and posting consistent content online or running paid advertisements on search engines and social media.
To manage these activities effectively, you need to be organized and efficient with your time, which is where MCM platforms come in.
Proper management of your execution and delivery requires constant communication and access to critical information. With an MCM platform, teams can easily see what needs to go live, when it needs to go live, and who’s in charge of different activities. It allows you to manage the entire execution and delivery process without any hiccups.
4. Marketing Performance Monitoring
It’s not enough to launch your marketing campaigns and leave them to it. For the best results, you need to actively track your performance. Here’s why:
- To measure content marketing success
- To make sure you’re on track for the delivery date
- To identify areas of improvement
An MCM platform gives you insight into how your content is performing and whether you’re reaching your goals. As a result, you can make informed decisions when managing various aspects of your campaign.
5. Marketing Content Improvisation
If a marketing campaign isn’t delivering the right results, you need improvisation. This means you need to be able to make changes so that your content starts performing better.
Imagine that you’re the marketing manager at a law firm. A lot of your content marketing involves posting informative and helpful videos on Facebook. Your engagement is high and people trust your brand.
You decide to mix things up and post a few short, lighthearted, funny videos. You monitor the results, but the engagement doesn’t look so good. From this data, you decide to switch up your strategy and focus more on quality content to provide a better customer experience.
This is why marketing content management systems offer flexibility. It allows you to better address customer needs and provide them with the content they want to see.
Why is Content Management Important?
Let’s take a look at some of the reasons content management is important for the success of your business.
Better plan your Content and Resources
Content management gives you clarity. It allows you to oversee and plan your content creation in one location. You’ll be able to see what resources you have available and how to allocate them effectively to get the best results.
Take your budget, for example. With a clear picture of how much money you have to spend on creating and promoting content, you can make sure that your budget is allocated to the pieces of content that’ll get the best results.
Organize your Content
Using a marketing content management system is a great way to track and organize your content. This makes it easier for you to keep on top of all your content and make sure things are running smoothly.
Not to mention, it’s also a useful tool for repurposing content. You can head back into your archives and see what content you already have and how to use it in other ways.
There are various ways you can categorize your content, and the exact specifics depend on the software you use. Generally speaking, here are some ways you can organize everything:
- By content type (blog post, video, social media post, and so on)
- By current status (published, scheduled, unpublished)
- By topic
- By marketing campaign or strategy
Track and Measure Content Performance
As mentioned, using an MCM platform is helpful for tracking and measuring your content performance. You’ll learn more about what your customers are looking for and how they engage with your content, both of which can inform your content marketing decisions going forward.
Again, the specifics of how and what you can track will depend on the platform you’re using. But typical speaking, here’s what you’ll be able to monitor:
- Traffic (organic and paid)
- Engagement (on-site time, click-through-rates, social media shares, and so on)
- Leads
- Conversions
- SEO performance
Is Content Management the same as Content Marketing?
No, content management isn’t the same as content marketing — but content marketing is part of the content management process.
Content management is the way you manage and structure your content. It involves managing all the logistics behind the scenes to publish content across different channels.
Content marketing is gauging the performance of that content. It involves creating a digital content marketing strategy, creating the content, and understanding what your consumers want to see.
| Content Management | Content Marketing |
| The logistics behind content creation, publication, and performance. | Creating a content strategy and measuring content performance. |
To find out more about content marketing, take a look at our content marketing tips.
Top Marketing Content Management tools
In a time when digitization has redefined marketing, you’ll never fail to find digital marketing tools that make your life easier — and the same goes for content marketing.
There are a variety of content management tools out there that streamline the content marketing process. And if you decide to use any of these tools, consider using a password manager to keep your passwords safe and secure.
Here are five top-rated tools you should consider for marketing content management!
1. Sanity
Sanity is a headless content management system that gives companies a customizable approach to managing their material in a single spot.
The platform for structured content that enables your team to collaborate in real-time to create compelling digital experiences across platforms is how Sanity describes its offering.
An open-source React.js-based CMS called Sanity lets you build your own content models in JavaScript and personalize the editing interface with your own React.js components.
Bring content producers, designers, and developers together, but keep content and presentation separate. Create, evaluate, submit, and iterate.
2. Bloomfire
Bloomfire was developed with a singular goal: to make it easier for teams to have access to centralized knowledge. This makes it the perfect tool for organizing and tracking all of your content in one location.
Many Bloomfire users love it for its intuitive design. It makes searching, creating, and sharing information between teams effortless.
It also gains extra points for being a cloud-based platform. This allows organizations to access the platform from anywhere and to grow their collective intelligence by storing as much information as they need to.
3. Seismic
Seismic is famous for its high-value sales and marketing enablement. The platform is propelled by powerful content intelligence and analytics, meaning that it’s more than just a centralized hub for content management.
It’s an all-around marketing tool that provides valuable insights based on your content performance. It also offers innovative ways to repurpose and increase content use.
This tool can also integrate with popular third-party apps, such as Salesforce and Outlook.
4. CoSchedule
CoSchedule is a marketing work management software. The platform helps marketing teams plan, manage, and execute their marketing projects — including content.
Using its marketing calendar, content marketers can easily track all their content in one location. You can see how content creation is coming along, when pieces are due to go live, and easily make changes to your schedule when plans change — because, let’s be honest, things don’t always go to plan.
The platform also enables collaboration, allowing teams to share updates, ask questions, and work together remotely.
5. ClearSlide
ClearSlide has won the hearts of many sales and marketing teams by providing a practical and efficient platform for creating and organizing content.
Content creators can organize presentations, videos, and email templates. These types of content are stored in content libraries, which can be categorized by industry, sales stage, and customer-facing role.
The platform also has extensive analytics, allowing you to deliver actionable insights to the sales and marketing team. You can see what’s resonating with customers, and what’s not. And even better, ClearSlide will recommend content for publishing based on these insights.
You can also embed it with other marketing tools, such as Gmail, Office 365, Dynamics, Salesforce, and Slack.
Final thoughts
The success of marketing campaigns comes down to a lot of factors. Your research, your budget, and of course, your content management.
By now, you should have a good understanding of why content management is important and how an MCM platform can help. And if you’re thinking about other ways you can improve your content management and production process, take a look at Wordable.
Using our platform, your content team can automate the publishing process. With just one click you can take your content from a Google Doc to your WordPress site in seconds. We know, it sounds too good to be true — but it’s not. Give it a go for free to see for yourself.
Related reading:
- 9 Content Marketing Tips to Stand Out in a Crowded Digital World
- How to Create a Mouthwatering Content Brief for Your Writers
- How to Create a Content Production Machine that Outpublishes Your Competition
- Pro Content Optimization Tips from Doing 300+ Articles per Month
- 5 Reasons You Need a Content Marketing Manager (+ How to Hire One)
