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5 Things to Consider Before Investing in Enterprise Content Technology - CMI

5 Things to Consider Before Investing in Enterprise Content Technology - CMI | The MarTech Digest | Scoop.it

Find a content strategy partner with no horse in the race

Schedule a workshop with cross-functional groups: The best workshop facilitators take time to understand your specific business objectives, aligned content mission, and where your organization sits along the content maturity life cycle. Conversation at the workshop should focus on executing the overarching content strategy and dissecting what the organization needs for a high-functioning publishing competency. 

Match the buyer's journey to the Stack: Wrapping the buyer's journey around the tech stack creates a more contextual view and allows the team to visualize requirements to deliver content strategically and ultimately to scale. It illustrates why it’s so important to first understand the journey (or multiple journeys) and what is required to distribute content experiences in a relevant way along the journey. It also helps to eliminate or turn off unnecessary functionality.

See if there are internal solutions: Optimizing what you own before adding more components or complexity increases performance and allows better resource allocation. One of the biggest problems cited by CMOs in the Forbes study was their desire to eliminate the redundancy and carrying cost of too many platforms.

When the bright shiny object makes sense: Once you know how to optimize the platforms you own, you can start strategically backfilling. Use your blueprint as a guide for reviewing new tools. 

CYDigital/marteq.io's insight:

It's a must to CT for the details.

 

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us. #MarTech #DigitalMarketing

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Why Content Marketing Automation Needs Serious Consideration (via Profs)

Why Content Marketing Automation Needs Serious Consideration (via Profs) | The MarTech Digest | Scoop.it

"Automation Helps Meet Consumer Demand

Automation Does Not Replace Engagement

Marketers Become Lead Generators: Automation can categorize leads, making marketers lead generators. This, in turn, allows marketers to pinpoint their value based on how many new or potential customers their content has brought in. That can be done through landing pages, social media, and blogging. Marketers can capture those potential customers and track their progress in a drip campaign—all of this automated.

Automate More Than Content"

CYDigital/marteq.io's insight:

Curated for you by marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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The Top-Rated Content Marketing Software Platforms - Profs (from G2)

The Top-Rated Content Marketing Software Platforms - Profs (from G2) | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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Content Marketing Automation with Zapier to Drive Leads and Sales - Small Biz Trends

Content Marketing Automation with Zapier to Drive Leads and Sales - Small Biz Trends | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

Too much information to summarize, so please click through. Bottom-line: you can get pretty creative with Zapier.

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Infographic: How to choose the right content marketing software - The Hub

Infographic: How to choose the right content marketing software - The Hub | The MarTech Digest | Scoop.it
Altimeter Group breaks down the content marketing landscape.


 

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Here Comes the Content Marketing Shakeout | Convince and Conver

Here Comes the Content Marketing Shakeout | Convince and Conver | The MarTech Digest | Scoop.it

Digest...


Content marketing may be a bigger industry than social media marketing, but the software portion of the industry may always be smaller. Even if content is the parent of social media, there is a lot less money to collectively be made in content marketing software than there is in social media software.

 

Today’s content marketing software is good. Better than it should be at this stage, really. But does a medium-sized business or small business need a software license to help them curate, create, manage, and measure content marketing? Multiple vendors at Content Marketing World 2014 take the “our solution is way better than Excel” approach to pitching their calendaring solution, or similar. And while it may be accurate that Excel is an unlikely candidate for the Beloved Software Hall of Fame, it is also true that every business already has it, has already paid for it, and already knows how to use it.

 

You can buy the best software in the world, but if you don’t have smart, dedicated marketers to operate it, the outcome will be middling, at best. All modern marketing software (of any stripe) requires labor to make the magic happen. That makes the true cost of software ownership not just licensing and training costs, but salaries and benefits, too. It’s another reason why I’m not sure SMB will embrace content marketing with the same fervor as they have social media. Many of those companies have only recently finished swallowing the new software and personnel expenses needed to “get good” at social, and now they are expected to do it again with content marketing?

 

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CYDigital/marteq.io's insight:

Content marketing software comes after MAP, analytics, social media management. Why? Because you always have Excel.

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5 Signs You May Need Automated Content Marketing Workflows - TechTarget | Mktr2Mktr

5 Signs You May Need Automated Content Marketing Workflows - TechTarget | Mktr2Mktr | The MarTech Digest | Scoop.it

Digest...


5 signs you may need automated content marketing workflows

 

#1 – Your organization has complex workflows

If you map out the steps it takes to create your top five content assets, and the number of tasks typically equals more than four per content type, it’s time to consider automated workflows.

 

#2 – You have multiple content and campaign types

Marketing organizations use an average of 13 content tactics. That doesn’t even include the number of campaigns, both outbound and inbound, running simultaneously. Automated workflows ensure each of these are developed and deployed in a unified and highly visible way.

 

#3  - You have a large network of collaborators

Automated workflows make it easier to track and manage all collaborators across their various roles and functions.

 

#4 – You have multiple distribution points

Without content to supply these channels, the investments are at risk of failing. Automated workflows tackle this problem by including each distribution point as a task. With content marketing software these distribution points are not only catalogued, but the content can be deployed to the channel directly from the platform.

 

#5 – You have extensive brand guidelines

Automated workflows enable brands to stay within the guidelines by making the corporate governance process part of the checklist. Automated workflows can save time and resources while enabling a better production process for content. And as content marketing becomes a centerpiece of marketing strategy’s worldwide, the forward-thinking organizations are putting workflows front and center.

 

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CYDigital/marteq.io's insight:

You should know if you need automated workflows just by looking at your content marketing calendar. You do have a content marketing calendar, don't you?

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