Plan, Produce, Publish and MeasureContent marketing platforms help marketing teams reduce the time it takes for content development by connecting streamlined production workflows directly to marketing tools or to content management systems for publishing, in addition to managing all your other content from a centralized location.
Let’s take the example of a medium-sized company or division of a large company with a team of seven content creators consisting of writers, designers, a videographer and an editor, supported by freelancers as required. Along with many other forms of content — white papers, ebooks, case studies, brochures, PPC ads, social media posts — they publish new landing pages, blog posts and page updates to keep the company’s website up-to-date and attractive to potential customers.
So much content to produce. So many disparate tools. A lot of miscommunication.
As marketing manager, you have the responsibility for formulating the content strategy, determining the resources that will be required for each content item and assigning tasks to each content creator producing content. Typically, you’ll use a set of disconnected tools including a calendar, some project management software, spreadsheets and a plethora of email exchanges, phone calls or text messages with attachments as team members draft content. Once an item is finalized and approved, another team member uploads it to another platform and schedules it to publish.
Sooner or later all of the back and forth between different applications, software packages and emails results in a task or three slipping through the cracks, or worse an incorrect version being published. Delays to the publishing schedule or unnecessary duplication of work are common and costly. Not to mention as the person responsible for all of this, you cannot possibly keep up when more than a few pieces of content are being created simultaneously.
Streamline all of this non-value-adding work and confusion using a content marketing automation platform
Using a content marketing platform to feed content into your publishing channels allows teams to approach idea creation, content production, and publishing strategically — using a repeatable streamlined process.
With a content marketing platform, you consolidate content production and publishing in one easy system
- Create ideas and transform them into meaningful content aligned with your target audience, customer buyer cycle, and marketing themes
- Move an approved idea to your editorial calendar and automatically assign it to the right team member. With automated workflows, a content marketing platform will completely manage task handovers and notifications, including final approval
- Set a publish date and the content marketing platform will publish to your website, marketing automation tools or social media channels
- Measure page and CTA performance in the content marketing platform and easily share the results with the rest of your team
A defined, automated content production process allows you as a marketing manager to concentrate more of your energy to defining personas and customer buying cycles to provide creatives with increasingly precise direction. This, in turn, allows creatives to spend their time figuring out how best to tell the right story to a particular kind of customer.
Everything a content creator needs in one place
Instead of hunting around for supporting documents, or a creative brief that may not have been attached to an email, all of the information about a particular content assignment is stored in one location that anyone can access.Final approvers can see the activity trail and any comments that lead to the final product. They won’t have as many questions. Everyone is on track and your channels are filled with interesting content, relevant to the potential reader.
See for yourself what a content marketing platform can do for you – start a free 14 day trial with no credit card required or download our ebook “How to Fix Your Content Marketing Workflow”