What to look for in a Content Marketing Platform

By: Chris Thompson on May 23, 2018 Categories: Content Marketing, Content Strategy
what to look for in a cmp

The content marketing software market is expected to grow to more than $32.3 billion in 2018. Hailed as one of the fastest-growing sectors of high tech, how does a marketing team like yours begin to incorporate content planning into your new or existing strategy?
How to Increase Content Marketing Success

In a 2017 report released concerning companies and their content management strategies, 92% stated that the increase in the success of their marketing strategies over the past year can be contributed to creating higher quality more efficient content.

74% related the increased success to a development or adjustment to their strategy, 55% related it to more targeted content distribution, and 48% attributed the success to the ability to measure their content and understand results.

If these are the trends that marketing teams are seeing due to the incorporation of content marketing planning, then it only makes sense that a good software should allow you to focus on the areas mentioned above.

Still not quite sure how to distinguish a good content marketing software from a great one? Here’s a quick breakdown of the top three things to look for when selecting a software.

1. Content Creation

Did you know that the top three things that make content effective are audience relevance (58%), engaging storytelling (57%) and a call to action that triggers a response (54%)?

The actual production of the content you’ll be incorporating into your marketing strategy is one of the most important tasks. In fact, in the 2017 Content Marketing Benchmark, Budgets and Trends report, 92% of companies reporting increased success attributed that success to doing a better job with the creation of their content.

Look for a software that allows you to segment departments to approach content strategically. You should be able to set alerts that organize your team and foster participation while understanding how to get the right message to the right audience.

For this stage of the workflow, you’ll want to look for a content marketing software that first and foremost allows creators to stay on top of assignments. They’ll also need the ability to draft, edit, and publish across different channels (social media, web, etc.).

2. Distribution

After you’ve created the content, your software should help you distribute it in a timely, organized matter. Your marketing team should understand what aspects are most important – social, organic, email, paid, etc. Then, you’ll be ready to launch your new content marketing campaign.

The biggest perk of an excellent content management software in regards to distribution is one that can automate approval workflows so your managers can spend less time on administration and more time on strategizing as well as implementing changes.

Publication, promotion, and sales enablement should be functions of your content planning software, and you’ll definitely want to have the ability to manage all your content projects in a global editorial calendar.

3. Analytics

Executives especially should be concerned with whether or not their content marketing software allows them to gain insight into the analytics of their campaigns.

Measuring content ROI with analytics integrations is crucial to the success of a good content marketing strategy as it will allow you to make necessary adjustments and tweak the campaign. This will help you understand, segment and target your desired audiences as well as what their trends are with engagement and conversion.

4. Content Planning Made Easy

Mintent is the ideal content marketing software for companies to use as it accommodates any type of content, is 100-percent customizable and comes with a stellar support team.

Ready to become a content marketing master? You can get up and running with Mintent today for free, no credit card required, no strings attached. Click here to get started!