Content is the fuel powering today’s modern marketing engine. By executing a solid content marketing strategy, you can build trust and engagement with your audiences, and attract leads and traffic to your website. But as your content marketing operation matures and scales, you need content marketing management software that supports your efforts. So, what should you look for in a platform? Here are five features every content marketing management software should have.
What Is Content Marketing Management Software and Why Do You Need It?
As you know, technology is every marketer’s friend! With the global market for content marketing software growing to $9.59 billion in 2018, your software should be the central hub for managing content schedules, strategies, and distribution.
What Can Marketing Management Software Do for Your Organization?
Content marketers have a few universal challenges. One of them is deciding what technology they need. In the HubSpot 2018 State of Inbound Report, 26% of marketers said identifying the right technology was their biggest challenge.
With content marketing management software, you can provide full visibility to all team members without spending a lot of time on one-off communications.
Further, with software, you can streamline processes. Without the right tools, your processes may be cumbersome. You may depend on spreadsheets or other ineffective methods to propel your operations. But this simply doesn’t work as content volumes and teams scale.
You’ll also be able to collaborate across teams better. Content managers, producers, and other roles can work together in real-time on any device.
Content marketing management software also allows for tracking performance. With pre-configured dashboards, understanding exactly how well your content is performing is easy. No more manual aggregation—just comprehensive reports to advise you on what’s working and what’s not.
Now, on to the must-have features for every content marketing management software platform.
Feature #1: Shared Content Calendars
Content calendars are one of the most important process tools of your content marketing operation. A calendar is a 360-degree view of every piece of content and its creation timeline. It’s a way to visualize, organize, and communicate editorial plans.
While content calendars are effective for any size business, they are especially helpful for enterprise or global companies that have many different departments and time zones to consider.
The reality is that, no matter the size of your organization, silos and limited bandwidth cause communication issues. With an easy-to-use platform that keeps everyone on the same page, a content calendar could alleviate many of your headaches.
You want to look for a solution that’s fluid and offers a holistic (master calendar) perspective. You want a mix of simplicity but also enough features to support multiple teams and multi-channel campaigns.
Feature #2: Content Planning Functionality
The practice of content marketing is always evolving in any organization. Because it has so many moving parts and can be chaotic, you need content marketing software that enables better content planning. For software to assist you with content planning, you should be able to better strategize, ideate, plan, produce, and analyze with your platform.
Look for a system that has the critical features needed to keep your content planning agile, including:
- Ability to create and adjust buyer personas
- Assignment of audience type and buyer stage to each project
- A storage facility to capture ideas from multiple stakeholders
- Capability to quickly create or change publishing schedules
- Ability to recalculate production schedules as publishing dates change
When you have technology that supports content planning, you’ll soon realize better efficiency and productivity.
Feature #3: Content Collaboration
Collaboration is something we all strive for, but it’s complicated within most large organizations. With many different players involved and the pressure of deadlines, it can be a significant challenge. By the way, excessive meetings and a plethora of emails do not equal collaboration.
What does enable collaboration is when it’s instant and constant. To achieve it, you need content collaboration features in your content marketing software.
You can empower your team and foster collaboration with these key pieces of functionality:
- Central idea repository: allow your team to deposit ideas for content here and have discussions about their viability
- Shared content calendars: maintain collective visibility of schedules and deadlines
- Real-time notifications: when any project is updated, enable automated notifications on your team’s desktop and via email
- Project management tools: centrally manage projects right on the dashboard for quick resolution to questions and concerns
Feature #4: Content Automation Capabilities
Automation is absolutely necessary in the 21st century. You simply don’t have enough time and resources to get caught up in manual, repetitive tasks. So if there is anything you can automate in your content marketing process, you should take the opportunity.
- Production and content workflows: create workflow templates and reuse them or further customize them to automate task generation, team assignment, and calculation of production schedules
- Content and social publishing: once content is ready to go, you need to distribute it, so find a solution that allows you to do this without hopping back and forth between platforms
- Content calendars: automating this feature means you’ll never have to manually format, update, or distribute spreadsheets again
Feature #5: Content Analytics
Everything you do as a content marketing team has to be analyzed; otherwise, it’s hard to know if your content is actually meeting its goals. Measuring the ROI of content marketing can be an uphill battle—make it easier with an analysis engine in your content marketing management software.
Your content performance data is valuable but spending lots of time just trying to cobble it all together and ensure it’s accurate can keep you from doing anything with it. You want a platform that solves typical content analytics problems, including:
- Eliminating the need to aggregate data over multiple sources
- Enabling quick reporting based on your parameters
- Allowing you to understand the performance of content based on its attributes (topic, format, channel, etc.)
- Providing you the ability to share reports with stakeholders automatically
With these features, you can turn your raw data into into actionable insights.
While all of these features may seem like a tall order, you can find them all with DivvyHQ (and more). Get a full review of all its features to see if it’s right for you by starting a free, 14-day trial.