If you own or work with a business that has an online presence, you know how critical yet cumbersome content marketing can be. You have to keep your website and blog up to date; share text, image, and video posts for multiple social media platforms; and measure your audience engagement. Additionally, you have to keep track of posting and campaign ideas and ensure your content creators and marketers are collaborating with each other.
Doing all this manually can consume a lot of time and energy and overwhelm your team members. Using content marketing software can help you consolidate all content marketing-related tasks into a single system, as well as help you drive brand awareness, lead generation, and revenue from content.
To help you find a content marketing tool for your business, we've prepared this guide. Here’s what we’ll cover:
Content marketing software is a tool that helps businesses develop and produce branded content. It lets users store created content and manage its distribution across channels as well as third-party platforms on the internet.
Typically, content marketing solutions provide the following capabilities:
Customizable workflows to support ideation, editorial planning, and collaboration among team members.
Tools to create and edit text and/or graphic content.
Integration with your own website as well as third-party platforms to publish content.
Tools to measure the performance of published content.
There are typically two deployment models to choose from:
Cloud-based deployment: In this model, the vendor is responsible for hosting and maintaining the software, and you can use the solution via a browser or a mobile app. Solutions are priced either on a per user per month basis or a per asset basis. Most content marketing solutions fall into the cloud-based category.
On-premise deployment: For this deployment option, the user is responsible for hosting and maintaining the solution. You can purchase a license to use the software, and you might also need to pay extra for support and upgrades whenever required.
Key question to ask a vendor: What would be the solution’s total cost of ownership, factoring in implementation costs, data migration, and any training requirements?
With many different content marketing solutions on the market, choosing the right one for your business can be overwhelming. To help you out, we’ve listed the most common features you need to know about below:
Editor: Makes it possible for authors and content creators to build and design content such as blog posts, infographics, and landing pages within the system. Many solutions offer drag-and-drop functionalities to move text, tables, and multimedia around the page and adjust the layout.
Editor in Percolate
Asset management: Allows creators to upload graphic and multimedia files to the platform and attach them to relevant pieces of content.
Viewing graphic assets in Kapost
Collaboration tools: Multiple users can edit or modify the same piece of content, leave comments, and tag users for discussions and feedback.
Users commenting on a piece of content in Contently
Publishing: Enables users to publish content directly on owned platforms (such as your own website or blog) or third-party platforms (such as social media outlets, video platforms, or content-aggregating platforms).
Publishing dashboard in Buffer
Search: Allows users to search for pieces of content as well as assets within the database.
Search feature in Skyword
Versioning and archiving: Store multiple versions of a piece of content and allow users to track changes. Also, enable users to archive content for reference at a later stage.
Viewing version of story in Contently
Workflow management: Create the appropriate workflow for each piece of content and track progress using calendars.
Workflow calendar in CoSchedule
Reporting: Create reports on the efficiency of your publishing process (e.g., how many published pieces, how many in progress, and the average time taken per piece) and the performance of published content (e.g., engagement rate and number of shares).
Reporting on progress of pieces in ContentStudio
Key question to ask a vendor: Will the software integrate smoothly with all the owned and third-party content platforms I want to publish on?
*Note: The applications selected in this article are examples to show a feature in context, and are not intended as endorsements or recommendations; these are obtained from sources believed to be reliable at the time of publication.