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Four core features of content-centric technology
Four core features of content-centric technology

In the past, the big brands have implemented large and complex custom technology stacks to manage publishing-grade content production. These stacks were prohibitively expensive, took a long time to implement and learn, often resulting in feature overlaps and complicated integrations.

For even enterprise brands this cost could be too high. The fallback option was often to implement a traditional marketing cloud, the likes of Adobe or Oracle. 

These solutions are marketed as being jam-packed with features, but in reality are usually a number of different products branded under a single platform. While more cost effective than a custom built stack they came with weighty implementation fees and long-term contracts.

With over 5,000 martech solutions available, choosing the right combination to deliver on your content needs can be a minefield. We’ve compiled some of the core features you need to be looking for to deliver an effective and streamlined content-centric marketing strategy.

Planning

Content and campaign planning is central to delivering an effective marketing strategy. For effective planning, you need to be able to plan content across multiple channels, decentralised teams and external content contributors from a single location.

Having a calendar view as well as a task list view can make a massive difference in visualising how your content is allocated over a set period and enable you to identify any gaps or delivery blockages. 

Centralising all of your marketing planning and content creation in the same place makes it easier for your entire marketing team to identify content relating to specific tasks and campaigns, and ensures that managers can visualise the entire strategy and make sure it aligns to the brand's overarching goals.

Centralised Management

Content needs to sit at the core of your technology stack, linked to every marketing activity and easily accessible by your entire team. Having a centralised location for content creation, storage and management enables the same content to be easily shared across teams and channels and ensures brand consistency. Having all of your content created in the same place where it can be reviewed, approved or sent back for edits can save marketing teams and their managers a tonne of time. 

Flexible workflows are also critical if you want to start leveraging customer-generated content, allowing you to create pools of different approvals so you have additional safety checks on those that need it.

Distribution

Compelling content without distribution gets you nowhere fast. Even the largest brands and publishers promote their content through multiple distribution channels. In such a busy noisy world it’s critical for brands to cut through the masses of content online. You need to be able to distribute content anywhere - from your branded content hubs to campaign sites, to all of the social channels you support. 

Distribution from a single location makes a massive difference to the operational ability for marketing teams, reducing a large amount of the double work undertaken. It’s important to distribute content to both paid channels such as social, and also to distribute content to your owned channels. Every time you distribute to social and enable a reader back to your owned channel you one step closer to building your own media channel.

For brands this is critical. 

Only distributing to external channels exposes the brand to rented land and to changes thrust upon them by the online media giants like Facebook and Google. Building a media channel empowers brands to become a content destination in their own right, giving them complete control over the entire user experience.

Measurement 

Measurement of content performance works best when everyone that the content impacts has access to the information. This means that digital ad teams can see what article content is performing best and vice versa.

It’s also important to understand the key metrics that matter when it comes to audience engagement, traffic and page views simply can’t provide you with that information. 

Engagement then needs to be tied to the rest of your company processes and systems - to optimise your content strategy the marketing team needs to understand what content customers engaged with throughout the buying process.

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