Can Technology Simplify Content Marketing and Make it More Effective?
If you haven’t been to Content Marketing World, or one of the other conferences with a focus on content, you may not realize just how many technology solutions have emerged to help brands and their agencies plan, produce, distribute and measure content.
If you have been to one of those events, you may have wandered the exhibit floor scanning the various booths trying to figure out what all of those companies do. We don’t have the time or space for a comprehensive review of content marketing technology, but we can provide an overview of the broad functions the current generation of technology supports and some of the players we are familiar with.
Creation and Production
The mantra for brands seeking to leverage content marketing is “think like a publisher.” That typically means publishing consistently and frequently. Some technology vendors think they can help.
Blogging workflow tools, such as Atomic Reach, provide editorial project management and search engine optimization for blogs and emails. Other providers, such as Contently, support their tools with a network of content creators that can produce posts based on an editorial calendar.
Platforms such as Contentful and DivvyHQ streamline development processes by enabling collaboration across individuals and teams. Other content workflow tools, such as Kapost, provide content auditing, persona mapping, scheduling and project management functions to support a more strategic and streamlined approach to content production. SnapApp and Ion Interactive are tools that allow interactivity to be added to existing content to increase engagement.
Finally, Curata and Newscred aggregate and curate previously published content based on a brand’s audience profile to provide a continuous stream of relevant and interesting content to a blog or website.
Distribution is often the key to content marketing effectiveness and technology platforms may help. Distribution tools run the gamut from those focused on influencer marketing, such as Klout and TapInfluence to syndication platforms like PR Newswire (news releases), Brightcove (video), Slideshare (presentations) and Pixxfly (all forms). There are also platforms such as Gravity and Disqus that provide paid promotion of content to select audiences.
Content marketing’s first cousin, marketing automation, can also be used as a distribution platform, connecting prospects with relevant content as they move through the purchase process.
Content amplification programs promote content on platforms where it is most likely to be seen or serve up content in a way that encourages social sharing. Cision provides access to a network of thousands of premier publisher sites, including The Wall Street Journal, while OutBrain serves links to “recommended content” on CNN, Slate, ESPN and other sites. InPowered is a platform that helps brands discover and amplify credible, trusted content so that they can contribute to a more informed marketplace.
It’s certainly possible to do content marketing effectively without any of the technology solutions mentioned above, but organizations that struggle with planning, producing and distributing content may find that the right technology platform can help them scale their programs and extend their reach.