Content Marketing is a very essential part in the advertising space. It involves the creation and distribution of content, with an aim of attracting customers and driving search traffic to target websites. Common types of web content include infographics, articles, podcasts and videos, among others. Content marketing software is often geared towards sourcing, designing, distributing and monitoring content on an ongoing basis and tends to allow for collaboration between marketing team members. Tracking of content performance and optimization based on impact analyses are often crucial to effective content creation.
Content marketing software is any digital solution that assists in the tasks of creation, curation and distribution of content across multiple online channels, with a goal to build and nurture relationships with a targeted customer group. More advanced products help measure the effectiveness of content marketing campaigns, so you can develop or revise your content strategy accordingly.
Organizations often use content marketing as a tool to generate and nurture leads, develop brand awareness, build brand loyalty and increase conversion rates. Most products in this category help create and distribute different types of content, such as, text, images, videos, infographics, brochures, reports, case studies and white papers.
Other common features include the ability to set deadlines for content creation, schedule launch dates for content publishing, automate workflows for content approval, control user access to important content pieces, store content to a searchable file repository and publish the same content to multiple channels.
The first thing to consider is how a content marketing tool fits into your existing marketing technology stack. Ideally, your content marketing software should integrate well with your content management systems (CMS), marketing automation software, social media management tools, CRM and email marketing software.
Different content marketing tools are focused on different stages of the content lifecycle, such as content creation, content publishing, reporting and analytics. So choosing becomes easier when you know your priorities. For instance, if you need help in content creation, look for a product that allows your content teams to share ideas and create content collaboratively. You may also look for other features, such as approval workflows, content calendar, content editor and resource management.
Products focused on content publishing often allow you to set up web forms for lead generation, create embedded CTAs, distribute content automatically across social media and other online channels, promote content to paid or earned media channels and target a particular customer group with personalized content.
Content marketing software with reporting and analytics capability enable you to track content performance and generate reports on bounce rates, clicks, downloads, shares and conversions. This helps you understand what type of content works best for which type of customers, so you can optimize your marketing content accordingly.You’ll also find products that allow you to set up an expiration date for each content piece. Upon expiry, the system automatically prompts you to update the content piece or mark it as expired.
|A/B Testing||Run split tests for websites, emails, ads and more by serving different versions of the content to different users.|
|API||Application Programming Interfaces (APIs) are programmatic intersections with external products or platforms that allow for custom integrations with your own solutions or other solutions you are using.|
|Audience Targeting||Allows for audience segmentation, generally to tailor marketing or advertising messages to target specific user groups.|
|Brand Management||Tracking and promotion features for one or more brands of products.|
|Calendar Management||Manage and update calendars for scheduling or consolidation of events across teams, departments or business functions.|
|Conversion Tracking||Track signups, purchases or user actions to measure the effectiveness of marketing or advertising campaigns. This is often used to optimize inbound or outbound marketing efforts and improve sales conversions through a range of online channels.|
|Dashboard||Dashboards are digital interfaces commonly used to visualise data or give quick access to important features and functions of online platforms. They often serve as an overview gateway in software applications.|
|Data Export||Exporting functionality can be used to streamline the migration of data sets and information across systems, platforms or applications.|
|Data Import||Importing functionality allows you to use data sets from other systems or platforms to cut down on data entry requirements or to more easily migrate records from similar applications you have used in the past.|
|Data Visualization||Data visualization features render a visual interpretation of data sets through the use of charts, infographics and other visual cues generally in form of a reporting dashboard.|
|External Integrations||Integrations with other software products or platforms to improve efficiency and compatibility across systems.|
|Marketing Automation||Automate marketing processes, such as outreach emails, customer engagement, chat replies through the use of chatbots and others.|
|Multi-User||Supports more than just one user account and generally allows for collaboration with colleagues.|
|Notifications||Includes notification support and sends you alerts with information on important events and other time sensitive instances. For example through push notifications on mobile phones or email notifications.|
|Scheduling||Schedule tasks, resources, appointments, payments, communications, etc.|
|Social-Media Integration||Integration support with social media platforms, such as Facebook, Twitter, Instagram, Tumblr and others.|
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