9June 2021and industry-specific experience; agency partners that specialize in content marketing Collaboration and editingAny content marketer who's ever consolidated feedback from multiple reviewers can attest to the value of a content workflow tool. Today's content marketing tech stack must include an online editor with version control and commenting, at a minimum. What to look for: headline optimization functions, tone analyzers, and SEO tools; integration with your CMS for fast, efficient publishing Curating the right user journeySometimes, your content marketing pieces hit just the right note the first time and a lead falls right into your lap. Integrating technology into your content marketing operation can seem daunting, but the payoff ­ creating at scale, improving collaboration, and optimizing your audience's experience with your brand ­ can really give your content marketing team the boost it needs when it comes to building an audienceMost of the time, the content-driven sales cycle is a little longer. But do you have enough content? Does your sales team know how to find and use it? To make sure content is varied and vast, consider licensing platforms. To get it in front of sales teams, look at sales enablement platforms that serve up appropriate content right in your CRM. What to look for: high-quality licensed content that's relevant to your audience (watch out for SEO restrictions) from platforms that pay writers fairly; Ease of use for sales teamsWhere to startIf you're brand new to content marketing (welcome!), you'll probably only want to invest in one of these technologies/challenges at a time. That's okay. It's actually advisable. Which one should it be?If your goal is content volume, start with licensed content (or a mix of licensed content and a freelancer network). This is the best way to publish a lot of pieces quickly.If your goal is fewer, high-quality pieces, start with a freelancer network or agency relationship and ensure each piece is aligned to your audience goals and strategy. This is the slow and steady approach to standing up a content marketing program.If your goal is process definition or refinement, start with a workflow platform to solidify how you'll collaborate across marketing team members and other functions before you begin developing content.Integrating technology into your content marketing operation can seem daunting, but the payoff ­ creating at scale, improving collaboration, and optimizing your audience's experience with your brand ­ can really give your content marketing team the boost it needs when it comes to building an audience. MTJennifer Kemper
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