SlideShare a Scribd company logo
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION,
EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD
GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING
AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT,
EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA,
MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT
MANAGEMENT,EMAIL,LEADGENERATION,CUSTOMERRELATIONSHIPMANAGEMENTSOCIAL
MEDIA,MARKETINGAUTOMATION,EDITORIALWORKFLOW,CONTENTCURATION,CONTENT
MANAGEMENT,EMAIL,LEADGENERATION,CUSTOMERRELATIONSHIPMANAGEMENTSOCIAL
MEDIA,MARKETINGAUTOMATION,EDITORIALWORKFLOW,CONTENTCURATION,CONTENT
MANAGEMENT,EMAIL,LEADGENERATION,CUSTOMERRELATIONSHIPMANAGEMENTSOCIAL
MEDIA,MARKETINGAUTOMATION,EDITORIALWORKFLOW,CONTENTCURATION,CONTENT
MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT
12 Questions to Ask When Making a
Content Marketing Technology Decision
There are so many tools, and the space is quickly evolving.
Trying to differentiate vendors and figure out the right fit for
your organization is tough.
Quite simply, there is no magic bullet.
Knowing the answers to the following questions is essential to
making smart content marketing technology decisions.
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
Content marketing technology
is confusing.
Like anything, it’s key that you understand your business and marketing goals so you can find the
right kind of tools and platforms to support them. Answer these kinds of questions:
■	 What is your business need?
■	 What are the objectives for investing in this software solution?
■	 How does investing in it support the company’s/your department’s strategic objectives?
■	 What are the risks if we do nothing?
■	 Will you be able to estimate ROI? Executives at higher levels of your organization will want to 			
	 know how this solution will drive additional revenue/leads/brand enhancement.
■	 What requirements do core team members have?
■	 What is essential versus what is nice to have? Document all of your requirements from the key 		
	 people across your organization and prioritize them.
Sometimes it is tough for people to articulate what they need, so route the list of requirements
to all stakeholders for one final review. As everyone sees the list, they may identify additional
things that could have been overlooked as they think more deeply about the
organization’s/your department’s needs.
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,HOW WILL THIS TECHNOLOGY HELP
YOU SUPPORT YOUR GOALS?
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
WILL IT BE EASY TO USE?
Do you value intuitiveness over throngs of features? Are you able, to a certain degree, to cut
dependence on IT out of the equation? Do you demand direct control over your properties?
Then these requirements should be at the top of your list:
■	 Ease of use
■	 Drag-and-drop layout
■	 Simple text editing
■	 Configurable role designations for team members
■	 Quick-reference asset management (pictures, videos, etc.)
■	 The availability of training – (at no charge!)
■	 The availability of support resources (documentation, forums, account managers, etc.)
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
WILL THIS TECHNOLOGY SOLUTION REQUIRE
THE SUPPORT OR INVOLVEMENT OF YOUR
ORGANIZATION’S IT DEPARTMENT?
In many corporations, IT has absolute control of the network and firewall (for access to cloud-based
solutions) as well as the desktops in your organization. Without their support, nothing happens so
make sure you answer these questions in advance.
■	 How much of their support will you need to implement the application?
■	 How much of their support will you require on an ongoing basis, after the technology solution
	 is operational?
■	 Have you clearly defined the requirements of the technology solution you’re considering that 				
	 addresses all of IT’s typical concerns (such as network permissions and security)?
■	 Does the IT department understand why you need this technology solution and how it supports 			
	 the company’s strategic objectives?
	
Get your firm’s IT department involved early in your technology selection process. Find out what their
concerns are, so you can ask the right questions of the technology vendors you’re considering.
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
Marketing is a science. Data drives the scientific process, proving whether your audience is ignoring or
latching on to your message. If your software can’t measure results, find another platform.
Does it:
■	 Measure the effectiveness of content, campaigns, and strategies?
■	 Identify bottlenecks in your marketing process?
■	 Reveal areas that excite your audience?
■	 Characterize who customers are (on some level)?
■	 Identify where customers are in the sales funnel?
■	 Consider which factors are most likely to convert leads?
■	 Support A/B testing?
Make sure you’re well equipped to handle the explosion of data to come over the next decade.
Ideally, it should provide some sort of a “dashboard” that should provide some means of interpreting
the tidal wave of data and present it in an understandable visual form.
WILL IT PROVIDE A WAY TO
MEASURE RESULTS?
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION,
Vendors tend to box out the competition. But integration is more important than ever. It empowers you to
work with more specialized vendors when the situation calls for it.
As new techniques hit the market, having the ability to adapt quickly by working with specialized vendors
that supply them is a huge benefit for your marketing plan.
Does it integrate with your company’s digital asset management system?
Does it support an API? If so, ask the vendors you’re talking to how other customers typically use it.
That will give you a better sense of what’s possible if you ever want to integrate it with other technology
platforms your company is using or may add in the future.
WILL IT INTEGRATE EASILY WITH
OTHER SOFTWARE?
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION,
With a growing number of users on mobile phones and tablets, you likely need a solution that will work on
mobile—and help you optimize your content for any device or social channel.
As a result, your marketing software shouldn’t discriminate against presentation styles. It should include
simple resources for setting screen displays or designing responsively.
WILL IT MAKE DEVICE OPTIMIZATION
A NO-BRAINER?
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
Does your marketing software make communication across the enterprise easier?
Collaboration among different teams is what makes a truly integrated suite useful by combining data
analysis, content control and delivery, and asset management through project management.
The right content marketing technology should make collaboration simpler in ways like the following, or
your marketing program risks falling flat:
■	 Tracking actions taken by other team members
■	 Chatting on the page in real time
■	 Assigning tasks and campaigns
■	 Sharing pieces of content (like data)
■	 Simple sharing of assets
■	 Designating roles and rights (not everyone who will be contributing should have equal access to all assets)
HOW DIFFICULT WILL
COLLABORATION BE?
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
One of the reasons software implementations often don’t work is because users aren’t using it well—or at
all. While some level of training is critical for the vast majority of technologies, some require more extensive
and ongoing support than others. Ask questions, like:
■	 How much time does it typically take companies to use your product effectively?
■	 What type of training is offered? Videos, phone support, a dedicated consultant?
■	 For how long will training be available? And what if I need more? Is there support for a train-the-trainer 	
	 program, so your company can become self-sufficient (i.e. ongoing training)?
WHAT KIND OF TRAINING AND
CONSULTING WILL BE INCLUDED?
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
Simply put, you want a software partner you can trust. There are many resources to help find answers and
review reputations, such as:
■	 Online reviews
■	 Peer/colleague referrals
■	 LinkedIn groups
■	 Quora
■	 Ripoff Report
■	 Better Business Bureau
■	 Case histories
WHAT KIND OF REPUTATION DOES
THE COMPANY/SOFTWARE HAVE?
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
Ask for case studies to see if others have used the technology in way that is similar to your needs. Look for
the answers to these questions:
■	 What kind of potential does the platform hold?
■	 Does the platform have a lot of users?
■	 Have any major brands put their trust in the software?
■	 What successes have organizations like yours had with the platform?
How have other companies
used the software?
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
Tally up everything, including less tangible costs, to get a full picture of your investment. Costs may include:
■	 Setup and licensing fees
■	 Training
■	 Content migration from an old platform
■	 Custom development
■	 Penalty fees dues to broken contracts
Figuring out what you’ve invested is a crucial step in calculating your ROI.
WHAT COSTS WILL BE INVOLVED?
Will introducing new software make you more friends than it will enemies?
It’s always important to consider the politics of introducing a new technology to an entire
department. If content is your focus, for example, you may end up favoring a platform with a strong
editorial workflow manager. As a result, a dedicated email marketing specialist may find her portion
of the software to be lacking.
Does the vendor provide assistance/advice with change management?
Always consider the compromises a new software platform may force internally. The last thing you
want to do is create an old “island” of information as you begin using the new solution! People may
drag their feet in adopting a new technology if they are comfortable using something that exists. Or,
the new solution may be combining a number of separate applications you used in the past into a
single new platform, which may further complicate the data migration process.
In short, there’s no such thing as a perfect piece of software. Will the vendor you are considering
help your teams transition from their existing systems to the new solution?
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,WHOM WILL IT MAKE HAPPY,
AND WHOM WILL IT UPSET?
If you are making technology decisions, let the Content
Marketing Institute help. Download one or more of our buyer
guides in the Content Marketing Technology Landscape series:
Content Collaboration Tools:
http://contentmarketinginstitute.com/research/content-collaboration-tools/ 
Content Curation and Conversation Tools: 
http://contentmarketinginstitute.com/research/content-curation-conversation-tools/
Content Discovery and Native Advertising Tools: 
http://contentmarketinginstitute.com/research/content-discovery-native-advertising-tools/
SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION,
CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP
MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW,
CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER
RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL
WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,
LET US HELP.
http://contentmarketinginstitute.com

More Related Content

What's hot

5 Content Engagement Questions Answered
5 Content Engagement Questions Answered 5 Content Engagement Questions Answered
5 Content Engagement Questions Answered
Mathew Sweezey
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
Content Marketing Institute
 
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
Content Marketing Institute
 
Measuring Your Content Marketing Box Office Success - A Content Marketing Wor...
Measuring Your Content Marketing Box Office Success - A Content Marketing Wor...Measuring Your Content Marketing Box Office Success - A Content Marketing Wor...
Measuring Your Content Marketing Box Office Success - A Content Marketing Wor...
Content Marketing Institute
 
SMASH Keynote: The Infinite Future
SMASH Keynote: The Infinite Future SMASH Keynote: The Infinite Future
SMASH Keynote: The Infinite Future
Mathew Sweezey
 
Stop Marketing!
Stop Marketing!Stop Marketing!
Stop Marketing!
WAKSTER Limited
 
Technology B2B Content Marketing 2016: Benchmarks, Budgets and Trends - North...
Technology B2B Content Marketing 2016: Benchmarks, Budgets and Trends - North...Technology B2B Content Marketing 2016: Benchmarks, Budgets and Trends - North...
Technology B2B Content Marketing 2016: Benchmarks, Budgets and Trends - North...
Content Marketing Institute
 
Digital Marketing 2019
Digital Marketing 2019Digital Marketing 2019
Digital Marketing 2019
Orly Ballesteros
 
Promoting Your Content Marketing: Time to Orchestrate the Concert of Paid Media
Promoting Your Content Marketing: Time to Orchestrate the Concert of Paid MediaPromoting Your Content Marketing: Time to Orchestrate the Concert of Paid Media
Promoting Your Content Marketing: Time to Orchestrate the Concert of Paid Media
Content Marketing Institute
 
2016 Content Marketing Playbook
2016 Content Marketing Playbook2016 Content Marketing Playbook
2016 Content Marketing Playbook
Content Marketing Institute
 
Content and social media priorities 2013
Content and social media  priorities 2013Content and social media  priorities 2013
Content and social media priorities 2013
Dave Chaffey
 
Nurturing ebook - trip not drip 2015
Nurturing ebook - trip not drip 2015Nurturing ebook - trip not drip 2015
Nurturing ebook - trip not drip 2015
Wesley Ayres
 
Content Marketing Predictions
Content Marketing PredictionsContent Marketing Predictions
Content Marketing Predictions
Content Marketing Institute
 
Measuring The Impact Of Content Marketing On Your Pipeline
Measuring The Impact Of Content Marketing On Your PipelineMeasuring The Impact Of Content Marketing On Your Pipeline
Measuring The Impact Of Content Marketing On Your Pipeline
G3 Communications
 
Break-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with AnalyticsBreak-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with Analytics
Michael Brito | Zeno Group
 
Using Digital Asset Management To Turn Up Your Content Marketing
Using Digital Asset Management To Turn Up Your Content MarketingUsing Digital Asset Management To Turn Up Your Content Marketing
Using Digital Asset Management To Turn Up Your Content Marketing
Content Marketing Institute
 
The Future of Marketing 2016: New Roles, and Trends
The Future of Marketing 2016: New Roles, and Trends The Future of Marketing 2016: New Roles, and Trends
The Future of Marketing 2016: New Roles, and Trends
Mathew Sweezey
 
Blueprints for social_selling_success
Blueprints for social_selling_successBlueprints for social_selling_success
Blueprints for social_selling_success
B Mont
 
The Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider TodayThe Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider Today
Content Marketing Institute
 
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
Content Marketing Institute
 

What's hot (20)

5 Content Engagement Questions Answered
5 Content Engagement Questions Answered 5 Content Engagement Questions Answered
5 Content Engagement Questions Answered
 
The 2017 Content Marketing Framework
The 2017 Content Marketing FrameworkThe 2017 Content Marketing Framework
The 2017 Content Marketing Framework
 
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
B2B Small Business Content Marketing: 2014 Benchmarks, Budgets and Trends - N...
 
Measuring Your Content Marketing Box Office Success - A Content Marketing Wor...
Measuring Your Content Marketing Box Office Success - A Content Marketing Wor...Measuring Your Content Marketing Box Office Success - A Content Marketing Wor...
Measuring Your Content Marketing Box Office Success - A Content Marketing Wor...
 
SMASH Keynote: The Infinite Future
SMASH Keynote: The Infinite Future SMASH Keynote: The Infinite Future
SMASH Keynote: The Infinite Future
 
Stop Marketing!
Stop Marketing!Stop Marketing!
Stop Marketing!
 
Technology B2B Content Marketing 2016: Benchmarks, Budgets and Trends - North...
Technology B2B Content Marketing 2016: Benchmarks, Budgets and Trends - North...Technology B2B Content Marketing 2016: Benchmarks, Budgets and Trends - North...
Technology B2B Content Marketing 2016: Benchmarks, Budgets and Trends - North...
 
Digital Marketing 2019
Digital Marketing 2019Digital Marketing 2019
Digital Marketing 2019
 
Promoting Your Content Marketing: Time to Orchestrate the Concert of Paid Media
Promoting Your Content Marketing: Time to Orchestrate the Concert of Paid MediaPromoting Your Content Marketing: Time to Orchestrate the Concert of Paid Media
Promoting Your Content Marketing: Time to Orchestrate the Concert of Paid Media
 
2016 Content Marketing Playbook
2016 Content Marketing Playbook2016 Content Marketing Playbook
2016 Content Marketing Playbook
 
Content and social media priorities 2013
Content and social media  priorities 2013Content and social media  priorities 2013
Content and social media priorities 2013
 
Nurturing ebook - trip not drip 2015
Nurturing ebook - trip not drip 2015Nurturing ebook - trip not drip 2015
Nurturing ebook - trip not drip 2015
 
Content Marketing Predictions
Content Marketing PredictionsContent Marketing Predictions
Content Marketing Predictions
 
Measuring The Impact Of Content Marketing On Your Pipeline
Measuring The Impact Of Content Marketing On Your PipelineMeasuring The Impact Of Content Marketing On Your Pipeline
Measuring The Impact Of Content Marketing On Your Pipeline
 
Break-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with AnalyticsBreak-Through Storytelling Starts with Analytics
Break-Through Storytelling Starts with Analytics
 
Using Digital Asset Management To Turn Up Your Content Marketing
Using Digital Asset Management To Turn Up Your Content MarketingUsing Digital Asset Management To Turn Up Your Content Marketing
Using Digital Asset Management To Turn Up Your Content Marketing
 
The Future of Marketing 2016: New Roles, and Trends
The Future of Marketing 2016: New Roles, and Trends The Future of Marketing 2016: New Roles, and Trends
The Future of Marketing 2016: New Roles, and Trends
 
Blueprints for social_selling_success
Blueprints for social_selling_successBlueprints for social_selling_success
Blueprints for social_selling_success
 
The Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider TodayThe Future of Content Marketing: 10 Things to Consider Today
The Future of Content Marketing: 10 Things to Consider Today
 
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
Technology B2B Content Marketing: 2014 Benchmarks, Budgets & Trends North Ame...
 

Viewers also liked

Making It Stick - UHU Marketing Presentation by @itseugenec
Making It Stick - UHU Marketing Presentation by @itseugenecMaking It Stick - UHU Marketing Presentation by @itseugenec
Making It Stick - UHU Marketing Presentation by @itseugenec
Eugene Cheng
 
Next-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentNext-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your Content
Content Marketing Institute
 
Roger cmi slide_share_proofing_checklist
Roger cmi slide_share_proofing_checklistRoger cmi slide_share_proofing_checklist
Roger cmi slide_share_proofing_checklist
Roger Parker
 
Social Media Survival Guide
Social Media Survival GuideSocial Media Survival Guide
Social Media Survival Guide
Content Marketing Institute
 
60 Content Predictions for 2015 by Content Marketing Institute
60 Content Predictions for 2015 by Content Marketing Institute60 Content Predictions for 2015 by Content Marketing Institute
60 Content Predictions for 2015 by Content Marketing Institute
Content Marketing Institute
 
Content Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing SuccessContent Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing Success
Roger Parker
 
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Content Marketing Institute
 

Viewers also liked (7)

Making It Stick - UHU Marketing Presentation by @itseugenec
Making It Stick - UHU Marketing Presentation by @itseugenecMaking It Stick - UHU Marketing Presentation by @itseugenec
Making It Stick - UHU Marketing Presentation by @itseugenec
 
Next-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your ContentNext-Generation SEO Strategies That Will Future-Proof Your Content
Next-Generation SEO Strategies That Will Future-Proof Your Content
 
Roger cmi slide_share_proofing_checklist
Roger cmi slide_share_proofing_checklistRoger cmi slide_share_proofing_checklist
Roger cmi slide_share_proofing_checklist
 
Social Media Survival Guide
Social Media Survival GuideSocial Media Survival Guide
Social Media Survival Guide
 
60 Content Predictions for 2015 by Content Marketing Institute
60 Content Predictions for 2015 by Content Marketing Institute60 Content Predictions for 2015 by Content Marketing Institute
60 Content Predictions for 2015 by Content Marketing Institute
 
Content Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing SuccessContent Curation Scorecard for Content Marketing Success
Content Curation Scorecard for Content Marketing Success
 
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
Mastering the Buy-In Conversation on Content Marketing: The Essential Starter...
 

Similar to 12 Questions to Ask When Making a Content Marketing Technology Decision

Building A Customer-Centered Content Strategy
Building A Customer-Centered Content StrategyBuilding A Customer-Centered Content Strategy
Building A Customer-Centered Content Strategy
G3 Communications
 
September 2016 Pescatore
September 2016 PescatoreSeptember 2016 Pescatore
September 2016 Pescatore
Christine Antunes Pescatore
 
Automated marketing tools
Automated marketing toolsAutomated marketing tools
Automated marketing tools
Brad Tornberg
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
LinkedIn
 
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
InsideView
 
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BDLMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
Mark Power
 
Screening the web2.0
Screening the web2.0Screening the web2.0
Screening the web2.0
ID_Media
 
Marketing_Automation_Why_Use_Implementation_Partner
Marketing_Automation_Why_Use_Implementation_PartnerMarketing_Automation_Why_Use_Implementation_Partner
Marketing_Automation_Why_Use_Implementation_Partner
Katie Spence
 
10 min guide to Marketing Automation: What is the one common threat all marke...
10 min guide to Marketing Automation: What is the one common threat all marke...10 min guide to Marketing Automation: What is the one common threat all marke...
10 min guide to Marketing Automation: What is the one common threat all marke...
Anders Lindgren
 
An overview of marketing
An overview of marketingAn overview of marketing
An overview of marketing
Dania Kadi
 
ICT KTN / Minibar online business essentials
ICT KTN / Minibar online business essentialsICT KTN / Minibar online business essentials
ICT KTN / Minibar online business essentials
Margaret Gold
 
How digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizationsHow digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizations
Tim Nagels
 
Agency Partner Programs: Generating data-driven marketing plans with AI
Agency Partner Programs: Generating data-driven marketing plans with AIAgency Partner Programs: Generating data-driven marketing plans with AI
Agency Partner Programs: Generating data-driven marketing plans with AI
Growth Channel
 
The Future of Contact Centers Artificial Intelligence
The Future of Contact Centers Artificial IntelligenceThe Future of Contact Centers Artificial Intelligence
The Future of Contact Centers Artificial Intelligence
Jim Iyoob
 
The 2018 State of Digital Marketing
The 2018 State of Digital MarketingThe 2018 State of Digital Marketing
The 2018 State of Digital Marketing
SilverTech
 
MTech14: Creating A Marketing Technology Strategy - Scott Brinker
MTech14: Creating A Marketing Technology Strategy - Scott BrinkerMTech14: Creating A Marketing Technology Strategy - Scott Brinker
MTech14: Creating A Marketing Technology Strategy - Scott Brinker
New England Direct Marketing Association
 
What's Next: The Holistic Content Studio
What's Next: The Holistic Content StudioWhat's Next: The Holistic Content Studio
What's Next: The Holistic Content Studio
Ogilvy Consulting
 
Internet marketing
Internet marketingInternet marketing
Internet marketing
Prakash Gajera
 
Mba project1
Mba project1Mba project1
Mba project1
SHRUTI SAGAR
 
Marketing now
Marketing nowMarketing now
Marketing now
Jose Luis Lopez Mota
 

Similar to 12 Questions to Ask When Making a Content Marketing Technology Decision (20)

Building A Customer-Centered Content Strategy
Building A Customer-Centered Content StrategyBuilding A Customer-Centered Content Strategy
Building A Customer-Centered Content Strategy
 
September 2016 Pescatore
September 2016 PescatoreSeptember 2016 Pescatore
September 2016 Pescatore
 
Automated marketing tools
Automated marketing toolsAutomated marketing tools
Automated marketing tools
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
 
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
 
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BDLMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
LMA BD SIG - Hottest Marketing Trends Revolutionizing Law Firm BD
 
Screening the web2.0
Screening the web2.0Screening the web2.0
Screening the web2.0
 
Marketing_Automation_Why_Use_Implementation_Partner
Marketing_Automation_Why_Use_Implementation_PartnerMarketing_Automation_Why_Use_Implementation_Partner
Marketing_Automation_Why_Use_Implementation_Partner
 
10 min guide to Marketing Automation: What is the one common threat all marke...
10 min guide to Marketing Automation: What is the one common threat all marke...10 min guide to Marketing Automation: What is the one common threat all marke...
10 min guide to Marketing Automation: What is the one common threat all marke...
 
An overview of marketing
An overview of marketingAn overview of marketing
An overview of marketing
 
ICT KTN / Minibar online business essentials
ICT KTN / Minibar online business essentialsICT KTN / Minibar online business essentials
ICT KTN / Minibar online business essentials
 
How digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizationsHow digital technology is reshaping marketing organizations
How digital technology is reshaping marketing organizations
 
Agency Partner Programs: Generating data-driven marketing plans with AI
Agency Partner Programs: Generating data-driven marketing plans with AIAgency Partner Programs: Generating data-driven marketing plans with AI
Agency Partner Programs: Generating data-driven marketing plans with AI
 
The Future of Contact Centers Artificial Intelligence
The Future of Contact Centers Artificial IntelligenceThe Future of Contact Centers Artificial Intelligence
The Future of Contact Centers Artificial Intelligence
 
The 2018 State of Digital Marketing
The 2018 State of Digital MarketingThe 2018 State of Digital Marketing
The 2018 State of Digital Marketing
 
MTech14: Creating A Marketing Technology Strategy - Scott Brinker
MTech14: Creating A Marketing Technology Strategy - Scott BrinkerMTech14: Creating A Marketing Technology Strategy - Scott Brinker
MTech14: Creating A Marketing Technology Strategy - Scott Brinker
 
What's Next: The Holistic Content Studio
What's Next: The Holistic Content StudioWhat's Next: The Holistic Content Studio
What's Next: The Holistic Content Studio
 
Internet marketing
Internet marketingInternet marketing
Internet marketing
 
Mba project1
Mba project1Mba project1
Mba project1
 
Marketing now
Marketing nowMarketing now
Marketing now
 

More from Content Marketing Institute

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief
Content Marketing Institute
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Content Marketing Institute
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Content Marketing Institute
 
Content Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling Survey
Content Marketing Institute
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing Institute
Content Marketing Institute
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
Content Marketing Institute
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Content Marketing Institute
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Content Marketing Institute
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
CMWorld Bingo
CMWorld BingoCMWorld Bingo
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
Content Marketing Institute
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
Content Marketing Institute
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Content Marketing Institute
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Content Marketing Institute
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
Content Marketing Institute
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Content Marketing Institute
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
Content Marketing Institute
 

More from Content Marketing Institute (20)

2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief2022 Content Marketing for Demand Generation Survey: Market Brief
2022 Content Marketing for Demand Generation Survey: Market Brief
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2022
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2022
 
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
Manufacturing Content Marketing: Benchmarks, Budgets, and Trends - Insights f...
 
Content Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling SurveyContent Marketing Video & Visual Storytelling Survey
Content Marketing Video & Visual Storytelling Survey
 
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
12th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Cooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing InstituteCooking Up Content with the Content Marketing Institute
Cooking Up Content with the Content Marketing Institute
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
 
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
Technology Content Marketing - Benchmarks, Budgets, and Trends Report 2021
 
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
Enterprise Content Marketing - Benchmarks, Budgets, and Trends 2021
 
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2C Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
CMWorld Bingo
CMWorld BingoCMWorld Bingo
CMWorld Bingo
 
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
11th Annual B2B Content Marketing Benchmarks, Budgets, and Trends: Insights f...
 
Virtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor ChecklistVirtual Events - Sponsor and Exhibitor Checklist
Virtual Events - Sponsor and Exhibitor Checklist
 
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and TrendsTechnology Content Marketing 2020: Benchmarks, Budgets, and Trends
Technology Content Marketing 2020: Benchmarks, Budgets, and Trends
 
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and TrendsManufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
Manufacturing Content Marketing 2020 - Benchmarks, Budgets, and Trends
 
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America2020 Content Marketing Benchmarks, Budgets, and Trends - North America
2020 Content Marketing Benchmarks, Budgets, and Trends - North America
 
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content MarketingSurvival Guide: How to Navigate the Wilds of Social Media for Content Marketing
Survival Guide: How to Navigate the Wilds of Social Media for Content Marketing
 
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and TrendsB2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
B2C Content Marketing 2019 - Benchmarks, Budgets, and Trends
 

Recently uploaded

The Microsoft 365 Migration Tutorial For Beginner.pptx
The Microsoft 365 Migration Tutorial For Beginner.pptxThe Microsoft 365 Migration Tutorial For Beginner.pptx
The Microsoft 365 Migration Tutorial For Beginner.pptx
operationspcvita
 
Essentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation ParametersEssentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation Parameters
Safe Software
 
Taking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdfTaking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdf
ssuserfac0301
 
Choosing The Best AWS Service For Your Website + API.pptx
Choosing The Best AWS Service For Your Website + API.pptxChoosing The Best AWS Service For Your Website + API.pptx
Choosing The Best AWS Service For Your Website + API.pptx
Brandon Minnick, MBA
 
Mutation Testing for Task-Oriented Chatbots
Mutation Testing for Task-Oriented ChatbotsMutation Testing for Task-Oriented Chatbots
Mutation Testing for Task-Oriented Chatbots
Pablo Gómez Abajo
 
Y-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PPY-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PP
c5vrf27qcz
 
Northern Engraving | Nameplate Manufacturing Process - 2024
Northern Engraving | Nameplate Manufacturing Process - 2024Northern Engraving | Nameplate Manufacturing Process - 2024
Northern Engraving | Nameplate Manufacturing Process - 2024
Northern Engraving
 
A Deep Dive into ScyllaDB's Architecture
A Deep Dive into ScyllaDB's ArchitectureA Deep Dive into ScyllaDB's Architecture
A Deep Dive into ScyllaDB's Architecture
ScyllaDB
 
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdfMonitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Tosin Akinosho
 
Main news related to the CCS TSI 2023 (2023/1695)
Main news related to the CCS TSI 2023 (2023/1695)Main news related to the CCS TSI 2023 (2023/1695)
Main news related to the CCS TSI 2023 (2023/1695)
Jakub Marek
 
Must Know Postgres Extension for DBA and Developer during Migration
Must Know Postgres Extension for DBA and Developer during MigrationMust Know Postgres Extension for DBA and Developer during Migration
Must Know Postgres Extension for DBA and Developer during Migration
Mydbops
 
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge GraphGraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
Neo4j
 
Overcoming the PLG Trap: Lessons from Canva's Head of Sales & Head of EMEA Da...
Overcoming the PLG Trap: Lessons from Canva's Head of Sales & Head of EMEA Da...Overcoming the PLG Trap: Lessons from Canva's Head of Sales & Head of EMEA Da...
Overcoming the PLG Trap: Lessons from Canva's Head of Sales & Head of EMEA Da...
saastr
 
Fueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte WebinarFueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte Webinar
Zilliz
 
5th LF Energy Power Grid Model Meet-up Slides
5th LF Energy Power Grid Model Meet-up Slides5th LF Energy Power Grid Model Meet-up Slides
5th LF Energy Power Grid Model Meet-up Slides
DanBrown980551
 
Apps Break Data
Apps Break DataApps Break Data
Apps Break Data
Ivo Velitchkov
 
Session 1 - Intro to Robotic Process Automation.pdf
Session 1 - Intro to Robotic Process Automation.pdfSession 1 - Intro to Robotic Process Automation.pdf
Session 1 - Intro to Robotic Process Automation.pdf
UiPathCommunity
 
Nordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptxNordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptx
MichaelKnudsen27
 
Your One-Stop Shop for Python Success: Top 10 US Python Development Providers
Your One-Stop Shop for Python Success: Top 10 US Python Development ProvidersYour One-Stop Shop for Python Success: Top 10 US Python Development Providers
Your One-Stop Shop for Python Success: Top 10 US Python Development Providers
akankshawande
 
Northern Engraving | Modern Metal Trim, Nameplates and Appliance Panels
Northern Engraving | Modern Metal Trim, Nameplates and Appliance PanelsNorthern Engraving | Modern Metal Trim, Nameplates and Appliance Panels
Northern Engraving | Modern Metal Trim, Nameplates and Appliance Panels
Northern Engraving
 

Recently uploaded (20)

The Microsoft 365 Migration Tutorial For Beginner.pptx
The Microsoft 365 Migration Tutorial For Beginner.pptxThe Microsoft 365 Migration Tutorial For Beginner.pptx
The Microsoft 365 Migration Tutorial For Beginner.pptx
 
Essentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation ParametersEssentials of Automations: Exploring Attributes & Automation Parameters
Essentials of Automations: Exploring Attributes & Automation Parameters
 
Taking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdfTaking AI to the Next Level in Manufacturing.pdf
Taking AI to the Next Level in Manufacturing.pdf
 
Choosing The Best AWS Service For Your Website + API.pptx
Choosing The Best AWS Service For Your Website + API.pptxChoosing The Best AWS Service For Your Website + API.pptx
Choosing The Best AWS Service For Your Website + API.pptx
 
Mutation Testing for Task-Oriented Chatbots
Mutation Testing for Task-Oriented ChatbotsMutation Testing for Task-Oriented Chatbots
Mutation Testing for Task-Oriented Chatbots
 
Y-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PPY-Combinator seed pitch deck template PP
Y-Combinator seed pitch deck template PP
 
Northern Engraving | Nameplate Manufacturing Process - 2024
Northern Engraving | Nameplate Manufacturing Process - 2024Northern Engraving | Nameplate Manufacturing Process - 2024
Northern Engraving | Nameplate Manufacturing Process - 2024
 
A Deep Dive into ScyllaDB's Architecture
A Deep Dive into ScyllaDB's ArchitectureA Deep Dive into ScyllaDB's Architecture
A Deep Dive into ScyllaDB's Architecture
 
Monitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdfMonitoring and Managing Anomaly Detection on OpenShift.pdf
Monitoring and Managing Anomaly Detection on OpenShift.pdf
 
Main news related to the CCS TSI 2023 (2023/1695)
Main news related to the CCS TSI 2023 (2023/1695)Main news related to the CCS TSI 2023 (2023/1695)
Main news related to the CCS TSI 2023 (2023/1695)
 
Must Know Postgres Extension for DBA and Developer during Migration
Must Know Postgres Extension for DBA and Developer during MigrationMust Know Postgres Extension for DBA and Developer during Migration
Must Know Postgres Extension for DBA and Developer during Migration
 
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge GraphGraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
GraphRAG for LifeSciences Hands-On with the Clinical Knowledge Graph
 
Overcoming the PLG Trap: Lessons from Canva's Head of Sales & Head of EMEA Da...
Overcoming the PLG Trap: Lessons from Canva's Head of Sales & Head of EMEA Da...Overcoming the PLG Trap: Lessons from Canva's Head of Sales & Head of EMEA Da...
Overcoming the PLG Trap: Lessons from Canva's Head of Sales & Head of EMEA Da...
 
Fueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte WebinarFueling AI with Great Data with Airbyte Webinar
Fueling AI with Great Data with Airbyte Webinar
 
5th LF Energy Power Grid Model Meet-up Slides
5th LF Energy Power Grid Model Meet-up Slides5th LF Energy Power Grid Model Meet-up Slides
5th LF Energy Power Grid Model Meet-up Slides
 
Apps Break Data
Apps Break DataApps Break Data
Apps Break Data
 
Session 1 - Intro to Robotic Process Automation.pdf
Session 1 - Intro to Robotic Process Automation.pdfSession 1 - Intro to Robotic Process Automation.pdf
Session 1 - Intro to Robotic Process Automation.pdf
 
Nordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptxNordic Marketo Engage User Group_June 13_ 2024.pptx
Nordic Marketo Engage User Group_June 13_ 2024.pptx
 
Your One-Stop Shop for Python Success: Top 10 US Python Development Providers
Your One-Stop Shop for Python Success: Top 10 US Python Development ProvidersYour One-Stop Shop for Python Success: Top 10 US Python Development Providers
Your One-Stop Shop for Python Success: Top 10 US Python Development Providers
 
Northern Engraving | Modern Metal Trim, Nameplates and Appliance Panels
Northern Engraving | Modern Metal Trim, Nameplates and Appliance PanelsNorthern Engraving | Modern Metal Trim, Nameplates and Appliance Panels
Northern Engraving | Modern Metal Trim, Nameplates and Appliance Panels
 

12 Questions to Ask When Making a Content Marketing Technology Decision

  • 1. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT,EMAIL,LEADGENERATION,CUSTOMERRELATIONSHIPMANAGEMENTSOCIAL MEDIA,MARKETINGAUTOMATION,EDITORIALWORKFLOW,CONTENTCURATION,CONTENT MANAGEMENT,EMAIL,LEADGENERATION,CUSTOMERRELATIONSHIPMANAGEMENTSOCIAL MEDIA,MARKETINGAUTOMATION,EDITORIALWORKFLOW,CONTENTCURATION,CONTENT MANAGEMENT,EMAIL,LEADGENERATION,CUSTOMERRELATIONSHIPMANAGEMENTSOCIAL MEDIA,MARKETINGAUTOMATION,EDITORIALWORKFLOW,CONTENTCURATION,CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT 12 Questions to Ask When Making a Content Marketing Technology Decision
  • 2. There are so many tools, and the space is quickly evolving. Trying to differentiate vendors and figure out the right fit for your organization is tough. Quite simply, there is no magic bullet. Knowing the answers to the following questions is essential to making smart content marketing technology decisions. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, Content marketing technology is confusing.
  • 3. Like anything, it’s key that you understand your business and marketing goals so you can find the right kind of tools and platforms to support them. Answer these kinds of questions: ■ What is your business need? ■ What are the objectives for investing in this software solution? ■ How does investing in it support the company’s/your department’s strategic objectives? ■ What are the risks if we do nothing? ■ Will you be able to estimate ROI? Executives at higher levels of your organization will want to know how this solution will drive additional revenue/leads/brand enhancement. ■ What requirements do core team members have? ■ What is essential versus what is nice to have? Document all of your requirements from the key people across your organization and prioritize them. Sometimes it is tough for people to articulate what they need, so route the list of requirements to all stakeholders for one final review. As everyone sees the list, they may identify additional things that could have been overlooked as they think more deeply about the organization’s/your department’s needs. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,HOW WILL THIS TECHNOLOGY HELP YOU SUPPORT YOUR GOALS?
  • 4. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, WILL IT BE EASY TO USE? Do you value intuitiveness over throngs of features? Are you able, to a certain degree, to cut dependence on IT out of the equation? Do you demand direct control over your properties? Then these requirements should be at the top of your list: ■ Ease of use ■ Drag-and-drop layout ■ Simple text editing ■ Configurable role designations for team members ■ Quick-reference asset management (pictures, videos, etc.) ■ The availability of training – (at no charge!) ■ The availability of support resources (documentation, forums, account managers, etc.)
  • 5. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, WILL THIS TECHNOLOGY SOLUTION REQUIRE THE SUPPORT OR INVOLVEMENT OF YOUR ORGANIZATION’S IT DEPARTMENT? In many corporations, IT has absolute control of the network and firewall (for access to cloud-based solutions) as well as the desktops in your organization. Without their support, nothing happens so make sure you answer these questions in advance. ■ How much of their support will you need to implement the application? ■ How much of their support will you require on an ongoing basis, after the technology solution is operational? ■ Have you clearly defined the requirements of the technology solution you’re considering that addresses all of IT’s typical concerns (such as network permissions and security)? ■ Does the IT department understand why you need this technology solution and how it supports the company’s strategic objectives? Get your firm’s IT department involved early in your technology selection process. Find out what their concerns are, so you can ask the right questions of the technology vendors you’re considering.
  • 6. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, Marketing is a science. Data drives the scientific process, proving whether your audience is ignoring or latching on to your message. If your software can’t measure results, find another platform. Does it: ■ Measure the effectiveness of content, campaigns, and strategies? ■ Identify bottlenecks in your marketing process? ■ Reveal areas that excite your audience? ■ Characterize who customers are (on some level)? ■ Identify where customers are in the sales funnel? ■ Consider which factors are most likely to convert leads? ■ Support A/B testing? Make sure you’re well equipped to handle the explosion of data to come over the next decade. Ideally, it should provide some sort of a “dashboard” that should provide some means of interpreting the tidal wave of data and present it in an understandable visual form. WILL IT PROVIDE A WAY TO MEASURE RESULTS?
  • 7. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, Vendors tend to box out the competition. But integration is more important than ever. It empowers you to work with more specialized vendors when the situation calls for it. As new techniques hit the market, having the ability to adapt quickly by working with specialized vendors that supply them is a huge benefit for your marketing plan. Does it integrate with your company’s digital asset management system? Does it support an API? If so, ask the vendors you’re talking to how other customers typically use it. That will give you a better sense of what’s possible if you ever want to integrate it with other technology platforms your company is using or may add in the future. WILL IT INTEGRATE EASILY WITH OTHER SOFTWARE?
  • 8. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, With a growing number of users on mobile phones and tablets, you likely need a solution that will work on mobile—and help you optimize your content for any device or social channel. As a result, your marketing software shouldn’t discriminate against presentation styles. It should include simple resources for setting screen displays or designing responsively. WILL IT MAKE DEVICE OPTIMIZATION A NO-BRAINER?
  • 9. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, Does your marketing software make communication across the enterprise easier? Collaboration among different teams is what makes a truly integrated suite useful by combining data analysis, content control and delivery, and asset management through project management. The right content marketing technology should make collaboration simpler in ways like the following, or your marketing program risks falling flat: ■ Tracking actions taken by other team members ■ Chatting on the page in real time ■ Assigning tasks and campaigns ■ Sharing pieces of content (like data) ■ Simple sharing of assets ■ Designating roles and rights (not everyone who will be contributing should have equal access to all assets) HOW DIFFICULT WILL COLLABORATION BE?
  • 10. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, One of the reasons software implementations often don’t work is because users aren’t using it well—or at all. While some level of training is critical for the vast majority of technologies, some require more extensive and ongoing support than others. Ask questions, like: ■ How much time does it typically take companies to use your product effectively? ■ What type of training is offered? Videos, phone support, a dedicated consultant? ■ For how long will training be available? And what if I need more? Is there support for a train-the-trainer program, so your company can become self-sufficient (i.e. ongoing training)? WHAT KIND OF TRAINING AND CONSULTING WILL BE INCLUDED?
  • 11. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, Simply put, you want a software partner you can trust. There are many resources to help find answers and review reputations, such as: ■ Online reviews ■ Peer/colleague referrals ■ LinkedIn groups ■ Quora ■ Ripoff Report ■ Better Business Bureau ■ Case histories WHAT KIND OF REPUTATION DOES THE COMPANY/SOFTWARE HAVE?
  • 12. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, Ask for case studies to see if others have used the technology in way that is similar to your needs. Look for the answers to these questions: ■ What kind of potential does the platform hold? ■ Does the platform have a lot of users? ■ Have any major brands put their trust in the software? ■ What successes have organizations like yours had with the platform? How have other companies used the software?
  • 13. SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, Tally up everything, including less tangible costs, to get a full picture of your investment. Costs may include: ■ Setup and licensing fees ■ Training ■ Content migration from an old platform ■ Custom development ■ Penalty fees dues to broken contracts Figuring out what you’ve invested is a crucial step in calculating your ROI. WHAT COSTS WILL BE INVOLVED?
  • 14. Will introducing new software make you more friends than it will enemies? It’s always important to consider the politics of introducing a new technology to an entire department. If content is your focus, for example, you may end up favoring a platform with a strong editorial workflow manager. As a result, a dedicated email marketing specialist may find her portion of the software to be lacking. Does the vendor provide assistance/advice with change management? Always consider the compromises a new software platform may force internally. The last thing you want to do is create an old “island” of information as you begin using the new solution! People may drag their feet in adopting a new technology if they are comfortable using something that exists. Or, the new solution may be combining a number of separate applications you used in the past into a single new platform, which may further complicate the data migration process. In short, there’s no such thing as a perfect piece of software. Will the vendor you are considering help your teams transition from their existing systems to the new solution? SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION,WHOM WILL IT MAKE HAPPY, AND WHOM WILL IT UPSET?
  • 15. If you are making technology decisions, let the Content Marketing Institute help. Download one or more of our buyer guides in the Content Marketing Technology Landscape series: Content Collaboration Tools: http://contentmarketinginstitute.com/research/content-collaboration-tools/  Content Curation and Conversation Tools:  http://contentmarketinginstitute.com/research/content-curation-conversation-tools/ Content Discovery and Native Advertising Tools:  http://contentmarketinginstitute.com/research/content-discovery-native-advertising-tools/ SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, CUSTOMER RELATIONSHIP MANAGEMENT SOCIAL MEDIA, MARKETING AUTOMATION, EDITORIAL WORKFLOW, CONTENT CURATION, CONTENT MANAGEMENT, EMAIL, LEAD GENERATION, LET US HELP. http://contentmarketinginstitute.com