The Tech Marketer’s Toolkit for Managing and Producing Content
A Tech Byte from the Sophisticated Marketer’s Guide to Content Marketing
May 20, 2016
For tech marketers, building the right content strategy depends on having the right tools for the job. It’s the difference between creating the right content at the right stage for tech buyers so your message is heard — versus ignored. And considering that “technology marketers use an average of 14 content marketing tactics1,” it’s important that careful, organized, thoughtful, and intentional consideration go into your planning and strategy.
As part of our “Tech Byte” blog series, we’re sharing tips from “The Sophisticated Marketer's Guide to Content Marketing.” This fourth installment highlights how to get the most out of managing and producing content.
3 Tools for Forging Better Content Management
When it comes to managing technology marketing content, the key is to align messaging to your target audience's respective buyer’s journey. And to help plan and produce the right pieces, here are three major tools tech marketers should turn to in order to streamline efforts and plan for success.
1) Embrace the Editorial Calendar
Tech marketing involves the integrated delivery of hundreds, if not thousands, of content assets. And it’s not done in a vacuum. To ensure the best possible marketing plan for the organization, tech marketers must work closely with other teams, including sales and support and across marketing.
This is where the editorial calendar plays a crucial role. It’s a centralized way to keep those involved with a project in alignment concerning what content must be produced at what times. It also helps clarify the roles and responsibilities of each team member, unifying efforts across departments for streamlined, non-repetitive content messaging.
3 assets that help manage the moving parts:
- Google Docs centralized repository for creating shared calendars and content
- Kapost B2B marketing platform to help align marketing organization
- Skyword content marketing software to align content and story
2) Mix it up with Marketing Automation
Planning content using an editorial calendar is a good first step. But every plan must be meticulously executed. That’s where marketing automation comes in.
Consider this: Technology marketers’ top 3 goals for content marketing are Lead Generation – 90%, Sales – 88% and Lead nurturing – 85%1. Yet, the ability to reach these goals with the support of targeted content rests heavily on how well tech marketers can schedule and disseminate marketing messages.
To complicate matters, tech marketing content is “always on” and each of the six stages of the buying process can take months. That’s why it’s critical for tech marketers to align their content and messaging to best meet these needs, and where marketing automation plays a significant role.
5 software platforms that help automate the marketing process:
- Curata: A software platform for a scalable, predictable content supply chain
- Marketo: Powerful marketing automation software that helps marketers master the art and science of digital marketing to engage customers and prospects
- Percolate: A powerful, intuitive software platform to manage all your marketing in one place
- Spredfast: A software platform that enables large enterprises to manage their social media marketing, social advertising, content management, collaboration, advocacy and social media monitoring
- Sprinklr: A social software platform that allows large companies to manage their online social media presences, build social media campaigns, and analyze social media performance
3) Take stock of SEO
All the planning and execution in the world can’t make non-relevant content a success. That’s why, for tech marketers, SEO is an important tool in the content arsenal. Especially since, with a recent shift toward offering up relevant content, Google is now ensuring that quality content gets more eyeballs on it than sub-par content filled only with keywords and buzzwords. This means tech marketers must craft and plan every message carefully, balancing the need for the right key words with the need for well-written content that doesn’t sound forced or jargon-y.
4 sites that help keyword planning:
- SEO Chat Google keyword suggest tool based on core terms
- SerpStat research competitors by keyword, link or domain
- KeywordTool.io Google keyword search suggestion engine
- Google AdWords Keyword Planner insight into the searches your customers are performing
3 sites that help shape content in addition to keywords:
- BuzzSumo gauge what articles on specific topics have done well
- Google Trends insight into trending topics and the popular searches
- Pew Research Center access to demographics, media analysis and stats
Do you have the tools in place to improve content management and production? Are there other tools you find invaluable? For more insight on tools to produce effective marketing content, download The Sophisticated Marketer's Guide to Content Marketing.
1(Source: CMI/Marketing Profs report B2B Technology Content Marketing 2016: Benchmarks, Budgets, Trends – North America)