What’s Missing From Your Content Marketing Tech?

Content advertising specialists are a singular bunch.

When we requested Content Marketing World presenters about what’s lacking in most content material entrepreneurs’ tech stack, some waxed poetic, others imagined the probabilities, and others acquired sensible, speaking merchandise and output.

That’s why we love them – a various group of solutions means a various group of thinkers.

“Every content marketer is missing something from their tech stack. Content marketing is a delicate, interconnected ecosystem – you have to have the right technology for each aspect of the process,” says Scott Spjut, assistant vice chairman, social and digital content material, Fifth Third Bank.

Every #content material marketer is lacking one thing from their tech stack, says @scottspjut. #CMWorld Click To Tweet

To sort out this, we’ve divided this submit into three classes:

  • Tools you need to use now.
  • General ideas for instruments that exist or ought to exist.
  • Non-tech concepts that have an effect on (or ought to impression) your content material tech stack.

Whether you’re on the lookout for a brand new instrument, imagining instruments to create (or wishing they existed), or suppose tech is overrated, these responses will resonate.

13 content material advertising tech instruments you need to use now

For pulling third-party content material

An ideal information aggregator like Feedly – Michaela Alexis, LinkedIn speaker, coach, and co-author of Think Video

For identification, perception, governance

An information lake to carry collectively knowledge from internet analytics, advertising automation, and CRM – and tie it to an identification, plus:

(Disclosure: these three are Velocity purchasers however we’re large believers.) – Doug Kessler, co-founder, Velocity Partners

For indexing and safety

Index Checking is an effective approach to see whether or not a web page is listed or whether or not you’re blocking it (generally builders neglect to take away a noindex used throughout a redesign).

SSL Check is useful for websites that transfer towards HTTPS however have web page parts like photographs that aren’t in safe directories. The instrument discovers the pages with points. – Mike Murray, president, Online Marketing Coach

For Instagram scheduling

Planoly for scheduling out Instagram posts – Griffin Thall, CEO and co-founder, Pura Vida Bracelets

Griffin Thall of @PuraVidaBrac picks @Planoly as a favourite instrument for #Instagram scheduling. #CMWorld Click To Tweet

For real-life discuss

Talking to prospects, the place the instrument concerned is named the phone. Of course, one might additionally use Skype, Zoom, and associated instruments. I wish to construct a whole image of my prospects, together with elements of their jobs (or lives) that reach past the usage of my services or products. – Dennis Shiao, marketing consultant, Dennis Shiao Consulting

For all to see

Microsoft Excel or Tableau – a platform that offers advertising visibility into the opposite enterprise items, comparable to gross sales and insights. – Christine Michel Carter, creator, Mompreneur and Me 

For mission administration

I take advantage of Trello as a workflow and mission administration instrument. Every mission wants a instrument or house that could be a single level of reality – right here’s the most recent model, right here’s all of the associated commentary, and listed below are the following steps – as at-a-glance as potential. – Jonathan Crossfield, chief consulting editor, Chief Content Officer journal

21 content material tech instrument ideas

Artificial intelligence

I see entrepreneurs shrink back from AI-powered advertising expertise and startups till the adoption is greater. But now’s the time to embrace the velocity, insights, and agility AI-powered expertise has to supply and get forward of opponents. – Jeff Coyle, co-founder and chief product officer, MarketMuse

Embrace the velocity & agility AI-powered expertise has to supply & get forward of opponents. @jeffrey_coyle ‏ Click To Tweet


Co-bots are applied sciences designed to work greatest when paired with people’ empathy, instinct, and judgment. In distinction, black-box robotic applied sciences are arduous to elucidate or be taught. Once arrange, they tempt folks to cease considering and work on autopilot. That’s why robots might be harmful. – George Stenitzer, founder and chief content material officer, Crystal Clear Communications

Content administration

Marketing operations want to think about a strong CMS. Along with offering a spot to doc and monitor workflow of content material manufacturing, establishing a CMS with the correct data to trace for each bit of content material developed can present perception into the exercise of revealed content material, in addition to a street map to content material planning for the long run. – Pamela Muldoon, marketing campaign and content material strategist, The Pedowitz Group

Organization and collaboration

I don’t suppose there are sufficient manufacturers centered on the efficiencies a CMP can carry to your group. Being extra organized and collaborative helps you create higher content material. – Zari Venhaus, director, company advertising communications, Eaton

Not sufficient manufacturers deal with the efficiencies a CMP can carry, says @zvenhaus. #CMWorld Click To Tweet

CMS centered on gross sales

Sales-oriented content material administration programs that permit for applicable vendor tailoring – Seleste Lunsford, chief analysis officer, CSO insights, analysis division of Miller Heiman Group


Given the adoption of messaging by folks (customers and enterprise professionals), a textual content messaging platform that’s owned shall be necessary for conversational advertising packages within the close to time period. And you’ll need it to be yours, slightly than Facebook Messenger – develop your individual opt-in record/viewers. Chat is nice. SMS/MMS can take it up a degree when achieved properly. – Ardath Albee, CEO and B2B advertising strategist, Marketing Interaction Inc.

Away from the web

Offline gross sales or site visitors attribution is a giant funding, however we’re too far into the data-driven future to nonetheless be guessing at how we place our media or how we consider our digital campaigns. Walk-in site visitors verification or look-back attribution matching will help us know what actually drove the quantity we care about most: gross sales! – Jessica Best, vice chairman of data-driven advertising, Barkley

Walk-in site visitors verification or look-back attribution helps us know what actually drove gross sales. @bestofjess. #CMWorld Click To Tweet

All-in-one engagement analytics

One-stop engagement platform that may pull in all engagements, no matter the place they happen, social, internet (personal), internet (third occasion – suppose visitor posts), and so forth. would give the content material creator an ideal image of their most engaged followers. – Tom Martin, president, Converse Digital

All-in-one mission administration

A instrument that actually integrates all channels and workflows. – Christoph Trappe, chief content material officer, Stamats Business Media

Process evaluation

Something that’s lacking approach too typically is a instrument that provides the power to measure and optimize the method of content material advertising. It may be a mission administration instrument, an Agile instrument, or only a good old style whiteboard, however accessing primary effectivity knowledge is shockingly uncommon for content material entrepreneurs. We have to know the way lengthy issues take, the place the bottlenecks are, who’s holding us up – just about only a snapshot of how our operations are going. Without that primary degree of knowledge, we’re caught when it comes time to try to work out do extra in much less time. – Andrea Fryrear, Agile advertising coach and coach, co-founder, AgileSherpas

Audience information

Audience knowledge assortment and evaluation to drive story subjects, execution, and distribution are wanted. Marketers typically don’t have entry to viewers insights and are thus partaking in guesswork about what’s going to resonate with their meant viewers.

At The Washington Post, as a consequence of our state-of-the-art tech and viewers surveys, we’re lucky to have entry to knowledge about viewers conduct and pursuits. We then use this knowledge to tell your complete artistic and promotion course of, from deciding on the fitting story subjects to kind of content material to distribution technique. It’s all concerning the marriage of science and artwork. Our program for Destination Canada illustrates this. We discovered that people who find themselves partaking in journey content material are additionally studying numerous meals and historical past content material. This guided our determination to focus the story on a chef touring to Canada to find out about his culinary roots. Annie Granatstein, head of WP BrandStudio, The Washington Post


Without a doubt, the power to know what content material is resonating, both by particular person channel or by owned media content material. This is a huge blind spot I skilled for myself, and one of many causes I wrote software program for Trust Insights to repair it. – Chris Penn, co-founder, Trust Insights

Full-picture understanding

More and extra entrepreneurs categorical a want for a wiser, extra in-depth understanding of their metrics, however most haven’t invested within the instruments (and customizations) to carry all their knowledge into one cohesive system. If your data is in three locations and you’ll solely have a look at them in PDF type, are you actually getting the complete image? Can you reply the necessary questions your group must reply? – Zontee Hou, co-lead of consulting, Convince & Convert

Most entrepreneurs haven’t invested in instruments to carry all their knowledge into one cohesive system. @ZonteeHou #CMWorld Click To Tweet

Buyer journey evaluation

Few content material entrepreneurs have the expertise in place to precisely implement multi-touch attribution and perceive all of the factors of contact within the purchaser’s journey. And that’s a bummer as a result of it means we’re too typically giving an excessive amount of or too little credit score to items of content material in our library and making choices primarily based on partial knowledge. – Erika Heald, advertising marketing consultant, Erika Heald Consulting

Efficient and efficient distribution

Despite tagging and different strategies of ordering content material, I really feel there’s a large want for a platform that may kind and ship the fitting content material on the proper time. This (doubtless AI) platform would entry all of your content material (blogs, podcasts, movies, whitepapers, and so forth.) set up and kind it, after which ship the right piece of content material to the gross sales skilled relying on who they’re partaking on what degree of the customer’s journey. I spend far an excessive amount of time sorting by means of my very own weblog and YouTube channel to seek out precisely the fitting article to ship once I see a shopping for exercise on-line. – Viveka von Rosen, chief visibility officer, Vengreso


Social listening, particularly for smaller corporations with smaller advertising budgets. Social listening is a superb instrument not only for understanding the sentiment surrounding your enterprise but in addition for with the ability to act on that, together with creating the proper of content material. In the push to create and to publish, that is one thing that may get missed. – Dan Hatch, founder, Typeset

Script crafting

Script creation is necessary when you’re doing video and animation work as a result of crafting good content material for the visible medium is completely different than simply straight-up content material writing. – Ben H. Rome, supervisor, advertising and communications, AIHA

Idea technology

Content entrepreneurs want instruments to assist them perceive what content material to create. – Michael Brenner, CEO, Marketing Insider Group

Dollars and sense

A instrument to quantify the ROI of content material. It’s necessary to make sure the back-end is built-in to be able to see the content material the gross sales group makes use of and the content material prospects learn. – Pam Didner, B2B advertising marketing consultant and creator, Effective Sales Enablement

Integrate the back-end so you’ll be able to see the #content material the gross sales group makes use of AND prospects learn. @pamdidner #CMWorld Click To Tweet

Revenue impact

I feel most entrepreneurs are lacking a instrument that helps measure the impression of their content material on the income they generate… what instrument is it? Unfortunately, I don’t suppose that instrument exists. – Andrew Davis, creator, The Loyalty Loop, Brandscaping, and Town Inc.

Content worth chain

I haven’t discovered a instrument to measure the entire worth chain of content material advertising because it pertains to enterprise objectives. We’re awash in knowledge and analytics however I’ve discovered nothing that means that you can measure the exercise and ends in your content material advertising ecosystem in opposition to enterprise objectives. Sarah Mitchell, founder, Typeset

Just a few less-techy ideas

Measure for now

Are your KPIs nonetheless caught within the gross sales funnel developed in 1924? Or are you contemplating the trendy purchaser’s journey? (Today’s purchaser has been described as “adlergic” and plenty of are studying blogs earlier than interacting with a gross sales rep.) Make positive you’re gauging content material advertising success with the fitting instruments and with KPIs that match at this time’s purchaser, not yesteryear’s. – Julia McCoy, CEO, Express Writers


Authentic engagement is the instrument that’s most frequently missing within the content material advertising effort. – Yadin Porter de Leon, international government content material strategist

Universal buy-in

Most of us have the instruments we want. The wrestle is getting cross-functional buy-in to make use of these instruments in a collaborative and efficient approach. – Amanda Changuris, supervisor, social media advertising, AAA – The Auto Club Group

Look before you purchase (once more)

Instead of taking a look at what’s lacking out of your tech stack, have a look at what you’re utilizing and the way you’re utilizing it first. More isn’t all the time the reply. And bear in mind even the most important, greatest platforms received’t work miracles on damaged content material. – Anna Hrach, strategist, Convince & Convert

Remember even the most important, greatest platforms will not work miracles on damaged #content material. @annabananahrach #CMWorld Click To Tweet

What content material tech would you like?

If you might sit on the drafting board with content material tech innovators, what would you may have them design? Let us know within the feedback.

Or if you have already got the right content material tech instrument, we’d like to share the great phrase. Add it to the feedback.


Please word:  All instruments included in our weblog posts are steered by authors, not the CMI editorial group.  No one submit can present all related instruments within the house. Feel free to incorporate extra instruments within the feedback (out of your firm or ones that you’ve got used).

Join these specialists and plenty of extra at Content Marketing World Sept. Three-6 in Cleveland, Ohio. Register at this time utilizing code CMIBLOG100 to avoid wasting $100.

Cover picture by Joseph Kalinowski/Content Marketing Institute

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