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Why Only One MarTech Tool Is Needed for B2B Content Management

Posted on June 17, 2015 by Glenn Gow
martech, personas, marketing tactics, marketing objectives

How efficient is your B2B content marketing strategy? Seriously – take the time to ask yourself this and really think about. Here’s why: “April 2015 research by Gleanster in association with Kapost found that, due to poor management and arduous processes, US B2Bs spent a total of $958 million annually on inefficient and ineffective content marketing.”

One of the biggest issue to content efficiency is production:

1. More than nine in 10 marketers cited meeting task deadlines as the most inefficient area of their content marketing efforts.
2. A similar percentage called out redundant content creation.
3. Other marketers cited coordination inefficiencies

“Large majorities of respondents were using various technologies to support content marketing creation and distribution efforts, from internal email and spreadsheets to email marketing platforms, project management tools and web content management.”

Marketers incorporating a large marketing technology (martech) stack often found their content management and marketing tactics to result in inefficiencies. The solution is using a centralized content marketing platform, “which ‘represents a unique and emerging category of martech specifically designed to augment B2B content marketing operations via standardized workflow and approvals, customized production templates for different types of assets, a centralized calendar, collaboration, reporting and integration with marketing automation tools.'” What’s interesting is that many marketers are not using a content management platform, even though its made to help B2B marketers overcome their content issues.

“Q2 2015 polling by Starfleet Media found similar results when it looked at tools used for content marketing as well as lead generation. Nearly eight in 10 B2B marketing professionals worldwide used website analytics tools, the top response, and about three-quarters leveraged No. 2 marketing automation solutions. In comparison, just over three in 10 used collaboration or project management platforms to coordinate and track such efforts.

As such, Starfleet found that nearly seven in 10 B2Bs had issues managing content development effectively, and about half struggled to manage campaigns effectively.”

But let’s not ignore the marketers who are using content marketing platforms and seeing improved results:

1. 60% saw content effectiveness improve from documented alignment with buyer personas.
2. 50% had reduced costs related to headcount and outside resources due to more efficient workflows and processes as well as overall content management visibility.
3. 90% saw content production increase.

Martech can absolutely improve and streamline B2B content marketing objectives and helps to overcome inefficiencies. The moral of the story is that it’s best to adopt a single tool that manages the process from top to bottom.

Source: eMarketer

Image: Courtesy of Funnyjunk

Glenn Gow

Glenn Gow is an expert in marketing performance, Coach, Board Advisor, Author, Speaker, Podcast Host and Founder & Advisor of Crimson Marketing. Follow me on TwitterLinkedInGoogle+. To get a free copy of Crimson’s One-Page Marketing Metrics Funnel, visit here.


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