Making significant and repeatable returns on investments (ROI) is a challenge in today’s world. Markets are oversaturated with competition, leads are difficult to pin down across a huge range of platforms, and conversion rates are often as low as 20%.
To survive and thrive you need a laser-focused strategy that has a proven effect on ROI. That’s where content marketing comes in. Because a strong, well-planned content marketing strategy can have a significant impact on your ROI.
Of course, managing content marketing strategies can be tricky. They are many-headed beasts that require a lot of coordination across teams and platforms. Often, the complexity of content marketing puts people off.
That doesn’t need to be the case.
In recent years, a number of different content marketing platforms have sprung up. These platforms are designed to help you streamline and manage content marketing strategies successfully.
We’re going to look at how these platforms can boost your ROI but before that, and let’s have a quick recap of what they are.
The idea behind content marketing is that you create and distribute targeted, quality content in the form of blogs, videos, and guides. Leads are attracted to your site or products by this content and feel more connected and interested in the brand.
Content marketing is rarely designed to promote a particular product. So, Instead, the content you put out is designed to create brand awareness, customer interactions, and connections.
Usually, writers, videographers, or social media officers create content. This means that marketing executives often need to have oversight of all these different people and their work.
Content Marketing Platforms
Content marketing platforms are software solutions that allow marketing organizations and businesses to collate and centralise their long-term strategic marketing.
Most content marketing platforms allow you to take control of and have oversight of everything from planning to approval.
Content marketing platforms that manage common features and tasks include:
- Collaborative calendars
- Social media account management
- Free to use digital media assets
- Content creation or management
- Engagement and reporting solutions
- Analytical tools
Not all tools and processes are available on all platforms. So, you will need to do some research to figure out which platform is the best for your business needs. Some are geared more towards agencies but others are better for small businesses or individuals.
How Can CMPs Boost ROI?
Content management platforms offer a the vast variety of tools, processes, and solutions that allows for a vast variety of benefits.
Perhaps the biggest benefit of content management platforms is the fact that they streamline so many processes. So, this helps you and your team improve your productivity as you aren’t wasting time on unnecessary admin tasks.
Some studies suggest that content management platforms can increase marketing productivity by 34% and save 1000s of hours of time.
How does that translate to an ROI boost? Well, when your team isn’t spending hours chasing content, trying to resolve scheduling conflicts, looking for assets, or completing other menial tasks, they can spend hours creating awesome, engaging content!
Increased productivity is always good for your ROI because it means that your team is more focused on producing work that can turn leads into customers.
Reduced Content Creation Costs
Many content management platforms have a variety of tools that make it cheaper and easier to produce on brand content. So, in some cases, it’s access to a library of free to use digital media assets, in others, it’s a streamlined asset storage and management system.
If your content management platform includes free digital assets, this means that you can produce images, videos, and social posts without having to pay for clips, photos, or sounds.
If the platform has some form of asset management and storage system, it reduces costs by saving time and preventing the recreation of assets.
Think about it, if your team knows where to find the branded backgrounds, on brand fonts, and approved images, then they won’t waste valuable time searching through drives and cloud storage. Again, this translates to increased productivity.
Similarly, knowing where to find on brand assets and content means that less money is wasted on remaking assets for different projects. So, if everyone knows where to look, they are less likely to assume that an asset doesn’t exist and get it remade.
Improved Lead and Customer Experience
The real strength of content management platforms is the fact that they help you create and put out well designed, on brand, content.
The improved team integration and asset management mean that customers tend to see more uniform content across platforms which helps them feel comfortable and at home with your brand.
Clearer oversight and schedule management mean that your content is better timed and more consistent. So, these increases lead to engagement and conversion.
If you’re not already using a content management platform, you should be. Because these software solutions can add massive gains to your ROI no matter what kind of business you run.
About the author
I am a technology enthusiast and have been working in the industry for 4 years.
When I am not doing techy stuff, I love reading and walking my dog.
For more information on what I do, visit softwareforprojects.com