Marketers now have pressure to publish more targeted content faster, which requires a mix of content curation and content creation. Both take time and effort, but the good news is both have technologies to help make these tasks easier.
Content curation, of course, is gathering information from various sources around an intriguing topic or around an audience’s interests. Good content curation shows that the editor, or curator, understands the audience’s interests and provides a unique perspective on that topic through the content they bring together in curation. A Twitter feed is curated content.
Content creation (like writing blog posts, producing videos, or composing a photo gallery with captions) can take a lot of time and management. There’s thinking up story themes, making the assignment, scheduling deadlines, crafting the content, and editing the result or providing feedback for changes. It’s a lot of work, but the payoff in using your own branded content is worthwhile. route planner . It shows your company’s voice, perspective, and thinking like no other content can. And – here’s the kicker – you can curate it for reuse.
Your content stack might include an authoring tool, a marketing automation system, a content management system, a social media management platform, and even a digital asset management platform. It can get complex fast. The question is how do you choose which platforms or stack to use? Decide what your goals are first.
- Do you want to publish fresh, original content three times a week? Then you might need help scheduling and managing your content creators.
- Do you need to produce a weekly newsletter with aggregated news stories on certain topics and your own content to engage your audience? Know what type of content you want to publish – your own, others’ or a mix.
- How many digital assets do you need to manage? Some companies have hundreds, some have many tens of thousands of images, documents, and the like. Scale your asset management to your library size.
- Where do you want to be able to publish? Look for platforms that support multichannel publishing.
- Who will have access to assign, author, edit, approve, and publish content? Workflows and permissions help you control quality.
- What investment can you make and what return do you expect? You want to spend your money wisely and scale your expense appropriately.
Once you know your goals, you can start evaluating how each technology platform stands up to your requirements. And don’t forget to look at the technologies you already have in place; many have robust features that you might not be using yet.