Annual planning cycles are the perfect time to assess your marketing technology stack to see if the tools you have meet your needs for today and in the future. But, finding new tech is often easier said than done, especially when juggling multiple team priorities and budgets.
In this #ContentChat recap, we discuss the criteria we use when evaluating tech tools and also share our top recommendations. We’re in the process of creating a buyer’s guide to help marketers make these tough decisions, and keep an eye on Erika’s Twitter @SFerika for when that launches.
If you’re a vendor and interested in being included in our guide, please reach out to Erika so we can work with you.
Q1: Which of the following content marketing technology tools are you using?: Interactive Content, Video Marketing, Email Marketing, Content Creation and Workflows, Optimization, Personalization and Testing, DAM, SEO, Marketing Automation & Campaign/Lead Management, and/or CMS.
The majority of our respondents are using tools for email marketing, content creation and workflows, and SEO.
A1
Email Marketing
Content Creation and Workflows
SEO
Marketing Automation & Campaign/Lead Management#ContentChat— Kathy Kopacz MS (@kkopacz1) November 18, 2019
A1: We are using video marketing, email marketing, SEO, marketing automation, and content creation/workflows. #contentchat
— OnePitch (@onepitchsaas) November 18, 2019
A1: We have tools for SEO, email marketing, and content workflows, among others. They help keep things moving! #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) November 18, 2019
A1: email marketing, video marketing, content creation and workflows, and SEO #contentchat #martech
— Meaghan Alvarado (@meaghanmae) November 18, 2019
A few folks noted that they are involved in video marketing, with others expressing an interest to explore this in the future.
A1: I’m using video marketing, email marketing, content creation + workflow, SEO, marketing automation, and CMS tools. #ContentChat https://t.co/jftgkoYCrZ
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
A1: We try to produce interactive content, looking into video marketing, and already do email marketing, content creation, and SEO #Contentchat
— LiveHelpNow (@LiveHelpNow) November 18, 2019
Video, email, SEO, CMS.
Interested in some kind of content/lead management dashboard if anyone has good experiences… #ContentChat— David McGuire (@McGuireDavid) November 18, 2019
A1. I feel like you set me up for the spike. Being a fully integrated #CRM we literally use all of these, with special emphasis on email marketing. As a content strategist I rely heavily on adobe for video an graphic design. #Contentchat
— GreenRope (@GreenRope) November 18, 2019
Interactive content appears to be one of the paths less traveled, but the community is excited to try new options in this space.
A1: Interactive Content
Email Marketing
SEO
Marketing Automation & Campaign/Lead Management
CMS#ContentChat— John Cloonan (@johncloonan) November 18, 2019
A1: I’ve done some experimenting with augmented reality for a couple clients with their brochures and business cards. Super cool when you can get it working right. #ContentChat
— John Cloonan (@johncloonan) November 18, 2019
A1: oh, and if Turtl counts as interactive content, we’re about to do a bunch of that. Which is pretty exciting. #ContentChat
— David McGuire (@McGuireDavid) November 18, 2019
Q2: Thinking about your current content marketing technology stack, what challenge or issue would cause you to look for a new vendor for one or more of the technologies?
The first challenge for many marketers is that they don’t have full visibility of the tools available to them. It’s important to know what tools you have—and what they can do—before making new purchases.
A2: I wish I had more control over our current stack, to be honest. I have a feeling I don’t even have full exposure to all the tools we have available. Downside to a HUGE company. #ContentChat
— John Cloonan (@johncloonan) November 18, 2019
Common reasons to look for new tech include to: increase team efficiencies with streamlined workflows and tools…
A2: For me, it isn’t typically an issue or challenge (although price is usually a big factor). It is more about the growth of the team and the projects on our plate, and therefore looking at technologies to make our processes more efficient and hit our goals. #ContentChat
— Emilie Moreland (@writtenbyemilie) November 18, 2019
Better integrate your existing technology stack…
A2a: I’ve most commonly looked for a new solution when a tool stops being compatible with a must-have API integration, or when a new product version makes it harder for me to do the task I’ve purchased it to help with. #ContentChat https://t.co/scmgEBMXao
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
A2: I’d love closer links between my content measurement, social media, and CRM, to make my online and offline networking more meaningful. (Seriously open for recommendations, actually…) #ContentChat https://t.co/SLjNpsXnVi
— David McGuire (@McGuireDavid) November 18, 2019
Enable new capabilities (like video editing)…
A2: We’re looking to do more video marketing, so purchasing video editing software is on our list. #Contentchat
— LiveHelpNow (@LiveHelpNow) November 18, 2019
Provide an optimized UI for the team (especially if a product update overhauls an existing interface for the worse)…
A2: I think the biggest thing that causes me to move away from a certain tool is because they made major changes that became less user-friendly. #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) November 18, 2019
Receive better customer service or prolonged product support (including training and educational content)…
A2b: I’ve also changed tech providers when I have received poor customer service in response to having an issue, or, when there’s been a big price increase without a commensurate increase in value for me as a customer. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
A2c: Another reason I’ve changed software providers is there not being enough user support and training available. Without it, it’s on me to get the team to integrate the tool into their routine. If they are frustrated by it, or it isn’t intuitive, that’s it. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
Customer Service is key! Whether the problem is a “user” error, a bug or technical issue, it doesn’t matter, you just want it solved so you can continue with your workload. The old saying, “Time is money” applies here. #ContentChat
— Kathy Kopacz MS (@kkopacz1) November 18, 2019
Enhance the amount of personalization available (both for branding purposes and to more thoroughly customize outreach)…
A2: I think the lack of personalization and personalized branding. If we are unable to personalize the way that we want to for our customers or brand something the way we want it to be branded, we would definitely look for other tools. #ContentChat
— OnePitch (@onepitchsaas) November 18, 2019
Increase product stability…
A2: I’d start looking at other options if the tool was regularly going down. It’s so frustrating when technology doesn’t work. It can really mess with your schedule. #contentchat
— Meaghan Alvarado (@meaghanmae) November 18, 2019
And better meet budget needs.
A2
-Is it meeting our specific needs?
-Are there gaps in the workflow?
-Is it affordable?#ContentChat— Kathy Kopacz MS (@kkopacz1) November 18, 2019
Q3: When researching your next content tech purchase, which of the following channels will influence your buying decision?: Media, Social Media, Word of Mouth, TV ads, Radio ads, Catalogs, Flyers, Direct Mail, Print Advertising, Salespeople, Company Website, Reviews, and/or Analyst Reports.
Social media and word-of-mouth are two common places to start in a tech search.
A3: I would say word of mouth on social media is how I get a lot of information from colleagues (like in #ContentChat!).
— Emilie Moreland (@writtenbyemilie) November 18, 2019
A3a: While I certainly come into contact with most of these, the ones I seek out and that carry weight with me are social media, word of mouth, 3rd party reviews, and analyst reports. #ContentChat https://t.co/P85GbIMEIt
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
A3:
Social media
WOM
Company website
Reviews
Analyst reports#ContentChat— John Cloonan (@johncloonan) November 18, 2019
A3: Yes. Those. (Though unlikely I’ll get many TV or radio ads for content tech…)
Truthfully? Social media, WOM recommendations, in-person events, company websites, reviews. Maybe print or direct mail if I see any. #ContentChat https://t.co/DwqSVk7XhY
— David McGuire (@McGuireDavid) November 18, 2019
A3. Word of mouth endorsements are huge. I have friends in the industries whose suggestions I really take to heart. Also tech review sites like Capterra and G2 are usually good indicators of a quality product. #ContentChat
— GreenRope (@GreenRope) November 18, 2019
A3: Word of mouth and reviews make a huge difference. When investing in any kind of tool, you want to know that others have had a good experience.
A free trial helps too! 😊 #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) November 18, 2019
Reviews—especially from friends, existing users, or trusted third-party sources—are one of the main influences in buying decisions. This includes seeing how a company handles online reviews and whether customer concerns are reflected addressed in the product roadmap.
A3: Definitely Reviews. This is true for many people as online reviews and recommendations from friends and family play major part in decision making for most people. #contentchat
— LiveHelpNow (@LiveHelpNow) November 18, 2019
A3: Personal reviews would be the biggest factors in my decision. An honest review from a fellow customer would allow me to evaluate the content tech from a perspective of another fellow user! #contentchat #mark1051
— dejanpajovicGBC (@DejanpajovicG) November 18, 2019
Absolutely! You want to hear about the experiences others have had because they’re the ones actually using the tool. Plus, how the company handles negative reviews says a lot as well. #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) November 18, 2019
Yes! I am much more likely to buy from a company who takes constructive criticism and addresses it, versus one that gets defensive and rude in the face of a poor review. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
Company websites can be valuable (especially if salespeople are too aggressive, which is an antiquated approach to selling and issue in itself), but only if there are the necessary customer-centric resources without an abundance of blatant advertisement.
A3b: On the flipside, if they have an overly aggressive salesperson, a website without enough concrete details (or riddled with errors), and annoying advertising, I am less likely to put them into my consideration set. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
We had a salesperson get one of my team’s name wrong continually. Bet you can guess who didn’t get the sale. #ContentChat
— John Cloonan (@johncloonan) November 18, 2019
The overly aggressive salesperson is outdated. Today’s customers are more savvy and educated than ever before when it comes to choosing products and services that will fit their business needs. #ContentChat
— Kathy Kopacz MS (@kkopacz1) November 18, 2019
Q4: When making a content marketing purchase decision, what are the most important factors you consider?
Related to our answers in Q1, marketers are looking for tools that: have the functionality they need, integrate with their existing stack, replace a manual process or consolidate multiple existing tools, have an effective UI, and provide quality and ongoing product support and customer service.
A4: I am usually looking for 1) does it have all the functionality I need? 2) does it replace manual processes and/or consolidate 2 or more tools I already have 3) does it integrate with my existing tools. #ContentChat https://t.co/6X1HXAsx4Y
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
A4: I like to consider support offered, how well the product matches my goals and needs, UI simplicity and reliability of the product and company #contentchat #mark1051
— dejanpajovicGBC (@DejanpajovicG) November 18, 2019
A4
-Stability & Reliability
-Number of Features
-Customer Support
-User Experience
-Customer Proof
-Integrations
-Referral
-Price#ContentChat— Kathy Kopacz MS (@kkopacz1) November 18, 2019
A4: In this order:
1. Fulfills the gaps I’ve identified in the stack.
2. Relatively easy to use.
3. Price#ContentChat— John Cloonan (@johncloonan) November 18, 2019
Yes, integration is a good one that can get forgotten. The better it fits in with your current martech stack, the better. IT should simplify your current processes, not add to them. #ContentChat
— Emilie Moreland (@writtenbyemilie) November 18, 2019
A4: First, a need has to be identified. What will this tool help with? Will it really be a worthwhile investment?
Besides that, I’d look at how user-friendly it is and the cost. #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) November 18, 2019
A4
Does it do the job?
How much does it cost?
What is the support like?
How easy is it to use?
Does it feel right?
Does it work with our other tech stuff?#ContentChat https://t.co/ucVYLynSk9— David McGuire (@McGuireDavid) November 18, 2019
Re: the “does it feel right” answer… we’re all content creators in this chat. If we’re honest about our own B2B tech buying decisions, we KNOW there’s a chunk of emotion/gut feel in there. But all our lists here are 100% rational. We’re just like our own audiences! #ContentChat
— David McGuire (@McGuireDavid) November 18, 2019
A4. Do you like the #UI? Do they offer custom implementation and training? Are they open to custom feature requests? Will they respond to all inquiries on all channels in a timely manner, or is there a lot of chatbots and being put on hold? #ContentChat https://t.co/EO2SjbXFdV
— GreenRope (@GreenRope) November 18, 2019
Q5: When it comes to content marketing workflow and editorial management tools, what are the most important features and functionalities a solution must have? What missing piece(s) would be a dealbreaker?
When looking at content marketing workflow and editorial management tools, marketers are looking for solutions with a calendar function…
A5: A calendar function is crucial (and the ability to split into multiple). Without it, this would be a dealbreaker for me.
✔️process stage
✔️tagging
✔️custom color coding
✔️levels of user access
✔️multiple project categorization
✔️integration with current tools#ContentChat— Emilie Moreland (@writtenbyemilie) November 18, 2019
An intuitive interface that allows for some data visualization…
A5
-More Efficient Workflow
-Improved Compliance and Consistency
-Easier Analysis and Optimization
-Important Functions of a Content Marketing Platform
-Research & Content Creation
-Collaboration & Project Management
-Content Management
Icebreaker: Content Management#ContentChat— Kathy Kopacz MS (@kkopacz1) November 18, 2019
Strong customer support for onboarding, training, and ongoing product support…
A5: I would say a strong customer support feature. Learning new tools can appearing daunting sometimes. A support that is both friendly, convenient and helpful is key in case something were to be unclear or go wrong #contentchat #mark1051
— dejanpajovicGBC (@DejanpajovicG) November 18, 2019
And depending on the product that feature may be extensive onboarding. With regards to complex SaaS solutions, it’s important the company help get you up and running. #ContentChat
— GreenRope (@GreenRope) November 18, 2019
Support for team collaboration and process workflow features…
A5. I think a lot of it comes down to the ability to easily communicate and share information with the rest of your team on any given project. Does it facilitate collaboration, or create more hoops for you to jump through? #ContentChat
— GreenRope (@GreenRope) November 18, 2019
Yes, great point! This makes it so much easier to stay in touch and ensure everyone is on the same page, especially if you’re all remote. #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) November 18, 2019
The ability to control user access (view, edit) across multiple channels and workflows…
A5a: Any content marketing workflow tool needs to allow me to easily give my freelancers or agency contacts an appropriate level of access. I also want to have customizable approval workflows by channel/content type, and a calendar. #ContentChat https://t.co/0BuRqp0I9s
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
It’s especially nice when you can have some “view only” sharing capabilities so you don’t have to purchase extra seats for people who just need the occasional peek at where you are versus being in the weeds with your projects. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
And, arguably most important, the tool must integrate with the existing tech stack.
A5b: If a tool doesn’t have built-in integrations with my CMS, social channels, analytics platform, and workflow tools, I’m unlikely to purchase. Ditto for having only canned reports I can’t customize without extra $$$. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
Q6: What features and functionalities would your ideal content creation tool include? And how would it integrate with your other content tools?
For content creation, marketers want a clean user interface with the ability to: catalog frequently-used articles and stats, one-click share works in process, set reminders, access key stats or KPIs, and (again) integrates with the existing technology.
A6: My ideal content creation tool would develop a library of my most-frequently cited articles/research/stats, allow me to one-click share work in progress with a stakeholder, and let me set the frequency and platform for my task reminders. #ContentChat https://t.co/h4wFiWEOv3
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
A6. I get pretty in depth with content creation software, so I’m looking at a long list of features. Just as important as features though is user interface. You want content creation software that’s intuitive and navigable. #ContentChat https://t.co/BrmqOkJGqP
— GreenRope (@GreenRope) November 18, 2019
A6: I think a very important feature of a content creation tool is the second half of the question itself. How well the tool integrates with other tools can be a make it or break it moment. Additionally, strong analytical features can go a long way! #contentchat #mark1051
— dejanpajovicGBC (@DejanpajovicG) November 18, 2019
John has ambitious hopes for the future of technology (doesn’t hurt to dream!), or the perfect idea for a new Black Mirror episode.
A6: It would read my mind, and out would flow well-researched, beautifully-designed, and gorgeously-written pieces without the lift of a finger. #ContentChat
— John Cloonan (@johncloonan) November 18, 2019
Q7: What content marketing creation and workflow management tools are your favorites / the ones you most often recommend and why?
The community shared their favorites below. See your company name on the list, or don’t see your name but think you should be a favorite? Reach out to Erika so we can work with you on our buyer’s guide!
A7: Some of my favorite—and most recommended—content marketing workflow and editorial management tools are: @kapost , @SproutSocial, @evernote, Google sheets, and @SlackHQ. #ContentChat https://t.co/Ks5uVGrgZy
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
I need to get my head around all the stuff @evernote can do, for sure. #ContentChat
— David McGuire (@McGuireDavid) November 18, 2019
@Evernote is my virtual brain, idea file, and research database all in one. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) November 18, 2019
A7:
Fav workflow tool:@asanaFav content marketing creation:@CoSchedule @Google Docs@hootsuite #ContentChat
— Emilie Moreland (@writtenbyemilie) November 18, 2019
A7: The only one I currently have personal experience using is @hootsuite! So far I have been having a blast with it and specifically enjoy the Hootsuite Academy feature that provides you with a variety of lessons! #contentchat #mark1051
— dejanpajovicGBC (@DejanpajovicG) November 18, 2019
A7: I get on alright with @SmarterQueue. It’s not super slick, but it covers the stuff we need, and the price is pretty good. #ContentChat
— David McGuire (@McGuireDavid) November 18, 2019
A7. Content creation – Adobe personally. For workflow management I’m gonna say GreenRope (surprise!). Our workflows can be automatically triggered dozens of different ways and assigned to relevant leads and team members based on specific data points. #ContentChat
— GreenRope (@GreenRope) November 18, 2019
@SproutSocial is one I frequently recommend as well. #ContentChat
— John Cloonan (@johncloonan) November 18, 2019
A7: We’ve been using @airtable this year and it’s been really helpful for keeping us organized with content planning and publishing. #ContentChat
— Express Writers | Your Content Writing Team (@ExpWriters) November 18, 2019
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