Technology has revolutionized content marketing. High-tech tools allow you to reach bigger audiences with less effort, streamlining the entire approach to creating content. In fact, technology was set to take up 29 percent of marketing spending in 2018, which was a 7 percent increase from the year before. CMOs are investing in online content management systems, analytics technology, and email marketing tech to bolster their marketing efforts in the future. Clearly, the success of your content marketing efforts heavily depends on technologies you choose — this is the tech stack.
This variety of tools can be helpful in all aspects of content marketing, from insight generation to budgeting. Some are simple and cheap (even free, occasionally), while others are complex and costly. The wealth of options gives you plenty to consider, but it can also leave you overwhelmed.
Having a tech stack to bolster your content marketing efforts has become increasingly important, so building the right stack is essential. You have to determine which technologies will help you gain a competitive edge and provide solutions for your pain points. And just as importantly, you have to resist the allure of new technologies that are flashy but have no proven track record of success, which can cause more problems than they solve.
Finalizing your tech stack isn’t a quick or easy process, but it is absolutely one of the most worthwhile ways to ensure the success of your content marketing.
At our company, we spent years going through trial and error to get our content marketing tech stack right. But the turning point came when we learned to focus less on the bells and whistles of various technologies and more on the problems we were trying to solve with them.
For instance, we had historically relied on using manual processes to do a lot of our work, which ate up a significant amount of time. Once we identified the steps in these processes and how they worked, though, we introduced technology to automate much of the data entry we were doing by hand. Where our reporting process used to begin with three to five hours of data collection, it now takes only a few clicks. More than that, instead of spending our time generating reports, we can now focus on applying the insights we identify and using them to their fullest potential.
While everyone should use the tech stack that best fits their specific needs and goals, try using some of the same reasoning as we did when choosing what the tools in that stack will be. Our goal was to improve efficiency, so we looked for user-friendly tools above all else. We wanted the team to learn the technology fast and utilize it to the best of its capabilities, so we evaluated every option to ensure each was accessible.
We also considered the practical impact each tool would have on our work and our company. We needed them to solve real problems, not just offer impressive bells and whistles. If we didn’t think something could make complex problems easier, we eliminated it as a choice. In fact, most of the technologies we considered we actually rejected, but I don’t regret the effort we put into the selection process in any way. It helped us build a true, intentional tech stack — not just a random collection of wrong technologies that sounded right because they were new and exciting.
Your tech stack is a reflection of your company, which is why it’s always unique to you, your goals, and your needs. Follow these steps to build your own content marketing tech stack from the ground up:
It’s easy to be anxious about building the wrong tech stack, but it’s better to be excited about doing things correctly. Marketers can continue to push their content marketing into exciting new territory, as long as they have the right tools at their disposal. Choose wisely and you’ll reap the rewards of having a strategic, well-planned content marketing tech stack for years to come.
What other steps have you taken to build a successful content marketing tech stack? Let me know in the comments!