CONTENT DELIVERY
STEP 4: CONTENT TECHNOLOGY

CONTENT MARKETING TECHNOLOGY

You don’t have to know how to code to be a successful content marketer, but technology is going to play a big part in your Content Delivery. So, whether it’s getting your head around your company’s CMS or finding third-party tools to support what you’re doing there are real benefits to embracing the right technology.

If you’re daunted by that prospect – or even if you’re already using technology to power your content marketing – you should find these frequently asked questions helpful.

What is a Content API?

An API (or Application-Programme Interface, if we’re being fancy) is a programme that shuffles information from one system to another. It’s the technology that allows an external team to upload material to your site without needing to constantly meddle around in your website’s back end, or spend time learning your particular CMS.

And okay, this is Castleford’s landing page so we get to plug our stuff a bit: because we work for so many different companies we built our own Content API. It works with most open-source blogging platforms, and allows us to efficiently move the work that we do into the different platforms of each client.

Using Content Technology like our Content API has a number of benefits:

  • You can approve the content but you don’t need to upload it yourself. You just click “approve” and it publishes to your blog;
  • You don’t need to grant access to your blog to writers, designers, project managers or anyone else on our side who might be working on your account;
  • It can handle text, links, in-line images, pull quotes and embedded media, such as social media posts, videos and calls-to-action;
  • Articles come with meta-data and internal links to support your SEO and keyword strategy.

Do I need a Content API?

If you’re doing all of your content marketing in-house you won’t need a Content API. Instead you’ll access the CMS that sits behind your blog or website directly and create user profiles with different permission levels for your contributors.

This makes your CMS crucial to your Content Delivery so don’t outsource control of it to your IT department. Take some time to learn how it works, what it can do, what it can’t do and how to get around its annoying little quirks (they all have them).

If you’re in the market for a CMS our recommendation is to use WordPress. We try to do all of our development in WordPress. It’s the world’s most popular platform for blogs and websites, so getting external help is always easy. There’s also an active community building plugins for it, so if you can’t code and your developers are too busy, chances are you can find a shortcut for whatever you’re trying to do.

What other Content Technology might I need?

This bit could be its own eBook, but here some highlights just for starters:

  • Forms: content marketing is about generating leads and sales so you need a simple flexible platform for capturing lead information and gating your downloads. We have our own technology, but we also like Gravity Forms;
  • Email automation: email is an excellent way to create regular touch points with your target audience. When it’s supported by an automation platform, email can help you learn more about who’s coming to your website and nurture them through your conversion funnel. If you’re a small business you can do some basic automation with MailChimp. For more sophisticated requirements we like Marketo;
  • Social listening: you’ll want to keep tabs on social media for what topics are trending and how your content is being received. You can do this directly through your favourite social media platforms or you can use a third party tool, such as BuzzSumo;
  • Search analysis: whether it’s for building your Content Calendar or researching individual pieces of content you’ll need some help with your keyword strategy. Google offers some free tools and you can do a lot of the work manually, but if you have the budget for something like SearchMetrics you should consider it.