Content at Scale: Why You Need a Content Management Strategy

4 minute read

Upland Admin

B2B companies often rush to create shareable digital content, but the real secret to successful marketing starts with something much more basic: a solid content management strategy, complete with the tech tools that can execute it wisely.

It’s no secret that content fuels your marketing activities and drives business outcomes. However, the current trend in content development is prioritizing quantity over quality, and B2B marketers struggle to keep up with the pace of content development from every angle.

B2B marketers struggle to keep up with the pace of content development.

Instead of reaching more customers with content, internal teams run over each other, lack the technology tools to collaborate effectively, or don’t communicate at all, creating a perfect storm of content chaos. This takes away from the customer experience and wastes time and resources.

Gone are the days of viral hits for the fun of it. Effective content management requires a consistent pace to preserve energy and resources and support strategic moves that go beyond short-lived energy bursts.

Does your B2B organization have a content management strategy in place to get your team past the finish line with energy to spare?

Take the Sting Out of Content Development and Manage Marketing Like a Pro


“The top three reasons marketers are overwhelmed when managing digital content are due to the lack of skilled talent, deficient technology, and overall process issues. In addition, 83% predict the volume of content management will increase in the next 24 months.” Accenture Interactive State of Content Report

As content continues to outpace the number of marketing hands and tools available to manage it, B2B companies need to find ways to tame the “Frankenstein” they’ve built by using a strong content management plan with technical power behind it.

To keep things below the hair-pulling level, it might be time to think about a content management system that streamlines intra-team communication and content development with simple, easy-to-use digital tools. When teams can collaborate with ease, it takes the sting out of content management and pumps up productivity.

More importantly, employees are ready and willing to tap into the benefits of technology to ease content development woes. Out of the senior marketing leaders interviewed for the Accenture Interactive State of Content Report, 78% feel the need for better alignment with IT and realize that marketing efficiency relies more on technology than ever before.

The Simple Tools That B2B Organizations Need to Go the Distance

Simple tools like a smart editorial calendar can go a long way in helping teams stay on track and plan out marketing launches that include input from all departments, not just marketing. Think about it: each department can have a clear idea of what they need to contribute to the content management strategy and overall execution of marketing efforts to enhance the customer experience!

“Organizations need to recognize content as an enterprise issue that does not belong purely to marketing, IT, or any other stakeholder. Right now, more than 50% of respondents say they have more digital content than they can effectively manage, with 53% saying they spend more time on operational details of managing content.”—Donna Tuths, Global Managing Director, Content Services, Accenture Interactive

centralized database that’s accessible by everyone in the company relieves bottlenecks, streamlines workflow, and keeps everyone in the loop about key changes, without having to play a game of old-fashioned telephone. It also provides equal access to all marketing materials, so anyone providing support for customers can find the right documentation to help educate a potential client or close a sale.

Now that we’ve covered the basic reasons why having a way to organize content and employee efforts is awesome, think about how valuable it would be to have a clear content management strategy in place—with the tech infrastructure to match it as your organization grows.

When B2B organizations can build a content marketing strategy that supports all teams in creating smart content that can be curated in a timely way, teams save time and resources and are able to step out of the content churn to build a more effective buyer’s journey.

Taking the time to centralize content efforts also preserves the long-term sanity of the marketing team, allowing companies to scale content production to match the needs as the business grows. Now how’s that for improved efficiency?

What are some tools your team uses to build a content management strategy that’s scalable?

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