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A Fragmented Mess of Marketing Technology – Sound Familiar?

If you’re like most marketers, the idea of a new digital tool can be nauseating.

“I have to remember another login?”

“That’s just another inbox I have to check.”

“What does that tool even do?”

But when you think about the list of multi-touch and team-focused activities that content marketers have to actuate to get a piece out the door. It starts to make sense:

  •      Manage approvals between  functional groups on a timeline
  •      Host and manage rich media for multiple campaigns
  •      Report against holistic and campaign success
  •      Publish to half a dozen social, e-mail and web channels
  •      Plan campaigns throughout the month and year
  •      Monitor channels for mentions of product and brands

And these are just a handful of use cases for digital marketers. Now, let’s introduce the notion that there are platforms that can automate all this, and do it well. It’s no wonder that nearly 75% of social marketers wouldn’t recommend their social management tool.

More features doesn’t always mean ‘better.’

As a marketer, I’m often wary of heady claims about integration and automation, especially where content marketing is concerned. Integrations are typically messy affairs, and automation assumes a one-size fits all approach.

For content marketers, tech automations and integrations can cause more harm than good. No one team seems to be structured the same way, and even when they are, team members are covering multiple roles.

Raidious is no exception. We have some custom methods for getting our work product out the door to client channels. Sometimes it undergoes a dozen touch points before it’s ready. Having a tool to manage this process alone is daunting.

Last year, we transitioned to Rundown for our internal project management and workflow system. Some of our clients are using it for publishing directly to their channels as well. On the order of automation and process, I can’t remember how we managed approvals and workflow in Basecamp before.

The transition wasn’t easy. Setting up all the tasks so things flow smoothly took time, and there have been some bumps along the way. But after the investment in time, it’s been worth the switch.

Next, we’ll be working into the predictive analytics section of Rundown, that’s what’s really exciting about a successful marketing automation tool – getting ahead of the curve to know what the audience wants, rather than reacting to what they did last week.

The folks at Rundown recently released a neat study of content teams, their organization and challenges. You should go check it out.

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