How does Content Marketing Relate to Content Management?

By Patrice Meadows — Wednesday, October 11th, 2017 at 11:00am

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So much of content marketing is getting content to audiences. Strategy and quality matter for sure, but without a way to organize, publish and distribute content throughout your digital ecosystem, content marketing falls flat.

That’s where content management comes in. Content management is the process that governs how content is collected, managed, and published throughout its lifecycle. Generally, this covers the seven stages of content management, though some content management systems have limited storage capacity which makes storage difficult.  

7 Stages of content management

  1. Organization: rules that outline how and where each content type is stored within the system. In some cases, naming conventions are also established to make search simple
  2. Creation: how documents are uploaded or created within the system and divided into categories
  3. Storage: best method for content storage based on available capacity and the access, delivery, and security needs of the organization*
  4. Workflow: determine how content is created, reviewed, and published are established within the system
  5. Versioning: careful tracking of content changes and corresponding versions of documents, images, blog posts, and other content types
  6. Publishing: how content is delivered to users either on its website or on other contented platforms
  7. Archiving: how content is deleted or moved to a separate, designated area indefinitely

* If your content storage needs outweigh your CMS’s storage capacity, you may consider using a digital asset management system (DAM). For more on DAMs and how they work with CMSs, read this post comparing the two.

How content management supports content marketing

In addition to being the principal vehicle for content publishing and distribution, CMSs and a sound content management strategy ensure that content is aligned with brand standards. The workflow and versioning stages of the content management lifecycle help stakeholders ensure that all content meets standards and align with content marketing goals. Similarly, the publishing component of CMSs, especially those that allow for multiplatform publishing, makes content amplification easy and simple.  

What other software systems make content marketing or digital marketing easier for you? Share your favorite tools below or tweet us @hannon_hill.

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