Marketing content management (CMS) is a solution for software which helps companies manage marketing content across multiple channels. It aims to help companies deal with the new challenges of handling more diverse marketing channels in an increasingly digital business environment.
With a large segment of the consumer market becoming increasingly mobile, using devices with more diverse interfaces, businesses are responding to the need to use websites with responsive design or platforms for social media to reach your target audience. Marketing content management solutions help you track and measure all these marketing efforts and keep them targeted and accurate.
Many of the best MCM tools are set up in a feature-rich dashboard design that displays the actual marketing metrics for individual parts of a campaign. Users can run reports and have a transparent view into the performance of each individual marketing effort, on each platform.
This process of collection, delivery, retrieval, governance and overall management of information is typically used in reference to the lifecycle management of the content from its creation to permanent storage or deletion. The content involved can take the form of images, video, audio and multimedia, as well as text.
For almost every category of digital content, there is a corresponding tool or process to manage it.
- Social media content management: help to create an organized and targeted social media marketing strategy and analyze audience engagement.
- Web content management: used to create, manage and display web pages. A web content management system (WCMS) is a program that provides organizations with a tool to manage digital information on a website without prior knowledge of web programming and may include components for a specific industry, such as a content management application (CMA) that automates HTML production.
- Mobile content management: provides secure access to corporate data on smartphones, tablets and other devices. The main components of MCM are file storage and sharing.
- Enterprise content management: has components that help companies manage data effectively. ECM components are geared towards objectives such as optimizing access, minimizing overload, as well as archiving, content governance and security.
In addition to content management platforms for specific content types, there are also general content management systems that provide automated processes for managing and creating collaborative digital content.
A CMS includes features such as format management, publishing functionality and the ability to update content. It can allow a user to create a unified look and have version control. A digital asset management (DAM) system is another type of CMS that manages documents, movies and other advanced media assets.