What does content centralization have to do with the price of carrots?
Pretend you’re a farmer for a moment. Your crop has come in and you are all set to sell a fresh new harvest of carrots. To do so, you have two options: first, you could sell your carrots by the side of a barren road. Or, you could choose instead to open a stand at the farmer’s market in the center of town.
Which one do you choose?
Unless you enjoy swatting mosquitoes and watching the dust settle, you probably chose the farmer’s market. Why wouldn’t you? The farmer’s market puts your crop and all similar products together in one, centralized location where it’s easy for everyone to find the things they need. No one has to hunt, and the road less traveled is better left that way.
The same principles apply to content marketing, though too many of us are still setting up shop at a variety of roadside stands instead of taking our goods to one big market. Blogs are distributed one way, social posts are handled another, whitepapers a third and emails are flying about in between. Try to figure out where everything is at any given time and all you’re left with is confusion.
Bringing all of your content crops together
Keeping track of several roadside stands is difficult for you and impossible for your SMEs or team members. Instead of putting them through some type of complex scavenger hunt, make things easy by consolidating your content workflow into one easy-to-access location. This creates your own content farmer’s market and offers some pretty special advantages, such as:
Customers come to the farmer’s market because it’s easy to go from booth to booth and they can collect their corn right after they purchase your carrots. Consolidating your content marketing efforts offers your team the same benefits. When you organize all of your materials into one location, you save team members from digging through folders or cataloging emails to find the messages they have to review. With one platform, it’s all displayed in front of them and they can review it from anywhere.
Easier cross marketing
Carrots combined with potatoes makes for a really great stew, and blog content paired with social messaging leads to a really successful content marketing campaign. When all the pieces are in front of you, it’s common sense. But when you are forced to try and bring stranded components back together, there’s always the chance something gets missed. Centralizing these components allows you to compare them side by side and find ways messages can be adjusted to produce the maximum impact.
Easier product review
Don’t give your SMEs directions to a dozen roadside stands. They may not find the first one, and they certainly won’t bother searching for the second. Instead, consolidate your content to make it easy for SMEs to find what they need to review. All of a given campaign’s content is ready and waiting for them in one handy, central location and your SMEs will prefer this because they won’t need to dig through any folders or track down emails. Your reward will be happier, more obliging SMEs and, ultimately, more thorough reviews and better content.
Like the farmer’s market, good content becomes great when it is brought together for review and optimization. That’s why we created BrandpointHUB, to help you conquer content chaos. With the HUB, all of your campaign’s content is consolidated in one, easy-to-use location so you can spend less time managing your content and more time growing your business. Contact us today to learn more about BrandpointHUB and see why this is the perfect season to start a content marketing market of your own.