As audiences become more and more difficult to engage, content plays an ever more crucial role in establishing a company’s brand image and market presence. To develop the best digital and traditional content possible, marketing departments must aim to maintain seamless content planning and development workflows throughout the whole organization—including Legal, HR, and Finance. Traditional tools like spreadsheets, e-mail, and simple project management tools are often inadequate to manage content development efficiently throughout an organization. Today’s brand-conscious companies need a purpose-built, integrated workflow system that can integrate across various processes, departments, and distribution channels.
This is where Marketing.AI comes in. This Canada-based company provides a completely customizable SaaS framework to develop and distribute content in less time, at a lower cost. “At Marketing.AI, we provide out-of-the-box structure around building strategy for content workflow and deliver flexibility in terms of configuring that structure to match a company’s own processes in a reliable way,” says Greg Marlin, Founder and CEO of Marketing.AI. The software provides clients with all the latest features and functionality, under one scalable Enterprise license, for one monthly fee.
One customer, Teradata, a data and analytics company, started up an ‘internal content agency’—a global team of writers and graphic designers—to better address content needs by industry. Four months after start-up, the team became inundated and could no longer manage via email and spreadsheets. Upon implementing Marketing.AI, any associate could share an idea/request for a new content piece online and expect follow-up within 48 hours. And everything related to content development is integrated—strategy, ideation, requests, drafts, design, storage of all project files and team analytics—all in one place.
Having a clear strategy for marketing content makes all the difference.
For us, the calendar is the center of everything. Its simple design empowers clients to perform all the tasks with a few clicks
“Marketing.AI provides strategic planning applications, such as a Buyer Persona tool and Customer Journey planner, to help you record your content strategy and keep it on hand at all times,” says Marlin.
The company’s Editorial Calendar is a complete planning and production workflow tool for online content marketing. “We take a calendar-centric approach to provide multi-dimensional filtering that gives a granular view into the workflow,” Marlin adds. It allows teams throughout the organization to collaborate on new ideas, build strategies to reach their target audience, create and review content, and manage deadlines. “For us, the calendar is the center of everything. Its simple design empowers clients to perform all the tasks with a few clicks,” states Marlin.
The workflows are configured to assign tasks to the different roles (e.g., authors, designers, outside agencies) with specific permissions, and let them draft and edit items within a collaborative interface. For any project, the tool clearly shows who is working on it, if it is on schedule and the latest drafts. Email communications are also greatly reduced and those that are sent are more helpful, with direct link back to the project and its related files, so there is less opportunity for projects to get lost or stalled.
Marketing.AI expedites distribution through channels like Wordpress, Marketo,Twitter, LinkedIn, and Facebook. The tool, currently, can integrate with any analytics software that has an API, including Google Analytics. Marketers can then gain insight on how the content is performing and make needed adjustments quickly.
Going forward, Marketing.AI will continue to focus on providing highly customizable and intelligent software that gives organizations the ability to work the way they want in a workflow tool. Learning and innovating with customers has made their product one of the Top 25 Workflow Solutions Transforming Business and the best content planning and creation workflow tool in the market today.