There's an increasing number of companies - both large and small - that are putting more muscle into their content creation efforts - and that's a good thing. With this increase in content creation activity comes a challenge - to effectively connect the content to the appropriate stage of the sales process in order for it to have the greatest impact in generating incremental revenue.
For many companies, it's the 2013 budget planning season. One of the key line items in the majority of business budgets is marketing. For the increasing number of companies that are actively practicing inbound marketing methodology, a core focus of their marketing budget should be on content development.
If you manage content creation for your business, it's highly likely that you use a spreadsheet to keep track of what you're doing. As you get more sophisticated with your content - which usually means creating more of it and diversifying the type of content you create - it becomes increasingly difficult to manage the process with a spreadsheet. I've been looking for ways to manage this process better and recently found a cloud-based app that not only lightens the load of content management, but adds some power, flexibility and added control along the way. It's called DivvyHQ. (Note: I am in no way affiliated with the company.)
There has been an upward shift in understanding the importance of content in generating traffic, leads and ultimately, incremental revenue, for businesses of all types. Typically, the succeeding realization is the need for efficiently managing content - from defining the topical direction of content to managing writing resources and deadlines. The critical tool for this job is the mighty content or editorial calendar.