We have a content publishing problem
Hey you there. The one with the combination of WordPress, Hootsuite, Tweetdeck, Twitter, Buffer, Facebook, Pinterest, Google+, Slideshare, Excel, Word, and a Google Docs mishmash of information ending in Google Analytics, Mixpanel, Apptentive and others. You and I have the same problem. We want to be better at what we love – publishing valuable content for audiences that appreciate it – and we want to measure it. We also want to know which content published by which person at which time was effective. And we need to do this without the compendium of technical knowledge and project management skill that it takes today to get this done.
Consider this exchange and you’ll get the idea of why this is difficult.
There has to be a better way
You need a better content calendar (and so do I.) You’d like to have the ability to make a campaign, syndicate information to multiple channels and to track analytics in the same place. You need to schedule this content for days or weeks or months in advance. You’ll need to do this for multiple authors and also have a big red STOP button to make this information cease when bad things happen in the world.
I send apologies in advance to those people think that content calendars and scheduled publishing is bad. I think that it’s better to publish live than schedule, and I also feel that it’s better to set ideas in advance and follow through on those ideas when you are trying to drive sustained, measurable success. So perhaps these two goals are at odds, and perhaps not. In the meanwhile, we all need a better content calendar than just dumping everything in a Google Spreadsheet.
There are good signs – when I asked this question on Twitter – I heard from Meshfire, Relaborate and Brightpod. I also asked a group of about 5400 community manager types and got some great answers. And I also got the feeling that there are few people out there who are managing the publishing of multiple content authors in multiple channels in multiple campaigns having a simple workflow for approval with the precision and information that they are using to manage their email marketing campaigns.
What does this mean overall? Two words: Market Opportunity. Someone needs to build a content calendar and management service for normal people that is as easy as managing your blog posts in WordPress. That service needs to handle scheduling, analytics, and content funnel management for multiple people and campaigns across multiple channels. If this service already exists, I’d love to know about it so that I can use it.