Determine goals and provide background
Determine and prioritize content marketing use cases
Gather cross-functional requirements
Plan for integration and evolution
Integration with marketing systems
This includes legacy and existing marketing-related systems, such as CRM, social listening tools, content management systems (CMS), digital asset management (DAM) solutions, marketing automation, and so on. Integration requirements with other marketing systems are critical and typically comprise the most immediate integration needs when implementing new content marketing software.
Integration with enterprise systems
This includes legacy and existing enterprise systems that support or could support content marketing processes (e.g., management, workflow, analytics, etc.). Examples include internal communications platforms, corporate intelligence, and internal collaboration networks. Depending on organizational needs, enterprise system integration may be an immediate or a longer-term priority.
While future will hold different definitions for different organizations, remember to consider how the business and IT roadmap will impact integration needs down the road. Also consider external forces, emerging technology platforms, changing capabilities, and device types.