Managing a company's digital content is essential for a successful business operation. Digital content management (DCM) is a set of processes allowing businesses to streamline digital content production, allocation, and distribution. Content management is a necessary, albeit time-consuming, element of digital marketing. It provides the infrastructure to support your web content, mobile content, digital assets, and more. Without a content management strategy, your company’s presence is unsupported, unstructured, and worse, uncontrolled. 

Not all content is created equally. Depending on your audiences and their behaviors across different touchpoints and platforms, their interests in different types of content are different. Before we can create content, we have to know who our audience is and the opportunities to engage with them, as well as the type of content they’ll likely find most engaging. We'll learn more about how to identify your audience and take inventory of your existing content. 

Now that you have a better idea of the different ways content can be used to engage your audience, it’s important to understand your capacity for creating and managing your content. 

If you want to know whether or not your content marketing is working, you need first to define what “working” means. It will be different for each business, depending on what it wants to achieve and its audience’s behaviors, interests, and motivations. Once you figure out what’s working, you’ll need digital governance to help standardize your approach.