Shopping for software can be overwhelming with the seemingly endless list of options available to solve any problem.
And a lot of them come with a disorienting price tag.
Regarding content management, having software you’re comfortable with is critical—especially when juggling content from 100+ creators in an influencer marketing program. In this blog, we’ll introduce you to what content management software is capable of, offer some shopping tips, and show you some examples of our favorite paid and free options on the market.
What is content management in influencer marketing?
Content management system (CMS) in influencer marketing refers to planning, creating, organizing, and distributing content across various channels and platforms. It plays a crucial role in influencer marketing as it helps ensure that the content produced by influencers aligns with the brand’s objectives and resonates with the target audience.
The key components of content management in an influencer marketing campaign include:
- Strategy development: Define the campaign goals, target audience, messaging, and content formats, as well as influencers who align with your brand and target audience. More on that shortly.
- Content planning: Develop a content calendar outlining each influencer’s timeline, themes, and content ideas.
- Guidelines and briefing: Provide influencers with clear guidelines and a creative brief that outlines content requirements and helps them align their content with your brand.
- Content creation and review: You’ll likely want to establish a review process to ensure an influencer’s content meets brand standards before going out into the world—especially for less experienced creators.
- Content optimization: Optimize content for each platform it appears on. This may include resizing images or videos, adding captions or descriptions, etc.
- Content distribution: Share influencer content across relevant channels. This includes scheduling posts, tagging influencers, and promoting the content on branded accounts.
- Performance tracking and analysis: Monitor the performance of each piece of influencer content by tracking reach, engagement, conversions, sales, and any other relevant metrics.
- Relationship management: Maintain a positive and ongoing relationship with influencers throughout the content management process to collaborate on future projects together.
What should I look for in a content management software tool?
Managing all of that valuable influencer content will be tricky without help. Fortunately, there are plenty of content management tools out there you can use without needing to increase headcount. But before we get into the options, let’s discuss which features to look for.
Collaboration and communication
Look for tools that offer communication channels and collaboration features to facilitate seamless communication between your team and influencers. This may include email integrations, comment threads, and real-time collaboration on content creation.
Content calendar
A content calendar feature helps you plan and organize your content schedule, including the dates, platforms, and influencers involved. It allows you to visualize your content pipeline and ensure a consistent flow of fresh content to your audience.
Organized content library
Look for a tool that files all your influencer content into an organized library. You should be able to search the content easily so you can repurpose the exact piece you’re looking for at the drop of a hat.
Content approval workflow
Emailing back and forth with creators to approve content is a tedious process that no influencer marketing manager should have to endure. An effective content management tool should provide a streamlined process for reviewing content, providing feedback, and requesting revisions. That way, your influencer content always stays on brand and compliant.
Brand guidelines and briefs
Storing brand guidelines and creative briefs within your content management platform ensures your influencers can always access the information necessary to create content that aligns with your voice, values, and messaging. Remember not to make your briefs too constricting so your influencers still have plenty of room for creative freedom.
Integration with social media platforms
Ensure the content management tool integrates smoothly with the social media platforms where you plan to distribute influencer content. This enables seamless publishing, scheduling, and content monitoring across multiple platforms.
Regulatory compliance support
Legal trouble is a headache you absolutely do not need and can easily avoid with the right tools. Consider tools that offer features to assist with regulatory compliance, like disclosure reminders for sponsored content and contract management tools to ensure compliance with legal and advertising guidelines.
User-friendly interface
The tool should have an intuitive and user-friendly interface that makes it easy for your team and influencers to navigate, collaborate, and manage content efficiently. Bonus points if all of your tools can live in one easy-to-navigate platform.
Scalability and customization potential
If you anticipate running large-scale influencer marketing campaigns or need specific customization, choose a tool that can scale and adapt to your requirements. It should be able to handle multiple campaigns, influencers, and content formats effectively.
Customer support
Evaluate the level of customer support provided by the tool’s provider. Roadblocks are inevitable, making timely and responsive customer support valuable in resolving any issues so you don’t have to waste a second that could be spent running your campaigns.
Analytics and performance tracking
Look for tools that offer robust analytics and tracking features to measure the performance of influencer-generated content. This includes tracking metrics such as reach, engagement, conversions, and sales. The tool should provide clear and comprehensive reports to assess the effectiveness of your influencer marketing campaigns.
An introduction to social media content management tools
Just starting out: free content management tools for influencer marketing
Google Drive
We’re pretty sure you’ve heard of this one, but if not, it’s a cloud-based storage and file synchronization service provided by Google. It allows you to store files, documents, photos, videos, and other digital content in the cloud, making them accessible from any device with an internet connection.
Image via CompareCamp
Pros:
- Cloud storage: Google Drive offers reliable and secure cloud storage so you can access files from anywhere with an internet connection.
- File sharing and collaboration: Easily share files and folders with others, set permissions, and collaborate internally or with your influencers in real-time.
- Google Docs, Sheets, and Slides integration: Access documents, spreadsheets, and presentations. You can easily export them, too.
- File organization: Google Drive provides a folder-based system for organizing files, making it easy to create a structured hierarchy and locate files quickly.
- Version history and revision tracking: Google Drive keeps track of file revisions, allowing you to view and restore previous versions.
Cons:
- Limited workflow management: Google Drive can make it challenging to efficiently manage complex influencer campaigns with multiple tasks, deadlines, and dependencies.
- No built-in content approval workflow: You’ll need a separate tool or go back and forth via email or Google Doc comments for content approval.
- Limited analytics and reporting: You can get some insights from Google Analytics, but it will only be a partial look at your program’s success.
- No influencer relationship management solutions: Google Drive does not have dedicated features for managing influencer relationships, such as tracking communication history, storing influencer details, or maintaining a centralized influencer database.
- Potential storage constraints: While Google Drive provides free storage, there may be limitations depending on the user’s plan or the size and number of files stored.
Our take:
Google Drive is about as basic as it gets for content management. If you’re starting out, this is a great place to start storing your content. But as you scale, you’ll need better tools to help you better manage your content, relationships, and more. +
Social Champ
Social Champ is a leading social media management tool in the industry. With its vibrant UI and seamless user dashboard, the tool bridges the gap between social media managers and their favorite platforms. Social Champ provides the flexibility to manage, create, schedule, and analyze your content across nine major social media platforms (including the Twitter rival – Mastodon). Moreover, the tool offers an unmatchable FREE plan with premium features.
Pros
- Social Media Scheduling: Social Champ offers unlimited scheduling to all platforms. You can even schedule captivating Instagram Reels, Facebook Reels, and YouTube Shorts.
- Champ AI Suite: The tool provides AI integration with ChatGPT. You can create meaningful captions using AI Content Wizard, generate gorgeous visuals using AI Imagniatory, and analyze the tone of your posts using Sentiment Analysis.
- Social Media Calendar: Get a grid view of all your scheduled posts with our exclusive social media calendar. You can even share your calendar with your clients using a shareable calendar.
- Monitoring Analysis: Monitor your post performance and analyze your top-performing posts with platform-specific metrics. The tool even suggests the best time to post based on your analytical history.
Cons
- In-depth social media listening is not available.
- Champ AI Suite runs on limited credit on a free plan.
Our Take
Social Champ stands out as a premier social media management tool, boasting a dynamic user interface and an intuitive dashboard. Its compatibility with nine major social media platforms, including Mastodon, showcases its adaptability. The tool’s FREE plan is notably generous, offering features like unlimited scheduling for trending content formats and a comprehensive social media calendar. The integration of the Champ AI Suite, especially with ChatGPT, revolutionizes content creation and analysis. From crafting compelling captions with the AI Content Wizard to generating stunning visuals with AI Imagniatory, Social Champ truly offers a holistic social media management experience.
HubSpot
HubSpot is an all-in-one inbound marketing and sales software platform that provides tools and solutions for businesses to attract and engage customers. For now, we’re just going to discuss HubSpot’s free version. However, there are paid versions of the software that can unlock more sophisticated capabilities.
Image via Hubspot
Pros:
- Comprehensive CRM functionality: The free version of HubSpot CRM provides robust features for contact management, deal tracking, and sales pipeline management. It allows the basic organization of leads, contacts, and deals.
- Up to five users: HubSpot’s free version allows up to five users. Not bad for a small business, but likely won’t cut it for mid-tier or enterprise-level organizations.
- Integrations: HubSpot integrates smoothly with other HubSpot products and various third-party tools to help streamline workflows.
- User-friendly interface: HubSpot offers a user-friendly interface that requires minimal training to navigate and understand.
- Basic reporting and insights: The free version of HubSpot CRM provides basic reporting capabilities, allowing you insights into sales activities, deal progress, and other key metrics.
Cons:
- HubSpot’s free version grants access to limited features for many tools, including: Landing pages
- Forms
- Shared inboxes
- Email health reporting
- Conversational bots
- Hubspot branding: The free version includes HubSpot branding on some marketing assets, such as forms and email footers. This branding can be a drawback if you prefer a more professional customer experience.
- Limited support: While HubSpot provides community forums, knowledge base articles, and email support for free users, the level of support is limited compared to the paid versions.
Our take:
HubSpot is a great place to start if you’re looking for free inbound marketing, sales, and customer service software to complement your influencer marketing strategy. But just like any free version, it has plenty of limitations. You’ll likely outgrow the free version eventually and have to spend some money to upgrade.
Buffer
Buffer is a social media management software to help schedule, publish, and analyze social media posts across various platforms. It provides a centralized platform to manage multiple social media accounts and streamline marketing efforts. It offers a free version and paid options.
Image via Buffer
Pros:
- Social media scheduling: The free plan allows you to schedule and publish posts to various social media platforms, including Facebook, Twitter, Instagram, LinkedIn, and Pinterest.
- Content calendar: Buffer provides a content calendar where you can plan and visualize your scheduled posts.
- Landing page builder: Create a simple landing page that brings together all of your best content in one place.
- AI assistant: The AI assistant helps generate ideas and repurpose your existing content.
Cons:
Needless to say, you’re getting the bare bones with a free version of a software that also offers paid options. Here are some of the things you’re missing out on without a paid plan:
- Engagement tools
- Analytics reports
- Unlimited team members and clients
- Draft collaboration tools
Our take:
Buffer’s free version is great for scheduling social media content. However, if you want any deep insights into how that content performs, you’ll have to open up the checkbook.
Paid options: mid-market to enterprise content management tools
Hootsuite
Hootsuite is a social media management platform that helps businesses and individuals manage and schedule their social media content across various platforms. It offers a centralized dashboard where users can monitor and engage with multiple social media accounts, schedule posts, analyze social media performance, and collaborate with team members.
Image via Hootsuite
Pros:
- Social media scheduling: Hootsuite allows you to schedule and publish posts across multiple social media platforms, including Facebook, Twitter, Instagram, LinkedIn, YouTube, and more.
- Content curation: Discover content from various sources, including RSS feeds, industry blogs, and trending topics, so you always have engaging content to share with your audience.
- Social listening: Hootsuite enables you to monitor social media conversations and mentions related to your brand, industry, or specific keywords.
- Team collaboration: Hootsuite provides features for team collaboration, allowing multiple team members to manage social media accounts and work together.
- Analytics and reporting: Hootsuite offers comprehensive analytics and reporting tools to track the performance of your social media efforts. You can measure key metrics such as engagement, follower growth, click-through rates, and more.
Cons:
- User interface complexity: Hootsuite’s interface can be overwhelming for new users or those unfamiliar with social media management tools.
- Pricing structure: Hootsuite’s pricing plans can be expensive, especially for small businesses or individuals on a limited budget.
- Limited engagement features: Hootsuite focuses primarily on scheduling and publishing content, and its engagement features may not be as robust as specialized social media monitoring tools.
- Dependency on third-party APIs: Hootsuite relies on integrations with various social media platforms, and any changes or updates to those platforms’ APIs can
impact Hootsuite’s functionality.
Our take:
Hootsuite is a well-known social media management platform with a solid reputation. Its scheduling capabilities, content curation, social listening, and analytics/reporting tools offer value. However, the interface complexity, pricing structure, and platform limitations may challenge some users. Since Hootsuite no longer offers a free version, consider your specific goals and needs before purchasing.
GRIN
GRIN is an influencer marketing software designed to help brands of all sizes run high-performing campaigns with content creators. From discovering influencers to managing content and reporting on results, GRIN has all the tools you need to get the most out of your influencer relationships.
Pros:
- Organized content library: GRIN automatically organizes all influencer content into one database. With plenty of search parameters, GRIN makes it easy to search for the exact content piece you’re looking for.
- Content approval workflow: GRIN facilitates the content approval process by providing a collaborative workflow where you can provide feedback, suggest edits, or request revisions to ensure the content aligns with your brand guidelines and campaign objectives.
- Content collaboration: GRIN provides tools for brands and influencers to collaborate on content creation. Outline campaign objectives, provide guidelines, and share creative assets with influencers to ensure clear communication and centralized access to campaign materials.
- Influencer discovery: GRIN offers the industry’s most comprehensive influencer discovery solution with the Creator Discovery Suite. With a combination of five always-on and on-demand tools, you can ensure you always find the right influencers to represent your brand.
- Reporting and analytics: GRIN offers real-time reporting and analytics, so you always have a clear view of how each piece of content performs with your target audience.
Cons:
Learning curve: Like any software platform, GRIN may have a learning curve, especially for users new to influencer marketing or the specific features of the software. GRIN does, however, offer dedicated customer success managers for most plans.
Overwhelming feature list: If you’re very new to influencer marketing, the robustness of GRIN’s platform might be more than you require.
Our take:
GRIN consistently ranks at the top of the pack for influencer marketing software, according to review sites like G2, TrustRadius, and Capterra. With unmatched content management features, GRIN is a must for any brand serious about running a first-class influencer program.
Best Practices for Content Management in Influencer Marketing
Effective content management in influencer marketing isn’t always as easy as you think. Remember these best practices to ensure everything runs smoothly when you and your creators start cranking out that valuable content.
1. Set clear goals.
Setting clear goals will help you categorize your content into various stages. For example, some touchpoints might include:
- Awareness: Content that shares your brand story and introduces you to your target audience.
- Education: Content that explains how your product or service works and offers insights into your industry.
- Consideration: Content like reviews and comparisons that show your product stacks up against the competition.
- Advocacy: Organic content from brand fans singing your praises on social media.
2. Draft detailed guidelines.
Having detailed content guidelines helps ensure you only have the highest quality pieces. Campaign briefs and guidelines outline success for your creators and help them develop the most useful content for your brand. Just make sure to…
3. Provide plenty of creative freedom.
Guidelines are important, but whatever you do, don’t stifle your influencers’ creativity. Remember, they know what resonates with their audience better than you do. That’s how they built their following, after all. Give them some guard rails, but always let them drive.
4. Streamline communication.
It’s nearly impossible to communicate effectively with a large group of creators. As you accumulate more people creating content for you, you’ll need a way to automate certain correspondences and ensure everyone has all the information and materials they need.
5. Implement necessary approval processes.
There’s no need to go back and forth trying to approve creator content if you can avoid it. Look for tools that simplify the approval process so you can focus on getting that content out into the world.
6. Choose the right content management tools.
We’ve already mentioned a few content management tools that offer a great starting point. But some of them can get pretty expensive, and not all offer a free version. Do your research before committing. Take another close look at all your program goals and KPIs to ensure you’re getting the most for your money with as little fluff as possible.
7. Maintain a content calendar.
Nothing groundbreaking here—keep an organized content calendar so you always know what is going out and when. This will help keep you from duplicating posts and give you a bird’s eye view of your entire content strategy.
8. Encourage user-generated content (UGC).
Content from your marketing team is good. Content from influencers is better. But organic content from creators who naturally excite your brand online is best. Invest in tools that help you track this content down easily and enable you to repurpose it throughout your marketing funnel.
9. Monitor performance.
Track everything! You’re shooting in the dark without a clear look at what content works and what doesn’t. There are plenty of tools that offer this. Just keep an eye on the subtle differences that best support your mission.
10. Maintain relationships.
Treat your creators well, and they will treat you well in return. Leverage your best relationships to collaborate on big-picture projects and create tried and true content that has already proven to work for your creators and brand.
Key takeaway: Content management tools are essential, but choose carefully.
There will come a time when you need a content management tool for your business to reach its full potential. Start with a free version, if possible, then work your way up. But before making your choice, outline your goals carefully and do plenty of research into everything available on the market. Good luck!
