How Do I Choose a Content Marketing Technology?
- Content marketing technology helps a specific department or an entire organization operationalize the content lifecycle
- Content marketing vendors vary in many ways, including solution basis (platform/points), third-party content availability and digital asset management
- This blog post summarizes the landscape for content marketing technology vendors
B2B marketers are struggling with the challenges of creating audience-centric content to engage buyers throughout their journey, and the ever-expanding availability of communication channels through which to share this content. Many organizations have taken a patchwork approach to addressing their content marketing challenges, including using file sharing for collaboration and manual processes for publishing.
We are excited to unveil SiriusDecisions’ first SiriusView on this space, which evaluates eight content marketing vendors. The following excerpts focus on when to consider each vendor covered in the report:
Contently. Companies looking to extend their content measurement beyond marketing to include materials that sales reps email to prospects (e.g. analyst reports, presentations or white papers) should include Contently on their short lists. B2B organizations with less than $100 million in annual revenue should seek solutions that serve the small and medium-sized business market.
Curata. B2B organizations that need a mechanism to focus on prioritized content campaigns or themes should evaluate Curata for its prioritization and points system. Companies with complex workflows may want to evaluate other vendors that support automated workflow assignments.
DivvyHQ. Marketing teams that are looking to automate their content creation and planning processes and have internal resources dedicated to content development should consider DivvyHQ. Organizations looking for a complete content marketing suite that includes analytics and reporting should evaluate other technologies.
Kapost. B2B enterprises and mid-market companies that have lengthy, complex buying cycles and produce a high volume of content should include Kapost on their lists for consideration. Marketing and content teams that produce a low volume of content would find other vendors to be a better fit.
NewsCred. NewsCred is a good fit for organizations that have more than $1 billion in annual revenue, especially if the organization has made the strategic decision to use licensed content. Companies that have less than $25 million in annual revenue and those that are making a first attempt to implement content marketing technology may find that NewsCred provides more functionality and features than required.
Oracle Content Marketing. Companies that have already invested in adjacent Oracle Marketing Cloud products, including Oracle Social Marketing or Oracle Marketing Automation (Eloqua), should have Oracle Content Marketing on their short list because of the integration benefits. Marketing teams that need to produce images from a brand library or source infographics from within a content marketing system should seek alternative vendors.
Percolate. B2B organizations with more than $500 million in annual revenue that are seeking a content marketing platform to support global marketing operations should have Percolate on their short lists. Large companies searching for a content marketing technology that can be easily deployed in less than a month by using in-house resources should evaluate other vendors.
SnapApp. Demand marketers who want to focus on interactive content, like ROI calculators, quizzes, brackets and interactive infographics, should have SnapApp on their short lists. Companies that need a tool to help manage the entire content workflow and lifecycle should consider other full content marketing suites.