MARCH 14, 2016 BY SRINIVAS PENUMAKA

MarTech 2016: A Framework To Understand Content Marketing Software

Content Marketing Martech Qwardo

How do marketers create brand awareness, drive lead generation, and foster customer loyalty in a competitive environment? We live in a world where consumers are tuning out conventional marketing messages. Content marketing helps companies nurture and build relationships with prospects by becoming trusted advisors.


Definition. The Content Marketing Institute (CMI) defines content marketing as a “strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.” Companies like John Deere, Red Bull, HubSpot, Moz, and SAP are using content to increase influence and grow revenues.

Why This Matters. CMI has found that 88% of B2B marketers and 76% of B2C marketers are leveraging content. The same study found that only 30% of B2B marketers and 38% of B2C marketers are effectively using content marketing.

The Aberdeen Group has shown that 95% of marketers are using content marketing. With 28% of B2B and 32% of B2C marketing budgets spent on content, marketers want to optimize investments on the content front. How do you improve the efficiency and effectiveness of your content marketing processes?

Content marketing software helps you create engaging content for buyer personas across the customer lifecycle. These tools allow you to work on content strategy, planning, creation, and distribution across your extended team. Content marketing platforms help you manage the operational processes for content creation at scale.

What To Look For. Content marketing software is an emerging category in the marketing technologies space. Forrester’s Wave for Content Marketing Platforms shows that the largest vendor has less than $5 million revenues for 2014. Here are key criteria that you should look at when talking to content marketing vendors:

  • Does the tool manage your content production lifecycle from planning to distribution?
  • Can you target different audiences across various stages of the buying journey?
  • Can you improve team collaboration with workflows that reduce email, chat, and manual processes?
  • Can you schedule your editorial calendar and assign team members for specific projects?
  • Can you store, index, and archive your content assets in a single location?
  • Are you able to integrate your most used tools for marketing automation and CRM?

Sponsors. You can meet these content marketing vendors at the MarTech Expo:

Acrolinx helps the world’s greatest companies create amazing content at scale. Content that’s on-brand, on-target, and that drives business results.

Kapost powers B2B marketers across ALL marketing functions to produce content that delivers a compelling, consistent customer journey.

Marketing.AI is your content marketing software framework that aligns strategy and execution while tracking your results. All in one place.

ProofHQ is the global leader in online proofing and streamlines the review and approval process for any type of creative asset from the first creative brief through to campaign execution.

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