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Salesforce Marketing Cloud
Salesforce Marketing Cloud
Audience Studio is a data management platform (DMP) designed to help businesses deliver personalized marketing experiences by capturing and storing data signals from multiple sources. Advertisers can utilize machine learning techn...Read more about Salesforce Marketing Cloud
Copymate
Copymate
Powered by state-of-the-art AI technology, Copymate delivers exceptional and personalized content to suit the requirements. The innovative platform guarantees fresh, relevant, and captivating content that sets businesses apart fro...Read more about Copymate
SproutLoud
SproutLoud
SproutLoud is a cloud-based brand management solution designed for medium and large size enterprise customers. It offers asset management, approval and search functionalities within a suite. SproutLoud brand management is a p...Read more about SproutLoud
Oktopost
Oktopost
Oktopost enables B2B marketing teams to amplify their brand on social media and measure the real impact of social on the business. Oktopost's social media management, social listening, and employee advocacy solutions are built for...Read more about Oktopost
Act-On
Act-On
Established in 2008, Act-On is a comprehensive marketing automation tool designed to offer a complete suite of applications, including email marketing, website visitor tracking, lead management, social media management, reporting ...Read more about Act-On
Lead Gen & CRM (formerly SharpSpring)
Lead Gen & CRM (formerly SharpSpring)
At Constant Contact, we deliver for small businesses with powerful tools to simplify and amplify digital marketing. Constant Contact Lead Gen & CRM (formerly SharpSpring) is a marketing and sales platform developed to help busines...Read more about Lead Gen & CRM (formerly SharpSpring)
Kapost
Kapost
Upland Kapost is content operations management software that helps you helps you create and distribute meaningful content to guide buyers from initial awareness to lasting loyalty. Foster close collaboration within your team to e...Read more about Kapost
Percolate
Percolate
Percolate is a cloud-based content marketing solution for midsize and large companies. Primary features include content management, brand and channel management and social media management. It allows users to manage brand and cha...Read more about Percolate
SAS Customer Intelligence 360
SAS Customer Intelligence 360
SAS Customer Intelligence 360 is a multichannel marketing hub for the modern marketing organization. Offering a suite comprised of modular components (SAS 360 Engage, SAS 360 Discover, SAS 360 Plan, and SAS 360 Match) SAS Customer...Read more about SAS Customer Intelligence 360
Adobe Campaign
Adobe Campaign
Adobe Campaign is a marketing automation platform used in email automation, delivery and reporting. It allows users to create, coordinate and deliver dynamic campaigns through emails, mobile platforms and offline channels. Ad...Read more about Adobe Campaign
Campaign Monitor by Marigold
Campaign Monitor by Marigold
Campaign Monitor by Marigold is a cloud-based email marketing solution that helps businesses manage new subscriptions, send email newsletters and generate reports. It caters to businesses of all sizes across various industry verti...Read more about Campaign Monitor by Marigold
Hootsuite
Hootsuite
Social media is a wild place to do business. That’s why thousands of brands rely on Hootsuite’s tools and expertise to bring order to the chaos. Launch brilliant social campaigns, deliver 5-star social commerce experiences, and ma...Read more about Hootsuite
Yotpo
Yotpo
Yotpo is a cloud-based content marketing platform for e-commerce businesses that enables users to collect user-generated content and use the content to build a brand and manage the customer experience. The integrated solution lets...Read more about Yotpo
ExpertVoice
ExpertVoice
The ExpertVoice Advocacy Platform connects 900 of the world’s leading brands with more than 1 million vetted industry experts to improve recommendations and reviews in e-commerce experiences, retail stores, and social media commun...Read more about ExpertVoice
Acquia DAM (Widen)
Acquia DAM (Widen)
Flexible and easy to use, Acquia DAM (Widen) helps brands manage and distribute assets across teams, tools, and channels. A highly configurable metadata schema provides powerful, business-specific search and workflow capabilities....Read more about Acquia DAM (Widen)
Marketing 360
Marketing 360
Marketing 360 is a cloud-based marketing platform suited for entrepreneurs as well as small and midsize businesses. This solution allows organizations to run social media advertising campaigns, conduct search engine optimization (...Read more about Marketing 360
BrightInfo
BrightInfo
BrightInfo is a cloud-based content personalization solution built using artificial intelligence (AI) technology that offers automated triggers, account based marketing, page targeting, lead nurturing, content keywords and analyti...Read more about BrightInfo
BrightEdge
BrightEdge
BrightEdge is a search engine optimization (SEO) solution that helps businesses generate organic traffic and streamline content marketing operations using artificial intelligence (AI) and machine learning (ML) technology. It enabl...Read more about BrightEdge
Textmetrics
Textmetrics
Textmetrics is a text technology and a search engine optimization tool that enables businesses to maintain consistency in corporate communications and increase conversion rates through artificial intelligence-based algorithms. Thi...Read more about Textmetrics
Buffer
Buffer
Buffer is a social media management platform for small to midsize businesses that helps users publish content, engage clients and analyze their social media performance. Buffer integrates with Facebook, Instagram, Twitter, Li...Read more about Buffer
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Buyers Guide
Last Updated: March 16, 2023Let’s face it: Traditional marketing methods are not as effective as they once were. Have you ever watched a viral video on a social network? Read a blog instead of picking up a newspaper? Turned off the radio to listen to a podcast?
If you answered yes to any of those questions, you’ll see why conventional methods for delivering marketing messages—television, print and radio—are losing some of their value to newer platforms.
These platforms include search engines, blogs and social media. They are increasingly influencing your customers’ behavior and informing their purchase decisions. In fact, the Content Marketing Institute reports 70 percent of consumers would prefer to learn about a company via a blog post or article rather than an ad.
The most effective way to capitalize on this is to incorporate content marketing strategies and software at your company. By the end of this guide, you’ll have all the knowledge necessary to implement, perform and track content marketing activities for your team.
Click on a section below to read more:
Content Marketing Software Explained
Common Functionality of Content Marketing Software
Content Marketing Software Deployment Options
What Is Content Marketing?
Research and advisory firm Gartner provides one of the most comprehensive definitions of the term:
“Content marketing is the process and practice of creating, curating and cultivating text, video, images, graphics, e-books, white papers and other content assets that are distributed through paid, owned and earned media. These assets are used to tell stories that help brands build and nurture relationships with customers, prospects and other audiences to drive awareness, generate demand, influence preference and build loyalty.”
Think of it this way: Content marketing encompasses the many different types of content your organization shares publicly to build an audience and encourage interactions with your brand. Here are some examples of content marketing in action:
Writing a post for the company blog
Answering a question about your services through networks, such as Quora, Slack or LinkedIn
Producing a video about a new product launch and posting it on YouTube
Conducting a survey to gain industry insights and emailing the results to clients
Content Marketing Software Explained
Content marketing software helps manage the distribution of your content across your own web properties and the internet at large. They facilitate the creation, deployment, management and storage of your team’s content.
For instance: companies such as camera vendor GoPro that regularly share videos with their audience may benefit from content marketing software that can store and organize visual assets.
Source: Content Marketing Tips: Learn From Brands That Are Killing It
That said, the term “content marketing tools” refers to more than just dedicated software. It can also include certain techniques and resources that any content creator can benefit from, regardless of budget or size of business.
Sometimes teams aren’t ready to invest in new technology and are just looking for simple solutions to enhance their content marketing efforts. Here’s how some free or low-cost platforms can help you do just that:
Google AdWords can let you check whether there’s high search volume for certain keywords, which indicates demand for information on a given topic
Websites that offer glyph icons (e.g., The Noun Project) enhance the design and visual appeal of your content
Writing and editing applications (e.g., Grammarly) identify typos and sentence structure issues
Common Functionality of Content Marketing Software
If you find your needs aren't addressed by the basic platforms mentioned above, you may be in the market for a more robust content marketing system. Here are some of the most common capabilities among such systems:
Audience targeting | Target content to specific audiences by segmenting customer data and/or creating buyer personas. Buyer personas model potential customer personalities, behaviors, motivations and pain points. |
Campaign management | View and manage all planned and in-progress marketing campaigns. This includes every part of the process, from refining content briefs to assigning tasks and sharing files. |
File management | A searchable file repository that makes it possible for team members to upload and download multiple digital assets, such as PDFs, videos and images. Some let you assign tags to particular assets for better organization and easy retrieval. |
Customer tracking | Track how readers interact with your website’s content. This includes measuring bounce rate, clicks and conversions. This data may be shown in a dashboard or report. |
Content editor | Design and build content, such as blog posts and landing pages. Many systems have drag-and-drop functions to move blocks of text, multimedia, tables and/or lists around the page until they’re satisfied with the design. |
Editorial calendar | Schedule deadlines and publish dates in advance. |
Multi-channel publishing | Publishes the same piece of content to multiple channels, such as: social networks, websites and blogs. These channels are connected to the platform to make it easier to push pieces live from one single hub. |
Content Marketing Software Deployment Options
Content marketing software can either be purchased as a best-of-breed application or as part of an integrated marketing software suite that offers content marketing platforms, in addition to other applications (e.g., lead generation or mobile marketing). This graph can help you consider your options:
The type of deployment you choose will depend on what kind of buyer you are. For example, large businesses looking for an enterprise solution may be better off with an integrated suite. Suites can automate nearly all of the marketing functions they need beyond content marketing, and there’s no need to worry about duplicate data entry or multiple tracking methods.
On the other hand, small businesses and solopreneurs may benefit more from a stand-alone content marketing system. They may not have a need for the extra “bells and whistles” an integrated suite can offer.
Industry Trends to Understand
As you get closer to choosing a mobile marketing tool, there are a few market trends you should really consider:
Search engine optimization (SEO): The goal of SEO is to increase the number of visitors to websites by securing or maintaining a high ranking in the results page of a search engine, such as Google. This is an important concept to integrate into your content marketing strategy because it helps your audience find your content organically, rather than paying for ad space or sending emails.
Community building: One of the best ways to set up your content for success is to nurture a community of engaged followers. When creating content, think about ways to get readers involved. For instance, invite them to leave comments on your articles or ask them to subscribe to your video channel. The more you encourage community engagement, the quicker you can build an audience for your brand.