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SiriusDecisions Technology Perspective on Content Marketing Platforms

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© SiriusDecisions. All Rights Protected and Reserved. 1 Technology Perspective From strategic planning to measuring impact on the audience and business goals, content marketing technology helps a specific function or an entire organization operationalize the content lifecycle (see the brief "Introducing the SiriusDecisions Content Model"). Functionality within a content marketing platform typically includes collaboration, creation, calendaring, workflow, legal and editorial review, resource assignment, user permissions, asset storage, audience personas, third-party content, audience journey alignment, sales process alignment, personalization, distribution, and analytics. To gain more insight into the productivity and business impact of content marketing efforts, content marketing technology vendors are expanding integration with other marketing technologies and developing additional reporting and analytics capabilities. In this SiriusDecisions Technology Perspective, we outline the benefits, evolution and capabilities of content marketing technology, along with the business priorities supported by this technology. Content Marketing Technology Benefits The benefits of using content marketing technology include: • Audience-centric insights and architecture. Content marketing technology allows and encourages users to create and map content according to buyer personas and the buyer's journey. Content mapping is vital for strategies that develop and deploy content to increase Web site traffic and conversion rates, create more effective nurture programs, and increase sales. This approach also ensures that each piece of content is mapped to a persona and buyer's journey stage before it is created. • Process optimization. Content marketing software streamlines the end-to-end content process from planning and creation to activation and measurement. A system that automatically sends content for approval to the appropriate parties can improve workflow efficiency – especially for b-to-b organizations that have complex review matrices (e.g. legal review, multiple contributors, localization and cross-functional nuances). A content marketing system also can improve collaboration between team members during content production processes. • Content activation. Content marketing software helps organize consistent, well-timed production of content through calendaring. Most content marketing technologies integrate with marketing automation platforms (MAPs), social media management (SMM) tools and Web content Content Marketing Technology: A Sirius Perspective As content proliferates within b-to-b organizations, process breakdowns and technology silos are barriers to content quality and efficiency Organizations are turning to content marketing technology to improve interlock, operations, workflow, findability, measurement and reach Before evaluating content marketing software, organizations must understand this technology category's core and extended capabilities

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