SlideShare ist ein Scribd-Unternehmen logo
1 von 41
Downloaden Sie, um offline zu lesen
CONTENT
MARKETING
Solution Study
Insights, Landscape, & Vendor Analysis
28
Table of Contents
1 03
2 05
3 08
4 11
5 13
6 16
7 20
Executive Summary
What is Content Marketing?
Content Marketing Maturity Model
Benefits of Content Marketing
Content Marketing Deployment Lifecycle
Vendor Selection Criteria
Content Marketing Solutions Landscape
Analyst Bottom Line
40
39
CONTENT MARKETING
Solution Study
Our Solution Study Methodology
About Demand Metric
Action Plan
278
Executive Summary
CONTENT MARKETING: SOLUTION STUDY
4CONTENT MARKETING: SOLUTION STUDYEXECUTIVE SUMMARY
This Solution Study covers:
Benefits of Content Marketing
It has been said that “All Marketing is Digital Marketing,” and with good
reason! In the last decade, marketing has been transformed.
Marketing has moved from an environment in which traditional marketing,
brick and mortar storefronts, and Digital Marketing options all competed
for the time, attention, and resources of the marketing department to one
in which Digital Marketing reigns supreme (with an occasional nod in the
direction of the storefront or traditional marketing channels, such as direct
mail and print advertising).
InourDigitalMarketingSolutionStudySeries,weexaminefivecomponents
of Digital Marketing.
In this report, we will focus on the growing practice area of Content
Marketing and cover the following sections.
Content Marketing
Deployment Lifecycle
Vendor Selection Criteria
What is Content Marketing?
Executive Summary
Action Plan
The Content Marketing
Solutions Landscape
5CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING
What is Content Marketing?
CONTENT MARKETING: SOLUTION STUDY
6CONTENT MARKETING: SOLUTION STUDYWHAT IS CONTENT MARKETING?
Demand Metric defines Content Marketing as:Content is King. Its reign as the premier marketing focus for Digital
Marketing shows no signs of abating. Rather, the content is becoming
stronger, richer, and more integrated as the ways and means to deploy
content for marketing rapidly expands.
It’s tempting to push as much content out as possible and hope that some
of it hits the right person at the right time. However, that approach is akin
to the old “broadcast” media approach.
More content is not the answer; it needs to be the right content.
Context is critical. As important as content is, it is equally true that the
world is awash in content. Few of us can keep up with our main inter-
ests, let alone other subjects pertaining to our careers and lives. This
makes context as valuable as content, more so if you truly want to get a
response to your content marketing.
Our Content Marketing Solution Study looks at the range of content plat-
forms. We will examine the landscape, vendors, and solutions for the three
foundation platforms – Web Content Management Platforms, Content
Marketing Platforms, and Content Distribution Platforms.
These platforms and toolsets provide the structure that content marketers
need to create relevant, personalized content for each of their individual
audiences.
The strategies, processes, and technologies
that support the development, deployment,
management, and measurement of content
used for marketing and advertising. Content
Marketing involves relevant, personalized
content that creates or changes the users’
experience, attitudes, or preferences.
What is Content Marketing?
Role in Digital Marketing
Demand Metric considers Content Marketing to be an integral part of
Digital Marketing, as illustrated by our Digital Marketing Roles Matrix on
the next page.
Driven by the Content Marketing Manager, processes, technologies, and
WCM (Web Content Management) platforms are used by Senior Manage-
ment, Strategic Comm, Community & Social Media Managers, PR, and
Product Marketing. The common metrics for Content Marketing include
content views, links earned, content conversion, and content published.
7WHAT IS CONTENT MARKETING?
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Senior
Management
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
WCM
Marketing Automation
CRM
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Strategic
Communications
Brand Strategy
Digital Marketing Strategy
Social/Mobile Marketing Strategy
Marketing Budget
Agency Management
Communications Management
WCM
Content Marketing Platforms
Social Media Platforms
Data Sheets, Whitepapers
Case Studies/Testimonials
Competitive Analysis
Market Share, Profitability
Brand Equity
Content Usage
Demand
Generation
Lead Generation & Events
Inbound/Outbound Marketing
Sales Opportunity Management
Advertising/Sponsorship
Lead Generation
Tradeshows
Marketing Automation/Email
Digital Asset Management
Event/Survey Management
Advertising/SEO
Email Campaigns
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Content
Marketing
Web Content Management
Content Marketing
Content Distribution
Content Creation
Campaign Analysis
Content Scoring
WCM, Blogging Platforms, MA
Content Marketing & Distribution
Video Marketing Platforms
Website and Blogs
eBooks, Articles
Videos
Content Views, Links Earned
Content Conversion
Content Published
Community &
Social Media
Online Community Management
Social Listening
Social Engagement
Community Development
Social Channel Management
Social Reputation Management
WCM
Social Media Platforms
Social Channels & Networks
Posts, Tweets, Photos
Forums, Chats, Comments
Articles, Community News
User Engagement
Sentiment Analysis
Campaign ROI
Public Relations
External Communications
Media Relations
Analyst Relations
Influencer Identification
Relationship Cultivation
Content Creation/Distribution
Media Contact Database
News Distribution & Monitoring
Analytics & Reporting
News Content/Press Releases
Thought Leadership Content
Rich & Social Media Content
Mentions/Impressions
Audience Growth & Engagement
Sentiment Analysis
Product
Marketing
New Product Development
Mobile App Development
Video Production/Development
Product Launch
Product Positioning
Competitive Analysis
WCM
Mobile Development Platforms
Video Production Platforms
New Features/Ideas for R&D
Gamification
Competitive Analysis
Avg. Revenue Per User
Avg. Order Value
Conversion Rate, Renewal Rate
Customer
Experience
Interactive Experience
Customer Satisfaction
Customer Advocacy
Customer Experience
Customer Journey Mapping
Customer Persona Creation
Customer Profile Management
Customer Support, Twitter
Survey & Social Channels
Buyer Personas
Customer Journey Map
Proposals, Presentations
Customer Satisfaction Index
Customer Lifetime Value
Net Promoter Score (NPS)
CONTENT MARKETING: SOLUTION STUDY
Demand Metric’s Content Marketing Maturity Model can be used in combi-
nation with the vendor landscape analysis and charts detailed in the
Content Marketing Solutions Landscape section of this report.
8
Content Marketing Maturity Model
CONTENT MARKETING MATURITY MODEL CONTENT MARKETING: SOLUTION STUDY
Level of Commitment
The strength of the commitment and the focus on excellence in Con-
tent Marketing initiatives and campaigns drives other best practices.
Planning
Content Marketers create strategies, goals, and KPIs for every
point of their Content Marketing effort.
Processes
Content Marketers develop measurable processes for each
phase to ensure progress and success.
Resources
World Class Organizations ensure that sufficient resources (time, talent,
tools, money) exist for each initiative, campaign, and phase of their plan.
Management
World Class companies effectively manage the change, progress,
and results of Content Marketing efforts.
As our Content Marketing Maturity Model (pages 9-10) illustrates, organizations
moving from a lack of experience with Content Marketing to those which fully
embrace it must consider eight key components. These are:
Orientation: The posture the organization takes toward the disci-
pline of Content Marketing and its importance to the organization for
marketing, sales, and revenue generation.
Leadership: The view of executive/senior management toward the
role Content Marketing plays in driving sales, revenue, and profits; its
inherent value to the company.
Budget & Staff: How well Content Marketing is resourced with time,
talent, tools, money, and authority.
Tools & Platforms: The tools and platforms used to create, deploy,
manage, and measure Content Marketing initiatives.
Lead Generation: How well the organization performs at Lead
Generation.
Email Marketing: How well the organization performs at Email
Marketing.
Cross-Channel Marketing: How well content is distributed and lever-
aged across multiple channels in your Content Marketing strategy.
Metrics: How Content Marketing initiatives and campaigns are tracked,
measured, managed, and reported.
Our Maturity Model shows the progression of an organization from Stage 1
(Undefined) to Stage 4 (World Class) that is characterized by the following best
practices:
Orientation
STAGE 1 - Undefined
STAGE 2 - Progressive
STAGE 3 - Mature
STAGE 4 - World-Class
Budget &
Staff
No defined strategy or process for
Content Marketing
Budgets for web & email marketing; Staff
is contracted or coordinator role; Budget
spend for content is 15% or less
Budget allocated; Defined roles and
responsibilities for Content Marketing;
Budget spend is 25% or more for
content
Budget with business case to justify
spend; Dedicated marketing roles for
Content Marketing; Budget spend for
content up to 50%
Budget connected to marketing goals;
Aligned maximum Digital Marketing
impact; Budget spend for content more
than 50%
Defined strategy and processes exist
for Content Marketing in uncoordinated
pockets
Defined, integrated strategy and
processes exist for Content Marketing
across the Enterprise
Defined, integrated strategy for
Content Marketing exists across the
Enterprise; Campaigns are tracked &
measured by level of engagement &
revenue impact
Leadership
One-dimensional view of Content
Marketing as Web and Email Marketing
Sees need for rich content; Experi-
menting, testing, & evaluating apps &
tools; Uses outsourced agency
Long term commitment to rich content;
Integrated platforms for WCM and CMS/
CDS; Internal staff and resources
Views content as primary lead gen tool;
Supports resources for rich content,
cross-channel marketing, and content
marketing apps
Tools &
Platforms
Complete, end-to-end system integra-
tion of WCM and CMS/CDS platforms
with tight integration to Enterprise
CRM, MA, and other legacy ERP
systems
Ad hoc development; Point tools for
email, content, & social media; No
mobile or video apps
Platforms that perform specific func-
tions with coordinated tools, apps, and
workflows
Platforms connected to each other (i.e.
WCM to CMS/CDS to Social Listening
API integration to Enterprise CRM and
MA systems)
Content
Marketing
CONTENT MARKETING
Maturity Model
Want to rate your organization’s Content Marketing maturity
with an interactive tool? Download our Content Marketing
Maturity Assessment and get started today!
Email
Marketing
Cross-Channel
Marketing
Metrics
Generates and publishes content
for marketing, social sharing, and/or
advertising sporadically
Relies on no/low cost Email Marketing
platform with pre-designed templates
for newsletter and/or email promos
No formal measurements in place
Analytics to monitor & track content
usage & response (content views,
social share, links earned, etc.)
Dashboard monitors content usage
& conversion; Tracks opens, clicks,
forwards, registers, purchases,
redeemed offers, etc.
Enterprise–wide dashboard with
content scoring, user acquisition, and
engagement by behavior, experience,
brand reach, etc.
Content Marketing for sales, marketing,
blogs, web traffic, and social channels
with usage and response tracking
Has regular Email Marketing campaign
with newsletters; drip system for
leads; list management and growth
programs in place
Enterprise-level CMS/CDS with multi-
channel, multi-product needs; Focused
on recommendation and amplification of
relevant, personalized content
Advances use of email for online events,
feedback, & surveys; Uses landing pages,
auto-responders, Facebook promo-
tions, coupons, & social sharing; Mobile
campaign design & delivery
Focused on content strategy, organiza-
tion of high volumes of content, auto-
mated workflows, one-click distribution,
& aggregated metrics
Email Marketing integrated with CMS
system from content list to order entry;
Enables list segmentation & lead
nurturing activities; Enterprise integra-
tion with CRM, MA, etc.
Content
Marketing STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class
Lead
Generation
Personalized & localized content;
Delivery to all devices in real-time
through custom content and marketing
apps; Native mobile optimized
Relies on website landing pages with
limited content targeting; Company
profiles on social networks; Posting is
sporadic
Offers rich media content, social
networks, blogs, Wikis (Web 2.0), etc.;
Growing subscriber lists for Email
Marketing
Convergence of content; social and
mobile content to drive leads from web;
marketing campaigns and events
CONTENT MARKETING
Maturity Model
V I E W R E S O U R C E
11CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING
Benefits of
Content Marketing
CONTENT MARKETING: SOLUTION STUDY
12CONTENT MARKETING: SOLUTION STUDYBENEFITS OF CONTENT MARKETING
The benefits of effective content marketing span most customerfacing parts
of the organization, especially marketing, sales, and customer service.
When visitors, buyers, and consumers interact with your content, they reveal
much about their preferences and interests. This information can be used to
provide them with a better experience that encourages them to purchase
your products and services.
The primary benefits of Content Marketing include:
Benefits of Content Marketing
Engage your audience with a relatable experience.
Tell a story that creates a relationship.
Attract the best sales prospects for your product or service.
Provide a consistent customer experience in the buyer’s journey.
Lower the cost of marketing campaigns.
Increase website, blog traffic, and SEO.
Collect more relevant and accurate customer data.
Provide a personalized, local experience that can be processed.
Build a stronger, more targeted email list.
Nurture leads to become sales opportunities.
Improve the quality of social sharing, referrals, and engagement.
Ensure message consistency across all marketing channels.
1
2
3
4
5
6
7
8
9
10
11
12
13CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING
Content Marketing
Deployment Lifecycle
CONTENT MARKETING: SOLUTION STUDY
14CONTENT MARKETING: SOLUTION STUDYCONTENT MARKETING DEPLOYMENT LIFECYCLE
Content Marketing Deployment Lifecycle
Content Marketing platforms fall into two categories – Web Content
Management (WCM) and Content Marketing & Distribution (CMS/CDS),
which will be discussed in detail in the Content Marketing Solutions Land-
scape portion of this report.
While both categories may include similar functionality and features, each
has a different end goal in mind. Consequently, the approach to imple-
menting and deploying solutions from each category vary.
In this section, we will discuss the separate lifecycles for WCM and CMS/
CDS platforms.
WCM Stages of Deployment
We see six stages in the deployment of WCM platforms, beginning with
content creation and circling to integration with other systems.
Figure 1 illustrates a common deployment lifecycle for WCM platforms.
WCM
Deployment
Lifecycle
Create
Content
Develop
Assets
Manage
Workflow
Manage &
Measure
Enterprise
System
Integration
Deliver to
Channels
1
2
3
4
5
6
FIGURE 1: WCM DEPLOYMENT LIFECYCLE
15CONTENT MARKETING: SOLUTION STUDYCONTENT MARKETING DEPLOYMENT LIFECYCLE
CMS/CDS Stages of Deployment
For CMS/CDS platforms, we see seven stages in the deployment lifecycle,
beginning with developing a content strategy and progressing through to
measurement.
Figure 2 illustrates a common deployment cycle for CMS/CDS platforms.
CMS/CDS
Deployment
Lifecycle
Develop
Content Strategy
Create
Content
Discover &
Curate
Manage
Assets
Publish &
Distribute
Measure
Manage
Workflow
1
2
3
4
5
6
7
FIGURE 2: CONTENT MARKETING & DISTRIBUTION
DEPLOYMENT LIFECYCLE
16CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING
Vendor Selection Criteria
CONTENT MARKETING: SOLUTION STUDY
17CONTENT MARKETING: SOLUTION STUDYVENDOR SELECTION CRITERIA
Vendor Selection Criteria
We recommend that organizations evaluate vendors in the Content
Marketing solution space based on the lifecycles reviewed in the
Content Marketing Deployment Lifecycle section of this report.
Web Content Management and Content Marketing and Distribution
platforms should be evaluated on a case-by-case basis for each
organization.
Figure 3 (next page) highlights the key functionality of a WCM platform
according to the level of complexity from Basic to Cutting-Edge.
Figure 4 (Page 19) highlights the key functionality of CMS/CDS platforms
based on the same four tiers. Use these graphics to determine the
features that are right for your company.
Download and complete Demand Metric’s Web Content
Management Vendor Evaluation or our Content Marketing &
Distribution Vendor Evaluation to assess several vendors at
one time to see which may work best for your organization.
V I E W R E S O U R C E
18VENDOR SELECTION CRITERIA
CUTTING-EDGE
COMPREHENSIVE
STANDARD
BASIC
Mobile Marketing, Visualization Tools, Advanced Analytics
Editing & Publishing Tools, Workflow Management, Mobile Content & Social Media Channel Management,
Content Analytics & Lifecycle Workflow Integration, Social & Mobile Tool Integration, Enterprise System Integration
Content Creation; Delivery and Optimization, Editing Tools for Creation, Automation, & Collaboration;
Content Delivery Across Platforms, Channels, & Devices
Plug-ins & Add-ons, Open Source Content Management Platform, Third-party Developer Support
CONTENT MARKETING: SOLUTION STUDY
FIGURE 3: WCM VENDOR SELECTION CRITERIA BY FUNCTIONALITY TIER
19
CUTTING-EDGE
NICHE SOLUTION FEATURES
COMPREHENSIVE
STANDARD
BASIC
Content Strategy, High Content Volume Organization, Rich Media Campaigns, Automated Workflows,
One-Click Distribution, Aggregated Performance Metrics
3D Product Visualization Tools, Advanced Analytics
Universal Data Collection & Curation, Integrated with Creation & Distribution; Content Location & Scoring for
Relevance; Digital Asset, Social Media, & Content Trend Analytics
Content Sharing & Measurement Features, Recommendation Engine, Personalization of Content
(down to the street level)
Content Creation, Curation, Discovery, & Publishing Features
VENDOR SELECTION CRITERIA CONTENT MARKETING: SOLUTION STUDY
FIGURE 4: CMS/CDS VENDOR SELECTION CRITERIA BY FUNCTIONALITY TIER
20CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING
The Content Marketing
Solutions Landscape
CONTENT MARKETING: SOLUTION STUDY
21CONTENT MARKETING: SOLUTION STUDYTHE CONTENT MARKETING SOLUTIONS LANDSCAPE
The Content Marketing Solutions Landscape
Overview Vendor Playing Fields
As mentioned previously, Content Marketing solutions fall
into two main categories:
Web Content Management Platforms – These
platforms provide the structure and functionality for
content creation and delivery across digital channels,
and integrate with key internal CRM and MA systems.
Key features include content management, editing
& publishing tools, workflow management, mobile
content & social media management, and analytics.
Content Marketing and Distribution Platforms –
These platforms provide the creation, organization,
management, distribution, and measurement of content
across all device types and channels. Key features
include content creation, discovery, customization,
recommendation, publishing, promoting & amplifying,
content workflow & asset management, and analytics.
In this study, we focused on vendors that offered platforms
with a technology infrastructure that supports multiple
applications rather than one-off applications.
Vendors were placed in their category based on what we
believe is their primary application focus, although many
provide application and feature sets that blend from one
platform category to the other.
22CONTENT MARKETING: SOLUTION STUDYTHE CONTENT MARKETING SOLUTIONS LANDSCAPE
Web Content Management Systems
Vendors in the Web Content Management (WCM) market fall into
one of five levels based on the depth and breadth of their content
platform and applications, and their ability to manage content
across multiple distribution points. We ranked vendors in this
study on the following criteria:
Content Management Platform Capability
Creating, Editing, & Publishing Functionality
Content Workflow and Lifecycle Management
Delivery and Distribution of Content
Level of Task Automation
Team and Collaboration Capabilities
Social and Mobile Content Capabilities
Enterprise Integration
Depth of Analytics Supported
Figure 5 (next page) shows the progression of the WCM platform
vendors and their offerings.
Vendors fall into the following levels based on the above criteria:
Basic – At the basic level, platforms offer an open source content
management platform with features and tools for development
and administration of the WCM. Plug-ins, add-ons, and third-party
developers provide application support for the basic platforms.
Standard – At this level, these platforms focus on the creation,
delivery, and optimization of content with editing tools to create,
automate, and collaborate on content. They support content
delivery across all platforms, channels, and devices.
Comprehensive – At this level, platforms include editing/
publishing tools, workflow management, mobile content &
social media channel management, and analytics. Integrations
for content lifecycle workflows, social and mobile tools, and
enterprise systems are also supported.
Cutting-Edge – At the Cutting-Edge level, Web Content
Management platforms provide the key functions of the
Comprehensive level, including editing/publishing tools, workflow
management, social and mobile tools, and enterprise system
integration. Advanced functionality in one or two areas, such as
mobile marketing, visualization or analytics, may be seen.
Niche – These vendors do not have the full functionality of the
Standard or Comprehensive solutions. Instead, they offer one or
more unique features that make them stand out in the market, or
they provide a specialized solution to a smaller market segment.
23THE CONTENT MARKETING SOLUTIONS LANDSCAPE
CUTTING-EDGE Platforms
COMPREHENSIVE Platforms
STANDARD Platforms
BASIC Platforms
FIGURE 5: WCM VENDOR SOLUTION LANDSCAPE
CONTENT MARKETING: SOLUTION STUDY
24THE CONTENT MARKETING SOLUTIONS LANDSCAPE
Content Marketing and Distribution Systems
Vendors in the Content Marketing and Distribution System (CMS
or CDS) landscape fall into five areas based on the functionality of
their content marketing and distribution platform, and their ability
to support or enhance the customer experience.
What separates the WCM vendors from CMS/CDS vendors is
that WCM vendors focus on content flow, organizational use, and
management. CMS/CDS vendors focus on the sales, marketing,
user experience, and user engagement aspects of the content.
Although the flow of content across the three types of platforms
may be similar, the end goals are different. We ranked vendors in
this category on the following criteria:
Support for Content Marketing Strategy and Process
Platform Support, Scalability, and Flexibility
Creation Capabilities
Content Organization (i.e. editorial calendars, repositories,
digital asset management, dashboard views)
Content Workflow Management (collaboration, workflow
management, notifications)
Discovery & Curation
Distribution & Publishing
Enterprise System Integration
Analytics
Figure6(nextpage)showstheprogressionoftheContentMarketing
and Distribution vendors and their product/service offerings.
Vendors fall into the following levels based on the above criteria:
Basic – At the Basic level, Content Marketing and Distribution
platforms generate, discover, curate, and publish content for
marketing, social sharing, and/or advertising.
Standard – At the Standard level, Content Marketing and
Distribution platforms focus on creating, discovering, publishing,
sharing, and measuring content. These platforms can include
recommendation engines for the amplification of relevant,
personalized content down to the user level.
Comprehensive – At this level, platforms support universal data
collection and curation integrated with content creation and
distribution through web, social, and mobile channels. Platforms
offer analytics on the use of digital assets, social media, and
content trends. Curation capabilities locate and score content
for relevance.
Cutting-Edge – At this level, platforms focus on content strategy,
organization of high volumes of content assets, rich media
campaigns, automated content workflow, centralized asset
management, one-click distribution to digital channels (social,
CMS, CRM, MA), and aggregated performance metrics.
Niche – These vendors do not have the full functionality of the
standard or comprehensive solutions. Instead, they offer one or
more unique features that make them stand out in the market, or
they provide a specialized solution to a smaller market segment.
CONTENT MARKETING: SOLUTION STUDY
25THE CONTENT MARKETING SOLUTIONS LANDSCAPE
CUTTING-EDGE Platforms
NICHE
Platforms
COMPREHENSIVE Platforms
STANDARD Platforms
BASIC Platforms
FIGURE 6: CMS/CDS VENDOR SOLUTION LANDSCAPE
CONTENT MARKETING: SOLUTION STUDY
26THE CONTENT MARKETING SOLUTIONS LANDSCAPE
Evolution of the Landscape
As the Content Marketing landscape evolves, Demand
Metric expects to see the following trends take shape
within the WCM and CMS/CDS platforms:
Deeper insights and analytics to enable marketers
to view and respond to user engagement with rele-
vant content.
Tighter integration between content marketing
and enterprise systems for a holistic customer view.
Richer content and media ads that increase user
engagement.
More personalized experiences with rich media
and relevant content through the integration of
user social profiles.
Increasing blend of owned, earned, and paid
media to create higher level of “trusted content.”
1
2
3
4
5
All of the vendors mentioned in this study can be deeply reviewed
in Demand Metric’s Content Marketing Vendors Matrix.
V I E W R E S O U R C E
CONTENT MARKETING: SOLUTION STUDY
27ANALYST BOTTOM LINEANALYST BOTTOM LINE
Analyst Bottom Line
Content Marketing is a critical component of Digital Marketing.
As noted in the beginning of this report, Content is King and
Context is Critical. That makes the choice of a Web Content
Management platform, and Content Marketing and Distribution
platform, vital to every marketing organization’s ability to create
a better customer experience.
As content marketing evolves, users and customers will become
less tolerant of content that is not directly relevant to their needs
and the stage of their buying journey.
The right content marketing strategy, combined with the right
platform and tools, will ensure that the modern marketing
organization uses its content for optimum marketing success.
CONTENT MARKETING: SOLUTION STUDY
28CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING
C O N T E N T M A R K E T I N G
A C T I O N P L A N
Follow this simple, step-by-step, methodology to develop a Content Marketing plan that increases sales,
builds customer insights, and grows brand awareness.
CONTENT MARKETING: SOLUTION STUDY
29CONTENT MARKETING: SOLUTION STUDY 29ACTION PLAN
Utilize our Content Marketing Maturity Assessment to eval-
uate your current systems and initiatives for Content Marketing.
2
3
4
5
6
7
8
9
10 
Review
Develop
Understand
Request
Identify
Select
Strategize
Train
Measure
1 Evaluate
Evaluate Your Content Marketing Maturity
V I E W R E S O U R C E
CONTENT MARKETING: SOLUTION STUDYACTION PLAN 30
2
3
4
5
6
7
8
9
10 
Review
1 Evaluate
Evaluate the organizational impact of making the change from
your current systems and processes to a Content Marketing
platform.
Use our Digital Marketing Roles Matrix to review the company
roles, responsibilities, processes, and technology that may be
impacted by the change.
Develop
Understand
Request
Identify
Select
Strategize
Train
Measure
Understand The Roles Required For World
Class Content Marketing
V I E W R E S O U R C E
CONTENT MARKETING: SOLUTION STUDYACTION PLAN 31
2
3
4
5
6
7
8
9
10 
Develop
1
Develop a solid 12-18 month plan for your Content Marketing
program with our Content Marketing Strategy Scorecard.
Build a Content Marketing Plan You Can
Share With Stakeholders
V I E W R E S O U R C E
Evaluate
Review
Understand
Request
Identify
Select
Strategize
Train
Measure
CONTENT MARKETING: SOLUTION STUDYACTION PLAN 32
2
4
5
6
7
8
9
10 
Understand
1
Review our Content Marketing Vendors Matrix to learn about
the key vendors/platforms in the Content Marketing space, and
to understand which vendors may work best for your company.
Discover and Research Key Content
Marketing Vendors
V I E W R E S O U R C E
Evaluate
Review
Request
Identify
Select
Strategize
Train
Measure
3 Develop
CONTENT MARKETING: SOLUTION STUDYACTION PLAN 33
2
3
4
5
6
7
8
9
10 
Request
1
Request proposals from potential vendors by creating
templates for each category you require:
Web Content Management
Content Marketing & Distribution
Obtain Proposals From Your Favorite Content
Marketing Vendors
V I E W R E S O U R C E
Evaluate
Review
Identify
Select
Strategize
Train
Measure
Develop
Understand
CONTENT MARKETING: SOLUTION STUDYACTION PLAN 34
2
3
4
5
6
7
8
9
10 
Identify
1
After receiving RFPs from potential vendors, schedule and attend
product/service demos with 3-4 vendors to get an up-close-and-
personal view of their solutions.
Follow these best practices:
prioritize your requirements and use cases
send your use cases to vendor in advance of demo
define meeting length (max 1 hour) up front
don’t let vendor control the demo
rate each vendor using a scorecard
have vendor demo their solution to your top use cases
make list of key items that vendor doesn’t have clear answers for
set clear expectations around follow-up and timeframes
Learn More About Your Potential Vendors’
Product and/or Service
Evaluate
Review
Select
Strategize
Train
Measure
Develop
Understand
Request
CONTENT MARKETING: SOLUTION STUDYACTION PLAN 35
2
3
4
5
6
7
8
9
10 
Select
1
In order to help you make your selection for each type of tech-
nology, evaluate your top 3-4 vendors in each category with
Web Content Management Vendor Evaluation
Content Marketing & Distribution Vendor Evaluation.
Find the Best Fit by Evaluating Vendors Using
Selection Criteria
V I E W R E S O U R C E
Evaluate
Review
Strategize
Train
Measure
Develop
Understand
Request
Identify
CONTENT MARKETING: SOLUTION STUDYACTION PLAN
2
3
4
5
6
7
8
9
10 
Strategize
1
Use our Content Marketing Playbook to create your plan.
Develop an implementation strategy and communication plan
to roll-out the initiative across the organization and through
your channels.
36
Follow Proven Best Practices to Content
Marketing Success
CONTENT MARKETING PLAN
Playbook & Toolkit
Follow this simple step-by-step playbook to develop a content marketing plan
that supports your company’s goals & objectives.
V I E W R E S O U R C E
Evaluate
Review
Train
Measure
Develop
Understand
Request
Identify
Select
CONTENT MARKETING: SOLUTION STUDYACTION PLAN
2
3
4
5
6
7
8
9
10 
Train
1
Develop an education/training plan for all affected personnel:
marketing, product development, operations, and sales.
37
Train Your Team About Content Marketing
Evaluate
Review
Measure
Develop
Understand
Request
Identify
Select
Strategize
CONTENT
MARKETING
Training Course S TA R T L E A R N I N G
CONTENT MARKETING: SOLUTION STUDYACTION PLAN
V I E W R E S O U R C E
2
3
4
5
6
7
8
9
10  Measure
1
Measure and track the progress of your Content Marketing
initiative with our Content Marketing Metrics Dashboard.
38
Track Key Content Marketing Metrics
Evaluate
Review
Develop
Understand
Request
Identify
Select
Strategize
Train
39CONTENT MARKETING: SOLUTION STUDYOUR SOLUTION STUDY METHODOLOGY
Our Solution Study Methodology
The Modern Marketing landscape is an ever changing, ever evolving
environment in which new strategies, technologies, vendors, and
products appear continually. Demand Metric Solution Studies provide
marketers with a focus on a specific technology solution set or focus
area so that they are armed with the knowledge, information, and
tools they need to develop effective strategies and action plans for
their organizations.
Each Solution Study involves hours of analyst research, draws
information from interviews with vendor executives and established
vendor clients for a specific technology solution, and is usually
accompanied by a mini Tool-kit of practical resources. Solution Study
Tool-kits are designed to provide marketers with the tools & templates
they need to plan for an initiative in a given focus area, analyze the
vendor landscape, and select the best vendor for their organization.
Our Digital Marketing report series includes Solution Studies on:
Social Media Marketing
Mobile Marketing
CRM
Video Marketing
Public Relations
40CONTENT MARKETING: SOLUTION STUDYABOUT DEMAND METRIC
Demand Metric provides Agile Marketing software powered
by 1,000+ practical tools and resources to help our members
complete their work faster and with more confidence.
Our community of 125,000+ global members is composed of
CEOs and business owners, marketing consultants and agen-
cies, marketing executives and managers, and professionals
who specialize in: product management, marketing operations,
sales enablement, customer engagement, demand genera-
tion, content marketing, project management, account-based
marketing, and other disciplines.
To learn more about Demand Metric, sign up for a free member-
ship at: www.demandmetric.com
V I E W W E B S I T E
About Demand Metric
41CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING
© Demand Metric Research Corporation.
All Rights Reserved.
www.demandmetric.com
Follow us on Twitter
Like us on Facebook
Join Linkedin Group

Weitere ähnliche Inhalte

Was ist angesagt?

Email Marketing Maturity Model
Email Marketing Maturity ModelEmail Marketing Maturity Model
Email Marketing Maturity ModelDemand Metric
 
State of Video Marketing 2017
State of Video Marketing 2017State of Video Marketing 2017
State of Video Marketing 2017Demand Metric
 
Shopper Marketing Maturity Model
Shopper Marketing Maturity ModelShopper Marketing Maturity Model
Shopper Marketing Maturity ModelDemand Metric
 
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...Demand Metric
 
The State of Digital Marketing for Associations 2017
The State of Digital Marketing for Associations 2017The State of Digital Marketing for Associations 2017
The State of Digital Marketing for Associations 2017Demand Metric
 
Shopper Marketing Playbook
Shopper Marketing PlaybookShopper Marketing Playbook
Shopper Marketing PlaybookDemand Metric
 
Customer Engagement Playbook
Customer Engagement PlaybookCustomer Engagement Playbook
Customer Engagement PlaybookDemand Metric
 
State of Video Marketing Benchmark Report - 2016
State of Video Marketing Benchmark Report - 2016State of Video Marketing Benchmark Report - 2016
State of Video Marketing Benchmark Report - 2016Demand Metric
 
Lifecycle Marketing Benchmark Report
Lifecycle Marketing Benchmark ReportLifecycle Marketing Benchmark Report
Lifecycle Marketing Benchmark ReportDemand Metric
 
B2B Sales Digital strategy Framework
B2B Sales Digital strategy FrameworkB2B Sales Digital strategy Framework
B2B Sales Digital strategy FrameworkManfred Kauffmann
 
Demand Generation Program Playbook
Demand Generation Program PlaybookDemand Generation Program Playbook
Demand Generation Program PlaybookDemand Metric
 
Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...
Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...
Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...KiranDeshmukh42
 
Agile Marketing How-To Guide and Toolkit
Agile Marketing How-To Guide and ToolkitAgile Marketing How-To Guide and Toolkit
Agile Marketing How-To Guide and ToolkitDemand Metric
 
State of Digital Marketing in Associations Benchmark Report - 2016
State of Digital Marketing in Associations Benchmark Report - 2016State of Digital Marketing in Associations Benchmark Report - 2016
State of Digital Marketing in Associations Benchmark Report - 2016Demand Metric
 
Sales and Marketing Alignment Benchmarking Report
Sales and Marketing Alignment Benchmarking ReportSales and Marketing Alignment Benchmarking Report
Sales and Marketing Alignment Benchmarking ReportDemand Metric
 
Online Community Performance Benchmark Report
Online Community Performance Benchmark ReportOnline Community Performance Benchmark Report
Online Community Performance Benchmark ReportDemand Metric
 
The State of the Sales & Marketing Funnel
The State of the Sales & Marketing FunnelThe State of the Sales & Marketing Funnel
The State of the Sales & Marketing FunnelDemand Metric
 
B2B Demand Generation for 2018 - Launching new markets - Strategy
B2B Demand Generation for 2018 - Launching new markets - StrategyB2B Demand Generation for 2018 - Launching new markets - Strategy
B2B Demand Generation for 2018 - Launching new markets - StrategyYannis Karagiannidis
 
The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...
The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...
The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...PR 20/20
 
Advanced Marketing Performance Management Benchmark Report
Advanced Marketing Performance Management Benchmark ReportAdvanced Marketing Performance Management Benchmark Report
Advanced Marketing Performance Management Benchmark ReportDemand Metric
 

Was ist angesagt? (20)

Email Marketing Maturity Model
Email Marketing Maturity ModelEmail Marketing Maturity Model
Email Marketing Maturity Model
 
State of Video Marketing 2017
State of Video Marketing 2017State of Video Marketing 2017
State of Video Marketing 2017
 
Shopper Marketing Maturity Model
Shopper Marketing Maturity ModelShopper Marketing Maturity Model
Shopper Marketing Maturity Model
 
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...
 
The State of Digital Marketing for Associations 2017
The State of Digital Marketing for Associations 2017The State of Digital Marketing for Associations 2017
The State of Digital Marketing for Associations 2017
 
Shopper Marketing Playbook
Shopper Marketing PlaybookShopper Marketing Playbook
Shopper Marketing Playbook
 
Customer Engagement Playbook
Customer Engagement PlaybookCustomer Engagement Playbook
Customer Engagement Playbook
 
State of Video Marketing Benchmark Report - 2016
State of Video Marketing Benchmark Report - 2016State of Video Marketing Benchmark Report - 2016
State of Video Marketing Benchmark Report - 2016
 
Lifecycle Marketing Benchmark Report
Lifecycle Marketing Benchmark ReportLifecycle Marketing Benchmark Report
Lifecycle Marketing Benchmark Report
 
B2B Sales Digital strategy Framework
B2B Sales Digital strategy FrameworkB2B Sales Digital strategy Framework
B2B Sales Digital strategy Framework
 
Demand Generation Program Playbook
Demand Generation Program PlaybookDemand Generation Program Playbook
Demand Generation Program Playbook
 
Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...
Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...
Drone Services Market is projected to reach $40.7 billion by 2026 with a CAGR...
 
Agile Marketing How-To Guide and Toolkit
Agile Marketing How-To Guide and ToolkitAgile Marketing How-To Guide and Toolkit
Agile Marketing How-To Guide and Toolkit
 
State of Digital Marketing in Associations Benchmark Report - 2016
State of Digital Marketing in Associations Benchmark Report - 2016State of Digital Marketing in Associations Benchmark Report - 2016
State of Digital Marketing in Associations Benchmark Report - 2016
 
Sales and Marketing Alignment Benchmarking Report
Sales and Marketing Alignment Benchmarking ReportSales and Marketing Alignment Benchmarking Report
Sales and Marketing Alignment Benchmarking Report
 
Online Community Performance Benchmark Report
Online Community Performance Benchmark ReportOnline Community Performance Benchmark Report
Online Community Performance Benchmark Report
 
The State of the Sales & Marketing Funnel
The State of the Sales & Marketing FunnelThe State of the Sales & Marketing Funnel
The State of the Sales & Marketing Funnel
 
B2B Demand Generation for 2018 - Launching new markets - Strategy
B2B Demand Generation for 2018 - Launching new markets - StrategyB2B Demand Generation for 2018 - Launching new markets - Strategy
B2B Demand Generation for 2018 - Launching new markets - Strategy
 
The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...
The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...
The 2014 Marketing Score Report: An Inside Look at How Professionals Rate The...
 
Advanced Marketing Performance Management Benchmark Report
Advanced Marketing Performance Management Benchmark ReportAdvanced Marketing Performance Management Benchmark Report
Advanced Marketing Performance Management Benchmark Report
 

Ähnlich wie Content Marketing Solution Study

Content Marketing Solution Study
Content Marketing Solution StudyContent Marketing Solution Study
Content Marketing Solution StudyDemand Metric
 
Content Marketing Plan Playbook
Content Marketing Plan PlaybookContent Marketing Plan Playbook
Content Marketing Plan PlaybookDemand Metric
 
1224690553 kotler mm_13e_basic_02
1224690553 kotler mm_13e_basic_021224690553 kotler mm_13e_basic_02
1224690553 kotler mm_13e_basic_02maisuradi
 
1224690553 kotler mm_13e_basic_02
1224690553 kotler mm_13e_basic_021224690553 kotler mm_13e_basic_02
1224690553 kotler mm_13e_basic_02maisuradi
 
4C Consulting Company Presentation 2011
4C Consulting  Company Presentation 20114C Consulting  Company Presentation 2011
4C Consulting Company Presentation 2011Pascal Borremans ☁
 
Demand Metric - Executive Marketing Advisory Membership
Demand Metric - Executive Marketing Advisory MembershipDemand Metric - Executive Marketing Advisory Membership
Demand Metric - Executive Marketing Advisory MembershipJesse Hopps
 
Demand Metric Executive Marketing Advisory Membership
Demand Metric Executive Marketing Advisory MembershipDemand Metric Executive Marketing Advisory Membership
Demand Metric Executive Marketing Advisory MembershipJustin Chung
 
Moblizing Marketing Ops: Interactive Web 2.0 World
Moblizing Marketing Ops: Interactive Web 2.0 WorldMoblizing Marketing Ops: Interactive Web 2.0 World
Moblizing Marketing Ops: Interactive Web 2.0 WorldClearAction Continuum
 
Rewiring marketing: a practice based approach
Rewiring marketing: a practice based approachRewiring marketing: a practice based approach
Rewiring marketing: a practice based approachBrowne & Mohan
 
Content Creation in the Middle of the Sales Funnel
Content Creation in the Middle of the Sales FunnelContent Creation in the Middle of the Sales Funnel
Content Creation in the Middle of the Sales FunnelEditMe (Matt Wiseley)
 
The strategic-marketing-process-e book
The strategic-marketing-process-e bookThe strategic-marketing-process-e book
The strategic-marketing-process-e bookAdCMO
 
The Strategic Marketing Process
The Strategic Marketing ProcessThe Strategic Marketing Process
The Strategic Marketing ProcessHBA
 
The strategic-marketing-process-e book
The strategic-marketing-process-e bookThe strategic-marketing-process-e book
The strategic-marketing-process-e bookSealJuice
 
Digital MarketingTips and Techniques for Success.pdf
Digital MarketingTips and Techniques for Success.pdfDigital MarketingTips and Techniques for Success.pdf
Digital MarketingTips and Techniques for Success.pdfEmasterdigital
 
Emaster Digital: Your Trusted Partner for Navigating Digital Marketing Success
Emaster Digital: Your Trusted Partner for Navigating Digital Marketing SuccessEmaster Digital: Your Trusted Partner for Navigating Digital Marketing Success
Emaster Digital: Your Trusted Partner for Navigating Digital Marketing SuccessEmasterdigital
 
CaseStudy_MarketingAutomation_JessicaMedforth
CaseStudy_MarketingAutomation_JessicaMedforthCaseStudy_MarketingAutomation_JessicaMedforth
CaseStudy_MarketingAutomation_JessicaMedforthJessica Medforth
 
Innovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trendsInnovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trendsDave Chaffey
 
7 Expert Tips for Success with Digital Marketing Platforms
7 Expert Tips for Success with Digital Marketing Platforms7 Expert Tips for Success with Digital Marketing Platforms
7 Expert Tips for Success with Digital Marketing PlatformsPerficient, Inc.
 

Ähnlich wie Content Marketing Solution Study (20)

Content Marketing Solution Study
Content Marketing Solution StudyContent Marketing Solution Study
Content Marketing Solution Study
 
Structuring Your Marketing Team
Structuring Your Marketing TeamStructuring Your Marketing Team
Structuring Your Marketing Team
 
Content Marketing Plan Playbook
Content Marketing Plan PlaybookContent Marketing Plan Playbook
Content Marketing Plan Playbook
 
Kotler mm 13e_basic_02
Kotler mm 13e_basic_02Kotler mm 13e_basic_02
Kotler mm 13e_basic_02
 
1224690553 kotler mm_13e_basic_02
1224690553 kotler mm_13e_basic_021224690553 kotler mm_13e_basic_02
1224690553 kotler mm_13e_basic_02
 
1224690553 kotler mm_13e_basic_02
1224690553 kotler mm_13e_basic_021224690553 kotler mm_13e_basic_02
1224690553 kotler mm_13e_basic_02
 
4C Consulting Company Presentation 2011
4C Consulting  Company Presentation 20114C Consulting  Company Presentation 2011
4C Consulting Company Presentation 2011
 
Demand Metric - Executive Marketing Advisory Membership
Demand Metric - Executive Marketing Advisory MembershipDemand Metric - Executive Marketing Advisory Membership
Demand Metric - Executive Marketing Advisory Membership
 
Demand Metric Executive Marketing Advisory Membership
Demand Metric Executive Marketing Advisory MembershipDemand Metric Executive Marketing Advisory Membership
Demand Metric Executive Marketing Advisory Membership
 
Moblizing Marketing Ops: Interactive Web 2.0 World
Moblizing Marketing Ops: Interactive Web 2.0 WorldMoblizing Marketing Ops: Interactive Web 2.0 World
Moblizing Marketing Ops: Interactive Web 2.0 World
 
Rewiring marketing: a practice based approach
Rewiring marketing: a practice based approachRewiring marketing: a practice based approach
Rewiring marketing: a practice based approach
 
Content Creation in the Middle of the Sales Funnel
Content Creation in the Middle of the Sales FunnelContent Creation in the Middle of the Sales Funnel
Content Creation in the Middle of the Sales Funnel
 
The strategic-marketing-process-e book
The strategic-marketing-process-e bookThe strategic-marketing-process-e book
The strategic-marketing-process-e book
 
The Strategic Marketing Process
The Strategic Marketing ProcessThe Strategic Marketing Process
The Strategic Marketing Process
 
The strategic-marketing-process-e book
The strategic-marketing-process-e bookThe strategic-marketing-process-e book
The strategic-marketing-process-e book
 
Digital MarketingTips and Techniques for Success.pdf
Digital MarketingTips and Techniques for Success.pdfDigital MarketingTips and Techniques for Success.pdf
Digital MarketingTips and Techniques for Success.pdf
 
Emaster Digital: Your Trusted Partner for Navigating Digital Marketing Success
Emaster Digital: Your Trusted Partner for Navigating Digital Marketing SuccessEmaster Digital: Your Trusted Partner for Navigating Digital Marketing Success
Emaster Digital: Your Trusted Partner for Navigating Digital Marketing Success
 
CaseStudy_MarketingAutomation_JessicaMedforth
CaseStudy_MarketingAutomation_JessicaMedforthCaseStudy_MarketingAutomation_JessicaMedforth
CaseStudy_MarketingAutomation_JessicaMedforth
 
Innovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trendsInnovating digital 2020 : Digital Marketing trends
Innovating digital 2020 : Digital Marketing trends
 
7 Expert Tips for Success with Digital Marketing Platforms
7 Expert Tips for Success with Digital Marketing Platforms7 Expert Tips for Success with Digital Marketing Platforms
7 Expert Tips for Success with Digital Marketing Platforms
 

Mehr von Demand Metric

The Impact of COVID-19 in B2B Marketing
The Impact of COVID-19 in B2B MarketingThe Impact of COVID-19 in B2B Marketing
The Impact of COVID-19 in B2B MarketingDemand Metric
 
Infographic Vidyard Video Marketing 2018
Infographic Vidyard Video Marketing 2018Infographic Vidyard Video Marketing 2018
Infographic Vidyard Video Marketing 2018Demand Metric
 
Sales Enablement Maturity Model
Sales Enablement Maturity ModelSales Enablement Maturity Model
Sales Enablement Maturity ModelDemand Metric
 
Public Relations Maturity Model
Public Relations Maturity ModelPublic Relations Maturity Model
Public Relations Maturity ModelDemand Metric
 
Customer Engagement Maturity Model
Customer Engagement Maturity ModelCustomer Engagement Maturity Model
Customer Engagement Maturity ModelDemand Metric
 
Formalizing the Sales Support Function How-To Guide
Formalizing the Sales Support Function How-To GuideFormalizing the Sales Support Function How-To Guide
Formalizing the Sales Support Function How-To GuideDemand Metric
 
How to Launch a Mobile App Guide How-To Guide
How to Launch a Mobile App Guide How-To GuideHow to Launch a Mobile App Guide How-To Guide
How to Launch a Mobile App Guide How-To GuideDemand Metric
 
Getting Started with Agile Marketing How-To Guide
Getting Started with Agile Marketing How-To GuideGetting Started with Agile Marketing How-To Guide
Getting Started with Agile Marketing How-To GuideDemand Metric
 
Entering the European Market Successfully How-To Guide
Entering the European Market Successfully How-To GuideEntering the European Market Successfully How-To Guide
Entering the European Market Successfully How-To GuideDemand Metric
 
Driving SEO with Press Releases How-To Guide
Driving SEO with Press Releases How-To GuideDriving SEO with Press Releases How-To Guide
Driving SEO with Press Releases How-To GuideDemand Metric
 
Calculating Customer Lifetime Value How-To Guide
Calculating Customer Lifetime Value How-To GuideCalculating Customer Lifetime Value How-To Guide
Calculating Customer Lifetime Value How-To GuideDemand Metric
 
Lead Scoring: Five Steps to Getting Started How-To Guide
Lead Scoring: Five Steps to Getting Started How-To GuideLead Scoring: Five Steps to Getting Started How-To Guide
Lead Scoring: Five Steps to Getting Started How-To GuideDemand Metric
 
Social CRM Best Practices How-To Guide
Social CRM Best Practices How-To GuideSocial CRM Best Practices How-To Guide
Social CRM Best Practices How-To GuideDemand Metric
 
Marketing Resource Management How-To Guide
Marketing Resource Management How-To GuideMarketing Resource Management How-To Guide
Marketing Resource Management How-To GuideDemand Metric
 
Driving Value with Marketing Automation How-To Guide
Driving Value with Marketing Automation How-To GuideDriving Value with Marketing Automation How-To Guide
Driving Value with Marketing Automation How-To GuideDemand Metric
 
B2B Marketing Automation How-To Guide
B2B Marketing Automation How-To GuideB2B Marketing Automation How-To Guide
B2B Marketing Automation How-To GuideDemand Metric
 
Optimizing Asset Management for Sales Success How-To Guide
Optimizing Asset Management for Sales Success How-To GuideOptimizing Asset Management for Sales Success How-To Guide
Optimizing Asset Management for Sales Success How-To GuideDemand Metric
 
B2B Display Advertising How-To Guide
B2B Display Advertising How-To GuideB2B Display Advertising How-To Guide
B2B Display Advertising How-To GuideDemand Metric
 
Transforming from Call Center to Contact Center How-To Guide
Transforming from Call Center to Contact Center How-To GuideTransforming from Call Center to Contact Center How-To Guide
Transforming from Call Center to Contact Center How-To GuideDemand Metric
 
PR Crisis Communications Kit - How-To Guide
PR Crisis Communications Kit - How-To GuidePR Crisis Communications Kit - How-To Guide
PR Crisis Communications Kit - How-To GuideDemand Metric
 

Mehr von Demand Metric (20)

The Impact of COVID-19 in B2B Marketing
The Impact of COVID-19 in B2B MarketingThe Impact of COVID-19 in B2B Marketing
The Impact of COVID-19 in B2B Marketing
 
Infographic Vidyard Video Marketing 2018
Infographic Vidyard Video Marketing 2018Infographic Vidyard Video Marketing 2018
Infographic Vidyard Video Marketing 2018
 
Sales Enablement Maturity Model
Sales Enablement Maturity ModelSales Enablement Maturity Model
Sales Enablement Maturity Model
 
Public Relations Maturity Model
Public Relations Maturity ModelPublic Relations Maturity Model
Public Relations Maturity Model
 
Customer Engagement Maturity Model
Customer Engagement Maturity ModelCustomer Engagement Maturity Model
Customer Engagement Maturity Model
 
Formalizing the Sales Support Function How-To Guide
Formalizing the Sales Support Function How-To GuideFormalizing the Sales Support Function How-To Guide
Formalizing the Sales Support Function How-To Guide
 
How to Launch a Mobile App Guide How-To Guide
How to Launch a Mobile App Guide How-To GuideHow to Launch a Mobile App Guide How-To Guide
How to Launch a Mobile App Guide How-To Guide
 
Getting Started with Agile Marketing How-To Guide
Getting Started with Agile Marketing How-To GuideGetting Started with Agile Marketing How-To Guide
Getting Started with Agile Marketing How-To Guide
 
Entering the European Market Successfully How-To Guide
Entering the European Market Successfully How-To GuideEntering the European Market Successfully How-To Guide
Entering the European Market Successfully How-To Guide
 
Driving SEO with Press Releases How-To Guide
Driving SEO with Press Releases How-To GuideDriving SEO with Press Releases How-To Guide
Driving SEO with Press Releases How-To Guide
 
Calculating Customer Lifetime Value How-To Guide
Calculating Customer Lifetime Value How-To GuideCalculating Customer Lifetime Value How-To Guide
Calculating Customer Lifetime Value How-To Guide
 
Lead Scoring: Five Steps to Getting Started How-To Guide
Lead Scoring: Five Steps to Getting Started How-To GuideLead Scoring: Five Steps to Getting Started How-To Guide
Lead Scoring: Five Steps to Getting Started How-To Guide
 
Social CRM Best Practices How-To Guide
Social CRM Best Practices How-To GuideSocial CRM Best Practices How-To Guide
Social CRM Best Practices How-To Guide
 
Marketing Resource Management How-To Guide
Marketing Resource Management How-To GuideMarketing Resource Management How-To Guide
Marketing Resource Management How-To Guide
 
Driving Value with Marketing Automation How-To Guide
Driving Value with Marketing Automation How-To GuideDriving Value with Marketing Automation How-To Guide
Driving Value with Marketing Automation How-To Guide
 
B2B Marketing Automation How-To Guide
B2B Marketing Automation How-To GuideB2B Marketing Automation How-To Guide
B2B Marketing Automation How-To Guide
 
Optimizing Asset Management for Sales Success How-To Guide
Optimizing Asset Management for Sales Success How-To GuideOptimizing Asset Management for Sales Success How-To Guide
Optimizing Asset Management for Sales Success How-To Guide
 
B2B Display Advertising How-To Guide
B2B Display Advertising How-To GuideB2B Display Advertising How-To Guide
B2B Display Advertising How-To Guide
 
Transforming from Call Center to Contact Center How-To Guide
Transforming from Call Center to Contact Center How-To GuideTransforming from Call Center to Contact Center How-To Guide
Transforming from Call Center to Contact Center How-To Guide
 
PR Crisis Communications Kit - How-To Guide
PR Crisis Communications Kit - How-To GuidePR Crisis Communications Kit - How-To Guide
PR Crisis Communications Kit - How-To Guide
 

Kürzlich hochgeladen

Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Courseamirshaikhv21realtyp
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 

Kürzlich hochgeladen (20)

Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design CourseElevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
Elevate Your Design Skills: Enroll in Pune's Premier UI/UX Design Course
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 

Content Marketing Solution Study

  • 2. 28 Table of Contents 1 03 2 05 3 08 4 11 5 13 6 16 7 20 Executive Summary What is Content Marketing? Content Marketing Maturity Model Benefits of Content Marketing Content Marketing Deployment Lifecycle Vendor Selection Criteria Content Marketing Solutions Landscape Analyst Bottom Line 40 39 CONTENT MARKETING Solution Study Our Solution Study Methodology About Demand Metric Action Plan 278
  • 4. 4CONTENT MARKETING: SOLUTION STUDYEXECUTIVE SUMMARY This Solution Study covers: Benefits of Content Marketing It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed. Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts, and Digital Marketing options all competed for the time, attention, and resources of the marketing department to one in which Digital Marketing reigns supreme (with an occasional nod in the direction of the storefront or traditional marketing channels, such as direct mail and print advertising). InourDigitalMarketingSolutionStudySeries,weexaminefivecomponents of Digital Marketing. In this report, we will focus on the growing practice area of Content Marketing and cover the following sections. Content Marketing Deployment Lifecycle Vendor Selection Criteria What is Content Marketing? Executive Summary Action Plan The Content Marketing Solutions Landscape
  • 5. 5CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING What is Content Marketing? CONTENT MARKETING: SOLUTION STUDY
  • 6. 6CONTENT MARKETING: SOLUTION STUDYWHAT IS CONTENT MARKETING? Demand Metric defines Content Marketing as:Content is King. Its reign as the premier marketing focus for Digital Marketing shows no signs of abating. Rather, the content is becoming stronger, richer, and more integrated as the ways and means to deploy content for marketing rapidly expands. It’s tempting to push as much content out as possible and hope that some of it hits the right person at the right time. However, that approach is akin to the old “broadcast” media approach. More content is not the answer; it needs to be the right content. Context is critical. As important as content is, it is equally true that the world is awash in content. Few of us can keep up with our main inter- ests, let alone other subjects pertaining to our careers and lives. This makes context as valuable as content, more so if you truly want to get a response to your content marketing. Our Content Marketing Solution Study looks at the range of content plat- forms. We will examine the landscape, vendors, and solutions for the three foundation platforms – Web Content Management Platforms, Content Marketing Platforms, and Content Distribution Platforms. These platforms and toolsets provide the structure that content marketers need to create relevant, personalized content for each of their individual audiences. The strategies, processes, and technologies that support the development, deployment, management, and measurement of content used for marketing and advertising. Content Marketing involves relevant, personalized content that creates or changes the users’ experience, attitudes, or preferences. What is Content Marketing? Role in Digital Marketing Demand Metric considers Content Marketing to be an integral part of Digital Marketing, as illustrated by our Digital Marketing Roles Matrix on the next page. Driven by the Content Marketing Manager, processes, technologies, and WCM (Web Content Management) platforms are used by Senior Manage- ment, Strategic Comm, Community & Social Media Managers, PR, and Product Marketing. The common metrics for Content Marketing include content views, links earned, content conversion, and content published.
  • 7. 7WHAT IS CONTENT MARKETING? ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS Senior Management Revenue Accountability Staffing & Channel Management Reporting to CEO/Board Budgeting & Planning Reviews & Coaching Recruitment & Retention WCM Marketing Automation CRM Thought Leadership Blog Webinar Presentations Conference Keynotes Revenue by Channel Customer Lifetime Value, NPS Return on Customer (ROC) Strategic Communications Brand Strategy Digital Marketing Strategy Social/Mobile Marketing Strategy Marketing Budget Agency Management Communications Management WCM Content Marketing Platforms Social Media Platforms Data Sheets, Whitepapers Case Studies/Testimonials Competitive Analysis Market Share, Profitability Brand Equity Content Usage Demand Generation Lead Generation & Events Inbound/Outbound Marketing Sales Opportunity Management Advertising/Sponsorship Lead Generation Tradeshows Marketing Automation/Email Digital Asset Management Event/Survey Management Advertising/SEO Email Campaigns Webinars Campaign ROI, Email Metrics Marketing Qualified Leads Contribution to Pipeline Content Marketing Web Content Management Content Marketing Content Distribution Content Creation Campaign Analysis Content Scoring WCM, Blogging Platforms, MA Content Marketing & Distribution Video Marketing Platforms Website and Blogs eBooks, Articles Videos Content Views, Links Earned Content Conversion Content Published Community & Social Media Online Community Management Social Listening Social Engagement Community Development Social Channel Management Social Reputation Management WCM Social Media Platforms Social Channels & Networks Posts, Tweets, Photos Forums, Chats, Comments Articles, Community News User Engagement Sentiment Analysis Campaign ROI Public Relations External Communications Media Relations Analyst Relations Influencer Identification Relationship Cultivation Content Creation/Distribution Media Contact Database News Distribution & Monitoring Analytics & Reporting News Content/Press Releases Thought Leadership Content Rich & Social Media Content Mentions/Impressions Audience Growth & Engagement Sentiment Analysis Product Marketing New Product Development Mobile App Development Video Production/Development Product Launch Product Positioning Competitive Analysis WCM Mobile Development Platforms Video Production Platforms New Features/Ideas for R&D Gamification Competitive Analysis Avg. Revenue Per User Avg. Order Value Conversion Rate, Renewal Rate Customer Experience Interactive Experience Customer Satisfaction Customer Advocacy Customer Experience Customer Journey Mapping Customer Persona Creation Customer Profile Management Customer Support, Twitter Survey & Social Channels Buyer Personas Customer Journey Map Proposals, Presentations Customer Satisfaction Index Customer Lifetime Value Net Promoter Score (NPS) CONTENT MARKETING: SOLUTION STUDY
  • 8. Demand Metric’s Content Marketing Maturity Model can be used in combi- nation with the vendor landscape analysis and charts detailed in the Content Marketing Solutions Landscape section of this report. 8 Content Marketing Maturity Model CONTENT MARKETING MATURITY MODEL CONTENT MARKETING: SOLUTION STUDY Level of Commitment The strength of the commitment and the focus on excellence in Con- tent Marketing initiatives and campaigns drives other best practices. Planning Content Marketers create strategies, goals, and KPIs for every point of their Content Marketing effort. Processes Content Marketers develop measurable processes for each phase to ensure progress and success. Resources World Class Organizations ensure that sufficient resources (time, talent, tools, money) exist for each initiative, campaign, and phase of their plan. Management World Class companies effectively manage the change, progress, and results of Content Marketing efforts. As our Content Marketing Maturity Model (pages 9-10) illustrates, organizations moving from a lack of experience with Content Marketing to those which fully embrace it must consider eight key components. These are: Orientation: The posture the organization takes toward the disci- pline of Content Marketing and its importance to the organization for marketing, sales, and revenue generation. Leadership: The view of executive/senior management toward the role Content Marketing plays in driving sales, revenue, and profits; its inherent value to the company. Budget & Staff: How well Content Marketing is resourced with time, talent, tools, money, and authority. Tools & Platforms: The tools and platforms used to create, deploy, manage, and measure Content Marketing initiatives. Lead Generation: How well the organization performs at Lead Generation. Email Marketing: How well the organization performs at Email Marketing. Cross-Channel Marketing: How well content is distributed and lever- aged across multiple channels in your Content Marketing strategy. Metrics: How Content Marketing initiatives and campaigns are tracked, measured, managed, and reported. Our Maturity Model shows the progression of an organization from Stage 1 (Undefined) to Stage 4 (World Class) that is characterized by the following best practices:
  • 9. Orientation STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Budget & Staff No defined strategy or process for Content Marketing Budgets for web & email marketing; Staff is contracted or coordinator role; Budget spend for content is 15% or less Budget allocated; Defined roles and responsibilities for Content Marketing; Budget spend is 25% or more for content Budget with business case to justify spend; Dedicated marketing roles for Content Marketing; Budget spend for content up to 50% Budget connected to marketing goals; Aligned maximum Digital Marketing impact; Budget spend for content more than 50% Defined strategy and processes exist for Content Marketing in uncoordinated pockets Defined, integrated strategy and processes exist for Content Marketing across the Enterprise Defined, integrated strategy for Content Marketing exists across the Enterprise; Campaigns are tracked & measured by level of engagement & revenue impact Leadership One-dimensional view of Content Marketing as Web and Email Marketing Sees need for rich content; Experi- menting, testing, & evaluating apps & tools; Uses outsourced agency Long term commitment to rich content; Integrated platforms for WCM and CMS/ CDS; Internal staff and resources Views content as primary lead gen tool; Supports resources for rich content, cross-channel marketing, and content marketing apps Tools & Platforms Complete, end-to-end system integra- tion of WCM and CMS/CDS platforms with tight integration to Enterprise CRM, MA, and other legacy ERP systems Ad hoc development; Point tools for email, content, & social media; No mobile or video apps Platforms that perform specific func- tions with coordinated tools, apps, and workflows Platforms connected to each other (i.e. WCM to CMS/CDS to Social Listening API integration to Enterprise CRM and MA systems) Content Marketing CONTENT MARKETING Maturity Model
  • 10. Want to rate your organization’s Content Marketing maturity with an interactive tool? Download our Content Marketing Maturity Assessment and get started today! Email Marketing Cross-Channel Marketing Metrics Generates and publishes content for marketing, social sharing, and/or advertising sporadically Relies on no/low cost Email Marketing platform with pre-designed templates for newsletter and/or email promos No formal measurements in place Analytics to monitor & track content usage & response (content views, social share, links earned, etc.) Dashboard monitors content usage & conversion; Tracks opens, clicks, forwards, registers, purchases, redeemed offers, etc. Enterprise–wide dashboard with content scoring, user acquisition, and engagement by behavior, experience, brand reach, etc. Content Marketing for sales, marketing, blogs, web traffic, and social channels with usage and response tracking Has regular Email Marketing campaign with newsletters; drip system for leads; list management and growth programs in place Enterprise-level CMS/CDS with multi- channel, multi-product needs; Focused on recommendation and amplification of relevant, personalized content Advances use of email for online events, feedback, & surveys; Uses landing pages, auto-responders, Facebook promo- tions, coupons, & social sharing; Mobile campaign design & delivery Focused on content strategy, organiza- tion of high volumes of content, auto- mated workflows, one-click distribution, & aggregated metrics Email Marketing integrated with CMS system from content list to order entry; Enables list segmentation & lead nurturing activities; Enterprise integra- tion with CRM, MA, etc. Content Marketing STAGE 1 - Undefined STAGE 2 - Progressive STAGE 3 - Mature STAGE 4 - World-Class Lead Generation Personalized & localized content; Delivery to all devices in real-time through custom content and marketing apps; Native mobile optimized Relies on website landing pages with limited content targeting; Company profiles on social networks; Posting is sporadic Offers rich media content, social networks, blogs, Wikis (Web 2.0), etc.; Growing subscriber lists for Email Marketing Convergence of content; social and mobile content to drive leads from web; marketing campaigns and events CONTENT MARKETING Maturity Model V I E W R E S O U R C E
  • 11. 11CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING Benefits of Content Marketing CONTENT MARKETING: SOLUTION STUDY
  • 12. 12CONTENT MARKETING: SOLUTION STUDYBENEFITS OF CONTENT MARKETING The benefits of effective content marketing span most customerfacing parts of the organization, especially marketing, sales, and customer service. When visitors, buyers, and consumers interact with your content, they reveal much about their preferences and interests. This information can be used to provide them with a better experience that encourages them to purchase your products and services. The primary benefits of Content Marketing include: Benefits of Content Marketing Engage your audience with a relatable experience. Tell a story that creates a relationship. Attract the best sales prospects for your product or service. Provide a consistent customer experience in the buyer’s journey. Lower the cost of marketing campaigns. Increase website, blog traffic, and SEO. Collect more relevant and accurate customer data. Provide a personalized, local experience that can be processed. Build a stronger, more targeted email list. Nurture leads to become sales opportunities. Improve the quality of social sharing, referrals, and engagement. Ensure message consistency across all marketing channels. 1 2 3 4 5 6 7 8 9 10 11 12
  • 13. 13CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING Content Marketing Deployment Lifecycle CONTENT MARKETING: SOLUTION STUDY
  • 14. 14CONTENT MARKETING: SOLUTION STUDYCONTENT MARKETING DEPLOYMENT LIFECYCLE Content Marketing Deployment Lifecycle Content Marketing platforms fall into two categories – Web Content Management (WCM) and Content Marketing & Distribution (CMS/CDS), which will be discussed in detail in the Content Marketing Solutions Land- scape portion of this report. While both categories may include similar functionality and features, each has a different end goal in mind. Consequently, the approach to imple- menting and deploying solutions from each category vary. In this section, we will discuss the separate lifecycles for WCM and CMS/ CDS platforms. WCM Stages of Deployment We see six stages in the deployment of WCM platforms, beginning with content creation and circling to integration with other systems. Figure 1 illustrates a common deployment lifecycle for WCM platforms. WCM Deployment Lifecycle Create Content Develop Assets Manage Workflow Manage & Measure Enterprise System Integration Deliver to Channels 1 2 3 4 5 6 FIGURE 1: WCM DEPLOYMENT LIFECYCLE
  • 15. 15CONTENT MARKETING: SOLUTION STUDYCONTENT MARKETING DEPLOYMENT LIFECYCLE CMS/CDS Stages of Deployment For CMS/CDS platforms, we see seven stages in the deployment lifecycle, beginning with developing a content strategy and progressing through to measurement. Figure 2 illustrates a common deployment cycle for CMS/CDS platforms. CMS/CDS Deployment Lifecycle Develop Content Strategy Create Content Discover & Curate Manage Assets Publish & Distribute Measure Manage Workflow 1 2 3 4 5 6 7 FIGURE 2: CONTENT MARKETING & DISTRIBUTION DEPLOYMENT LIFECYCLE
  • 16. 16CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING Vendor Selection Criteria CONTENT MARKETING: SOLUTION STUDY
  • 17. 17CONTENT MARKETING: SOLUTION STUDYVENDOR SELECTION CRITERIA Vendor Selection Criteria We recommend that organizations evaluate vendors in the Content Marketing solution space based on the lifecycles reviewed in the Content Marketing Deployment Lifecycle section of this report. Web Content Management and Content Marketing and Distribution platforms should be evaluated on a case-by-case basis for each organization. Figure 3 (next page) highlights the key functionality of a WCM platform according to the level of complexity from Basic to Cutting-Edge. Figure 4 (Page 19) highlights the key functionality of CMS/CDS platforms based on the same four tiers. Use these graphics to determine the features that are right for your company. Download and complete Demand Metric’s Web Content Management Vendor Evaluation or our Content Marketing & Distribution Vendor Evaluation to assess several vendors at one time to see which may work best for your organization. V I E W R E S O U R C E
  • 18. 18VENDOR SELECTION CRITERIA CUTTING-EDGE COMPREHENSIVE STANDARD BASIC Mobile Marketing, Visualization Tools, Advanced Analytics Editing & Publishing Tools, Workflow Management, Mobile Content & Social Media Channel Management, Content Analytics & Lifecycle Workflow Integration, Social & Mobile Tool Integration, Enterprise System Integration Content Creation; Delivery and Optimization, Editing Tools for Creation, Automation, & Collaboration; Content Delivery Across Platforms, Channels, & Devices Plug-ins & Add-ons, Open Source Content Management Platform, Third-party Developer Support CONTENT MARKETING: SOLUTION STUDY FIGURE 3: WCM VENDOR SELECTION CRITERIA BY FUNCTIONALITY TIER
  • 19. 19 CUTTING-EDGE NICHE SOLUTION FEATURES COMPREHENSIVE STANDARD BASIC Content Strategy, High Content Volume Organization, Rich Media Campaigns, Automated Workflows, One-Click Distribution, Aggregated Performance Metrics 3D Product Visualization Tools, Advanced Analytics Universal Data Collection & Curation, Integrated with Creation & Distribution; Content Location & Scoring for Relevance; Digital Asset, Social Media, & Content Trend Analytics Content Sharing & Measurement Features, Recommendation Engine, Personalization of Content (down to the street level) Content Creation, Curation, Discovery, & Publishing Features VENDOR SELECTION CRITERIA CONTENT MARKETING: SOLUTION STUDY FIGURE 4: CMS/CDS VENDOR SELECTION CRITERIA BY FUNCTIONALITY TIER
  • 20. 20CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING The Content Marketing Solutions Landscape CONTENT MARKETING: SOLUTION STUDY
  • 21. 21CONTENT MARKETING: SOLUTION STUDYTHE CONTENT MARKETING SOLUTIONS LANDSCAPE The Content Marketing Solutions Landscape Overview Vendor Playing Fields As mentioned previously, Content Marketing solutions fall into two main categories: Web Content Management Platforms – These platforms provide the structure and functionality for content creation and delivery across digital channels, and integrate with key internal CRM and MA systems. Key features include content management, editing & publishing tools, workflow management, mobile content & social media management, and analytics. Content Marketing and Distribution Platforms – These platforms provide the creation, organization, management, distribution, and measurement of content across all device types and channels. Key features include content creation, discovery, customization, recommendation, publishing, promoting & amplifying, content workflow & asset management, and analytics. In this study, we focused on vendors that offered platforms with a technology infrastructure that supports multiple applications rather than one-off applications. Vendors were placed in their category based on what we believe is their primary application focus, although many provide application and feature sets that blend from one platform category to the other.
  • 22. 22CONTENT MARKETING: SOLUTION STUDYTHE CONTENT MARKETING SOLUTIONS LANDSCAPE Web Content Management Systems Vendors in the Web Content Management (WCM) market fall into one of five levels based on the depth and breadth of their content platform and applications, and their ability to manage content across multiple distribution points. We ranked vendors in this study on the following criteria: Content Management Platform Capability Creating, Editing, & Publishing Functionality Content Workflow and Lifecycle Management Delivery and Distribution of Content Level of Task Automation Team and Collaboration Capabilities Social and Mobile Content Capabilities Enterprise Integration Depth of Analytics Supported Figure 5 (next page) shows the progression of the WCM platform vendors and their offerings. Vendors fall into the following levels based on the above criteria: Basic – At the basic level, platforms offer an open source content management platform with features and tools for development and administration of the WCM. Plug-ins, add-ons, and third-party developers provide application support for the basic platforms. Standard – At this level, these platforms focus on the creation, delivery, and optimization of content with editing tools to create, automate, and collaborate on content. They support content delivery across all platforms, channels, and devices. Comprehensive – At this level, platforms include editing/ publishing tools, workflow management, mobile content & social media channel management, and analytics. Integrations for content lifecycle workflows, social and mobile tools, and enterprise systems are also supported. Cutting-Edge – At the Cutting-Edge level, Web Content Management platforms provide the key functions of the Comprehensive level, including editing/publishing tools, workflow management, social and mobile tools, and enterprise system integration. Advanced functionality in one or two areas, such as mobile marketing, visualization or analytics, may be seen. Niche – These vendors do not have the full functionality of the Standard or Comprehensive solutions. Instead, they offer one or more unique features that make them stand out in the market, or they provide a specialized solution to a smaller market segment.
  • 23. 23THE CONTENT MARKETING SOLUTIONS LANDSCAPE CUTTING-EDGE Platforms COMPREHENSIVE Platforms STANDARD Platforms BASIC Platforms FIGURE 5: WCM VENDOR SOLUTION LANDSCAPE CONTENT MARKETING: SOLUTION STUDY
  • 24. 24THE CONTENT MARKETING SOLUTIONS LANDSCAPE Content Marketing and Distribution Systems Vendors in the Content Marketing and Distribution System (CMS or CDS) landscape fall into five areas based on the functionality of their content marketing and distribution platform, and their ability to support or enhance the customer experience. What separates the WCM vendors from CMS/CDS vendors is that WCM vendors focus on content flow, organizational use, and management. CMS/CDS vendors focus on the sales, marketing, user experience, and user engagement aspects of the content. Although the flow of content across the three types of platforms may be similar, the end goals are different. We ranked vendors in this category on the following criteria: Support for Content Marketing Strategy and Process Platform Support, Scalability, and Flexibility Creation Capabilities Content Organization (i.e. editorial calendars, repositories, digital asset management, dashboard views) Content Workflow Management (collaboration, workflow management, notifications) Discovery & Curation Distribution & Publishing Enterprise System Integration Analytics Figure6(nextpage)showstheprogressionoftheContentMarketing and Distribution vendors and their product/service offerings. Vendors fall into the following levels based on the above criteria: Basic – At the Basic level, Content Marketing and Distribution platforms generate, discover, curate, and publish content for marketing, social sharing, and/or advertising. Standard – At the Standard level, Content Marketing and Distribution platforms focus on creating, discovering, publishing, sharing, and measuring content. These platforms can include recommendation engines for the amplification of relevant, personalized content down to the user level. Comprehensive – At this level, platforms support universal data collection and curation integrated with content creation and distribution through web, social, and mobile channels. Platforms offer analytics on the use of digital assets, social media, and content trends. Curation capabilities locate and score content for relevance. Cutting-Edge – At this level, platforms focus on content strategy, organization of high volumes of content assets, rich media campaigns, automated content workflow, centralized asset management, one-click distribution to digital channels (social, CMS, CRM, MA), and aggregated performance metrics. Niche – These vendors do not have the full functionality of the standard or comprehensive solutions. Instead, they offer one or more unique features that make them stand out in the market, or they provide a specialized solution to a smaller market segment. CONTENT MARKETING: SOLUTION STUDY
  • 25. 25THE CONTENT MARKETING SOLUTIONS LANDSCAPE CUTTING-EDGE Platforms NICHE Platforms COMPREHENSIVE Platforms STANDARD Platforms BASIC Platforms FIGURE 6: CMS/CDS VENDOR SOLUTION LANDSCAPE CONTENT MARKETING: SOLUTION STUDY
  • 26. 26THE CONTENT MARKETING SOLUTIONS LANDSCAPE Evolution of the Landscape As the Content Marketing landscape evolves, Demand Metric expects to see the following trends take shape within the WCM and CMS/CDS platforms: Deeper insights and analytics to enable marketers to view and respond to user engagement with rele- vant content. Tighter integration between content marketing and enterprise systems for a holistic customer view. Richer content and media ads that increase user engagement. More personalized experiences with rich media and relevant content through the integration of user social profiles. Increasing blend of owned, earned, and paid media to create higher level of “trusted content.” 1 2 3 4 5 All of the vendors mentioned in this study can be deeply reviewed in Demand Metric’s Content Marketing Vendors Matrix. V I E W R E S O U R C E CONTENT MARKETING: SOLUTION STUDY
  • 27. 27ANALYST BOTTOM LINEANALYST BOTTOM LINE Analyst Bottom Line Content Marketing is a critical component of Digital Marketing. As noted in the beginning of this report, Content is King and Context is Critical. That makes the choice of a Web Content Management platform, and Content Marketing and Distribution platform, vital to every marketing organization’s ability to create a better customer experience. As content marketing evolves, users and customers will become less tolerant of content that is not directly relevant to their needs and the stage of their buying journey. The right content marketing strategy, combined with the right platform and tools, will ensure that the modern marketing organization uses its content for optimum marketing success. CONTENT MARKETING: SOLUTION STUDY
  • 28. 28CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING C O N T E N T M A R K E T I N G A C T I O N P L A N Follow this simple, step-by-step, methodology to develop a Content Marketing plan that increases sales, builds customer insights, and grows brand awareness. CONTENT MARKETING: SOLUTION STUDY
  • 29. 29CONTENT MARKETING: SOLUTION STUDY 29ACTION PLAN Utilize our Content Marketing Maturity Assessment to eval- uate your current systems and initiatives for Content Marketing. 2 3 4 5 6 7 8 9 10  Review Develop Understand Request Identify Select Strategize Train Measure 1 Evaluate Evaluate Your Content Marketing Maturity V I E W R E S O U R C E
  • 30. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 30 2 3 4 5 6 7 8 9 10  Review 1 Evaluate Evaluate the organizational impact of making the change from your current systems and processes to a Content Marketing platform. Use our Digital Marketing Roles Matrix to review the company roles, responsibilities, processes, and technology that may be impacted by the change. Develop Understand Request Identify Select Strategize Train Measure Understand The Roles Required For World Class Content Marketing V I E W R E S O U R C E
  • 31. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 31 2 3 4 5 6 7 8 9 10  Develop 1 Develop a solid 12-18 month plan for your Content Marketing program with our Content Marketing Strategy Scorecard. Build a Content Marketing Plan You Can Share With Stakeholders V I E W R E S O U R C E Evaluate Review Understand Request Identify Select Strategize Train Measure
  • 32. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 32 2 4 5 6 7 8 9 10  Understand 1 Review our Content Marketing Vendors Matrix to learn about the key vendors/platforms in the Content Marketing space, and to understand which vendors may work best for your company. Discover and Research Key Content Marketing Vendors V I E W R E S O U R C E Evaluate Review Request Identify Select Strategize Train Measure 3 Develop
  • 33. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 33 2 3 4 5 6 7 8 9 10  Request 1 Request proposals from potential vendors by creating templates for each category you require: Web Content Management Content Marketing & Distribution Obtain Proposals From Your Favorite Content Marketing Vendors V I E W R E S O U R C E Evaluate Review Identify Select Strategize Train Measure Develop Understand
  • 34. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 34 2 3 4 5 6 7 8 9 10  Identify 1 After receiving RFPs from potential vendors, schedule and attend product/service demos with 3-4 vendors to get an up-close-and- personal view of their solutions. Follow these best practices: prioritize your requirements and use cases send your use cases to vendor in advance of demo define meeting length (max 1 hour) up front don’t let vendor control the demo rate each vendor using a scorecard have vendor demo their solution to your top use cases make list of key items that vendor doesn’t have clear answers for set clear expectations around follow-up and timeframes Learn More About Your Potential Vendors’ Product and/or Service Evaluate Review Select Strategize Train Measure Develop Understand Request
  • 35. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 35 2 3 4 5 6 7 8 9 10  Select 1 In order to help you make your selection for each type of tech- nology, evaluate your top 3-4 vendors in each category with Web Content Management Vendor Evaluation Content Marketing & Distribution Vendor Evaluation. Find the Best Fit by Evaluating Vendors Using Selection Criteria V I E W R E S O U R C E Evaluate Review Strategize Train Measure Develop Understand Request Identify
  • 36. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 2 3 4 5 6 7 8 9 10  Strategize 1 Use our Content Marketing Playbook to create your plan. Develop an implementation strategy and communication plan to roll-out the initiative across the organization and through your channels. 36 Follow Proven Best Practices to Content Marketing Success CONTENT MARKETING PLAN Playbook & Toolkit Follow this simple step-by-step playbook to develop a content marketing plan that supports your company’s goals & objectives. V I E W R E S O U R C E Evaluate Review Train Measure Develop Understand Request Identify Select
  • 37. CONTENT MARKETING: SOLUTION STUDYACTION PLAN 2 3 4 5 6 7 8 9 10  Train 1 Develop an education/training plan for all affected personnel: marketing, product development, operations, and sales. 37 Train Your Team About Content Marketing Evaluate Review Measure Develop Understand Request Identify Select Strategize CONTENT MARKETING Training Course S TA R T L E A R N I N G
  • 38. CONTENT MARKETING: SOLUTION STUDYACTION PLAN V I E W R E S O U R C E 2 3 4 5 6 7 8 9 10  Measure 1 Measure and track the progress of your Content Marketing initiative with our Content Marketing Metrics Dashboard. 38 Track Key Content Marketing Metrics Evaluate Review Develop Understand Request Identify Select Strategize Train
  • 39. 39CONTENT MARKETING: SOLUTION STUDYOUR SOLUTION STUDY METHODOLOGY Our Solution Study Methodology The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors, and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information, and tools they need to develop effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution, and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape, and select the best vendor for their organization. Our Digital Marketing report series includes Solution Studies on: Social Media Marketing Mobile Marketing CRM Video Marketing Public Relations
  • 40. 40CONTENT MARKETING: SOLUTION STUDYABOUT DEMAND METRIC Demand Metric provides Agile Marketing software powered by 1,000+ practical tools and resources to help our members complete their work faster and with more confidence. Our community of 125,000+ global members is composed of CEOs and business owners, marketing consultants and agen- cies, marketing executives and managers, and professionals who specialize in: product management, marketing operations, sales enablement, customer engagement, demand genera- tion, content marketing, project management, account-based marketing, and other disciplines. To learn more about Demand Metric, sign up for a free member- ship at: www.demandmetric.com V I E W W E B S I T E About Demand Metric
  • 41. 41CONTENT MARKETING: SOLUTION STUDYTHE EVOLUTION OF SHOPPER MARKETING © Demand Metric Research Corporation. All Rights Reserved. www.demandmetric.com Follow us on Twitter Like us on Facebook Join Linkedin Group