content marketing platform
Content Marketing Platform

A content marketing strategy is necessary for brands to remain competitive in today’s marketplace. Content marketing helps brands expand their funnel, engage with interested prospects, and encourage those prospects to convert into customers.

This process is very customer-focused, allowing companies to establish their reputation as a reliable source of information that can benefit prospective clients. Marketing Consultant Jay Baer, who operates one of the world’s top online marketing resources, encourages companies to “think like publishers” and become voices of authority.

The numbers don’t lie; nearly 70% of companies are publishing more content to add value for their audience without directly selling any products or services. Brands that are committed to optimizing their content strategies for the best possible ROI will recognize the value of investing resources in content marketing software.

Why Should You Invest in a Content Marketing Platform?

The short answer is, if you want your content to perform effectively, a platform will help you deliver the best possible content within your industry, and potentially stay one step ahead of your competitors.

  1. Marketers face significant challenges when planning, creating, and optimizing content for success
  1. Teams must consistently produce content that will engage with audiences
  1. An engaged audience is more likely to search for information about your brand on their own time
  1. To track the effectiveness of your content

Software helps your brand create content that will direct people back to your website. When you invest in the right content marketing platform, you can construct streams of data-driven content that will resonate with your target audience. Insights gleaned from this data build on your existing content strategy and refine the method to deliver long-term results for your brand.

Software is particularly adept if you are directing potential customers through the buyer’s journey on your website. The buyer’s journey is no longer a linear process, and today’s readers will conduct their own research into your brand before becoming customers. Software helps your brand pinpoint which messages resonate with people at various stages of the journey so you build trust with those readers, and naturally encourage your audience to seek more information.

How Do You Know Which Platform Is Right For You?

There are hundreds of content marketing platforms to choose from so how do you pick the right one for your business? Many of the world’s digital marketing experts compiled lists of tools they recommend within tables, charts, or infographics to help you with your research.

These graphics disperse companies across the various categories that collectively exist within the online marketing landscape. Identify which platform best addresses your needs, both short-term and long-term, and request a demo to determine if the tool is compatible with your business.

Are The Categories Always Accurate?

Some marketing resources address various needs and can realistically fit into a number of categories. In some instances, brands evolve their core business over time, and their updated business model no longer fits the category previously assigned to them.

For example, ScribbleLive is a content marketing software that helps marketers create compelling content to engage an audience, generate leads, and increase ROI. Over the years the platform expanded beyond its roots, which repositioned the company within the online marketing landscape.

Broadening the business model makes categorizing the brand a challenge. Scott Brinker with correctly positioned ScribbleLive as a content marketing solution, categorizing the brand based on value provided in today’s marketplace.

The categories vary on other sites. For example, Luma Partners categorized ScribbleLive as a tool to assist with content creation, which is part of the brand’s platform solution. On the other hand, Curata’s infographic references the old business model by categorizing ScribbleLive as a resource for liveblogging, despite setting aside a category for content marketing platforms.

So How Do You Make The Right Decision?

You need to pick a tool that best addresses your long-term online marketing strategy.

  1. What is your brand’s identity?
  1. How do you want your brand to be perceived online?
  1. What services does your business provide?
  1. How will marketing help your company achieve long-term goals?

Once you identify your position and your needs, you can review your options. The landscape infographics assembled by thought leaders are valuable resources to help you on your way, but remember to conduct your own research. Review the brands recommended by the experts and determine which option is best aligned with your unique needs.

Remember that thousands of websites are investing more resources in content marketing to connect with their audiences, so having a platform that can provide you analytical data is all the more valuable. The platform you select should guide you through the content marketing lifecycle with tips, best practices, and insights to optimize your strategy for the best possible results. Use the data, measure the results, refine your plan, and deliver an even greater ROI.