Voice of the Customer for Web Content Management

24 December 2025 - ID G00791617 - 6 min read
By Peer Community Contributor
Web content management platforms facilitate content management and delivery across digital marketing channels. This note guides application leaders to learn from ratings and reviews by their peers shared on Gartner Peer Insights.
This document was revised on 18 February 2026. The document you are viewing is the corrected version. For more information, see the Corrections page on Gartner.com.
To view the Interactive Voice of the Customer for this market, click the Launch button at the top of this page.

What Is Web Content Management?

Web content management (WCM) is the process of creating, managing and delivering content to one or more digital channels. This is achieved through the use of specific content management features based on a core repository. WCM tools are used to manage content to be delivered to websites and other digital channels. These tools are used by both IT and marketing/business. They may be procured as commercial products or open-source tools and are typically cloud-based.
The functionality of WCM solutions goes beyond the publication of webpages. It also includes:
Content-creation functions, such as assembling content components, pages, websites, microsites and landing pages
  • A content repository that organizes different content types and their metadata
  • Library services, such as check-in and check-out, versioning and rollback
  • Security and roles, and permissions management
  • Management features such as layout and templates, menus and navigation, and workflows
  • Content and application deployment functions
  • Personalization capabilities
  • The ability to integrate, via APIs, with adjacent technologies such as digital commerce platforms, CRM and marketing automation platforms
  • Hybrid and headless capabilities for API-driven multiexperience content delivery beyond websites and to other channels — such as mobile apps, progressive web apps (PWAs), single-page applications (SPAs), digital and voice assistants, and smart devices

What Is Gartner Peer Insights “Voice of the Customer”?

“Voice of the Customer” is a document that synthesizes Gartner Peer Insights reviews into insights for buyers of technology and services. This aggregated peer perspective, along with the individual detailed reviews, is complementary to Gartner expert research and can play a key role in your buying process. Peers are verified reviewers of a technology product or service, who not only rate the offering, but also provide valuable feedback to consider before making a purchase decision.
Figure 1 shows all “Voice of the Customer” eligible vendors in the market categorized into four quadrants based on scores assigned for User Interest and Adoption (x-axis), and Overall Experience (y-axis). The midpoint of each axis, labeled “market average,” represents the average score as calculated exclusively from vendors included in the document.
Vendors’ User Interest and Adoption (x-axis) scores incorporate three factors: review volume, user willingness to recommend, and review market coverage across industry, company size and region. Vendors’ Overall Experience (y-axis) is a composite score that incorporates average user ratings for “Overall Experience,” “Capabilities” and “Support/Delivery.” See the Methodology section for more detail.
Figure 1. Voice of the Customer for Web Content Management
Source: Gartner (December 2025)
All vendors are classified under specific quadrants based on their “overall experience,” and “user interest and adoption.” The Customers’ Choice quadrant in the upper right represents the highest overall experience, and maximum user interest and adoption. Strong Performer is in the upper left. Aspiring is in the lower left. Established is in the lower right. Eligible vendors as of October 2025 — Customers’ Choice vendors: WordPress VIP; Strong Performer vendors: Contentful, Sanity; Aspiring vendors: Kontent.ai, Optimizely; and Established vendors: Adobe, Storyblok.
Vendors placed in the upper-right “Customers’ Choice” quadrant of the “Voice of the Customer” have scores that meet or exceed the market average for both axes (User Interest and Adoption, and Overall Experience).
Vendors placed in the lower-right “Established” quadrant have scores that meet or exceed the market average for User Interest and Adoption, but are below the market average for Overall Experience.
Vendors placed in the upper-left “Strong Performer” quadrant have scores that meet or exceed the market average for Overall Experience, but are below the market average for User Interest and Adoption.
Vendors placed in the lower-left “Aspiring” quadrant have scores below the market average for both User Interest and Adoption, and Overall Experience.

Web Content Management Peer Reviews and Ratings

In addition to the synthesis provided by the “Voice of the Customer,” you can read individual reviews and ratings on the Gartner Peer Insights page for this market.
The rest of this document highlights some key insights for the web content management market based on 18 months of reviews and also points you to particular ways to use the site in your buying process.
Gartner Peer Insights’ reviews give insight into end users’ willingness to recommend each vendor. Willingness to recommend is a component of the “Voice of the Customer” x-axis. For details, see Gartner Peer Insights Voice of the Customer Methodology. Figure 2 compares vendors by the percent of reviewers who were willing to recommend them (see the Methodology section for details). To create a more detailed comparison between several vendors on your shortlist, please go to the Gartner Peer Insights page for this market and press the “Compare Alternatives” button under the vendor/product you are interested in.
Figure 2. Voice of the Customer for Web Content Management, Willingness to Recommend
Source: Gartner (December 2025)
Eligible vendors compared based on their “overall reviews” and reviewers’ “willingness to recommend.”

Vendor Summaries

Figures 3 through 9 summarize key information for each vendor included in the “Voice of the Customer”:
  • Reviewer demographics for reviews received in the 18-month review period, ending 31 October 2025
  • Overall Rating and rating distribution
  • Other ratings covering specific aspects of the experience with the vendor
The same eligibility requirements and weighting used in the “Voice of the Customer” quadrants also apply for ratings in the vendor summary figures, including overall star rating, willingness to recommend and rating by category (see Gartner Peer Insights Voice of the Customer Methodology for details). Below each image is a direct link to the user reviews on the Peer Insights site.
Figure 3. Voice of the Customer for Web Content Management, Adobe Vendor Summary
Source: Gartner (December 2025)
This vendor demographic, including rating histogram and rating by category, along with company size, industry and deployment region, displays customers’ willingness to recommend this vendor.
Read all Peer Insights user reviews for Adobe.
Figure 4. Voice of the Customer for Web Content Management, Contentful Vendor Summary
Source: Gartner (December 2025)
This vendor demographic, including rating histogram and rating by category, along with company size, industry and deployment region, displays customers’ willingness to recommend this vendor.
Read all Peer Insights user reviews for Contentful.
Figure 5. Voice of the Customer for Web Content Management, Kontent.ai Vendor Summary
Source: Gartner (December 2025)
This vendor demographic, including rating histogram and rating by category, along with company size, industry and deployment region, displays customers’ willingness to recommend this vendor.
Read all Peer Insights user reviews for Kontent.ai.
Figure 6. Voice of the Customer for Web Content Management, Optimizely Vendor Summary
Source: Gartner (December 2025)
This vendor demographic, including rating histogram and rating by category, along with company size, industry and deployment region, displays customers’ willingness to recommend this vendor.
Read all Peer Insights user reviews for Optimizely.
Figure 7. Voice of the Customer for Web Content Management, Sanity Vendor Summary
Source: Gartner (December 2025)
This vendor demographic, including rating histogram and rating by category, along with company size, industry and deployment region, displays customers’ willingness to recommend this vendor.
Read all Peer Insights user reviews for Sanity.
Figure 8. Voice of the Customer for Web Content Management, Storyblok Vendor Summary
Source: Gartner (December 2025)
This vendor demographic, including rating histogram and rating by category, along with company size, industry and deployment region, displays customers’ willingness to recommend this vendor.
Read all Peer Insights user reviews for Storyblok.
Figure 9. Voice of the Customer for Web Content Management, WordPress VIP Vendor Summary
Source: Gartner (December 2025)
This vendor demographic, including rating histogram and rating by category, along with company size, industry and deployment region, displays customers’ willingness to recommend this vendor.
Read all Peer Insights user reviews for WordPress VIP.

Methodology

A full description of the methodology can be found on the Gartner Peer Insights Voice of the Customer Methodology page.
Voice of the Customer includes vendors with products aligned to the market that have 20 or more eligible published reviews (and 15 or more ratings for “Capabilities” and “Support/Delivery”) during the 18-month consideration period ending 31 October 2025. Reviews from vendor partners or companies with less than $50 million in revenue are excluded.
In the web content management market, Gartner Peer Insights published 619 reviews and ratings during the consideration period. For details, see Gartner Peer Insights Voice of the Customer Methodology.
The data used in this report is drawn from reviews on Peer Insights, a free peer review and ratings platform that regularly publishes new reviews. The “Voice of the Customer” methodology uses a snapshot of reviews data from a defined timeframe and does not automatically update as new reviews are published. The external Peer Insights site will always have the most updated peer view of the vendors and products in this report.
The numerical ratings scores in each vendor summary graphic (shown as “Rating by Category”) are best interpreted as sample statistics with a reasonable margin for error and not as exact values.