Gartner Research

Content Marketing Point Solutions Bring Agility to Web Content Management Workflows

Published: 07 August 2015

ID: G00277279

Analyst(s): Kirsten Newbold-Knipp

Summary

Content marketing programs have shifted from experimentation to agile, performance-driven practices. Content marketers are under pressure to look beyond incumbent Web content management tools to meet their changing needs.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Determine If Your Existing WCM Solution Can Meet Key Content Marketing Needs or If You Need to Consider Other Solutions
  • Identify and Prioritize a Shortlist of Point Solutions That Will Solve Your Additional Business Needs, and Re-evaluate as Necessary
    • Content Creation, Workflow and Measurement Tools
    • Layering Nontraditional Content Publishing Tools
    • Promotion and Social Sharing Tools
  • Evaluate the Risk and Reward of Point Solutions With Respect to Their Ability to Integrate With Existing Marketing Systems

Case Study

  • Intel iQ Uses Dual WCM Approach to Achieve Enterprise Two-Speed Marketing

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