Gartner Research

Critical Capabilities for Content Marketing Platforms

Published: 21 March 2022

Summary

Digital marketing leaders must balance content supply constraints with expanding demand for consistent multichannel experiences. Content marketing platforms help create and manage this volume of content effectively and efficiently. Use this research to evaluate CMP capabilities.

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Overview

Key Findings
  • CMOs with the highest budgets are spending a larger share of their marketing resources on brand strategy, content creation and content management than those with low budgets, according to the 2021 GartnerCMO Spend Survey.

  • Content operations technologyis rapidly expanding to support the content life cycle from ideation through distribution, even as new content types and channels emerge. Thus, most vendors in this market are part of suite-based solutions that include web content management and/or sales enablement technology.

  • Use of AI to support content creation, governance and distribution increases in importance as brands look to support more customized experiences, including

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  • Contently
  • CoSchedule
  • Optimizely (Welcome)
  • Seismic
  • Sitecore
  • Skyword
  • Sprinklr
  • Upland Kapost
  • Ideation Insight
  • Editorial Planning
  • Creative Workflow
  • Content Metadata Management
  • Distribution
  • Content Performance Analytics
  • Integrations
  • Content Storage/DAM
  • Content Curation
  • Content Sourcing
  • Multibrand/Multigeography Support
  • B2C Narrative Design
  • B2B Demand Generation
  • Complex, Distributed Content Marketing

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Critical Capabilities: A deeper look into provider offerings

How does a Critical Capabilities report work?

As a companion to the Magic Quadrant™, a Critical Capabilities report scores competing products and services against a set of meaningful differentiators. It reveals which options are the best fit in various use cases to help you focus on the vendors best suited to your needs.

A Critical Capabilities report is more than just a diagram. You also get:

Sharper focus

Narrow down the product and service criteria most important to you.

Individualized use cases

Use interactive features to customize usage scenarios based on your organization’s unique needs.

Faster decision making

Use data to speed up provider selection and accelerate the procurement process.

A Gartner Critical Capabilities report is just one of our many offerings.

We provide actionable, objective insight to help organizations make smarter, faster technology decisions to stay ahead of disruption and accelerate growth.

Pick the right provider with confidence

We use a Critical Capabilities report, the Magic Quadrant and more to ensure you select the best-fit provider to avoid the costly repercussions of a poor decision.

Align deal structures and optimize spend

We benchmark pricing against the market so you avoid unnecessary charges.

Reduce complexity and risk

We analyze contract terms and conditions to protect you against future price increases and unanticipated costs.

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