Published: 21 March 2022
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.
Included in Full Research
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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Strategic Planning Assumption
- Optimizely (Welcome)
- Upland Kapost
- Ideation Insight
- Editorial Planning
- Creative Workflow
- Content Metadata Management
- Content Performance Analytics
- Content Storage/DAM
- Content Curation
- Content Sourcing
- Multibrand/Multigeography Support
- B2C Narrative Design
- B2B Demand Generation
- Complex, Distributed Content Marketing
Gartner Recommended Reading
Critical Capabilities Methodology