Since 1895, when John Deere, the tractor company, published the first edition of its content marketing magazine, The Furrow, brands have embraced the vast opportunities to engage customers with stories. The growth in digital channels has continued to unlock storytelling opportunities for different channels and content formats. In a world of limited resources, however, content marketers need tools to effectively manage content operations and efficiently manage resources across channels to tell brand stories.
In response, marketing technology (martech) solutions providers have developed platforms to address some or all of the five stages of content operations: Planning; ingestion and creation; development and approval; organization and storage; and publication, distribution and measurement. The content operations ecosystem, in turn, comprises five distinct martech solutions. Yet rapid change in the market has caused natural evolution of these solutions, resulting in significant functional overlap between once-distinct systems.
“The content operations space covers a range of established and emerging platforms,” says Colin Reid, Senior Director Analyst, Gartner. “Marketing leaders must understand current environments and capabilities relative to their needs and position for the opportunities created by changes to the vendor landscape.”
Start by understanding digital asset management (DAM) — one of the most popular platforms — and how DAM increasingly overlaps with the other four common content operations platforms. Marketers need to understand the difference between solutions and plan for functional convergence or mergers.