Content Marketing Software
Best Content Marketing Software
- Top Rated Content Marketing Software include: PathFactory (formerly LookBookHQ), Outgrow, Kapost, Uberflip, ion interactive, and Livefyre Studio.
- Other Content Marketing Software on the TrustMap include: Percolate, BrightTALK, Contently, SnapApp, Scoop.it Content Director, and Outbrain.
- A complete list of Content Marketing Software is available here.
TrustMaps are two-dimensional charts that compare products based on satisfaction ratings and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap, and those above the median line are considered Top Rated.
Content Marketing Software Overview
What is Content Marketing Software?
Content marketing software offers tools to help marketers with content creation, curation, publishing, distribution, tracking and sourcing. These platforms are designed to enable a content marketing strategy. The goal of content marketing is to attract and nurture a target audience by providing useful content, rather than directly pitching a product.
Content marketing software generally supports a variety of media types including text, images, videos, infographics, and interactive content. Marketers use these tools to build repository of marketing assets to be distributed or available for prospects to self-explore.
Why Content Marketing?
Content marketing addresses a common pain point of traditional advertising or batch-and-blast marketing campaigns. Such campaigns can seem disruptive and irrelevant. So, content marketing aims to present material so that it is informative, timely, and relevant in the context in which it’s discovered.
Content marketing positions a brand as authoritative by freely offering helpful information without a sales pitch. It is somewhat similar to native advertising. But consumers are increasingly wary of the hidden sales pitches in native advertising. Content marketing aims to raise brand awareness without annoying the audience or generating mistrust.
Content Marketing Software Features & Capabilities
Not all content marketing platforms address content ideation and production. Those that do commonly have the following features:
Ideation: Tools for creative development, such as ideation workspaces, guides to certain topics or channels, briefs, recommendations, and/or access to agencies.
Approval workflows: Ability to create and track workflows for content approval.
Network for content licensing/production: Access to a database of content that can be licensed or a talent network for content production.
Payment/resource management: Allows users to budget for content creation costs and/or make payments to contractors or agencies.
Most content marketing tools involve publishing, sharing, or other mechanisms of distribution. These capabilities help marketers organize, distribute, promote, and contextualize content for publication. Features may include:
Content hub: Central repository for organizing all content.
Forms / gated content: Ability to set up forms for lead generation, which can be used to gate content.
Embedded CTAs: Forms or links embedded in the content.
Content distribution: Allows users to push content to different channels, such as social media or websites. Sometimes handled via integrations.
Content promotion: Ability to promote content by connecting to paid and earned media channels.
Content automation: Ability to set up automated distribution, personalization and/or curation.
Content Reporting & Analytics
Reporting and analytics help marketers understand the impact of content on the buyer's journey. They also help marketers understand, segment, and target their audiences. The focus is usually on content engagement. However, some platforms also look at production costs and trends. Content marketing tools may also integrate with web analytics and other software for more advanced and closed-loop analytics.
Common features around content reporting and analytics are:
Audience profiling and targeting: Profiles—types that can be used for segmentation—based on audience behavior or demographics. Helps deliver targeted content via website personalization and/or marketing automation campaigns.
Closed-loop tracking and reporting: Tracks the impact of content on the buyer’s or customer’s journey and ROI.
Content performance reports & analytics: Insights into how individual pieces of content are performing. Measured by engagement and/or conversion.
Campaign optimization dashboard: Quick view on content performance. Allows users to make changes to which channels and which content is being promoted or displayed.
Content production analytics: Analytics on time and money spent on content production.
Page-level engagement analytics: For a granular look at content performance.
Most content marketing tools do not cover the entire content lifecycle. Therefore, it's important to explore how a content marketing tool will fit into your stack.
Content marketing platforms commonly integrate with content management systems, social media management tools, marketing automation software, email marketing software, CRM systems, social media platforms, and/or third-party analytics software such as A/B testing, social media analytics, and web analytics tools.
Often a content marketing program’s biggest investment will be in time or resources for creating the content itself. Another big investment might be in paid campaigns for distributing content.
For content marketing tools, pricing varies depending on feature complexity. Simpler planning and publishing tools might cost somewhere in the range of $100 to $500 per month. Limits might be placed on storage or users. Platforms that more fully cover the spectrum of features range from $3,000 per month up to $25,000+ a month.
Content Marketing Products
Conductor Searchlight is designed to generate customer intent insights that lead to compelling content, increased traffic, and higher organic marketing ROI. The vendor says their technology enables marketers to understand their prospective customers' intent by revealing the trends and...
ion is an interactive content platform that provides the scalable foundation to grow from one interactive experience to one thousand interactive experiences. The vendor’s value proposition is that with ion, interactive content development complexity, long timelines, high costs and maintenance...
Canva is a popular, simple online graphic design tool. Users can import images, use templates to design banners and logos, or pay to use Canva's premium stock images/paid templates (elements starting at $1).
Outgrow is designed to enable marketers to easily create calculators, recommendations, quizzes and polls to better acquire, qualify, and monetize leads. With Outgrow, marketers can build these tools without a developer or a designer in minutes. Common Examples of interactive content that you can...
Uberflip is a content marketing platform from the Toronto company of the same name. Central to Uberflip is its content hub for aggregating, centralizing, organizing, and finally curating content for delivery to targeted audiences in streams, culminating in the call-to-action (CTA). Uberflip also...
The Episerver Digital Experience Cloud™ is designed to help editors and marketers to create and experience content simultaneously. With the Episerver Digital Experience Cloud™ users can: Create content directly on-page and view it just as a visitor wouldStart work on any device and switch device...
Percolate is an enterprise-level content marketing platform designed to help large brands create content and manage marketing campaigns. It features content creation and editing tools, a marketing calendar for tracking resources and campaigns, social monitoring tools and content analytics, media...
Kapost is a content management platform with planning and workflow tools built in to create and market branded content, a publishing system to push content to dozens of other platforms, and reporting/analytics to measure and track the content’s performance
PathFactory (formerly LookBookHQ) is a content marketing platform emphasizing engagement, that allows the user to turn content into an interactive experience.
Scoop.it Content Director is the SMB-focused solution for Lean Content Marketing. It allows Content Marketers to: Save time by finding quality content from across the webScale content output without the need for more resourcesDelivers ROI; more quality content means more leads
Outbrain, headquartered in New York with offices globally, is an internationally known and used content marketing and content discovery platform for curating and publishing content across a variety of channels and media spaces, containing editorial controls, analytics for judging impact, and more.
Contently is a SaaS content marketing platform from the company of the same name headquartered in New York, containing features a collaboration space, calendar, and workflow controls, engagement metrics, and rapid access to a high volume of original content from freelance creative talent,...
GoAnimate is a cloud-based platform for producing custom animated videos. It is used by educators as well as in business contexts by advertisers and content marketers, and for demos and presentations. GoAnimate has a drag and drop interface and includes libraries with thousands of characters,...
Yotpo is a content marketing solution that is designed to generate reviews, social Q&A, and curate customer photos. This solution then uses this content to drive traffic and increase conversions.
Livefyre Studio is a content marketing solution that enables companies to engage consumers through a combination of real-time content, conversation and social curation. With Livefyre users can aggregate, filter and display content from Twitter, Facebook, YouTube, Instagram and RSS, while...
Oracle Content Marketing (part of the Oracle Marketing Cloud, and formerly known as Compendium) is a content marketing solution that is designed to make it easy to create and distribute compelling content across multiple channels to a targeted audience. This solution enables users to plan, produce,...
The SnapApp Interactive Content Marketing platform is as simple as PowerPoint (™) in your browser - the powerful, easy-to-use drag-and-drop interface gives you the flexibility to create distinctive, on-brand custom content experiences faster than ever before. SnapApp features templates, asset...
The Skyword Platform is designed to make it easy to produce, optimize, and promote content at any scale. The platform serves as the technical infrastructure for the content marketing process, providing a space for ideation, editorial and review, publishing, amplification, and measurement. According...
NewsCred is a content marketing platform that provides an end-to-end solution for content planning, creation, publishing and analytics. Users get access to a content marketplace that includes licensed content from over 4,000 publishers and original content from NewsCred's own journalist network....
Guru is a knowledge management platform that integrates with Slack, as well as feeds product information into a company's sales enablement, customer support, and content marketing channels.
Olapic is a content marketing tool specifically focused on visual marketing content. It allows a brand to locate, curate and publish user or fan photos into its own marketing material and website, sourcing many sites (e.g. Instagram, Twitter, Tumblr, Facebook, etc.), and sending select material...
Taboola is a content marketing engine from the company of the same name in New York for publishing "recommended" content in a variety of popularly visited news sites and spaces. Taboola is partnered with many publishers (the Atlantic, Tribune, MailOnline, Business Insider, etc.).
Bynder helps brands to distribute their marketing materials, manage creations and facilitate brand consistency. Bynder is a solution for marketing that comes with best in class digital asset management, creative project management, brand identity guidelines, product information management and...
Crushpath, from the San Francisco based company of the same name, is a content marketing engine dedicated to delivering custom content to potential new customers via multiple channels (social media sites, news and industry related sites). Targeted for small to midmarket companies interested in B2B...
Curata's content marketing platform (Curata CMP) enables more efficient content creation with greater impact on pipeline. According to the vendor, this solution enables users to: Analyze marketing and sales pipeline impact: Instantly access content metrics such as leads generated/touched and sales...
Content Marketing Articles
Trends in MarTech: Content – Less crap, better Sales and Marketing alignment, and of course, personalization
NewsCred is a content marketing platform and content marketplace. TrustRadius talked to Alicianne Rand, VP of Marketing at NewsCred, to learn about their approach to content marketing and their innovations around measuring the “content journey” across the full customer experience.