Content Marketing Software

Best Content Marketing Software include:

PathFactory and ion, by Rock Content (formerly from ScribbleLive).

Content Marketing Software TrustMap

TrustMaps are two-dimensional charts that compare products based on trScore and research frequency by prospective buyers. Products must have 10 or more ratings to appear on this TrustMap.

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 a repository of marketing assets to be distributed or available for prospects to self-explore.


Content Marketing Strategy



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 the material that it is informative, timely, and relevant to the end-user.



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 and increase trust among your audience without annoying them.



Content Marketing Platform Features


Content Creation Software


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.

  • Content collaboration: Ability to edit and update content in real-time and in tandem with other users.

  • Content calendar: A calendar used for planning out and scheduling content posting to social media profiles, blogs, or other websites.

  • 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.


Content Marketing Publishing Platforms


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: A central repository, or library, for organizing all content.

  • Forms / gated content: The 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 Marketing Reporting Tools


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 marketing analytics software. 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.

  • 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.

  • Integrations: Connections with third-party software that allows information to flow between the two systems.


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 tech 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.


Content Marketing Platform Comparison


Before deciding to invest in one or more content marketing tools, consider these three key factors:

1. What type of tool do you need?



There are many types of content marketing tools available, with the different types of tools corresponding to the feature groups above. For example, content creation, publishing, and analytics software. So before spending money on three tools that all cover a different part of the content marketing lifecycle, figure out what your business needs right now and start there.


2. Does it fit your budget?



As mentioned above, content creation, publishing, and analytics can be an expensive endeavor. You need to pay for the labor, advertising, as well as the software. So make sure the content marketing platforms you're considering fit your budget.


3. Is it easy to use and integrate with the rest of your Martech stack?



Two important things to keep in mind are how user-friendly the software is and whether it will fit with the rest of your marketing tech stack. Usability is important because it can impact how widely used and adopted the tool at your organization. Your marketing team will warm up to a new, but easy-to-use, tool much quicker than a tool that required a lot of training.



A tool that doesn’t integrate with the other marketing software you use will make getting information out of one tool and into another harder than it needs to be.


Content Marketing Pricing


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. Though limits might be placed on storage or users. Platforms that cover the full spectrum of features range from $3,000 per month up to $25,000+ a month.


More Resources

What Makes a Good Infographic?

4 Steps to More Effective B2B Content Marketing

Content Marketing Products

(1-25 of 122) Sorted by Most Reviews

Conductor Searchlight
84 ratings
213 reviews
Top Rated
Conductor Searchlight is designed to generate customer intent insights that lead to compelling content, increased traffic, and higher organic marketing ROI. Conductor's technology enables marketers to understand their prospective customers' intent by revealing the trends and topics they are …
ion, by Rock Content (formerly from ScribbleLive)
73 ratings
135 reviews
Top Rated
ion, by Rock Content (formerly from ScribbleLive, acquired by Rock Content in 2019) is an interactive content platform designed to provide the foundation to grow from one interactive experience to one thousand interactive experiences. The vendor’s value proposition is that with ion, users bring thei…
Canva
341 ratings
96 reviews
Top Rated
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).
PathFactory
39 ratings
73 reviews
Top Rated
PathFactory (formerly LookBookHQ) is a content marketing platform emphasizing engagement, that allows the user to turn content into an interactive experience.
Uberflip
29 ratings
39 reviews
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 con…
Outgrow
20 ratings
37 reviews
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 bu…
Upland Kapost
20 ratings
12 reviews
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
Percolate
23 ratings
11 reviews
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 ass…
Vyond (formerly GoAnimate)
20 ratings
11 reviews
Vyond (formerly 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. Vyond has a drag and drop interface and includes libraries with thousands of chara…
Contently
19 ratings
9 reviews
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, researcher…
CoSchedule
15 ratings
9 reviews
CoSchedule is a project management solution built as a planning solution for marketing teams.
Scoop.it Content Director
9 ratings
8 reviews
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 web - Scale content output without the need for more resources - Delivers ROI; more quality content means more leads
SnapApp
18 ratings
6 reviews
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 librar…
Oracle Content Marketing (Compendium), legacy
30 ratings
6 reviews
Oracle Content Marketing of the Oracle Marketing Cloud, based on technology acquired with Compendium in 2013, was a content marketing solution designed to make it easy to create and distribute compelling content across multiple channels to a targeted audience. The solution enabled users to plan, pro…
Opal
2 ratings
5 reviews
Opal is a marketing collaboration platform that, according to the vendor tears down silos and enables teams with a dedicated environment to strategically plan, create, visualize, align and deploy campaigns across all marketing channels. The vendor’s value proposition is that Opal reduces unnecessary…
NewsCred
2 ratings
5 reviews
NewsCred is a marketing work management software designed to elevate team performance through an integrated approach to marketing. Through its complete solution of technology, content, and services, NewsCred brings marketing teams together to easily plan, collaborate, and manage work across your ent…
Sprinklr Modern Marketing
11 ratings
5 reviews
Sprinklr’s Modern Marketing helps increase ROI of content, save time and manage brand risk with AI-powered insights and content reuse, automated workflows and enterprise governance. It offers a single workspace where marketers plan omnichannel campaigns, produce and reuse content across markets and …
PromoRepublic
10 ratings
5 reviews
PromoRepublic is a social media marketing solution with content distribution workflows for small businesses, agencies, franchise and multi-location brands. Their products allow users to distribute editable content, schedule it based on AI, manage multiple clients or locations, run local ads, and sta…
BrightTALK
21 ratings
4 reviews
BrightTALK headquartered in San Francisco, California offers their eponymous platform for the delivery of content marketing via their expert communities and video presentation, for lead generation.
Olapic
2 ratings
4 reviews
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 omni…
Skyword
5 ratings
4 reviews
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 …
Ceros
2 ratings
3 reviews
Ceros is a content marketing software platform that enables designers and marketers to create interactive web content, without the need for coding or developers.
Crushpath
2 ratings
2 reviews
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 s…
Curata
3 ratings
2 reviews
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 …
Persado
2 ratings
2 reviews
Persado in New York offers their "Message Machine" natural language technology, which leverages a comprehensive marketing language knowledge base of over one million words and phrases, powered by AI and data science. Persado is designed to unlock the power of words to engage consumers like never bef…

Frequently Asked Questions

What is a content marketing strategy?

A content marketing strategy helps marketers answer questions like ‘why are we creating this content?’ and ‘who is looking for this content right now?’. These questions help determine:

  • what type of content to produce
  • what format to use
  • which audience to target
  • when and where to publish the content


The ultimate goal of content marketing is to produce content that’s useful and accessible to your subscribers, resulting in greater brand awareness and a more engaged audience. Content marketing software helps businesses with the content creation, publishing, and reporting & analytics part of the process.

What are the best content marketing tools?

According to feedback from content marketing software users, the top-rated content marketing tools on TrustRadius include PathFactory and Ion Interactive. There are other highly rated platforms that can be found on TrustRadius’ content marketing software page. Some examples include UberFlip, Percolate, and Upland Kapost.


If you’re looking for a content marketing tool that specializes in content creation, check out Outgrow, Canva, or Vyond

Why is content marketing important?

Content marketing helps businesses develop and publish content that’s helpful, informative, and relevant for their target audience. Sending out mass ‘batch and blast’ emails to your user-base can feel impersonal, and may not be providing your audience with the content they’re looking for. Developing a content marketing strategy can help your brand produce authoritative and timely content that helps build trust with your audience.

How do you measure content marketing success?

It can be difficult to figure out how to measure the return on investment (ROI) of your content marketing efforts. A direct way to measure this is by tracking the amount of pipeline growth or revenue generated from content assets, minus the money spent creating and marketing the content pieces. However, this isn’t always feasible and often doesn’t provide a full picture of success.


Here are additional metrics that will help give a more comprehensive picture of content marketing success:

  • Lead generation
  • Lead quality
  • Conversion rates
  • Amount of pipeline or revenue generated
  • Social media engagement
  • Website traffic
  • SEO performance (e.g. keyword rankings, impressions, CTRs)


How much does content marketing software cost?

The cost of content marketing software can vary based on the number of features needed and how advanced those features are. For example, free tools like Canva, Trello, or WordPress usually specialize in one area like content creation, workflow management, or publishing.


Larger content marketing platforms that include content creation, workflow, publishing, and reporting capabilities will be more expensive. Prices for these tools can range from $100 to $500 per month, depending on the number of users and amount of storage space required. Platforms with advanced features can cost north of $1,000 per month.