Content Marketing Software
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Optimizely Content Marketing Platform brings teams together in a single workspace to share plans, collaborate on assets and execute campaigns.
PathFactory enables you to unlock B2B revenue with AI-powered content intelligence which allows you to generate personalized, engaging, and conversion-focused experiences across the entire B2B buyer journey. Per the vendor, you can accelerate deal velocity and grow your pipeline…
DemandScience is a data-driven marketing platform that offers lead generation and data services that accelerate the technology sales process by identifying intent among technology buyers. Founded in 2009, DemandScience helps marketers meet the ever-changing demands of B2B sales.
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Since 2012, INFUSE (formerly INFUSEmedia) has helped clients and partners craft and optimize demand programs that deliver the audience, buyer, and account engagement that meets their objectives, by strategically promoting content through omnichannel campaigns leveraging AI technology…
Common Examples of interactive content th…
CoSchedule provides a content calendar, content optimization, and contentmarketing products, with users among 50,000 marketers worldwide, helping them organize their work, deliver projects on time, and prove marketing team value.
Ion is an enterprise-grade content experience platform that empowers modern marketers and designers to create no-code interactive content experiences integrated with their CRM or marketing automation tools. Ion helps enterprises to bu…
Conductor is a Website Optimization and Intelligence platform.
Conductor’s platform is designed to help brands maximize organic search visibility and turn it into revenue, create and optimize content that gets found and converts, and protect performance with 24/7 website monitoring and alerting. C…
Content repurposing platform that transforms audio, text & video content into 32+ text formats.
Unifire transcribes audio, text, and video inputs and autogenerates content based on the best creator templates. It is a content repurposing platform that transforms existin…
Image Review is a platform designed to integrate with a WordPress website. When an order is placed on a webshop, the order details are tra…
nDash offers software and services used by B2B brands & agencies to scale written content creation (without sacrificing quality).
nDash's models are built to support content goals of all sizes, whether the company is seeking an occasional blog post or wants to build out complex…
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/…
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…
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)…
Percolate was a content marketing platform designed to help large brands create content and manage marketing campaigns. The product's capabilities have been integrated into the Seismic platform's digital marketing capabilities, and Percolate is no longer available for sale standalone.…
PromoRepublic is a social media marketing solution with…
Visual Stories is a content platform that empowers users to post using Web Stories, a visual storytelling format. Users can host web stories, blog, and community builders on a custom domain. Creating Web Stories is done with a WYSIWYG editor, ready-to-use templates and free media…
Ceros Studio is a content marketing software platform that enables designers and marketers to create interactive web content, without the need for coding or developers.
DivvyHQ is a content marketing platform with a central Dashboard and Calendar for managing publication schedules and coordinating workflow (with workflow controls for security), and publishing content. Pricing starts at $25 per month for each user (the Divvy Lite plan with limited…
UpContent is a content discovery tool that focuses on delivering quality results and helping users find precisely the content they need when they need it.
The vendor says the that four filters included with their solution help users in the following areas:
- Recency - sorts content so the most recent is seen fir…
Post Cheetah is an AI SEO tool with features designed to automate and simplify SEO processes. Its capabilities include:
AI-Powered Keyword Research: Post Cheetah uses machine learning to understand a website's content and audience, uncovering optimal keywords, including l…
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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.
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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.
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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?
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.