Why Content Marketing Platforms Matter
This is one of those tricky situations where you have to call a spade a spade. There are a number of established software vendors (think Newscred or Kapost) that are considered to be “content marketing platforms.” The similarity among all these vendors is their strength in the first pillar: creation.
These platforms all have one or more elements in common: They’re either a place to purchase content (marketplaces), they help with ideation (what should I write about), they help with curation (where can I collect existing content from), or they help with workflow (how do I get my authors/creators working efficiently).
While they all tackle a portion of the first pillar, they certainly don’t handle all of content marketing. They certainly don’t also include marketing automation functionality, social media management, SEO software, experience management, deep analytics and insights, and so on and so on… it’s simply impossible for one solution or platform to do it all.
There’s nothing new about the process of content marketing. It’s a 100-year-old practice that recently got fitted with a shiny new title and place to be practiced: enterprise.