What’s in a Content Marketing Stack? [WCM, DAM, CMP, etc] – Gartner

Marketers who have started to do content marketing typically find themselves doing topic research via myriad analytics tools, managing editorial calendars in excel, handling workflow with writers and creative via email, publishing content via separate blogs and websites and promoting it with existing, but usually disconnected marketing automation and social media tools (that’s if they aren’t doing any paid promotion). At scale, this breaks down.

Enter the Content Marketing Platform (CMP) where players like Newscred, Skyword, Kapost, Curata, Percolate (whose ambitions seem to reach beyond content marketing) and more have built tools to help marketers get a handle on the creation process. But most have stayed away from competing with either the Web Content Management (WCM) or the DAM players which are made up of a group of established names.  The most common content marketing tech stacks observed in enterprise clients (clients see Content Marketing Point Solutions Bring Agility to Web Content Management Workflows) is a combination of either:

CMP + WCM + Marketing Hub/Marketing Automation + Content Marketing Point Tools
CMP + WordPress (in addition to branded website) + Marketing Hub/Marketing Automation + Content Marketing Point Tools

Source: blogs.gartner.com

Which is a subset of the marketing stack.


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