Our Content Marketing Solution Study presents the insights, landscape and vendors within the content marketing space. Demand Metric defines content marketing as the strategies, processes and software technology that enable marketing departments to automate, measure and improve the performance of marketing strategies, activities and workflows. These strategies and activities include: Email Marketing, Multi-channel Campaign Management, Inbound/Search Marketing, Landing Pages, Lead Generation, Lead Management, Lead Scoring, Lead Nurturing, Social Marketing, Marketing Resource Management, Event Management, Engagement Marketing and Marketing Analytics. The three foundation functions of marketing automation systems are – email marketing, campaign management and lead management. While the most advanced and sophisticated marketing automation systems have extending capabilities far beyond this base, these functions are core to a Marketing Automation system. This study covers the following sections: - Executive Summary - What is Content Marketing? - Benefits of Content Marketing - Content Marketing Deployment Lifecycle - Vendor Selection Criteria - Content Marketing Solutions Landscape - Content Marketing Maturity Model - Action Plan - Analyst Bottom Line - About the Research Analysts - Our Solution Study Methodology - About Demand Metric To obtain this document, visit us at http://www.demandmetric.com/register

1. Content Marketing:
Insights, Landscape & Vendor Analysis
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Solution Study
By: Clare Price, VP Research
With: Kristen Maida, Senior Research Analyst
June 2014

2. 3
4
6
7
9
12
Executive Summary
What is Content Marketing?
Benefits of Content Marketing
Content Marketing Deployment Lifecycle
Vendor Selection Criteria
Content Marketing Solutions Landscape
Table of Contents
22
23
24
Analyst Bottom Line
About the Research Analysts
Our Solution Study Methodology
18
20
Content Marketing Maturity Model
Action Plan
25 About Demand Metric

3. EXECUTIVE SUMMARY
© 2014 Demand Metric Research Corporation. All Rights Reserved.
It has been said that “All Marketing is Digital Marketing,” and with good reason! In the last decade, marketing has been transformed.
Marketing has moved from an environment in which traditional marketing, brick and mortar storefronts and Digital Marketing options all
competed for the time, attention and resources of the marketing department to one in which Digital Marketing reigns supreme (with an
occasional nod in the direction of the storefront or traditional marketing channels, such as direct mail and print advertising).
In our Digital Marketing Solution Study Series, we examine five components of Digital Marketing components. In this report, we will focus on
the growing practice area of Content Marketing and cover the following sections:
 A Definition of Content Marketing
 The Benefits of Content Marketing
 Content Marketing Deployment Lifecycle
 Vendor Selection Criteria
 Content Marketing Solutions Landscape
 Content Marketing Maturity Model
 Action Plan & Toolkit
Content Marketing: Insights, Landscape & Vendor Analysis
3

4. Content is King. Its reign as the premier marketing focus for
Digital Marketing shows no signs of abating. Rather, the content is
becoming stronger, richer and more integrated as the ways and
means to deploy content for marketing rapidly expands.
It’s tempting to push as much content out as possible and hope that
some of it hits the right person at the right time. However, that
approach is akin to the old “broadcast” media approach. More
content is not the answer; it needs to be the right content.
Context is critical. As important as content is, it is equally true
that the world is awash in content. Few of us can keep up with the
our main interests, let alone other subjects pertaining to our careers
and lives. This makes context as valuable as content, more so if
you truly want to get a response to your content marketing.
Our Content Marketing Solution Study looks at the range of
content platforms. We will examine the landscape, vendors and
solutions for the three foundation platforms – Web Content
Management Platforms, Content Marketing Platforms and Content
Distribution Platforms. These platforms and toolsets provide the
WHAT IS CONTENT MARKETING?
Content Marketing: Insights, Landscape & Vendor Analysis
structure that content marketers need to create relevant,
personalized content for each of their individual audiences.
Demand Metric defines Content Marketing as the strategies,
processes and technologies that support the development,
deployment, management and measurement of content used
for marketing and advertising. Content Marketing involves
relevant, personalized content that creates or changes the
users’ experience, attitudes or preferences.
Role in Digital Marketing
Demand Metric considers Content Marketing to be an integral part
of Digital Marketing as illustrated by our Digital Marketing
Framework on the next page (Figure 1).
Driven by the Content Marketing Manager, processes, technologies
and WCM platforms are used by Senior Management, Strategic
Comm, Community & Social Media Managers, PR and Product
Marketing. The common metrics for Content Marketing include
content views, links earned, content conversion and content
published. 4

5. TECHNOLOGY
Senior Management
ROLES RESPONSIBILITIES PROCESSES TECHNOLOGY CONTENT METRICS
Revenue Accountability
Staffing & Channel Management
Reporting to CEO/Board
Budgeting & Planning
Reviews & Coaching
Recruitment & Retention
WCM
Marketing Automation
CRM
Thought Leadership Blog
Webinar Presentations
Conference Keynotes
Revenue by Channel
Customer Lifetime Value, NPS
Return on Customer (ROC)
Strategic Communications
Brand Strategy
Digital Marketing Strategy
Social/Mobile Marketing Strategy
Marketing Budgeting
Agency Management
Communications Management
WCM
Content Marketing Platforms
Social Media Platforms
Data Sheets, Whitepapers
Case Studies/Testimonials
Competitive Analysis
Market Share, Profitability
Brand Equity
Content Usage
Demand Generation
Lead Generation & Events
Inbound/Outbound Marketing
Sales Opportunity Management
Advertising/Sponsorship
Lead Generation
Tradeshows
Marketing Automation/Email
Digital Asset Management
Event/Survey Management
Advertising/SEO
Email Campaigns
Webinars
Campaign ROI, Email Metrics
Marketing Qualified Leads
Contribution to Pipeline
Content Marketing
Web Content Management
Content Marketing
Content Distribution
Content Creation
Campaign Analysis
Content Scoring
Website and Blogs
eBooks, Articles
Videos
Content Views, Links Earned
Content Conversion
Content Published
WCM, Blogging Platforms, MA
Content Marketing & Distribution
Video Marketing Platforms
Community & Social Media
Online Community Management
Social Listening
Social Engagement
Community Development
Social Channel Management
Social Reputation Management
WCM
Social Media Platforms
Social Channels & Networks
Posts, Tweets, Photos
Forums, Chats, Comments
Articles, Community News
User Engagement
Sentiment Analysis
Campaign ROI
Public Relations
External Communications
Media Relations
Analyst Relations
Influencer Identification
Relationship Cultivation
Content Creation/Distribution
Media Contact Database
News Distribution & Monitoring
Analytics & Reporting
News Content/Press Releases
Thought Leadership Content
Rich & Social Media Content
Mentions/Impressions
Audience Growth & Engagement
Sentiment Analysis
Product Marketing
New Product Development
Mobile App Development
Video Production/Development
Product Launch
Product Positioning
Competitive Analysis
New Features/Ideas for R&D
Gamification
Competitive Analysis
Avg. Revenue Per User
Avg. Order Value
Conversion Rate, Renewal Rate
WCM
Mobile Development Platforms
Video Production Platforms
Customer Experience
Interactive Experience
Customer Satisfaction
Customer Advocacy
Customer Experience
Customer Journey Mapping
Customer Persona Creation
Buyer Personas
Customer Journey Map
Proposals, Presentations
Customer Satisfaction Index
Customer Lifetime Value
Net Promoter Score (NPS)
Customer Profile Management
Customer Support, Twitter
Survey & Social Channels
Figure 1: Digital Marketing Framework
Content Marketing: Insights, Landscape & Vendor Analysis

6. The benefits of effective content marketing span most customer-
facing parts of the organization, especially marketing, sales and
customer service.
When visitors, buyers and consumers interact with your content,
they reveal much about their preferences and interests that can be
used to provide them with a better experience that encourages them
to purchase your products and services. The primary benefits of
Content Marketing include:
1. Engage your audience with a relatable experience.
2. Tell a story that creates a relationship.
3. Attract the best sales prospects for your product or service.
4. Provide a consistent customer experience by providing
content for a specific buyer persona at a specific stage in the
buyer’s journey.
5. Lower the cost of marketing campaigns.
6. Increase website, blog traffic and SEO.
7. Collect more relevant and accurate customer data across
multiple touch points.
8. Provide a more personalized, local experience that can be
received and processed quickly.
9. Build a stronger, more targeted email list.
10. Nurture leads to become sales opportunities.
11. Improve the quality of social sharing, social referrals and
social engagement.
12. Ensure message consistency across all marketing channels.
BENEFITS OF CONTENT MARKETING
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Content Marketing: Insights, Landscape & Vendor Analysis
6

7. Content Marketing platforms fall into two categories – Web
Content Management (WCM) and Content Marketing &
Distribution (CMS/CDS), which will be discussed in detail in the
Content Marketing Solutions Landscape portion of this report.
While both categories may include similar functionality and features,
each has a different end goal in mind. Consequently, the approach
to implementing and deploying solutions from each category vary.
In this section, we will discuss the separate lifecycles for WCM and
CMS/CDS platforms.
WCM Stages of Deployment
We see six stages in the deployment of WCM platform beginning
with content creation and circling to integration with other systems.
Figure 2 illustrates a common deployment lifecycle for WCM
platforms.
7
CONTENT MARKETING DEPLOYMENT LIFECYCLE
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Content Marketing: Insights, Landscape & Vendor Analysis
1. Create
Content
2. Develop
Assets
3. Manage
Workflow
4. Deliver to
Channels
5. Manage &
Measure
6. Enterprise
System Integration
Figure 2: WCM Deployment Lifecycle
Web Content
Management
Deployment
Lifecycle

8. CMS/CDS Stages of Deployment
For CMS/CDS platforms, we see seven stages in the deployment
lifecycle, beginning with developing a content strategy and
progressing through to measurement.
Figure 3 illustrates a common deployment cycle for CMS/CDS
platforms.
Content Marketing: Insights, Landscape & Vendor Analysis
1. Develop
Content Strategy
2. Create
Content
3. Discover &
Curate
4. Manage
Workflow
5. Manage
Assets
6. Publish &
Distribute
7. Measure
Figure 3: Content Marketing & Distribution Deployment Lifecycle
Content
Marketing &
Distribution
Deployment
Lifecycle
8© 2014 Demand Metric Research Corporation. All Rights Reserved.

9. We recommend that organizations evaluate vendors in the
Content Marketing solution space based on the lifecycles
reviewed in the Content Marketing Deployment Lifecycle
section of this report. Web Content Management and Content
Marketing and Distribution platforms should be evaluated on a
case-by-case basis for each organization.
Download and complete Demand Metric’s Web Content
Management Vendor Evaluation or our Content Marketing &
Distribution Vendor Evaluation to assess several vendors at one
time to see which may work best for your organization.
Figure 5 (on the next page) highlights the key functionality of a
WCM platform according to the level of complexity from Basic to
Cutting-Edge.
Figure 6 (on Page 11) highlights the key functionality of
CMS/CDS platforms based on the same four tiers. Use these
graphics to determine the features that are right for your company.
VENDOR SELECTION CRITERIA
9© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
Figure 4: Web Content Management Vendor Evaluation
Content Marketing: Insights, Landscape & Vendor Analysis

10. Content Marketing: Insights, Landscape & Vendor Analysis
Mobile Marketing
Visualization Tools
Advanced Analytics
Editing & Publishing
Tools
Workflow Management
Mobile Content & Social
Media Channel
Management
Content Analytics &
Lifecycle Workflow
Integration
Social & Mobile Tool
Integration
Enterprise System
Integration
Content Creation, Delivery and Optimization
Editing Tools for Creation, Automation & Collaboration
Content Delivery Across Platforms, Channels & Devices
Plug-ins &
Add-ons
Open Source Content
Management Platform
Third-party Developer
Support
CUTTING-EDGE SOLUTIONS FEATURES
STANDARD SOLUTION FEATURES
BASIC SOLUTION FEATURES
COMPREHENSIVE SOLUTION FEATURES
Figure 5: WCM Vendor Selection Criteria by Functionality Tier
10

11. Content Marketing: Insights, Landscape & Vendor Analysis
11
Content Strategy
High Content Volume Organization
Rich Media Campaigns
Automated Workflows
One-Click Distribution
Aggregated Performance Metrics
Universal Data Collection &
Curation Integrated with
Creation & Distribution
Content Location &
Scoring for Relevance
Digital Asset, Social
Media, & Content
Trend Analytics
Content Sharing &
Measurement
Features
Recommendation Engine
Personalization of
Content (down to the
street level)
Content Creation, Curation,
Discovery & Publishing
Features
CUTTING-EDGE SOLUTIONS FEATURES
STANDARD SOLUTION FEATURES
BASIC SOLUTION FEATURES
COMPREHENSIVE SOLUTION FEATURES
Figure 6: CMS/CDS Vendor Selection Criteria by Functionality Tier
3D Product Visualization Tools
Advanced Analytics
NICHE SOLUTION
FEATURES

12. Overview
As mentioned previously, Content Marketing solutions fall into two
main categories, which are:
 Web Content Management Platforms – These platforms
provide the structure and functionality for content creation and
delivery across digital channels and integrate with key internal
CRM and MA systems.
Key features include content management, editing & publishing
tools, workflow management, mobile content & social media
management and analytics.
 Content Marketing and Distribution Platforms – These
platforms provide the creation, organization, management,
distribution and measurement of content across all device types
and channels. Key features include content creation, discovery,
customization, recommendation, publishing, promoting &
amplifying; content workflow & asset management and analytics.
CONTENT MARKETING SOLUTIONS LANDSCAPE
12
Content Marketing: Insights, Landscape & Vendor Analysis
Vendor Playing Fields
In this study, we focused on vendors that offered platforms with a
technology infrastructure that supports multiple applications rather
than one-off applications. Vendor were placed in their category
based on what we believe is their primary application focus,
although many provide application and feature sets that blend from
one platform category to the other.
Web Content Management Systems
Vendors in the Web Content Management (WCM) market fall into
one of five levels based on the depth and breadth of their content
platform and applications and their ability to manage content across
multiple distribution points. We ranked vendors in this study on the
following criteria:
 Content Management Platform Capability
 Creating, Editing & Publishing Functionality
 Content Workflow and Lifecycle Management
© 2014 Demand Metric Research Corporation. All Rights Reserved.

13. automate and collaborate on content. They support content
delivery across all platforms, channels and devices.
 Comprehensive – At this level, platforms include
editing/publishing tools, workflow management, mobile content
& social media channel management and analytics. Integrations
for content lifecycle workflows, social and mobile tools and
enterprise systems are also supported.
 Cutting-Edge – At the Cutting-Edge level, Web Content
Management Platforms provide the key functions of the
Comprehensive level, including editing/publishing tools,
workflow management, social and mobile tools and enterprise
system integration. Advanced functionality in one or two areas,
such as mobile marketing, visualization or analytics, may be seen.
 Niche – These vendors do not have the full functionality of the
Standard or Comprehensive solutions. Instead, they offer one or
more unique features that make them stand out in the market or
they provide a specialized solution to a smaller market segment.
Figure 7 shows the progression of the WCM platform
vendors and their offerings.
 Delivery and Distribution of Content
 Level of Task Automation
 Team and Collaboration Capabilities
 Social and Mobile Content Capabilities
 Enterprise Integration
 Depth of Analytics Supported
Vendors fall into the following levels based on the above criteria:
 Basic – At the basic level, platforms offer an open source
content management platform with features and tools for
development and administration of the WCM. Plug-ins, add-ons
and third-party developers provide application support for the
basic platforms.
 Standard – At this level, these platforms focus on the creation,
delivery and optimization of content with editing tools to create,
© 2014 Demand Metric Research Corporation. All Rights Reserved.
Content Marketing: Insights, Landscape & Vendor Analysis
13

14. Content Marketing: Insights, Landscape & Vendor Analysis
CUTTING-EDGE PLATFORMS
STANDARD PLATFORMS
BASIC PLATFORMS
COMPREHENSIVE PLATFORMS
Figure 7: WCM Vendor Solution Landscape

15. Content Marketing and Distribution Systems
Vendors in the Content Marketing and Distribution System (CMS
or CDS) landscape fall into five areas based on the functionality of
their content marketing and distribution platform and their ability
to support or enhance the customer experience.
What separates the WCM vendors from CMS/CDS vendors is that
WCM vendors focus on the content flow, organizational use and
management. CMS/CDS vendors focus on the sales, marketing,
user experience and user engagement aspects of the content.
Although the flow of content across the three types of platforms
may be similar, the end goals are different.
We ranked vendors in this category on the following criteria:
 Support for Content Marketing Strategy and Process
 Platform Support, Scalability and Flexibility
 Creation Capabilities
 Content Organization (i.e. editorial calendars, repositories, digital
asset management, dashboard views)
 Content Workflow Management (collaboration, workflow
management, notifications)
 Discovery & Curation
 Distribution & Publishing
 Enterprise System Integration
 Analytics
Vendors fall into the following levels based on the above criteria:
 Basic – At the Basic level, Content Marketing and Distribution
platforms generate, discover, curate and publish content for
marketing, social sharing and/or advertising.
 Standard – At the Standard level, Content Marketing and
Distribution platforms focus on creating, discovering, publishing,
sharing and measuring content. These platforms can include
recommendation engines for the amplification of relevant,
personalized content down to the user level.
15
Content Marketing: Insights, Landscape & Vendor Analysis

16. © 2014 Demand Metric Research Corporation. All Rights Reserved.
 Comprehensive – At this level, platforms support universal data
collection and curation integrated with content creation and
distribution through web, social and mobile channels. Platforms
offer analytics on the use of digital assets, social media and
content trends. Curation capabilities locate and score content for
relevance.
 Cutting-Edge – At this level, platforms focus on content
strategy, organization of high volumes of content assets, rich
media campaigns, automated content workflow, centralized asset
management, one-click distribution to digital channels (social,
CMS, CRM, MA) and aggregated performance metrics.
 Niche – These vendors do not have the full functionality of the
standard or comprehensive solutions. Instead, they offer one or
more unique features that make them stand out in the market or
they provide a specialized solution to a smaller market segment.
Figure 8 shows the progression of the Content Marketing and
Distribution vendors and their product/service offerings.
Content Marketing: Insights, Landscape & Vendor Analysis
Evolution of the Landscape
As the Content Marketing landscape evolves, Demand Metric
expects to see the following trends take shape within the WCM and
CMS/CDS platforms:
1. Deeper insights and analytics to enable marketers to view
and respond to user engagement with relevant content.
2. Tighter integration between content marketing and
enterprise systems for a holistic customer view.
3. More rich content and rich media ads that increase user
engagement.
4. More personalized experiences with rich media and
relevant content through the integration of user social profiles.
5. Increasing blend of owned, earned and paid media to
create higher level of “trusted content.”
All of the vendors mentioned in this study can be deeply reviewed
in Demand Metric’s Content Marketing Vendors Matrix.
16

17. Content Marketing: Insights, Landscape & Vendor Analysis
17
CUTTING-EDGE PLATFORMS
STANDARD PLATFORMS
BASIC PLATFORMS
COMPREHENSIVE PLATFORMS
Figure 8: CMS/CDS Vendor Solution Landscape
NICHE
PLATFORMS

18. A modern marketing organization that desires to align itself for Content Marketing must focus on eight core areas. These are:
1. Orientation
2. Leadership
3. Budget & Staff
4. Tools & Platforms
Figure 9 (on the next page) shows the progression of an organization from Stage 1 (Undefined) to Stage 4 (World Class) in each of these seven
areas mentioned above.
Demand Metric’s Content Marketing Maturity Model can be used in combination with the vendor landscape analysis and charts detailed in the
Content Marketing Solutions Landscape section of this report.
For each of the four deployment stages, our maturity model and vendor landscape can enable a modern marketing organization to
move forward in process efficiencies, programs and technologies for Content Marketing.
18
CONTENT MARKETING MATURITY MODEL
© 2014 Demand Metric Research Corporation. All Rights Reserved.
5. Lead Generation
6. Email Marketing
7. Cross-Channel Marketing
8. Metrics
Content Marketing: Insights, Landscape & Vendor Analysis

19. Content
Marketing
Stage 1:
Undefined
Stage 2:
Progressive
Stage 3:
Mature
Stage 4:
World-Class
Orientation
No defined strategy or process for
Content Marketing
Defined strategy and processes exist for
Content Marketing in uncoordinated
pockets
Defined, integrated strategy and
processes exist for Content Marketing
across the Enterprise
Defined, integrated strategy for Content
Marketing exists across the Enterprise;
Campaigns are tracked & measured by
level of engagement & revenue impact
Leadership
One-dimensional view of Content
Marketing as Web and Email Marketing
Sees need for rich content;
Experimenting, testing & evaluating apps
& tools; Uses outsourced agency
Long term commitment to rich content;
Integrated platforms for WCM and
CMS/CDS; Internal staff and resources
Views content as primary lead gen tool;
Resources for rich content, cross-channel
marketing and content marketing apps
Budget & Staff
Budgets for web & email marketing; Staff
is contracted or coordinator role; Budget
spend for content is 15% or less
Budget allocated; Defined roles and
responsibilities for Content Marketing;
Budget spend is 25% or more for content
Budget with business case to justify
spend; Dedicated roles for Content
Marketing; Budget spend up to 50%
Budget connected to marketing goals;
Aligned maximum Digital Marketing
impact; Budget spend more than 50%
Tools &
Platforms
Ad hoc development; Point tools for
email, content & social media; No mobile
or video apps
Platforms that perform specific functions
with coordinated tools, apps and
workflows
Platforms connected to each (i.e. WCM
to CMS/CDS to Social Listening API
integration to Enterprise CRM and MA)
Complete, end-to-end system integration
of WCM and CMS/CDS platforms with
tight integration to Enterprise CRM & MA
Lead
Generation
Relies on landing pages with limited
content targeting; Company profiles on
social networks; Sporadic posting
Offers rich media content, social
networks, blogs, Wikis (Web 2.0), etc.;
Growing subscriber lists for email
Convergence of content, social and
mobile content to drive leads from web,
marketing campaigns and events
Personalized, localized content; Delivery
to devices in real-time through content &
marketing apps; Native mobile optimized
Email
Marketing
Relies on no/low cost Email Marketing
platform with pre-designed templates for
newsletter and/or email promos
Has regular Email Marketing campaign
with newsletters, drip system for leads,
list management and growth programs in
place
Advances use of email for online events,
feedback & surveys; Uses landing pages,
auto-responders, Facebook promotions,
coupons & social sharing; Mobile
campaign design & delivery
Email Marketing integrated with CMS
system from content list to order entry;
Enables list segmentation & lead
nurturing activities; Enterprise integration
with CRM, MA, etc.
Cross-Channel
Marketing
Generates and publishes content for
marketing, social sharing and/or
advertising sporadically
Content Marketing for sales, marketing,
blogs, web traffic and social channels
with usage and response tracking
Enterprise-level CMS/CDS with multi-
channel, multi-product needs; Focused
on recommendation and amplification of
relevant, personalized content
Focused on content strategy, high
volumes of content, automated
workflows, one-click distribution &
aggregated metrics
Metrics No formal measurements in place
Analytics to monitor & track content
usage & response (content views, social
share, links earned, etc.)
Dashboard monitors content usage &
conversion; Tracks opens, clicks,
forwards, registers, purchases, etc.
Enterprise–wide dashboard with content
scoring, user acquisition and engagement
by behavior, experience, etc.
Figure 9: Content Marketing Maturity Model
Content Marketing: Insights, Landscape & Vendor Analysis

20. ACTION PLAN
1. Utilize our Content Marketing Maturity Assessment to evaluate
your current systems and initiatives for Content Marketing.
2. Evaluate the organizational impact of making the change from
your current systems and processes to a Content Marketing
platform. Use our Digital Marketing Framework to review the
company roles, responsibilities, processes and technology that
may be impacted by the change.
3. Develop a solid 12-18 month plan for your Content Marketing
program with our Content Marketing Strategy Scorecard.
4. Review our Content Marketing Vendors Matrix to learn about
the key vendors/platforms in the Content Marketing space and
to understand which vendors may work best for your company.
5. Request proposals from potential vendors by creating templates
for each category you require – Web Content Management
and/or Content Marketing & Distribution.
20© 2014 Demand Metric Research Corporation. All Rights Reserved.
Download
Figure 10: Content Marketing Maturity Assessment
Content Marketing: Insights, Landscape & Vendor Analysis

21. 6. After receiving RFPs from potential vendors, schedule and
attend product/service demos with 3-4 vendors to get an up-
close-and-personal view of their solutions.
7. Evaluate your top 3-4 vendors in each category with our Web
Content Management Vendor Evaluation and our Content
Marketing & Distribution Vendor Evaluation in order to help
you make your selection for each type of technology.
8. Develop an implementation strategy and communication plan
to roll-out the initiative across the organization and through
your channels. Use our Content Marketing Plan Methodology to
create your plan.
9. Develop an education/training plan for all affected personnel:
marketing, product development, operations and sales.
10. Measure and track the progress of your Content Marketing
initiative with our Content Marketing Metrics Dashboard.
Download
Figure 11: Content Marketing Metrics Dashboard
21© 2014 Demand Metric Research Corporation. All Rights Reserved.
Content Marketing: Insights, Landscape & Vendor Analysis

22. ANALYST BOTTOM LINE
Content Marketing is a critical component of Digital Marketing.
As noted in the beginning of this report, Content is King and Context is Critical. That makes the choice of a Web Content
Management platform and Content Marketing and Distribution platform vital to every marketing organization’s ability to
create a better customer experience.
As content marketing evolves, users and customers will become less tolerant of content that is not directly relevant to their needs and the
stage of their buying journey.
The right content marketing strategy combined with the right platform and tools will ensure that the modern marketing
organization uses its content for optimum marketing success.
22© 2014 Demand Metric Research Corporation. All Rights Reserved.
Content Marketing: Insights, Landscape & Vendor Analysis

23. ABOUT THE RESEARCH ANALYSTS
© 2014 Demand Metric Research Corporation. All Rights Reserved. 23
Clare Price, VP Research– Demand Metric
Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing,
content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director and helped
build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and
Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship
development, content and digital marketing strategy, sales enablement and social media marketing.
Kristen Maida, Senior Research Analyst – Demand Metric
Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of
the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid
growth. Her specialties include: social media marketing, digital marketing, content marketing & management and
business process development.
Content Marketing: Insights, Landscape & Vendor Analysis

24. OUR SOLUTION STUDY METHODOLOGY
© 2014 Demand Metric Research Corporation. All Rights Reserved. 24
The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products
appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that
they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations.
Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients
for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to
provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the
best vendor for their organization.
Our Digital Marketing series includes Solution Studies on:
 Social Media Marketing
 Mobile Marketing
 Content Marketing
We provide a comprehensive overview of Digital Marketing in the companion report – Digital Marketing Best Practices Report.
 Video Marketing
 Public Relations
Content Marketing: Insights, Landscape & Vendor Analysis

25. © 2014 Demand Metric Research Corporation. All Rights Reserved.
Solution Study
ABOUT DEMAND METRIC
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