Content marketing companies are scrambling to create a content marketing platform that can help them match with their competition.
In the new era of content marketing, content marketers are faced with a new set of challenges.
“We are going to have to compete with a bunch of new platforms that are going after the same thing,” says Brian DeMars, VP of marketing and product management for ecommerce platform Zomato.
“What’s really exciting is that we’re now starting to build content marketing dashboards.
This is where we can really differentiate ourselves.”
Content marketing is becoming increasingly popular among companies as companies seek to create their own content marketing platforms.
Content marketing analytics company Quantcast says that content marketing has grown by 35 percent since the start of the year.
But, DeMars says, content marketing needs to be more of a part of your marketing strategy.
“You have to have a content strategy that is very relevant to your customers and is going to be relevant to them long term,” he says.
“Content marketing needs a lot of tools and capabilities that are built into the platform that we need to build that into the company.”
Content marketer Kevin Gannon, who works for content marketing company eBargain, says that while content marketing is an important part of his company’s strategy, the competition is “getting worse and worse.”
“Content marketers are constantly looking to build new and better content for their audience,” Gannon says.
Content marketers have found themselves in the midst of a digital marketing revolution, where they can easily leverage social media and analytics tools like HubSpot to drive traffic and revenue.
“There is no such thing as a content marketer without a content business,” says Gannon.
Content Marketing for the Big Data Era In the era of data, companies are trying to build their own solutions to content marketing.
“The digital world is going through this transformation right now,” Gatton says.
Companies are looking to monetize their content using data analytics tools.
“When you’re working with data and analytics, you need to know where your audience is and what their preferences are,” Gannett says.
Gannetts research found that “content marketing analytics is really important for any company trying to monetizing a digital strategy.”
“The content marketers need to be really aware of what their audience wants, what their customers are looking for, what they want to hear, and how they are going about building an experience,” Gantz says.
One of the best ways to do this is to create and market your own content.
“I think the best way to get there is to get your own analytics tools that are available to you,” Ganton says.
He also recommends finding a content management platform that you can use for your content marketing strategy and then sharing your data with other content marketers.
Content Management Solutions for Content Marketing Companies like Hubspot, Zomatti, and Zagat have a platform called Content Manager.
The platform allows companies to easily create content for users and build it into their website.
“With content marketing and content marketing automation, it’s really about being in control of your content,” Gatto says.
When content marketers create content, they’re not creating an article but rather a series of pages that have an author and a title.
“It’s all about writing content that people can consume and find,” Ganz says.
The Content Manager platform also helps content marketers build out their content strategy.
HubSpot has built a content analytics platform called HubSpot Content Management.
“Our content is not going to look like a blog post or an article,” says co-founder and CEO Ryan McCollum.
“Its going to really be a content experience.”
Content Marketing with Content Marketing Analytics HubSpot offers a free trial for the Content Manager product.
For the company, it helps to create an analysis dashboard for each content piece.
Hubspot Content Manager has also created an online course that can teach content marketers how to analyze their content to find out what their users are looking at and how to optimize it.
Content Makers Need Content Marketers to Create Content The Content Marketing Revolution is about to take place.
“One of the key lessons I learned from my previous experience with HubSpot is that you should not be content marketers,” Gatti says.
While content marketers have a great toolset, content managers have to be better at building their own analytics software and building out their own platform.
“If content marketers don’t build out analytics and marketing tools for their content, that’s going to lead to them not having the capacity to build out a content product that’s relevant to their audience.”
Content marketers also need to think about the type of content they are building.
“As content marketers, we want to be able to build and execute a content solution that is relevant to our audience,” DeMars explains.
Content is one of the most valuable assets that companies have to create value for their customers.