It’s not easy choosing the right software for your content marketing efforts. Luckily for you, I’m here to help.
By Yoav Schwartz
The reason it’s so hard is due to the fact that there are so many requirements for an effective content marketing strategy. While there have been plenty of attempts to make sense of all the different software choices that are available to you, they tend to confuse and daunt more than help.
Take, for example, marketing software “landscape” diagrams like this that showcase (what seems like) endless logos separated into individual buckets — great for gaining a sense of the vast number of options, but oversimplified for the purpose of making choices. What's clear from these diagrams is that there are many, many… many software solutions out there all vying for their place in this incredibly fast-growing movement called “content marketing”.
Given their desire to categorize everything on a level playing field, these diagrams tend to force each logo into a single bucket of functionality which results in pigeonholing every vendor as a “point solution” that does only one thing well. Not every software vendor is a point solution. Many touch on a variety of functions and processes across marketing as a whole, while others truly do focus on one small piece of the puzzle.
Other attempts, like this one, only hit one note of what makes software “content marketing” software: how many integrations it provides to other software vendors. Otherwise, it uses signals like how many social media followers that vendor has. That may help you determine if a vendor is established, but that’s about it. It’s a one-dimensional assessment much like the landscape diagram.
In order to uncover the right solution, we must first break this mold and give content marketing a more accurate, thoughtful, three-dimensional perspective that it deserves.
After all, in the world of marketing:
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