Welcome!

News Feed Item

Altimeter Group Maps Content Marketing Vendor Landscape

New Research Helps Marketers Navigate, Assess Needs and Invest in Content Marketing Software Solutions

SAN MATEO, CA -- (Marketwired) -- 05/13/14 -- Altimeter Group, a research and consulting firm that helps companies understand and act on technology disruption, today announced its latest research, The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions, by Rebecca Lieb. Available at no charge as part of Altimeter's Open Research model, the report and webinar provide marketers with an assessment and decision making process to navigate the highly complex and rapidly changing content marketing landscape. The research explores current content marketing technology requirements in large enterprises and explains what tools are available, and critically, offers strategic guidance on selection criteria for tools that will serve and scale to the needs of an integrated and successful content marketing operation.

Altimeter's new research walks marketers through a process to identify and vet relevant content marketing vendors, exploring point systems, enterprise platforms and hybrid solutions. The research identifies key content marketing scenarios and use cases and also pinpoints integration concerns. Numerous content marketing issues across the enterprise are uncovered, illustrating that despite the growing acceptance of content marketing, the need for a strategic and unified approach has never been greater.

Altimeter's research brings new content marketing trends and statistics to light:

  • Fewer than 20% of marketers report a formalized or documented content strategy across their brand or business units
  • Only 18% of marketers say content is integrated across business units
  • Marketer spend and actual, stated needs and requirements often do not correlate
  • Bigger isn't always better in terms of content marketing software, despite the fact that large firms such as Adobe, Oracle and Salesforce.com are battling to dominate the field

Altimeter's research profiles over 50 vendors, and shows that varied approaches to content marketing and a heterogeneous product landscape means the marketplace offers very few "apples-to-apples" product comparisons. Against this backdrop, Altimeter's checklist shows how marketers should approach the review and selection of content marketing tools via best practices, from assessment and purchasing, to content creation and implementation, to deliver company-wide results including smoother collaboration, creation and workflow, distribution, and better measurement.

"Content is the 'atomic particle' of all marketing, essential for fueling not only owned, but also paid and earned media," said Rebecca Lieb, analyst at Altimeter Group. "This research is designed to help marketers make sense of an incredibly complex and rapidly changing landscape, and also to provide readers with a process to help them select the right tools not only for short term needs, but also for longer term concerns such as scale, convergence, and enterprise integration."

More About Altimeter's New Research and Related Webinar
C-level managers with marketing responsibility, as well as digital, content and social strategists, and branding, marketing, PR and communications professionals, will want to attend the free Altimeter Group webinar being held on Wednesday, June 4th at 10:00 a.m. PDT to review key research findings and ask questions of lead analyst Rebecca Lieb. In addition to its research in the area, Altimeter provides a range of closely related service offerings, including a Content Strategy Roadmap, Content Tools Advisory and Content Audit services. For more information visit http://www.altimetergroup.com/services.

About Altimeter Group
Founded in 2008 by Charlene Li, Altimeter Group is a research and consulting firm that helps companies understand and act on technology disruption. Distinguished by a research-based approach, a holistic view, and the experience of its team, Altimeter Group shares its independent and open research via reports, webinars, speeches, and more. Altimeter Group also offers advisory services to business leaders who wish to explore the specific implications of technology disruption, and has more than 100 active clients, including leading technology solution providers and Fortune 500 companies. Named by Fast Company as one of the "Five Most Creative Small Businesses," the firm is headquartered in San Mateo, Calif., with offices on the East Coast. For more information, visit http://www.altimetergroup.com.

MEDIA CONTACT:
Jessica Groopman
Altimeter Group
Phone: 650-212-2282
press [at] altimetergroup [dot] com

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
"We are a custom software development, engineering firm. We specialize in cloud applications from helping customers that have on-premise applications migrating to the cloud, to helping customers design brand new apps in the cloud. And we specialize in mobile apps," explained Peter Di Stefano, Vice President of Marketing at Impiger Technologies, in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
When it comes to cloud computing, the ability to turn massive amounts of compute cores on and off on demand sounds attractive to IT staff, who need to manage peaks and valleys in user activity. With cloud bursting, the majority of the data can stay on premises while tapping into compute from public cloud providers, reducing risk and minimizing need to move large files. In his session at 18th Cloud Expo, Scott Jeschonek, Director of Product Management at Avere Systems, discussed the IT and busin...
Data is the fuel that drives the machine learning algorithmic engines and ultimately provides the business value. In his session at 20th Cloud Expo, Ed Featherston, director/senior enterprise architect at Collaborative Consulting, will discuss the key considerations around quality, volume, timeliness, and pedigree that must be dealt with in order to properly fuel that engine.
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
What happens when the different parts of a vehicle become smarter than the vehicle itself? As we move toward the era of smart everything, hundreds of entities in a vehicle that communicate with each other, the vehicle and external systems create a need for identity orchestration so that all entities work as a conglomerate. Much like an orchestra without a conductor, without the ability to secure, control, and connect the link between a vehicle’s head unit, devices, and systems and to manage the ...
Financial Technology has become a topic of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 20th Cloud Expo at the Javits Center in New York, June 6-8, 2017, will find fresh new content in a new track called FinTech.
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform and how we integrate our thinking to solve complicated problems. In his session at 19th Cloud Expo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and sh...
In IT, we sometimes coin terms for things before we know exactly what they are and how they’ll be used. The resulting terms may capture a common set of aspirations and goals – as “cloud” did broadly for on-demand, self-service, and flexible computing. But such a term can also lump together diverse and even competing practices, technologies, and priorities to the point where important distinctions are glossed over and lost.
"We're a cybersecurity firm that specializes in engineering security solutions both at the software and hardware level. Security cannot be an after-the-fact afterthought, which is what it's become," stated Richard Blech, Chief Executive Officer at Secure Channels, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
All clouds are not equal. To succeed in a DevOps context, organizations should plan to develop/deploy apps across a choice of on-premise and public clouds simultaneously depending on the business needs. This is where the concept of the Lean Cloud comes in - resting on the idea that you often need to relocate your app modules over their life cycles for both innovation and operational efficiency in the cloud. In his session at @DevOpsSummit at19th Cloud Expo, Valentin (Val) Bercovici, CTO of Soli...
"Once customers get a year into their IoT deployments, they start to realize that they may have been shortsighted in the ways they built out their deployment and the key thing I see a lot of people looking at is - how can I take equipment data, pull it back in an IoT solution and show it in a dashboard," stated Dave McCarthy, Director of Products at Bsquare Corporation, in this SYS-CON.tv interview at @ThingsExpo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Everyone knows that truly innovative companies learn as they go along, pushing boundaries in response to market changes and demands. What's more of a mystery is how to balance innovation on a fresh platform built from scratch with the legacy tech stack, product suite and customers that continue to serve as the business' foundation. In his General Session at 19th Cloud Expo, Michael Chambliss, Head of Engineering at ReadyTalk, discussed why and how ReadyTalk diverted from healthy revenue and mor...
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
The Internet of Things (IoT) promises to simplify and streamline our lives by automating routine tasks that distract us from our goals. This promise is based on the ubiquitous deployment of smart, connected devices that link everything from industrial control systems to automobiles to refrigerators. Unfortunately, comparatively few of the devices currently deployed have been developed with an eye toward security, and as the DDoS attacks of late October 2016 have demonstrated, this oversight can ...