8toolbox-jpgDoes the marketing world really need another content marketing tool? This was a hotly debated issue at the recent Social Media Strategies Conference in Chicago. Pam Didner, formerly responsible for worldwide social media and content marketing at Intel, had a strong viewpoint on this issue. “For many marketers, especially those newly responsible for content strategy and execution, the lure of one-stop shopping for a technical platform and software solution are very difficult to resist.” Pam went on to say that the most asked question she faces is, “which solution do you recommend?” But given all the variables, it is impossible for her to make any ‘blanket’ recommendation.

Study after study shows that content marketing is the driving force for virtually every CMO and their senior social and digital marketing staff. Given the multi-million dollar market potential, it is no wonder that VC’s are scrambling to fund more and more software/technology solutions. This, in turn, creates a decision-making nightmare for content marketers.

A forthcoming study from Forbes Insights will provide specific recommendations on how well the major content marketing platforms meet 10 critical needs as defined by CMOs at 300 major B2B brands. (Full disclosure, ComBlu, was a member of the steering committee for this research.) From a preliminary scan of the survey results, it is clear that technology is one of six levers CMOs will deploy to enable a robust publishing model. The other ‘must dos’ include ownership of content creation, appropriate skills/competency levels, incentives to participate, organizational change to meet this new environment and process redesign to execute on the strategy.

To get a snapshot of what’s out there today; Lee Odden has a succinct listing of the many tools currently available. It provides a good overview of how competing technologies are trying to solve the content marketing challenge. But according to the Forbes study, successful content marketing executives realize that it is organization, people and process together with the right tech stack that will really make the difference.  What’s your formula for content marketing success?

Cheryl Treleaven
Cheryl Treleaven

Principal

Engaging your customers is at the heart of successful marketing programs. For more than 20 years, Cheryl has been building and executing content and thought leadership strategies designed to do just that. She is excited to be applying that well-honed skill to a help companies like Microsoft, Cisco, 3M, Intel, Capital One and Barclaycard tap into their stakeholder communities and build sophisticated content strategies.

Her experience base spans a range of industries – from technology and financial services to retail, travel, consumer products and healthcare. Cheryl has served as an integral member of her clients’ marketing teams, providing counsel on marketing and brand strategy, thought leadership, media relations, product introductions, and event management.

Prior to joining ComBlu, Cheryl spent 10 years leading corporate marketing for large, complex organizations.