Introducing the Forrester Wave for Content Marketing Platforms

Ryan Skinner

Once you scale beyond a couple contributors and teams, it gets messy.”
– Content marketing leader at Intel

That’s as succinct a summary as you’ll get for the pains of contemporary content marketing. Even as marketers flock to it, experienced practitioners know of content marketing’s side effect:  An unmitigated mess, with lots of people producing piles of content all at the same time, all over the world.

Cue the Content Marketing Platform, or CMP. CMPs emerged to bring order to this cross-channel, cross-organizational, cross-brand, cross-geography, cross-everything content mess, by putting all the people working on content in to a common and shared space.

It’s against this relatively nascent CMP category that we just published a Forrester Wave report.

[Editorial note: Forrester publishes approx. 50-60 wave reports per year, or about one per week on average. Of those, only about a dozen each year are entirely new. This is one of the latter.]

The CMPs assessed in this report – Contently, DivvyHQ, Kapost, NewsCred, Oracle, Percolate, PublishThis, RebelMouse, and Skyword – can cite content marketing giants as part of their client list like: GE, Pepsi, Marriott, BlackRock, IBM, Dell, Diageo, Unilever, MasterCard, and Colgate-Palmolive. And they are picking up new ones relentlessly; as a group, they’re doubling software revenue year after year.

To pin down exactly what CMPs do, here is Forrester’s definition:

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Q&A With Amy Nelson-Bennett, CEO And President, Molton Brown Global

Luca Paderni

 

Just three weeks to go before our Forrester's Forum For Marketing Leaders in London kicks off on May 13-14. In addition to industry thought-leaders from William Hill PLC and Intesa Sanpaolo, I am excited we have been able to confirm Amy Nelson-Bennett, CEO and President of Molton Brown Global, the global luxury body & beauty brand based in London, as one of our keynote speakers.

Since joining Molton Brown, shortly after its purchase by the Kao Corporation, Amy has modernised the brand and business operations, particularly in the areas of eCommerce, eCRM, and other digital marketing programmes. She has also successfully leveraged resources across the Kao organisation to help accelerate Molton Brown’s growth outside of the UK home market, and more recently has been working with the other Kao brands to better leverage digital assets and talent within the Kao organisation in EMEA and the Americas.

In the run-up to the Forum, I caught up with Amy and asked her these questions to uncover some of her messages for the marketing leaders attending our London event. Do join us on May 13-14 to hear Amy's full story!

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The State of Cross-Channel Attribution

Fatemeh Khatibloo

As you may have read, I've just published a report entitled "Untangling the Attribution Web" (subscription required). In the course of researching that report, it became clear that, despite the many years of discussion surrounding what's commonly called "fractional attribution," there's still a dearth of organizations who have successfully implemented a measurement approach beyond legacy last-touch allocation methods. Financial services firms get close, especially those who are using marketing mix modeling. And a handful of retailers are executing a cross-channel attribution strategy, but many of them are still battling inconsistent metrics and channel conflict. So we found ourselves wondering why adoption of such a critical business initiative has stagnated.

As a result, we've created a very brief survey for attribution vendors and multichannel marketers to help us assess the current state of attribution. The survey will give us some visibility into the key challenges and opportunities surround attribution, and why its adoption is lagging. And, it will help guide our next report, wherein we'll provide an organization readiness assessment for attribution, and lay the framework for its successful implementation.

Please take five minutes to complete the survey; all responses are anonymous and only reported in aggregate. The next report will go live late this month or early in January, and participants will receive a copy of the published report.

Vendors, please go here.

Marketers, please go here.