Gartner highlights four content marketing platform players as leaders

The latest Gartner Magic Quadrant for content marketing platforms has highlighted Optimizely (Welcome), Sprinklr, Skyword and Seismic as leaders both in terms of vision and ability to deliver.

The analyst firm’s research into content marketing platforms (CMPs) looks at software offerings that support capabilities such as content strategy, ideation, editorial planning, calendarisation, collaboration and creative workflows and approvals management, curation, metadata management and distribution of different content types and measurement and optimization tools. It also highlights integration into marketing systems such as Web content management, sales enablement, digital asset management (DAM) and marketing automation as a growing area of ​​focus for these platforms.

Leading the pack in terms of both vision as well as ability to execute was Optimizely’s Welcome marketing orchestration platform, which the vendor acquired in December last year. For Gartner, pros of the CMP included a low-code app marketplace for better interoperability with more than 100 others martech and applications, along with a modular content asset approach that better supports personalization for specific audiences and channels. Welcome’s use of generative artificial intelligence (AI), designed to help marketers write new content based on a small number of provided inputs, was also highlighted as a positive.

Weaknesses of the Welcome offering included uncertainty around the product roadmap and customer service as a result of the Optimizely acquisition, as well as limited use-case functionality.

Just below was Sprinklr, which Gartner recognized in the leaders’ quadrant for its grounding in social insights and unstructured data to provide content recommendations and optimize performance, workflow optimization and custom workflow capabilities and AI-powered insights. Cautions included Sprinklr’s expansive approach to the tech stack and module-based pricing, complexity of solution and more hefty resource investment, and less consistent customer technical support.

Leave a Comment