Kapost partners with organizations to build and manage a content operation
BOULDER, CO, May 08, 2018 /24-7PressRelease/ — Kapost, partner to marketers building their content operation, was named a Leader by global analyst firm Gartner in the Magic QuadrantTM for Content Marketing Platforms (March 2018). Kapost is a Titanium Sponsor this week at SiriusDecicions Summit, where the company’s focus is on content marketing’s growth.
Beyond analyzing vendors in the market, Gartner’s report notes the evolution of content marketing as a modern marketing strategy: “By 2021, the term ‘content marketing’ will be defunct as all marketing content rises to the high quality expectations of attention-limited audiences.”
Kapost’s CEO Toby Murdock agrees: “Recently we’ve seen marketing innovators applying the principles of successful content marketing—relevant, customer-centric messaging and cohesive experiences across channels—to every team under the CMO. These leaders are not just investing in software; they’re investing in a new operating model: a content operation.”
The need to reduce operational inefficiencies and improve the impact marketing content has on business objectives helps to drive this evolution. Gartner’s report notes, “As the volume of customer data and the tools available to support more sophisticated content marketing campaigns also increase, operational inefficiencies lead to missed opportunities and lackluster program results.”
“We’ve seen the tools and data available to marketers explode,” says Murdoch. “Sales, IT and others often think that should make marketing easier, but it actually makes it harder to align everything marketing invests in to a common strategy.”
Several years ago Kapost began investing in capabilities beyond the content marketing platform category to help B2B marketers stay ahead of these changing demands.
“Marketing plans that align content strategies to buyer personas and customer journey stages can reduce waste and missed opportunities,” says Riley Gibson, VP of Product at Kapost. “Kapost delivers tools that allow teams to visualize plans and track progress in real-time to deliver a consistent customer experience tightly aligned with business objectives.”
Michelle Johnston, a psychology PhD from Cornell and former executive with Oracle, Accenture and DaVita, was brought on to lead Kapost’s new consulting division. Johnston’s team will help Kapost’s customers understand the people-process context in which tools operation.
“Marketing impact—content that builds trust and influences decisions—requires a cohesive and relevant customer experience. Cohesion is built on a foundation of operational agility—delivering results on time and adapting to changing market demands,” says Johnston. “This requires bringing together stakeholders to honestly assess ‘where we are today,’ and to agree on ‘where we are going.'”
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
Kapost partners with B2B marketers as they build and manage a content operation that produces and delivers the right content to the right customer at the right time at scale. Kapost offers benchmarked, expert consulting services and a comprehensive software platform to support B2B marketers as they apply a new operating model to the processes and software with which they plan, produce, distribute and analyze marketing content. Marketing teams at IBM, GE, FedEx, Ciena, Salesforce, AT&T, Extreme Networks, DatAvail and more are investing in a content operation. Join the content operation conversation on Twitter and LinkedIn.
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