Forrester Research ranked Kapost highest in current offering in The Forrester Wave™: Content Marketing Platforms, Q2 2017 report released April 18, 2017, commenting “Kapost ranked as the most thought-through current CMP offering in this assessment.”
The Rise of Content Marketing Platforms
Content marketing platforms (CMPs) are growing rapidly among marketing teams. CMPs are defined by Forrester as, “Solutions that helps marketing teams collaborate on a content strategy, orchestrate the numerous, concurrent streams of activity by content creators, curators, and distributors inside and outside of the company, and optimize downstream cross-channel distribution to key audiences.”
It’s a solution the most influential and powerful marketing teams in the world are relying on to create and optimize engaging, buyer-centric content.
Forrester notes that leading CMPs’ annual recurring revenue roughly tripled between 2014 and 2016. Content marketing platforms aim to “unite and focus a good thing – customer engagement through valuable content – across thousands of assets and channels,” according to the report.
Forrester notes three emerging types of CMPs: content studios, brand planning systems, and brand orchestration systems. Kapost is cited as an example of a brand planning systems; of these solutions, Forrester says: “a CMO who wants to lift marketing collaboration out of functional silos without ripping and replacing technology to support marketing channels buys these kinds of CMPs.” According to the Wave™, “Kapost’s ambition for uniting B2B marketing teams are sky high, and it delivers.”
Kapost’s suite of products enables B2B marketers to deliver the right content to the right customer at the right time by aligning engagement strategy, improving collaboration around content creation, providing a single repository for content, and promoting data-driven decisions through analytic insights of content performance.
The Forrester Wave™ evaluates vendors on three dimensions: current offering, strategy, and market presence. As Forrester notes in the report, “for more mature B2B marketers who want to orchestrate content across their online and offline endpoints, Kapost is best in class.”