Ultimate Guide to Content Marketing Technology

ULTIMATE GUIDE TO 

CONTENT MARKETING 

TECHNOLOGY

Contents 

Introduction 3 

About CONCURED Ai 3 

The Role of Content Marketing Technology 4 

Content Planning and Editorial Workflow 5 

Content Curation Technologies 18 

Content Creation 24 

Content Promotion Technologies 30 

Content Personalization Technologies 48 

Content Publishing Tools 56 

Content Performance & Tracking Tools 66 

Conclusion & Sources 86 

2

Ultimate Guide to Content Marketing Technology 

Introduction 

Content marketing is a strategic effort aimed at producing valuable, targeted, and focused web 

content that attracts and retains customers. When executed properly, good content can become a 

never ending source of high converting business leads that are essential to your bottom line and the 

survivability of your business. 

Across all sectors, organizations are placing a great premium on content marketing. In the technology 

sector, it is relied upon by 95% of marketers. Effective content marketing begins with an idea and the 

proper tools. Every few months, Silicon Valley is unveiling some new quirky tool that is supposed to 

be the Holy Grail of content marketing that will power your business to new heights. But how can you 

know whether or not a tool will be useful to you or not? 

In this guide, we’ll be discussing the current state of the content marketing toolchain, the major players 

in each part of the toolchain, and how they might be useful to your business. While the landscape 

does change quickly, as of this writing this is what we feel are the best tools to examine. 

About CONCURED Ai 

CONCURED is a content marketing AI system 

that helps content marketers find out what people 

are talking about and where the gaps are in the 

conversation. By creating content based on realtime 

data and results, your company can say just 

the right thing at the right time so your audience will 

pay attention to your messages. Plus, CONCURED’s 

patent-pending AI technology can predict what the next 

topic of conversation might be, and give contextual 

recommendations for further keyword targeting and 

content generation. 

CONCURED also helps you see what is trending in your 

competitor’s thoughtspaces, leading publishers, and 

industry news sources. From that, we can extract the 

keywords that are truly trending in your niche, which 

can help you further refine your content and improve 

your Content Marketing ROI. 

Visit us at www.concured.com to find out more. 

3

The Role of Content Marketing Technology 

Content marketing has taken pride of place in today’s online marketing environment. Many businesses 

are looking for “enablers” that will give them a particular edge over their competitors. It is not just 

possible to compete effectively by creating content through human effort and copywriting skill alone. 

That’s why software tools are necessary to assist in the creation and distribution of effective content. 

You will need a plethora of tools to assist you with 

everything from content ideation to content amplification, 

influencer outreach, tracking and performance amongst 

others. In the long run, an organization that creatively 

uses content marketing technology to fine-tune its 

marketing strategy is going to beat one that simply 

relies on raw human talent. Granted, human talent is 

necessary, but it must be aided by the data and user 

insights that content marketing technology offers. 

Across the eight core categories of content marketing 

tools, there are thousands of tools that marketers can 

choose from in order to power their marketing needs. It can 

be a bit daunting to choose from among all the options. 

That’s why we wrote this eBook. We have compiled a list 

of some of the most potent content marketing tools that 

you simply should not do without in 2016 and beyond. 

You won’t need every tool in this book, but you will need 

enough tools to assist you in all eight categories. 

The eight key categories are: 

• Content Planning and Editorial Workflow 

• Content Curation 

• Content Creation 

• Content Promotion 

• Content Personalization 

• Content Publishing 

• Content Performance 

• Content Tracking 

Many of the tools that follow cover more than one category. Enterprise-level tools, in particular, try to provide solutions for 

multiple categories and have a price to match. An SMB will often need to use more tools to achieve the same effect. 

4


Content Planning and Editorial Workflow 

If you are managing a large volume of content, you will need tools that can help you in painless planning, organizing and 

producing your content according to the needs of the business and the schedule. With these content planning and editorial 

workflow tools, you can accomplish this goal. 

Editorial workflow management tools help in tracking the progress of your content development and ensures all the team 

members and other stakeholders are on the same page. This adds a great deal of efficiency and productivity to your 

content development. 

The tools we recommend for this important task are: 

Several of these tools are enterprise-level packages. You’ll be seeing them again in later sections. 

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5


communique.biz / twitter: @King_Content 

King Content does content marketing for 

a number of major brands. They turned 

their toolchain into a platform for other 

businesses and created Communique. 

Communique brings together a powerful, 

proven King Content toolset to help 

streamline the creation, management, and 

measurement of your content marketing. 

The system contains: 

• An editorial calendar 

• A content calendar 

• A content creation tool 

• Analytics 

• An all-in-one dashboard to 

reveal content performance 

• Content amplification tools 

This is a tool meant for large enterprises that 

need to turn out a lot of content. 

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Pros 

• All-in-one system 

• Used by major brands 

• Clean interface 

Cons 

• Targeted to enterprises 

• Requires demo from a salesperson, 

no try-before-you-buy 

Pricing 

There is no advertised pricing on their website. You have to talk with a salesperson to learn more. 

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7


kapost.com / Twitter: @kapost 

Kapost is one of the most reliable content 

planning and workflow management 

platforms for B2B marketers. The 

platform allows marketers to manage 

cross-channel content development, as 

well as teams and various stakeholders 

involved in the content creation 

process. It can be used for content 

ideation, managing editorial calendars, 

content procurement, and tracking. 

In short, Kapost’s goal is to reduce inefficiencies in the content marketing 

process. Just take a look at their content marketing statistics. 

Kapost can handle many types of content including blogs, presentations, 

videos, webinars, landing pages and eBooks all under one platform. 

The tool is aimed at medium-sized businesses and enterprises. 

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Pros 

• Kapost is built with superb editorial calendar 

functionality and scheduling features. 

• Kapost allows you to sync your 

content with various campaigns. 

• Great content analytics. 

• Good customer support and training 

from Kapost account managers 

• Kapost integrates with various 

content production networks and 

marketing technology partners such 

as Scripted, Curata, and Marketo. 

Cons 

• No analytics on the sales 

performance of content. 

• No clear way of incorporating 

marketing automation systems 

or email marketing systems. 

• Kapost could have stronger social 

media publishing options and 

campaign tracking views. 

Pricing 

There are various package tiers that you can choose from. These include the following: 

• ContentGallery: This includes Kapost Collections and starts $800 per month. 

• Content Planner: This includes the Kapost Calendar, Kapost Initiatives, 

and Kapost Ideas and starts at $800 per month. 

• Combo Package: The Combo Package combines the above two 

packages and pricing starts at $1500 per month. 

• Suite: The Suite includes the complete line of Kapost packages. Pricing for the Suite 

Package starts at $3500 per month and the package requires an annual contract. 

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percolate.com / Twitter: @percolate 

Percolate is a tool designed to provide 

dependable content planning and workflow 

management tools for B2B businesses. 

With their innovative 5-step plan, they 

seek to address the marketing needs 

of every business by making sure that 

your team is all on the same page. 

It can be challenging to tailor messages to different audiences, drive 

engagement with thought leadership, and generate leads in the B2B 

space. This is what Percolate can help you with. Through “Assessing, 

Deploying, Integrating, Systemizing and Optimizing” with Percolate, 

you can transform how your company communicates with your 

customers. Percolate’s tools can be applied to campaign planning and 

management, content marketing and asset management, distribution 

and social relationship management, and marketing analytics. 

Percolate is intended for mid-sized and large 

businesses who love to use LinkedIn. 

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Pros 

• Percolate has acclaimed sourced 

content recommendations. 

• Impressive workflows for content 

management and publication. 

• Percolate strives to create a seamless 

connection between social media 

strategy and marketing campaigns. 

• Utilizes Facebook, Twitter, Instagram, 

Pinterest, LinkedIn, Tumblr, and other social 

platforms to broaden your audience reach. 

• Percolate offers the ability to integrate with 

third-party DAM, CMS, and CRM tools. 

Cons 

• Does not support crisis management 

for social media engagement. 

• Could have improved brand awareness 

and customer engagement. 

• Cannot change time zone for different users, 

making it hard to work with a global team. 

Pricing 

While Percolate does not advertise their pricing, they offer that their prices are based 

on your brand’s unique needs and that they work to maximize your return on the 

investment in their services. It is stated that there is a core program; no details were 

readily available as to where the pricing for that started at the time of this publication. 

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divvyhq.com / Twitter: @DivvyHQ 

DivvyHq is a unique SaaS built around an 

insider knowledge of how content marketing 

workflows operate. It was created by a 

digital marketing agency for digital marketing 

agencies. If you have trouble building an 

editorial calendar or your spreadsheet 

has just gotten too complicated to track 

everything, this is a package to examine. 

With DivvyHq, you can manage and produce more than just digital 

content. Their services go beyond basic posting and social media 

and can help with eBooks, photos, videos, webinars and everything 

in between. This tool is designed for small to large businesses, 

but it is not advisable for small startups (under five people). 

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Pros 

• DivvyHq has a user-friendly web interface. 

• Excellent team collaboration functionality. 

• DivvyHq allows multiple users 

working with multiple calendars. 

• Access from anywhere as long as 

you have an internet connection. 

Cons 

• Requires internet access to make updates. 

• Lowest package is missing the 

social publishing function. 

• No way to track attachments on posts. 

• Post duplication has complicated steps 

which can be time-consuming. 

Pricing 

There are three tiers to the pricing level for DivvyHQ: 

• Lite: This includes idea storage, unlimited calendars and content types, production tasks, campaign 

management and online/email Support for $25 per user per month on an annual contract. 

• Pro: Comes standard with everything in the above package and includes a custom 

workflow builder, 10 reviewers, and content/social publishing tools. This package starts at 

$95 per user per month on an annual contract. This is their most popular package. 

• Enterprise: This has all the features of the above packages in addition to 10 more reviewers, 

global/parent calendar layers, a dedicated support specialist, custom API access and single 

sign-on. This premier package starts at $195 per user per month on an annual contract. 

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curata.com / Twitter: @curata 

Curata is a content marketing company that 

focuses on helping their clients with workflow 

management and content curation. They 

provide two software solutions for the needs of 

their clients. The first is their content marketing 

platform and the second is their content 

curation software. The content marketing 

platform offers several tools and modules that 

assist strategy with strategy and production. 

In addition, it can track leads and help you 

discover what content pieces worked and why. 

Curata is more well-known for their curation site. We will talk more 

about their content curation software in the next chapter. If you are 

running a curation strategy, this would be a good all-in-one tool. 

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Pros 

• The ability to pull all your content 

resources to one place. 

• Precise algorithms provide content 

that meets what you are looking for. 

• Able to locate influencers 

on related content. 

Cons 

• Issues related to updating 

through Wordpress. 

• Doesn’t have an intuitive UI. 

• In need of a finer tuned algorithm 

for finding content. 

Pricing 

There are four packages offered by Curata: 

• Intro: This package includes 1 publishing channel out of their extensive 

list above. This package costs $667 per month, paid annually. 

• Basic: Comes with 4 publishing channels from their list, costing $850 

per month, paid annually. This is their most popular package. 

• Advanced: 9 publishing channels from their list and high volume API comes 

with this package. The cost comes in at $1167 per month, paid annually. 

• Enterprise: This custom package comes with 10 or more channels and High volume 

API. Due to the custom nature of this package, Curata does not post a price for this. 

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newscred.com / Twitter: @newscred 

NewsCred sets itself apart by focusing on 

cross-channel and cross-market content 

distribution from one platform. NewsCred 

is a market leader in this niche. Their 

clients include Pepsi, Visa, and several 

other name brands. Their solutions to 

content creation and cross-channel 

publishing make it easier for markets 

to get their stories across the world. 

If you need to generate national brand awareness across 

many channels and demographics, NewsCred is your 

best best. Best suited for B2C enterprises only! 

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Pros 

• NewsCred users have the ability 

to create content and distribute 

it to specific target audiences. 

• View real-time analytics and reports. 

• Asset management and 

content assessments. 

• Demo version available before 

any commitment is required. 

• Dedicated account managers. 

Cons 

• Lower levels have only email support. 

• Interface is not user-friendly. 

• Large learning curve for 

their analytics tools. 

Pricing 

NewsCred does not have their prices published at this time, but 

it is clearly aimed at enterprises and large brands. 

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marketing.ai / Twitter: @MarketingAI 

Marketing.Ai is a SaaS that strives to 

be the center of its client’s content 

aggregation and marketing solutions. 

With the ability to post across platforms, 

assign authors and keep on top of 

deadlines, this is a product designed to 

get the ball rolling on marketing campaigns 

and to keep the conversation going. 

With their creation workflow system, Marketing.Ai enables teams 

to organize around a particular content marketing function. 

Marketing.Ai works with clients through planning, delegation 

and publishing and every other step of managing the content. It 

also has built-in analytics and comes with a content library. 

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Pros 

• Allows for flexible campaigns. 

• View real-time analytics and reports. 

• Content Library. 

• 14-day demo. 

Cons 

• Limited access to content 

library at lower levels. 

• Clarity between functions 

could be improved. 

Pricing 

Marketing.AI does not provide pricing plans on their website. They offer a 14-day demo 

of the product and the suggestion to contact them for more pricing information. 

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Content Curation Technologies 


Content curation is the process of gathering information relative 

to your niche to use as either source material for new content 

or to repost on your site. A content curation tool will sift 

through the internet and deliver these content pieces to you. 

Along with finding content for your company, content curation tools can also help you to manage 

your content and show trends in your posting. For instance, you can discover whether you 

might be oversaturating your readers about a particular topic, or missing out on something your 

audience is interested in. 

We have reviewed several tools for content curation: 

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newscred.com 

We talked about NewsCred’s workflow features. Now let’s look at their curation package. 

Its content curation tool pulls from a tremendous number of channels and integrates them with 

NewsCred’s workflow software. Imagine opening up a new content job and finding curated 

pieces ready for research. That’s one reason the big players use this software. Remember, 

NewsCred is aimed squarely at large enterprises that have to manage massive campaigns. 

curata.com 

We may have talked about the workflow features first, but Curata, as its name suggests, is a tool 

focused heavily on content curation. Its core feature is the ability to set extremely specific parameters 

on the types of content you wish to curate using their self-learning engine. You can go way beyond just 

a simple RSS-like keyword search dump. Then, you can organize and annotate the curated information 

in the workflow portion, then publish it on a wide variety of platforms. Their innovative and creative 

technology allows more time to be focused on the campaign and less time on finding content. 

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scoop.it / Twitter: @scoopit 

This innovative content curation tool 

is a one-stop shop for your curation 

needs. Scoop.It is ready to work hard for 

you. It has the ability to locate popular 

content quickly and efficiently, plus gives 

you editing tools to let you repurpose 

content and publish it to social media, 

websites, blogs, and even newsletters. 

Scoop.It offers a robust and creative tool for filtering the 

web at high speeds to keep you and your team up to date 

on the latest trends. It lets you be a part of the conversation 

rather than catching up to the conversation. 

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Pros 

• User-friendly. 

• Wordpress integration. 

• Awesome Plugins. 

• Free Option for personal use. 

• Free Trial. 

Cons 

• Segment. IO needs to be added. 

• Spell check needed in blogging widget. 

• Can have a slow refresh rate. 

• Mobile app needs improvement. 

Pricing 

There are three levels of pricing for Scoop.It: 

• Free: This level includes one top personalized content page or topic page, 1 keyword 

group, 2 social accounts, 10 scoops per day and basic content filtering. 

• Pro Annual: This level has 5 topic pages, 5 keyword groups, 5 social accounts, 

unlimited scoops per day, basic content filter, basic customization of topic pages, 

analytics, and scheduled post. All of this is at $11 per month paid annually. 

• Business Annual: This comes with 15 topics pages and advanced customization of them, 15 

keyword groups, unlimited social accounts, unlimited scoops per day, advanced content filtering, 

analytics, post scheduling, newsletter publishing, website/blog publishing, 3 GB upload/sharing 

storage of documents and Premium Support. This comes at $67 per month paid annually. 

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flockler.com / Twitter: @getflockler 

Flockler takes content curation to a whole 

new level with their innovative central 

hub that pulls all the tools you need into 

one user-friendly space. With the Flockler 

hub, you can curate content based on 

search criteria, publish that content and 

monitor social media conversations 

so you can make sure your message 

is getting across the right way. 

You can schedule posts you’ve created or assign a team 

member to be in charge of just one media stream. It’s perfect for 

companies that love Twitter. You can create rules that allow you 

to automatically publish content when particular hashtags are 

used. Flockler works with most social media outlets, like Twitter, 

Instagram, Facebook, YouTube, LinkedIn and Pinterest. 

24


Pros 

• User-friendly simple design. 

• Wordpress integration. 

• 30-day free trial. 

Cons 

• No plugins to design content in other 

software and upload to Flockler. 

• Browser-based only, no desktop tool. 

• Not mobile-friendly. 

Pricing 

There are four levels of pricing for Flockler. All plans come with enterprise-level hosting and technical 

support via email and phone. The pricing is based on how many automated feeds you can have: 

• Lite: No automated social feed is the only limitation on this first level. 

The price is 49 Euros, which translated to about 56 USD. 

• Basic: 3 automated social feeds in this package for 99 Euros or 113 USD. 

• Pro: 10 automated feeds coming in at 299 Euros or 341 USD. 

• Premium: unlimited automated feeds, coming in 499 Euros or 569 USD. 

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Content Creation 


Curating content is one thing, but finding a writer that 

can make you quality content over time is crucial to any 

content marketing campaign. Writing quality content 

over time is a skill. Not everyone can do it, though there 

are many writers that think they can. But you don’t 

have time to waste on try out a lot of different writers. 

That’s why content marketing marketplaces like the ones we’re about to show you 

were developed. These sites connect freelance writers with businesses that need 

content while vetting both for high professional standards. If you need a hire a 

writer, check out these boards: 

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scripted.com / Twitter: @GetScripted 

Scripted is a content marketplace meant to connect marketers with content 

writers of great skill. Only 5% of writers that apply to Scripted are accepted 

and they are constantly evaluated and scored to maintain the highest quality 

of content in their marketplace. With their diverse collection of writers, both 

technical and otherwise, it is easy to find just the writer you are looking for. 

Cons 

Pros 

• Great content at low prices 

• Easy to use interface 

• Great customer service 

• Finding the right writer can 

take some research 

• Not enough lead time 

• Writers are not contracted to 

you for more than one job 

Pricing 

The pricing varies across the marketplace depending on the type of content you desire. 

It is recommended that you search the marketplace for your pricing needs. 

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skyword.com / Twitter: @Skyword 

Skyword is a content marketplace 

specializing in branded content and 

technical writing. Their writers focus on 

bringing you something that your customers 

will value and interact with. Skyword also 

has designers and videographers to boost 

your content’s power. If you need something 

fancy created, like an infographic, 

Skyword is a good place to start. 

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Pros 

• Easy to communicate with 

writers and edit content 

• Can customize to business needs 

• Streamline process by building 

checkpoints and controlling access 

Cons 

• Can be tedious process in 

posting what is needed 

• Analytics could be improved 

• Takes time for requests to move through the 

queue which is not good for dated material 

Pricing 

The pricing varies across the marketplace depending on the type of content you desire. 

It is recommended that you search the marketplace for your pricing needs. 

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contently.com / Twitter: @Contently 

Contently is a content marketplace that 

served some of the biggest brands, 

such as Wal-Mart, IBM, and GE. Their 

platform works on creating, distributing 

and optimizing content that is branded for 

your company. They work to streamline 

the entire content process, allowing for 

approval and analytics in the same space. 

They have a freelance network that spans 

60+ countries and has over 55,000 

awards winning journalists, videographers, 

graphic designers, researchers, and 

photographers; to give you access to the 

perfect talent for your companies needs. 

30


Pros 

• Speedy deployment of writers 

• Calendar tool to organize projects 

and stay on deadline 

• Simple set up 

Cons 

• Analytics can be confusing, 

needs to be more intuitive 

• Site can be slow at times 

• No way to organize content 

Pricing 

The pricing varies depending on the type of content your company needs. It is 

recommended that you search the marketplace for your pricing needs. 

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Content Promotion Technologies 

Content Promotion is a key component to every 

content marketing agency. Creating good content 

is only half the fight. Getting the message in front of 

your audience is the only way you going to generate 

sales. That’s what content promotion is all about. 

With so many channels out there, using tools is the 

only way to keep up with the pace of social media. 

One thing we’ve discovered is that all the major players in this field 

use a PPC pricing model. If you are not familiar with this form of 

pricing, you will need to do some research on it beforehand so 

you can get the most ROI from your promotion investment. 

32


The tools we will be looking over this chapter are the following: 

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outbrain.com / Twitter: @Outbrain 

OutBrain is a content promotion service that 

operates on its own marketing platform. It 

focuses on recommending your content 

to the most premier media outlets, such 

as CNN, People, and ESPN. It’s quite 

similar to AdSense. You pay OutBrain to 

publish your content using a CPC model. 

OutBrain, in turn, pays end publishers for 

putting its links on their sites. In order to 

match articles with the right end publisher 

pages, OutBrain uses a set of sophisticated 

algorithms. Many large companies use 

OutBrain for their content promotion, 

including Visa, McDonald’s, and Huggies. 

34


Pros 

• Premium publishing partners. 

• Quality controls on content. 

Cons 

• Difficulty tracking interactions on content. 

• Limited options to analyze data. 

Pricing 

OutBrain’s pricing, like most content promotion services, you don’t pay for a package; 

rather, you set a daily budget and cost-per-click. Once that is done you only pay 

for visits you receive until you reach your daily budget. There is a $10 minimum for 

the daily budget, but other than that, there is no contract or annual fees. 

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taboola.com / Twitter: @taboola 

Taboola is another content promotion 

website geared toward getting your 

message in front of wider audiences and 

bringing in just the kind of clients and 

customers you seek. It is often compared 

to OutBrain, but there are some differences. 

OutBrain uses its algorithms to filter 

out bad content submissions. Taboola 

uses crowdsourcing to do the same. 

Taboola works with big name publishers such as NBC, USA 

Today, Fox Sports and the Weather channel. Leveraging that kind 

influence, using Taboola has the potential to expand your audience 

dramatically. Be sure you can keep up with the demand! 

36


Cons 

Pros 

• Exceptional in distributing visuals. 

• Reputation of driving 550 million 

unique views every month. 

• May not reach the ideal 

audience in some cases. 

• Issues with tracking who 

interacts with content. 

• Reporting constraints. 

Pricing 

Similar to OutBrain’s pricing, Taboola works on a pay-per-click and daily budget pricing model. 

You don’t pay for a package; rather, you set a daily budget and cost-per-click. Once that is done you 

only pay for visits you receive until you reach your daily budget. There is no contract or annual fees. 

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facebook.com / Twitter: @facebook 

It goes without saying that Facebook 

is a social media giant. While it is not 

a service that is made primarily for 

promotion, Facebook offers the ability 

to create sponsored or promoted posts 

which have a greater reach than standard 

posts. Facebook also offers PPC ads. 

With billions of people on Facebook every day, and millions on at 

any given time, this is a great tool for spreading your message. 

Another fantastic perk to Facebook is that it is a great place to 

locate influencers, make them into brand ambassadors and try some 

organic promotion. However, due to the high churn of postings on 

Facebook, it can be difficult to gain market attention over time. 

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Pros 

• Huge Audience. 

• Massive Data Set to utilize. 

• Re-sharable ads can lead to 

organic promotion. 

Cons 

• Facebook has set limits on 

organic promotion, almost forcing 

brands to pay to play. 

• Slightly more expensive pay-per-click. 

• Can’t target certain factors. 

Pricing 

Facebook also works on a pay-per-click model with a daily budget and a lifetime budget, 

giving you the ability to determine how many people you want to come to your site. 

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linkedin.com / Twitter: @LinkedIn 

LinkedIn is a huge business-focused 

social media marketplace. It is a site for 

professionals to showcase their experience 

and skills, and for employers to search 

for candidates that meet their needs. 

LinkedIn offers an advertising platform that you can use to get 

exactly who you want to look at your content. It’s an extraordinarily 

target-rich location for B2B companies. In fact, LinkedIn is the 

only general B2B social media platform we’re aware of! 

40


Pros 

• Site for professionals and businesses 

• May not get a lot of clicks, you 

will get the right clicks 

Cons 

• Expensive pay-per-click 

• Ads are not very customizable 

Pricing 

Like other promotion services and sites, LinkedIn works with pay-per-click and budgets. Their 

average pay per click is around 4 dollars, as compares to others which are around .30 cents. 

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twitter.com / Twitter: @twitter 

What can you say in 140 characters or 

less? Quite a lot. Twitter is a remarkable 

social media outlet in that it lets you say a 

lot by saying so little. There are billions of 

people using Twitter every day. Twitter is a 

great market for those who want to start a 

conversation with their clients. When you 

use their sponsored tweets function, you are 

doing exactly that. 

Twitter’s promoted tweets and ads use data gathered from 

user profiles and the hashtags they use to determine the best 

audience for viewing. Also, unlike several other social media 

channels, you can actually hold a conversation on Twitter. 

Twitter is a soft-spoken giant in a world that shouts. 

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Pros 

• Sponsored tweets look native on the timeline 

of users, which increases click-through. 

• Options to promote tweets or even accounts. 

• Strong with mobile audiences. 

• Improved visuals. 

Cons 

• Not as large an audience as Facebook. 

• Better for certain markets (entertainment, 

and media for example.) 

Pricing 

Twitter works on the same pay-per-click model as other social 

media sites and content promotion companies. 

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dianomi.com / Twitter: @dianomi 

Dianomi works with financial content 

only. It boasts that that 34% of its 55 

million unique users are in the top 10% 

affluence bracket. If the products and 

services you are selling are aimed at this 

bracket, this is the content promotion 

provider to use. Dianomi mostly works 

with banks, financial institutions, and B2B 

companies that need promotional services. 

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Pros 

• Focus on financial clients is strong. 

• Competitive ROI. 

Cons 

• Works with pop-ups with can 

negatively impress consumers. 

• Complicated set up process. 

Pricing 

As is common with all promotion sites, they work on a pay-perclick 

or pay-per-lead scale, which requires a daily budget. 

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nativo.net / Twitter: @NativoPlatform 

True to its name, Nativo seeks to make 

content feel and look as native to the sites 

it promotes on as possible. This sort of 

native advertising helps to push more clickthroughs 

because it can fool people trying 

to avoid ads and click-bait headlines. 

Nativo’s website states that it will improve native ad performance 

by 300%. That kind of increase, combined with the monetization of 

your content, can equal high sales, leads and advertising return. 

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Pros 

• Designed content to blend into publisher site. 

• Distribute sponsored posts on 

many outlets with one service. 

• Pushes posts to publishers site 

as sponsored content. 

• Not billed for bot activity. 

Cons 

• Quality can suffer when content not made 

to publications unique audiences. 

• A large portion of readers don’t 

trust native ad content. 

Pricing 

Rather than PPC, Nativo prices only on CPM. However, the pay scale remains the same. 

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Content Personalization Technologies 

Content personalization is one of the holy grails of 

content marketing. What if you could deliver customized 

content for each person that visited your site? While 

we’re not quite to a one-to-one match of content to 

viewer yet, the technology that we do have to personalize 

content delivery to small segments is pretty impressive. 

To do content personalization right, you need to know your 

audience on a deep level and you need to know how to adjust 

your ads in minute ways to measure the differences in response. 

Thus, tools have been created to take some of the heavy lifting 

out of content personalization. Many of these tools are built for 

enterprises since small-niche companies only have to focus on a 

few core audience types. But when you are marketing to many 

different audiences, personalization software is a huge help. 

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Here are some of the tools we’ve studied that focus on this niche: 

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demandbase.com / Twitter: @Demandbase 

DemandBase is a content personalization 

site focused on B2B marketing. Through their 

service, marketers can target specific ads 

to companies that meet certain criteria such 

as revenue or products purchased. Think of 

it as a sophisticated lead scoring platform 

combined with an advertising service. 

The platform also integrates with the products of more than 25 

different companies, including Salesforce and Google. The platform 

is very popular among tech companies that market to businesses. 

Adobe, Microsoft, and Dell are just a few of their clients. 

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Pros 

• Quality account data in real time 

• Superior customer service 

Cons 

• No ability to view/search/export missing data 

• Expensive for small companies 

Pricing 

At this time, DemandBase does not publicize their pricing, requiring 

you to contact a representative for prices and packages. 

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monetate.com / Twitter: @monetate 

Monetate is much like DemandBase, 

but their focus is on B2C instead of 

B2B. Monetate helps companies create 

personalized customer experiences on 

websites by tracking their demographic 

information and online behavior. These 

advertising experiences are multichannel 

by design. Using demographics, 

geography, first and third party data, 

it builds the perfect template for your 

content to reach your targeted audience. 

Monetate also has sophisticated rules software, integrates with 

most technology stacks, and makes it easy for your marketing 

team to create many different types of experiences quickly. 

Brands such as The North Face, National Geographic, and 

QVC use Monetate to handle their online marketing. 

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Pros 

• Wide variety of features and applications 

• Intuitive UI 

• Proactive customer service team 

Cons 

• Predictive analytics have room to improve 

• Challenging dashboard to navigate 

• Needs to add same day reporting 

Pricing 

At this time, Monetate does not publicize their pricing. Contact them for a quote. 

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sailthru.com / Twitter: @sailthru 

SailThru boasts that it has found a way to 

talk to customers as individuals with its 

customer retention software. Their core 

product is designed around email marketing, 

but it also links email with other channels 

to create comprehensive experiences. 

Email has long been at the forefront of 

targeted marketing messages. SailThru 

takes it one step further by using predictive 

analytics and long-term measurement 

to build thorough customer profiles. 

If you use a lot of email marketing in your business, SailThru is a mustsee 

tool that will increase your open rates, clicks, and conversions. 

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Pros 

• Included functions are useful 

for most businesses 

• The ability to hand code displays 

• Great customer service 

Cons 

• Terminology may be confusing 

and difficult for new users 

• No WYSIWYG Email editor 

Pricing 

At this time, SailThru does not publicize their pricing. Contact them for a quote. 

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certona.com / Twitter: @certona 

Certona uses real-time personalization 

technology to optimize the experiences of 

people visiting your site. Their platform is 

designed for omni-channel businesses. They 

claim that within 3-4 clicks of a customer’s 

visit to one of your channels, they can craft 

a personalized experience based on that 

behavior. It’s very impressive technology. 

Utrecht, the art supply company, boosted their conversion rate 

and AOV by over 10% using Certona’s system. If you work 

in an omni-channel business, see if Certona’s personalization 

system will work best for your content marketing strategy. 

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Pros 

• Easy implementation 

• Ability to adjust on the fly 

• Great support 

Cons 

• Dated interface 

• Could improve its dashboard’s 

user-friendliness 

Pricing 

At this time, Certona does not publicize their pricing. Contact their representatives for a quote. 

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Content Publishing Tools 

Once you have your content tuned just right, now you have to put it up on 

the web. Content publishing differs from content promotion, though there 

is some cross-over. Content promotion software points readers to where 

you have published your core content using a content publishing tool. 

Content publishing tools come in two main categories. Some push content 

to your core channels. Others, like Tumblr, are a channel in themselves. 

Several of the tools we’ve mentioned have content publishing features. The 

right publishing tool makes it easy to make your content accessible to your 

viewers and the search engines, while also maintaining your overall branding. 

The tools we will go over are as follows: 

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lapost.com 

We covered Kapost in detail 

in the first chapter, so we are 

going to briefly touch on it 

here. Kapost has the ability 

to publish across multiple 

channels, schedule content 

posting and give you data 

to analyze your engagement 

rates. Using Kapost for 

you publishing needs gives 

you the ability to manage 

several channels at once. 

percolate.com 

Like Kapost, it has been mentioned in 

the first chapter and it serves in very 

much the same ways. It is a great tool for 

managing multiple publishing sources. 

flockler.com 

Flockler was first mentioned in chapter 

two. Flockler is a content curation site 

that also allows you to manage your 

content channels. A big feature of Flockler 

is that you can monitor the conversation 

happening around your content. 

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blogger.com / Twitter: @Blogger 

Blogger is a publishing platform that gives 

users their own blog space. Blogger is a 

part of the Google family and requires a 

Google+ or a blogger account to create and 

maintain a blog with them. As such, Blogger 

posts have the ability to be shared with 

your circles or any others using Google+. 

Publishing to Blogger is like any other blog, meaning it features 

a WYSIWYG editor and the option to edit it in HTML and add 

elements to the page using CSS. Blogger gives you a way to 

connect with others and create content that relates to your business. 

If you use Google as a major marketing channel and you’re a 

small business, a Blogger account might be good for you. 

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Pros 

• Integrates well with other Google 

products and services 

• Easy to use blogger platform for beginners 

• Large community of writers 

Cons 

• Must use blogger in draft to use new features 

Pricing 

Blogger is free to use for both commercial and private use. 

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uberflip.com / Twitter: @Uberflip 

Uberflip is a content aggregation and 

publishing platform that allows you to 

bring all your content to one place and 

manage its publishing from there. It has 

some interesting features, such as the 

ability to tailor content for every stage 

of the buyer cycle. By having everything 

in one place, you will never miss a 

channel and important sales or leads. 

Uberflip works hard to convert clicks and visits into leads with calls 

to action and premium content that gets your clients and potential 

customers involved and part of the conversation. You can measure the 

performance of Uberflip to track your return on your investment in the 

service and see what posts are doing the best with your demographics. 

Uberflip works best for businesses that are already established 

and have strong sales funnels. It’s an expensive piece of software 

and might be too much of an investment for small businesses. 

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Pros 

• Easy to use 

• Works with several top outlets 

ex. HubSpot, Wordpress 

• Great customer service team 

Cons 

• Need more options for 

embedding tiles on sites 

• Needs a master stream rather 

than several smaller streams 

• Needs link shortening integration 

Pricing 

Uberflip has four tiers of pricing according to the needs of the company. 

• Expert: This package comes with 10 custom streams. 50 PDF’s to ‘Flipbooks’, 1 Hub, Unlimited Team 

Members. For Lead gen, it gets basic integration for some of the top mailing sites, 10 calls-to-action, and gating 

content. It also comes with Content scores and advanced metrics. All for $750 per month billed annually. 

• Exclusive: This set comes with 15 custom streams, 100 PDF’s to ‘Flipbooks’, 1 Hub, and Unlimited Team 

Members. For Lead generation, advanced integration for top emailing sites, 15 calls-to-action, and gating 

content. It also comes with Content scores and advanced metrics. This for $1200 per month billed annually. 

• Elite: 25 custom streams, 150 PDF to ‘Flipbooks’, 2 Hubs, Unlimited Team Members, Password 

Protected Hubs, Automated Content Management, and Smart Filters. Advanced integration 

with the top mailing sites, 25 calls-to-action, and gating content. It also comes with Content 

scores, advanced metrics, and email reporting. All for $1800 per month billed annually. 

• Enterprise: This is a custom package starting at $3500 per month billed annually. It includes 

all the features of Elite and some Enterprise only features that can be added and designed 

for your company’s needs. You need to contact a representative for the full details. 

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wordpress.org / Twitter: @WordPress 

Wordpress is THE software for blog creation. 

It has two incarnations, Wordpress.Org, 

and Wordpress.com. The latter is a service 

that lets you host a blog on Wordpress 

servers. Most businesses will want to install 

Wordpress on their own domains. You can 

get the software at Wordpress.org, but many 

hosting providers have a way to automatically 

install it on a domain from the control panel. 

The beauty of Wordpress.org, which is what we will spend the most 

time discussing is that it does not just make a blog, you can build 

a whole website. It is also one of the most user-friendly content 

management systems out there. Wordpress has a famous five-minute 

install. From there, anyone with some familiarity with HTML and 

CSS can design a stunning and client-friendly website and blog. 

Wordpress is so widespread that many content marketing 

tools have ways to integrate with it. While Wordpress 

isn’t best for all use cases (consider Drupal or Joomla as 

alternates), for many businesses this is enough. 

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Pros 

• Popular and proven technology 


• Ability to engage large community 

Cons 

• Array of choices for themes and 

plugins can be intimidating 

• Ideally, you must have your 

own hosting and domain 

Pricing 

Wordpress is free to from wordpress.org but does require you having your own domain 

and hosting. Most businesses already have this so it’s not a major concern. 

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tumblr.com / Twitter: @tumblr 

Tumblr is a unique platform in that it has a 

very large, young, and active community. 

Tumblr’s focus is on displaying short pieces of 

content. Most content pieces are either videos 

or pictures. However, it can be difficult to use 

as a content delivery system for businesses 

unless you are skilled at creating viral content 

that will resonate with its userbase, such as 

creating entertaining infographics. The social 

side of the service runs on people spreading 

your content elsewhere through reblogging. 

Tumblr provides user-friendly blogging, the ability to have your own 

domain name, page customization features, and a great place to publish 

non-text content. If you need to reach Millennials specifically, Tumblr is 

worth a look. Just be prepared to operate under their rules, not yours. 

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Pros 

• Easy to engage blogging community 

that is passionate and can be made 

into brand ambassadors. 

• Dashboard makes it easy to track 

and read blogs you follow 

• Makes it easy to track and tag 

content with activity feed 

• Simple and user-friendly 

Cons 

• No easy way to back up your blog 

• No way to import data from other 

blogs beyond cutting and pasting 

Pricing 

Tumblr is free for personal or commercial use. 

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Content Performance & Tracking Tools 

Analytics are a key part of any content marketing campaign. Tracking how 

well your content does with your audience is important to understanding 

what works for your brand. It’s the best way, besides direct sales, to 

measuring the ROI of your content marketing campaign, This is an essential 

to prove your worth of your campaign to managers and the C-suite. 

Good content performance and tracking tools have two parts. First, they can 

measure accurately what you want to measure. Second, they can turn those 

measurements into understandable charts and graphs for presentations. 

There are few tools that just do analytics on their own. Most analytics 

packages are bundled up with other content marketing tools. Notably, 

marketing automation software, CRM software, and lead scoring 

software almost always has an analytics package bundled with it. 

Many of the tools here have their roots in marketing automation. 

The sites and tools that will be covered in this chapter are: 

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percolate.com 

Percolate has been 

mentioned in previous 

chapters. Like any 

good enterpriselevel 

tool, it helps you 

track your content 

curation in its all-in-one 

platform. Read back to 

previous chapters to 

learn more about this 

tool, or click the link 

to visit the website. 

newscred.com 

We talked about 

NewsCred in a previous 

chapter, so we will only 

briefly touch on it here. 

Again, like Percolate, 

it has built-in analytics 

and reporting. Refer to 

the previous entry on 

NewsCred for more 

information, or click the 

link to visit the website. 

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analytics.google.com / Twitter: @googleanalytics 

Google is the proverbial king of the internet 

analytics jungle. Unlike the other packages 

in this section, Google Analytics just focuses 

on delivering powerful tracking features to 

any website. It is a staple tool that cannot 

be dismissed just because it is free. In 

fact, gaining a solid grounding in Google 

Analytics and its reporting tools can help 

you understand whether or not you need 

something more powerful. But for many 

businesses, even medium-sized businesses, 

Google Analytics is the perfect fit. 

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Pros 

• Constantly updated 

• Free to use 

• Vast range of reports 

Cons 

• Hard to customize view flows 

• AdWords and Google Analytics 

can be confusing together 

• Can be overwhelming 

Pricing 

Google Analytics if free to use for public and commercial use. 

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pardot.com / Twitter: @pardot 

Pardot by Salesforce is a marketing 

automation suite with an emphasis on 

lead scoring. Lead scoring lets you rank 

visitors along certain criteria to determine 

whether or not they are ready for different 

marketing and sales tactics. It’s designed 

with B2B businesses at heart. A good 

lead scoring system like Pardot can show 

you which pieces of content are especially 

valuable for your conversion strategies, 

as well as what the best indicators 

are that a visitor is ready for a sale. 

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Cons 

Pros 


• Customization options 

• Needs to improve email template 

• Confusing connection between 

social media sites 

• Could use more data filters 

Pricing 

Pardot has three levels of pricing and an additional marketing cloud option for 1-1 support. 

• Standard: This level comes with email marketing, in-depth prospect tracking, 

lead nurturing, lead scoring & grading, ROI reporting, forms & landing pages, and 

standard CRM integration. The cost of this level is $1000 per month. 

• Pro: Pro includes all the features of standard, plus advanced email analytics, email rendering 

preview & spam analysis, email and landing page A/B testing, advanced dynamic content, Google 

AdWords integration, API Access - Up to 25K calls/day, multiple scoring categories, integrated 

marketing calendar, social profiles, and chat support. The price for this level is $2000 per month. 

• Ultimate: This level comes with all the features of Pro and Standard in 

addition to custom user roles, custom object integration, API Access - Up 

to 100K calls/day, dedicated IP address, and phone support. 

• They also have an additional level called their marketing cloud option. It 

comes with email marketing, SMS, MMS and push notifications, social 

media, advertising, and campaign and 1:1 journey management 

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act-on.com / Twitter: @ActOnSoftware 

Act-on is a marketing automation tool 

designed to help companies drive better 

results in brand awareness, demand 

generation, retention, and customer 

loyalty. Its unique software allows you 

to track influencers and press activity 

and measure the traffic from that to 

gauge your content marketing ROI. In 

addition to that, it also has an internal 

communication platform for your team. 

Act-On is targeted toward fast-growing start-ups that want to 

scale quickly but still need a useful marketing automation tool 

while they’re small. It also integrates into several different CRM 

packages. Check out their website for more information. 

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Pros 

• Easy to use email templates 

• Ability to schedule emails 

Cons 

• Needs more ways to get dynamic lists 

• Landing page builder needs to be optimized 

• Site can be slow at times 

Pricing 

Act-On has two levels of pricing: 

• Professional: Professional comes with 1000 active contacts, 3 marketing users, 50 

sales users, 1000 API calls/day. This is for $600 per month billed annually. 

• Enterprise: Enterprise comes with 10,000 active contacts, 6 marketing users, 100 sales 

users, and 25,000 API calls/day. The price for this is $2000 per month billed annually. 

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infusionsoft.com / Twitter: @Infusionsoft 

Infusionsoft is a venerable automation 

marketing tool that has been helping 

companies for 15 years. It handles CRM, 

marketing automation, and analytics. If you 

have enough long-term clients that you 

need to have a CRM to keep track of them, 

this is a good choice. However, the learning 

curve for this software is very high due to all 

of the different things it can do. Best to hire 

someone who already has experience in it 

unless you’re willing to do a lot of study. 

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Pros 

• Powerful integration for campaigns 

• Excellent data collection algorithms 

Cons 

• Large learning curve 

• Could use better one-on-one 

account management 

Pricing 

Infusion Soft has five different levels of pricing for every team needs. 

• Essentials: This level comes with CRM, marketing automation, 25,000 

contacts, 12,500 emails/month and 3 users; all for $199 per month. 

• Deluxe (Sales Automation): This comes with CRM, marketing automation, sales 

automation, 5,000 contacts, 25,000 emails/month, and 4 users for $299 per month. 

• Deluxe (E-Commerce): This comes with CRM, marketing automation, E-Commerce, 

5,000 contacts, 25,000 emails/month and 4 users for the price of $299 per month. 

• Complete: This comes with everything in the first three levels, except it is 10,000 contacts, 

50,000 emails/month, and 5 users. This package is priced at $379 per month. 

• Team: Team comes with everything in complete, except it is 20,000 contacts, 

100,000 emails/month and 10 users. This level comes in at $599 per month. 

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hubspot.com / Twitter: @HubSpot 

HubSpot is an inbound marketing program 

that integrates blogging, social media 

publishing, contacts, SEO, email marketing, 

marketing automation and analytics all 

in one platform that is easy to use and 

powerful. Companies have used it to make 

their marketing transfer from outgoing to 

incoming by leveraging incredible content. 

This is one of the most respected tools in 

this category and one of the most powerful. 

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Pros 

• User friendly 

• No coding experience needed 

• Easy to build with 

Cons 

• Reporting add-on could use work 

• Does not group contacts 

• Search function needs improvement 

Pricing 

There are three packages offered by HubSpot: 

• Basic: 100 contacts, content creation, and optimization, email marketing, 

social media suite, marketing analytics dashboard. This costs $200 per month 

billed annually. The onboarding fee is $600 in addition to that cost. 

• Pro: Everything in basic plus 1,000 contacts, marketing automation, goal-based nurturing, 

custom workflows, Salesforce integration, smart content, attribution reporting, and user roles. 

This costs $800 per month billed annually with an additional onboarding fee of $3,000. 

• Enterprise: This includes everything in the previous two packages, plus 10,000 contacts, revenue 

reporting, custom event reporting, custom event automation triggers, A/B testing CTA’s. A/B test 

emails, predictive lead scoring, contacts reporting, company reporting, event-based segmentation. 

This costs $2,400 per month billed annually. The additional onboarding fee for this is $5000. 

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marketo.com / Twitter: @marketo 

Marketo is CRM, lead scoring, and 

customer engagement software that 

helps companies to attract the right 

sort of customer, allowing you to set 

specific parameters to engage, convert 

and retain them. It has the tools to plan 

and coordinate marketing campaigns 

across a team, giving everyone the ability 

to provide insight and see what needs 

work. If you are using Kapost, Marketo 

will integrate with that software to provide 

a complete content marketing solution. 

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Pros 

• Easy to use and set up 

• Flexibility in accomplishing tasks 

• Webhooks capabilities 

Cons 

• System is slow at peak times 

• Lackluster API 

• WYSIWYG editor needs improvement 

Pricing 

At this time, Marketo does not have their pricing published and request you contact a representative. 

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oracle.com/marketingcloud/products/ 

marketing-automation / Twitter: @Eloqua 

Eloqua is a product by Oracle that 

specializes in engaging with customers 

and giving them a customized experience. 

It’s an omni-channel marketing automation 

package that lets you plan and execute 

large-scale ad campaigns and track their 

performance over time. This is another 

piece of software that’s targeted more 

towards large and enterprise businesses. 

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Pros 

• User-friendly interface 

• Drag and drop for creating 

campaigns and emails 

• Email tracking 

Cons 

• Program builder is rough 

• Lead scoring needs work 

• Support is touch and go 

Pricing 

There are three packages offered by Eloqua 

• Basic: Starting out at $2,000 a month, this package comes with 10 marketing users, real-time 

dashboard reporting, benchmarking, insight reporter, unified marketing calendar, basic security, 

simple interface, could support, mobile friendliness, lead scoring and routing, marketing contact 

database, multichannel campaigns, app cloud access, stand-alone events, simple emails, simple 

campaigns, social sign on, profile based segmentation, audience segmentation, marketing asset 

management, digital body language, dynamic content, sales and notification alerts, 5 users for 

Eloqua profiler, 5 users for Eloqua engage, API access, Data Import, and Plugin CRM integration. 

• Standard: Starting at $4000 a month this package comes will all the features of Basic, plus 

50 Marketing users, 1 insight analyzer, custom security, multi-lead scoring and advanced 

routing, event management module, digital advertising, advanced data cleansing, 10 

Eloqua profilers, 10 Eloqua engage users, and Eloqua data tools cloud service. 

• Enterprise: This package comes with everything in the previous two levels plus unlimited marketing 

users, 3 Eloqua Analyzers, cloud priority service, sandbox test environment, 20 profiles, and 20 Eloqua 

engage users. The pricing for this package is not listed and they ask you to contact a representative. 

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silverpop.com / Twitter: @Silverpop 

Silverpop, or what used be called IBM 

Marketing Cloud, is yet another CRM 

designed for engagement and acquisition 

of new clients and leads. With its behavior 

marketing platform, it gives companies 

the chance to capitalize on the trends and 

behaviors of their clients in real time. It’s 

used by more than 5,000 brands worldwide. 

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Pros 

• Can export Excel into it 

• Can use WYSIWYG or HTML editor 

• Test mailing feature 

Cons 

• Very complex and not very user-friendly 

• Cannot reschedule a campaign 

• Site can be slow during peak 

Pricing 

At this time, Silverpop does not have their pricing published 

and requests you contact a representative. 

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trackmaven.com / Twitter: @TrackMaven 

TrackMaven has a great deal of name 

brand customers, such as Old Spice 

and Red Bull, both know for their unique 

marketing strategies. TrackMaven‘s 

platform allows you to optimize your 

content across all your media channels 

and analyses it for campaign effectiveness. 

With the ability to communicate through 

your whole organization, you can report 

to stakeholders the effectiveness of 

your content. TrackMaven published 

and monitors accounts across the full 

digital spectrum, including blogs, social 

media, and other digital media. 

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Pros 

• Easy to interpret data 

• Easy to create graphs 

• Multiple filters for data 

Cons 

• Needs insights beyond social 

• Ads intelligence feature can be improved 

• Can be confusing for the first time user 

Pricing 

At this time, TrackMaven does not have their pricing published 

and requests you contact a representative. 

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Conclusion 

Content Marketing is an every growing and changing arena, 

with rising competition and changing customer standards. 

You need the best tools and resources to stand above the 

rest. These chapters have contained the basics of each 

website, including some of the most common pros and cons 

from reviews all over the web. Proper use of these tools 

and understanding where you want to go and how to get 

your company there will improve your productivity, customer 

engagement and as an end result, increase revenue. 

For more information on each of these sites, it is recommended 

that you explore their websites or contact a representative that 

can walk you through the process of their site and possibly built a 

custom plan for your company with you. 

Sources 

All pros and cons were compiled from a variety of sources but 

primarily came from the reviews on G2 Crowd, Fuel Your Writing, 

Contently, and Quora. 

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