02/23/2014 Leave a comment
Today’s expanse of new and innovative marketing technology software better enables marketers to create, target, and deliver high-impact campaigns, customer experiences, and content. With players from Marketing Automation to Mobile Marketing to Analytics, Scott Brinker’s most recent Marketing Technology Landscape is teeming with nearly 950 different companies that provide software for marketers. Cloudwords is honored to be included among 2014’s top marketing technology companies, and pleased to be positioned in the Content Marketing category alongside respected companies as Kapost, Outbrain, Scoop.it, SpringCM, visual.ly, and others.
Developed by Brinker, an industry thought leader on the rise of technology in marketing, the Marketing Technology Landscape is a valuable resource for marketers looking to make sense of the technology available to them. I’ve personally turned to it since its conception in 2011, when it showcased 100 companies. The graphic now represents an extraordinary 947 different companies that provide software for marketers, organized into 43 categories across six major classes. While Brinker admits the one-page landscape could not possibly include all of the companies that provide marketing technology offerings, it exemplifies the staggering number of choices marketers have to customize their marketing process, and the technology required to engage their target customers based on how their customers engage with their company’s brand.
What sets Cloudwords apart within this landscape, however, is that our marketing globalization platform is the only software designed to help marketers reach multilingual audiences on a global scale.
Delivering global marketing content is becoming a huge challenge for the marketers we speak to everyday. Fueling the content marketing engine is already a challenge given the vast amounts of content required to map to your many audience segments, the different points in the sales cycle to address, and the different formats demanded. According to the Content Marketing Institute, 73 percent of B2B marketers said they are producing more content now compared to one year ago, yet they continue to be challenged with producing enough content and producing the kind of content that engages.
When overlaying those challenges with another layer of complexity, namely the number of languages into which each piece of content needs to be localized to reach your global audiences, you end up with a Gordian knot of considerations to address. But how can companies engage multilingual consumers or extend their brand into global markets if they don’t make that effort to localize all marketing content? Rhetorical question.
Reaching global audiences through content marketing is indeed a daunting challenge. A survey we conducted at Content Marketing World 2013 found that more than 60% of content marketers didn’t have a global strategy in place, and nearly 30 percent of participants whose companies market globally said the biggest challenge to localizing content are high cost and slow turnaround times. Clearly, demand exists for a better process.
Email campaigns, white papers, eBooks, infographics, case studies, how-to guides, Q&A articles, even videos—all of this content needs to be localized in the target market’s language, and should take into account the region’s local culture and customs. By incorporating a platform such as Cloudwords into your content marketing technology stack—and integrating it with your CMS, WCM and marketing automation platforms—you will be able to quickly and easily manage (and scale) the process of localizing your content marketing materials to reach every Juan, Dieter, and Harumi you’re targeting.
Brinker’s Marketing Technology Landscape always proves to be a useful tool to educate marketers about the technology available to optimize and accelerate all facets of marketing operations. Hats off to Brinker for dedicating significant time and research to develop such a comprehensive landscape and useful piece of content himself. And thanks for including Cloudwords!
Join us at ContentTECH!
To learn more about content marketing technology trends and best practices, join Cloudwords on Wednesday, February 26 at 10am-5pm EST for ContentTECH, a FREE one-day virtual event produced by the Content Marketing Institute and sponsored by Cloudwords. Register at http://bit.ly/1mgat4B.
Get your content marketing technology fix without ever leaving your office! The virtual event features:
- Presentations by industry experts Jonah Berger, Associate Professor of Marketing at the Wharton School and author of Contagious, and Kathy Button Bell, CMO and Vice President of Emerson
- Live chat sessions throughout the day with industry thought leaders and Cloudwords representatives;
- Access to technology experts to answer questions in the exhibit hall, including at Cloudwords’ booth;
- Plenty of opportunities to network with peers; and
- Free on-demand access to all sessions for 90 days.