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Gartner offers first Magic Quadrant for Content Marketing tools
The category’s vendors report brisk growth rates, but the research firm warns that the category term is destined for oblivion.
If you’re familiar with the term “content marketing,” don’t get too attached.
According to the first Magic Quadrant report on Content Marketing Platforms (subscription required) from research firm Gartner, the term will be dead within three years — because all content will be marketed as a way of attracting attention-limited audiences.
For the moment, though, a variety of vendors employ that term to describe their software solutions for planning, distributing, optimizing and analyzing content that is created for specific marketing purposes, like educating customers about a given technology or promoting a notable case history.
The Leaders in this report are NewsCred, Kapost, Contently and Percolate, which are tops in both Completeness of Vision and Ability to Execute. Skyword, ScribbleLive, Spredfast and Sprinklr are pegged as Niche Players, which are on the short end of both those metrics.