The only thing really “new”
about content marketing is
the buzz that the approach
generates among new
media professionals today.
‘Net workers have always
leveraged content, but seemingly
overnight the industry
collectively realized the path to more meaningful consumer
relationships (and greater profits, of course) comes from
the ways brands appeal to the hearts and minds of their audience.
Yes, it’s the content, but it’s not just the content.
To operate a successful Web presence and execute a
successful content marketing strategy today, enterprises
also need a reliable and robust content management system.
It is the back-end capabilities and consumer-facing
experience these software solutions help to provide that
often determine an organization’s success. Yet content
management systems don’t get the attention they deserve
— and historically, they never really have. Sure, there are
some useful “magic quadrants,” which aim to reveal the
best solutions. There is also certainly no shortage of affiliate-
curated lists of top vendors in the software vertical, but
there is always a need for unbiased information on the actual
popularity of the true leaders, as well as those that are
emerging and now warrant, if not demand, attention.
Website Magazine’s Top 50 list for March 2013 focuses
on the content management platforms vertical. Wildly
popular open-source solutions (WordPress – #1, Drupal
– #2 and Joomla – #4) and incredibly robust solutions
built by leading software companies (Adobe – #3,
Autonomy from HP – #6, among others) can satisfy the
needs of the most demanding enterprise-level information
publishers and service providers looking to make
the Web their digital home.
One thing is for certain, engaging in a content marketing
campaign in 2013 will require that enterprises first
consider the role a CMS plays in development, execution
and measurement. Doing so has the potential to dramatically
shorten the virtual road to Web success.