Content marketing is getting bigger and bigger. 89 percent of B2B marketers use it, and more than half of the B2B marketers who had yet to adopt it stated that they planned to start within the next 12 months. Over in the B2C world, 86 percent of marketers used content marketing and more than half of those who didn’t had plans to start. What do you do when it’s time to start? Most marketers look to Content Marketing Platforms or Marketplaces.
Budgets for content marketing are also booming — half of all marketers who do content marketing in the US have their own budget for it, according to the 2017 State of the Creator Economy study. Nearly 30 percent of those marketers have budgets of more than $500,000.
As the budgets for content marketing get bigger and more marketers adopt it, the number of content marketing platforms and marketplaces out there has blossomed. If you’re looking to streamline your company’s content creation and marketing strategy, here’s what to look for in a content marketing marketplace or platform, as well as the difference between the two.
Content Marketing Platforms vs. Marketplace: What’s the Difference?
Content Marketing Marketplaces
A content marketing marketplace is a shoppable online network of freelance content creators.
It allows marketers to search by:
- Audience
- Influence
- Experience
- Portfolio
- Interest
- Price
Content Marketplace Benefits
- Access to a network freelance creators.
- Search for content creators using filters including location, age, interest and experience.
- Content creators profiles show a snapshot of the creator’s capabilities, experience and analytics.
- Create lists of creators for content opportunities.
- Facilitates creator transactions
Content Marketing Platforms
Content marketing platforms offer a holistic software approach to content marketing.
Features include:
- Scalable content production
- Network of content creators
- Integrations with Social Media, websites & blogs
- Managed support + training
- Content tracking + analytics reporting
Content Marketing Platform Benefits
- Gives you all the benefits of a marketplace while taking a multi-pronged approach to content including: Paid, Owned & Earned
- Connects you to vetted content creators, able to produce a wide variety of content including: Video, Blog posts, Website Copy, Research & Whitepapers, Infographics, Product Descriptions & Meta Data, Photography, etc.
- Ability to assign or delegate tasks to a team of creators dedicated to your brand
- Facilitates content review, approval, delivery and payment workflows
- Collaborate with a team of seasoned professionals who help keep creator content on brand and on message
- Integrated tools for cross-channel content promotion, amplification and reporting
What to Look For When Choosing A Content Marketing Platform or Marketplace
Content Marketing Experience
Choose companies with proprietary technology over marketplaces or platforms that may be licensing white label software from another network. Look for large networks of creators of experienced creators that range in interest, specialty and niche. Choose companies that have a history of success in the sector rather than one that’s untested.
A Variety of Content Marketing Services
Look to a marketplace or platform with a variety of services to meet varied marketing goals and budgets of all sizes. DIY, low-budget option or fully managed service options are a good indicator. Opt for a full range of content options and creator niches instead of just one or two types of content.
Big Data
Creator reach, stats and rankings are important when choosing content creators. Make sure the network of creators is big enough to provide enough variety to meet your content needs. You’ll also want detailed analytics reporting and tracking throughout the content creation and promotion process. Plus, look for content marketing platforms or marketplaces that have built-in AI Technology to make finding and choosing the right creator as hassle-free as possible.
5 Questions to Ask Before Choosing A Content Marketing Platform or Marketplace
- How long has the platform been in the content marketing game?
- What type of analytics and tracking data is available to help you measure your content marketing ROI?
- How are creators on the platform/marketplace vetted, rated or ranked?
- What support options are available?
- Can you pick and choose the services you need?
Interested in learning more about Content Marketing? Download the B2B Content Marketing Guide today >>
