The Pros And (Maybe) Cons Of B2B Content Production Tools

Content Marketing Institute recently published a SlideShare guide to eight of the most popular content production tools. I’m familiar with some of these products (including Contently and Compendium), which others are completely new to me. Here’s a list of what’s covered in the guide:

  • Compendium
  • Contently
  • DivvyHQ
  • InboundWriter
  • InnoBlogs
  • Kapost
  • Skyword
  • Zerys

I certainly wouldn’t discourage anyone from trying some (or all) of these tools. What makes this group especially interesting is the fact that each seems to offer some unique features, and there’s something here for everybody from lone-wolf operations to enterprise publishing groups.

I do, however, have a couple questions about this product category in general. For starters, this is a market that will evolve very quickly over the next few years – and I guarantee you that some of these vendors won’t be around for the long haul.

That’s true for many emerging software cateogies, including marketing automation. The challenge here is that these products inevitably impact your content workflow – and if you have to back out of a bad choice, there’s going to be some pain involved.

Second, there’s a lot of overlap between the features in these tools and what you’ll find in a solution like HubSpot or WordPress. Think carefully about how a content production tool will fit alongside your existing content management and publishing platforms.

-Matthew McKenzie


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