What Gartner’s 2018 CMP Magic Quadrant Says About the Future of Marketing
For the first time ever, Gartner, a leading research and advisory firm for technology companies, released a Magic Quadrant on the content marketing platform (CMP) space. That alone says a lot about current state of marketing and content—and the Gartner CMP report says a lot more about where it’s going.
For those unfamiliar with the Magic Quadrant, I always think of it like a sophisticated report card of a software space. There are two axes: the Y-axis is a company’s “ability to execute,” while the X-axis is a company’s “completeness of vision.” In other words, Gartner examines both the content of a company’s longterm vision for success and if they are able to execute it.
The result is a chart that separates into four categories: niche players, challengers, visionaries, and leaders. This year’s CMP Magic Quadrant looks like this:
As you can see, Contently was named a leader, and we’re proud of that designation.
Gartner also covers other players in the space, and we congratulate NewsCred, Percolate, and Kapost for being named leaders. Download the report to learn more about each of them. We also recommend reading our post about our other industry recognition, where we explain how our product roadmap addresses the needs of marketers stuck in content chaos.
The Magic Quadrant report does an excellent job of explaining why Gartner decided to produce a Magic Quadrant on CMPs in the first place, as well as laying out the future of marketing content. As Gartner writes in the report:
Gartner’s inaugural Magic Quadrant for Content Marketing Platforms demonstrates marketing’s urgent need for tools that help develop, produce and deliver branded content. As audiences demand relevant content from brand engagements across channels and devices, marketing leaders are growing their content marketing operations accordingly.
Marketers are beginning to see the importance of systems such as CMPs for maintaining scale, relevance, and efficiency with their content. According to the report, “Marketers named content creation and management as their top two digital priorities for 2018 in a Gartner survey of marketing decision makers conducted at the end of 2017.”
Additionally, the growing relevance of CMPs is a result of the personalization wave. As marketers continue to create more personalized customer experiences, they need highly customized and customer-centric content to fill all their marketing channels. Creating, managing, and analyzing all this content will be no easy task.
To learn more about how Gartner conducted their research and what lies in store for the future of content, download the report linked here. And make sure to subscribe to The Content Strategist for regular updates on the present and future of content marketing.
Gartner: Magic Quadrant for Content Marketing Platforms], [Kirsten Newbold-Knipp | Christopher Ross | Stephen R. Wellman)], [27 March 2018]
This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Contently.
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