Companies are investing more in content marketing, but they ALSO need the right technology needed to get the most value from their campaigns.

We’re at the height of a marketing era defined by content, some might argue. Video, social, written, long-form, graphics – it’s everywhere on the web, and defines most of the interactions customers have with your brand. It’s this omnipresence that’s lead to a drastic increase in the amount of content being created – 70 percent of marketers said they were upping their resource development this year.

The hitch? Companies may be throwing money at content creation, but they’re not always spending an equal amount on the technology they need to support their strategies.

Tech gets the content from pt. A to pt. B

When The Economist Intelligence Unit surveyed over 400 marketers for a recent report, it asked where they’re spending their technology budgets over the next three to five years. The results were surprising*: Just about 15 percent said they’re investing in content management systems (like WordPress, Joomla , etc) even though they’ve got more content to distribute and sophisticated formats to publish.

The Economist data

*There are two logical explanations:

1. Companies have already invested in content management systems that allow them to publish all the resources they create.

2. Marketers invest in content first, and don’t realize right away they need a tech tool to get it live on their websites

More money, more investments in marketing technology

It’s interesting to note  that when the data is broken out by company size, you can see that almost 60 percent of brands valued at over $500 million are investing in content management systems.

The economist data by company size

This signals that funds may be part of the equation. Businesses that make more money – and presumably have more to spend – are investing in sophisticated content delivery systems. Meanwhile, companies that are buying up content marketing strategies first, but don’t have a proper tech system in place will wind up with a pile of resources they can’t publish on their sites (like white papers, infographics, videos).

You need a platform that will support your marketing goals for different types of web content – engagement through social shares, lead generation through download walls and demo requests from calls to action buttons.When you have the right content management system in place, you can run campaigns seamlessly, publish your assets when they’re timely and track the result to see how your time and resource is paying off.

Content and Coffee 4.20To see what other tech solutions companies are making in 2015, check out our related video: 3 Marketing tech investments to make this year 


Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.