Content marketing vendors like Newscred, Contently, Percolate, SocialFlow, OneSpot and Outbrain can help marketers elevate their content marketing game.

1. P L AT F O R M S
TOFEEDYOUR
6
CONTENT!
MACHINE!
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2. NEWSCRED
Licensed Content
Original Content
Editorial Workflows
Newsroom Support
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3. NEWSCRED
A significant percentage of your
content strategy must include curating
third-party content, specifically from
trusted sources. Newscred is a content
marketing platform that can give you
access to high quality, licensed content
to use on your owned media channels.
It's more than just curating.
NewsCred sources and licenses
trusted content across a broad range
of subjects and perspectives, providing
you with the tools necessary to drive
traffic, engagement, and revenue for
your business. With third-party,
licensed content from high-quality,
premium publishers, such as the New
York Times, Wall Street Journal,
Forbes, Bloomberg, The Economist,
the Chicago Tribune, the Huffington
Post, you can develop niche editorial
sections, scale email marketing
campaigns, power social media
channels, and build mobile applications
and products.
NewsCred can offer you a selection of
products to license, syndicate, curate,
and publish content across multiple
platforms. From their Syndication Suite,
publishers can track, manage, and
analyze their content as it flows to
third-party sites. The SmartPress
platform allows you to publish and
manage content, while the tool's
design capabilities provide you with the
opportunity to design your own layout
to meet the look and feel of your
brand. All pages are optimized for
natural search, and articles are sorted
by relevance and popularity across
social channels. "
"
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4. First to Market
Access to 3rd Party
Freelance Journalists
Editorial Workflows
Robust Content
Measurement
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CONTENTLY

5. CONTENTLY
It’s clear that your brand must create
engaging content that tells a specific
story across the entire digital
ecosystem. And unfortunately, you
might lack the resources needed
internally to deliver such content day in
and day out. The Contently platform
can connect your brand to a network
of journalists, writers, and bloggers and
provides the technology needed to
quickly and seamlessly manage the
complicated workflow from content
ideation to creation and all the way to
distribution.
Contently’s Storytelling Platform allows
you to quickly and seamlessly manage
both staff and freelance contributors
and their work. You can build custom
teams of contributors (writers,
photographers, editors, and so on) and
communicate with groups, source
story ideas from teams, create
assignments, manage permissions for
individual team members, and more.
The platform allows all deliverables and
approval workflows to live in the cloud,
and you can drag and drop an editorial
calendar, which is customizable to the
scale and frequency of any size of
branded content campaign. Contently’s
platform can also help you streamline
the tedious process of legal signoff and
internal content approvals. Instead of
passing content back and forth via
email, Contently allows you to create
custom approval chains, so when an
assignment is ready for review by your
team of lawyers, managers, or clients,
the appropriate parties get emails with
special links to review and approve the
work (or sent back for revision).
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6. State of the Art
Curation Platforms
Publishing
Capabilities to
Social Sites
Editorial Workflows
Content Creating &
Editing
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PERCOLATE

7. PERCOLATE
If you are looking for a tool that focuses
solely on content creation, Percolate is
a perfect tool. Unlike most other tools,
Percolate provides everything you need
to build visually appealing content. This
includes access to Getty Images,
Shutterstock and your own built in
media database with no limits on
image storage. The tool is less suitable
as a listening/response tool, even
though it does have support for this
built in.
Percolate also provides excellent
feedback on the results of your
content, so you can see how well it did
based off the metrics that really matter;
like, reach, shares, virality. The content
creation tool even includes a built in
image editor that offers brand friendly
tools like logo drop-in, titles using your
brand font and colors and other handy
tools. These are often things that would
need to be outsourced to a creative
team, but can now be accomplished in
under a minute.
The vendor includes a multi-stage
onboarding procedure which starts
with your account manager, followed
by a brand onboarding tool and other
online tools to learn about your brand
voice and brand creative guidelines
(like colors and logos). The end result is
a tool that "knows" who you are.
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8. Analyzes real-time
conversational data
and automatically
delivers content
when audience is
paying attention
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SOCIALFLOW

9. SOCIALFLOW
In my book, I wrote about the need for
you to create relevant content in order
to reach consumers with CADD –
Customer Attention Deficit Order. The
challenge here is what might be
relevant today might not be relevant
tomorrow. And to complicate it a little
further, what might be relevant an hour
ago might not be relevant right now.
Attention is finite, and you don’t have a
lot of time to get your message in front
of the masses. SocialFlow addresses
this issue head on.
The best way to describe SocialFlow is
that it’s a content publishing and ad
platform that uses real-time analytics
and a predictive algorithm to publish
content at the time when customers
are paying attention. They have two
core products, Cadence and
Crescendo.
Cadence uses predictive analytics to
determine the value of your content
within the social graph. In real time,
Cadence determines when a specific
audience is available, paying attention
and what relevant topics they are most
likely to engage with based on what
they are currently discussing. It then
automatically publishes your content
when the audience is paying attention.
SocialFlow then ties these messages
back into business goals by measuring
the conversion rate of each message,
such as clicks to a website as
measured by a web analytics platform
like Adobe SiteCatalyst or Google
Analytics.
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10. ONESPOT
Integrates Owned &
Earned Media Content
and Pushes it to Paid
Media Channels
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11. ONESPOT
OneSpot, can utilize any type of
content, either owned content or
earned media content, and turn it into
ad creative for display, social, and
mobile environments. It automates the
complete process of ad creation, which
can turn your entire content portfolio
into a library of display ads.
OneSpot uses machine learning
algorithms and big data to analyze
both the content and the ads created
in the system. It then analyzes the ad
inventory available within their ad
e x c h a n g e n e t w o r k , t a r g e t i n g
thousands of sites whose users it
predicts would engage with your
content. It places your ad using RTB
(real-time bidding). The algorithms
consistently improve their bidding
efficiency, allowing you to garner more
high quality impressions with the same
budget.
The OneSpot platform actively uses
your ads and content to move viewers
through your purchase funnel or
customer journey. By retargeting
viewers, their platform serves up your
content (ads) based on user behaviors
and increases your ability to convert
customers wherever they are in the
purchase funnel. Based on sites visited
and content consumed, content you
created can be sequenced - a viewer
reading content about "big screen TVs"
today can later be retargeted with a
content ad with a review of a specific
TV model and ultimately content about
a specific promotion.
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12. OUTBRAIN
Distributes Long
Form Content on to
3rd Party Media
Sites
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13. OUTBRAIN
Outbrain is a content discovery and
syndication platform that distributes
branded content to third-party media
sites using a widget that can be
integrated on any site to match its look
and feel. Outbrain has two core
products that can help you engage
your audience with compelling content
and also amplify the reach of your
existing content. Outbrain Engage is for
publishers (such as CNN and AOL) and
makes targeted recommendations of
other content that reflects their
interests, which is based on past
behavior and predictions of future
behavior.
Outbrain Engage uses a complex
series of algorithms to understand your
audience's browsing habits while they
are on your site. The platform is able to
recommend personalized links based
on each individual's content
preferences. Outbrain Engage uses a
complex series of algorithms to
understand your audience's browsing
habits while they are on your site. The
platform is able to recommend
personalized links based on each
individual's content preferences. The
key differentiator from other content
syndication platforms is that Outbrain's
algorithm measures user/reader
engagement with a site after the click
through on a link and classifies its
content recommendation algorithms
into four major buckets …
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14. Many of these platforms are
discussed in depth in my book
Your Brand: The Next Media
Company
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