The evolution of content platforms

The evolution of the content platform

In days gone by, content’s success was measured by awareness and engagement. Today’s marketers have a taller order to fill.

Like every other marketing function, content now needs to contribute to revenue growth – and prove exactly how it’s doing so. If they can’t, it’s bye bye budget (or worse).

Marketers need heavy-hitting tools to meet these revenue expectations for content. And traditional content platforms simply aren’t up to task. With limited insights (downloads & clicks aren’t good intel) and low engagement (PDFs = snoozefest), traditional formats do little to help marketers under pressure to show and grow revenue through content.

This creates a revenue gap where content investments fall short on ROI.

This problem is solved by the Revenue Content Platform, enabling marketers to create, personalize, and measure high-impact content that's directly tied to revenue outcomes.

Today, we can gather the metrics associated with content performance and some leaders might see that as good enough - but the content landscape has evolved.

With this evolution, B2B marketers have realised that gathering data to evidence impact is not sufficient. The data must inform action that can drive performance, pipeline and revenue.

The desired outcome from leveraging your content data is instilling confidence in marketing's ability to execute and deliver programs that drive growth.

Now, what's been seen as “good enough” is not - in fact - good enough at all. A platform designed to serve the needs of marketing leaders must prove ROI but also help grow marketing's revenue story in the future.

In this guide, we've highlighted 4 functional areas of the Revenue Content Platform that enable marketers to:

- Increase content performance
- Improve GTM efficiency
- Deliver more pipeline and revenue

When marketing organizations are able to leverage these four functions, leaders, managers and ICs are all set to do their best work, achieve lasting revenue impact and drive their entire business forward.

But first… let's hear more about the fundamental problem a Revenue Content platform solves.