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What I Would Change about the EContent Top 100

Posted by Bo Bandy on
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webinars are contentYesterday, EContent released The Top 100 Companies in the Digital Content Industry 2013 – 2014. It’s a very eclectic list and includes the giants: Twitter, Facebook, LinkedIn and Google. At the other end of the spectrum, it also includes players like Badgeville (social media and gamification), Lexalytics (search and analytics) and YuDu (multi-platform publishing).

Theresa Cramer, editor at EContent, admits that there are hundreds more that could be (should be?) included. She and the other judges probably know better than I do, but as someone down in the content marketing trenches, I would make a few changes to the list.

HubSpot makes the list but I was shocked to see Eloqua and Marketo left off. Like HubSpot, not only do they create a TON of content, they also power companies to distribute content via email, landing pages, social and more.

Another big miss? There are no webinar platforms. We’re not there and neither are our competitors. They get close with Brainshark and Brightcove, but those companies are all about recorded content. Webinars are a content engine from start to finish, not just afterward with the recording. I’ve made the argument of webinars driving content marketing a few times (see: 19 Pieces of Content from Every Webinar or watch the recording of Feeding the Content Marketing Beast with Kapost and Vidyard), so I won’t get on my soapbox again.

At this point, I’d argue that including those big guys (Twitter, Facebook and LinkedIn) isn’t helpful. As a marketer, I know that these social media platforms are essential for successful distributing content, but these platforms are so big and unwieldy that there’s a whole industry of tools to help you manage it. Next time, I’d like to see the list exclude those big guys and instead include companies like Hootsuite and Shoutlet that are providing value by helping you manage the behemoths.

Who would add? Who would you subtract?


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