In a recent report, Altimeter put forth the idea of the Content Stack Hierarchy,largely to describe the growing trend towards convergence and consolidation within the content marketing landscape. Like ad stacks, a content stack organizes available content tools across a hierarchy of user needs. Moving up through the stack, the complexity and reach of tools increases, and the levels of needs builds upon the levels before it.
While we focused less on convergence, and adapted our own use case categories, we did recognize the convergence and cross application of many tools. This is most apparent in the growth of “end-to-end” content tools such as Adobe and Salesforce. Other tools just don’t fit into one category and aren’t limited to a single use. Many tools interconnect and many marketers may simultaneously access tools from different rungs of the stack. Likewise, needs change with each unique situation, the workflow, who the user is, and what the intended outcome is. Our stack aims to help content marketers locate their needs within the landscape and identify what tools are available to satisfy their needs and capabilities.