Re-using content marketing assets for landing pages, newsletters and lead generation campaigns is the grail here. And this is the key driver behind a new integration between Compendium’s content marketing platform and Eloqua’s Marketing Automation (a.k.a. Revenue Performance Management) solution.

The integration is designed so that marketers who employ Compendium for their content marketing can, with a few clicks, also use that content in Eloqua’s tools for demand generation campaigns, including triggered emails and automatic tagging for drag-and-drop sharing through Twitter, Facebook and LinkedIn.

‘Content Is Expensive’

Compendium President and CEO Frank Dale pointed out in a statement that "content is expensive and time consuming to create," which is why marketers want to repurpose created content whenever possible.

Joe Chernov, Eloqua’s vice president of content marketing, added that marketers “struggle to create the content needed for triggered emails, offers and landing pages.” He noted that content from Compendium can be utilized with any asset in Eloqua, since it is transferred to the Shared Content library. To employ Compendium content, Eloqua’s customers utilize the Compendium app in Eloqua’s App Cloud.

Earlier this month, Eloqua announced a technology integration with Kapost, a provider of content marketing software that would allow marketers to create, publish and promote marketing-related content and follow the impact on a buyer.

‘Contagious Story’

In the first week of June, Compendium announced an integration with ExactTarget, a provider of cross-channel interactive marketing solutions, that enabled Compendium’s content to be re-used for email and other digital marketing efforts.

Based in Indianapolis, Compendium’s platform is designed to capture and create content that can be branded and provided for distribution to any marketing channel. The platform helps marketers with what the company describes as “the keys to successful business storytelling.”

These include planning, building, hosting, sharing and refining a branded “contagious story” for distribution to any marketing channel. The company said that its cloud-hosted platform, which includes automatic categorization, topic suggestions, social integration and the ability to capture customer stories, is used by 350 clients in a variety of industries.

Eloqua, based in Vienna, Virginia, provides Marketing Automation software that they like to call "Revenue Performance Management" solutions. The company's products are designed to offer more data and control over an entire revenue and sales cycle, from website visits, to social media, through sales calls and purchase commitment. Its customers include Adobe, Dow Jones, Fidelity and Polycom.