DivvyHQ vs. Mintent: Comparing Content Marketing Platforms

 In Content Analytics, Content Management, Content Marketing, Content Marketing Toolbox, Content Planning, Content Strategy

An enterprise content team needs a flexible technology stack. That ‘stack’ likely includes a wide range of tools and platforms because content comes in many forms, and is delivered via many channels. At the center of this reality should be some sort of planning and collaboration hub that keeps all team members organized, productive, and executing efficiently.

Today, there is a category of software that serves that purpose: content marketing platforms (CMPs). But those who call themselves CMPs are not all created equal. As you can imagine, each platform has unique capabilities, features, and focus. It’s mostly up to you, a content manager or practitioner, to do your research to find the right solution for you and your team.

To speed up this process and help content marketers understand which platform might be the best fit, we’ve done a big competitive analysis of the most popular platforms used to tame the content beast. Today, we’re focusing in on the comparison between DivvyHQ vs. Mintent.

We’ll define how each solution stacks up in several categories, including:

  • Pricing
  • Content ideation features
  • Content and editorial planning capabilities
  • Workflow and collaboration offerings
  • Content production and asset storage features
  • Publishing functions and integrations
  • Content and team performance analytics
  • Service and support
  • Setup and implementation requirements
  • Security
  • Other factors

Comparison Methodology

How did we complete the comparison of DivvyHQ vs. Mintent? Our staff dug into various resources, including company websites, free trials, knowledge bases, review sites, and additional sources. The full report and methodology is available here: Content Marketing Platforms: DivvyHQ vs. the Alternatives.

DivvyHQ vs. the Alternatives

In deciding what features to spotlight, we included the tools and features that content, marketing and communications teams need to do their job. Consider the criteria to be similar to those used by analyst firms Gartner and Forrester for the annual reports they publish on content marketing platforms (CMPs).

While we did our best to gather all available information, but we certainly may have missed something. Not all platforms provide all details to the public.

If you’re a staff member for Mintent, and you see something we got wrong, leave us a comment. We’ll fix it.

Now that we’ve defined the how, let’s get started.

Enterprise Pricing

Your budget is likely a guiding pillar in the software choices you make. So when evaluating software products, it’s important to understand how software companies package and price their offerings.

DivvyHQ offers three affordable plans with plenty of flexibility for both smaller teams and larger enterprises. Smaller teams can take advantage of buying individual user licenses, while larger companies can leverage one of our unlimited-user plans and not fuss with having to add more seats when the need arises. All plans also come with a number of FREE user seats for “reviewers” that have read-only access.

Mintent does not publish pricing on its website. According to their pricing page, each quote is custom, so it’s unknown what options they offer to customers.

Content Ideation

Content ideation is critical for content marketers. Considering the importance of this early-stage process, both DivvyHQ and Mintent come with a similar set of ideation features.

The DivvyHQ platform provides a central repository (a.k.a. the Parking Lot) that allows team members to easily input new ideas for later review. Once reviewed, ideas can be scheduled and put into production with a simple status change or drag and drop onto the calendar.

Divvy also provides a robust Content Requests Tool that enables teams to build multiple request forms that can be shared with and submitted by any external party. Submitted requests feed into a robust moderation area where request moderators can collaborate on each request and determine next steps (deny the request, convert it into a project, etc.).

Mintent also has an ideas repository and the ability to create a creative brief form that can be shared with external parties. Users are, however, limited in the fields that can be included in the creative brief form.

Content and Editorial Planning Capabilities

With all your requests and ideas sorted, it’s planning time. And no, this is not the time to break out a spreadsheet. One of the most useful features that content marketing platforms bring to the table is a centralized hub for planning, the content calendar.

Both DivvyHQ and Mintent offer dynamic content calendars that gives individual users the ability to see the various projects and deadlines on their plates. In this category, the two solutions have most of the same features, including:

  • Flexible architecture allowing for different calendars for individual content channels, departments, brands, or other segments
  • Drag and drop entries (i.e., projects, tasks, etc.)
  • Content metadata management (allows for filtering and reporting of data)
  • Robust filtering
  • Project and task prioritization
  • Duplication of projects
  • Multiple views (list, calendar, etc.)
  • Color-coding

DivvyHQ does, however, have one key feature in this category that Mintent does not have — shareable calendar views for non-users. This comes in handy when executives or key stakeholders want a regular view of the content schedule, but they have no interest in being a user or logging in to yet another platform.

Workflow and Collaboration Offerings

Yet another major benefit of content marketing platforms revolves around the content-centric workflow and collaboration functionality they provide. With these features, you can simplify your processes, keep team members on task and accountable, and deploy automation for efficiency. Both solutions offer the following:

  • Task management
  • Custom workflow builders
  • Automated workflow scheduling, notifications, and reminders
  • Commenting with @mentions in content to tag users

DivvyHQ also has real-time browser notifications when team members are mentioned in comments.

Content Production and Asset Storage Features

When it comes time to produce content, users will find similar experiences within both DivvyHQ and Mintent. Both platforms house creative brief data to help producers work their magic and produced assets can be stored in various ways for easy review and approval. Noting the different features included in this category, here’s a quick list of what each platform offers:

  • Social post editor
  • Content archive and auditing
  • Unlimited storage for content and assets
  • Asset library
  • HTML content editor
  • Change tracking and version history

We should mention one noteworthy feature that gives Mintent a slight advantage in this category. Mintent does offer a document proofing feature to allow commenting on documents like PDFs.

Publishing Functions and Integrations

If you recall, earlier in this article we talked about content teams having a “stack” of software to execute the content marketing process. Well this section, integrations, is where major efficiencies start to become a reality. The more connectivity available, the more automation and productivity can be realized. Here is a list of each solution and its integrations.

DivvyHQ Integrations

  • WordPress
  • Zapier
  • Google Drive
  • Dropbox
  • Microsoft OneDrive
  • SharePoint
  • Box
  • EPiServer
  • Kentico
  • Microsoft Outlook calendar
  • Google calendar
  • iCal

Mintent Integrations

  • WordPress
  • Hootsuite

As you can see, Mintent is lacking in this category, so keep that in mind when making a choice. Also, DivvyHQ has an open API, making custom integrations possible for organizations who wish to connect to other systems in unique ways.

Content and Team Performance Analytics

With so much time, effort, and resources going into creating content, companies need to understand the return they get from those efforts. To deliver these insights, some content marketing platforms offer content analytics features that not only provide content performance data, but also unique data on how their content teams are performing.

In comparing the analytics offering of DivvyHQ vs. Mintent, the two platforms have a very different set of capabilities.

Starting with Mintent, their analytics offering revolves around forcing users to create tracking links for individual pieces of web content. Once published, performance data is aggregated back into a basic web analytics dashboard. Some team performance data is available as well.

DivvyHQ, on the other hand, has a very robust analytics module that automates the aggregation of data from over 100 different data sources, including platforms like Google Analytics, Google Search Console, all social networks, and many others.

Customizable analytics dashboards are provided to track and report key metrics across multiple websites, email marketing platforms, social media profiles, video marketing channels, paid media networks, and more.

DivvyHQ Analytics

Content managers can also track the performance of their team, the time they spend on projects, their on-time completion rates, and keep tabs on overall alignment with the organization’s content strategy.

Service and Support

Any software product will need some level of service and support. The question is, how easy is it to get support? In this case, both platforms offer similar options to support their software:

  • Live onboarding teams
  • Content strategy review and recommendations
  • A dedicated support team
  • Analytics analysis and recommendations
  • Online support chat

Of note here… It would appear that Mintent also markets their company as a digital marketing agency. While it’s not unusual for a software company to have some form of managed services that support the software, it’s puzzling that they have spun up a full-service digital agency alongside their software platform.

If you’re familiar with our backstory, you know that Divvy was conceived within the trenches of a digital marketing agency. We’ve been there. But we recognized a long time ago that achieving our goal of building the best content marketing platform on the market would require 100% of our focus and attention. So again, not sure what to make of Mintent’s agency offering. FWIW.

Ease of Setup and Implementation

The promises of a new software application can quickly go south when system administrators start digging into clunky applications that may take months to configure and deploy. Luckily, both DivvyHQ and Mintent are configurable in less than four hours and don’t require custom coding.


For most enterprise organizations, system security and data privacy are prerequisites. DivvyHQ adheres to all industry security standards with robust user roles/permissions, SSO (single sign-on) capabilities, and two-factor authentication. Mintent only supports unique user roles/permissions.

Everything Else

In this last category of our analysis, we compared a few other features that didn’t quite fit anywhere else.

  • Neither platform requires an implementation partner or full-time employee to administer.
  • Mobile experience – DivvyHQ has spent countless development hours creating an amazing mobile experience for users. Mintent’s application is not mobile friendly.

DivvyHQ vs. Mintent: What’s Right for You?

Mintent has lots of good features for content marketers. However, the pricing is unknown and it comes up short on integrations, analytics, and a few other key areas. DivvyHQ delivers a large portfolio of functionality that every content team can use to meet their goals.

If you’d like to experience how DivvyHQ works, try it out for free today.

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