Among the main significant issues that businesses have is the capacity (or lack thereof) to swiftly develop content at upskilling to obsolete or inefficient systems and procedures. Organizationally, companies struggle to find, maintain, distribute, and reuse the resources they do have to maximize their resources. What was the ultimate result? A sluggish and ineffective end-to-end content lifecycle, insufficient personalization, and an omnichannel marketing approach deficient in content.
Digging deeper further, a common factor in this content crisis is the growth of different information sources and content repositories; this is where a content marketing platform comes to the rescue and makes things right.
What is a CMP, and How Does It Function?
A content marketing platform (CMP) is a consolidated system that allows your marketing people to organize, produce, interact, and publish various content kinds from a single location, allowing your company to expedite content marketing strategy implementation and go to market as quickly as possible.
The CMP provides a centralized, coordinated approach for domestic and international teams to coordinate content efforts and resources. It improves visibility into production schedules and campaign scheduling. And, with all of your creative activities “underneath one roof,” your marketing departments can use technologies to analyze content efficacy and have a concise plan overview to track performance and areas for improvement.
Benefits of implementing CMP
By speeding the pace, scalability, and quality of content development, a content marketing platform removes barriers in the content production process and optimizes the commercial value of content. CMPs enable marketing departments to do the following.
- Develop, monitor, and cooperate around content strategy effectively – By enabling you to view shortfalls in the accessibility and dynamically prioritize content development, you can guarantee that the content will always be available whenever and where required.
- Accelerate content development – With your teams interacting in a uniform environment, you can guarantee on-time content delivery at volume.
- Identify and address production problems quickly – Using the unified platform, maintain visibility across the whole content process.
- Improve content use and delivery across platforms to attract people – Meet and surpass the need for elevated content development necessary for scaled personalization across all channels and touchpoints.
- Enhance content – Use different types of content, keywords, analytics, and categorization to make it simple to provide the appropriate material to the targeted people on the correct channels.
- Maintain consistency across content production teams – You can keep track of deadlines using shared production calendars.
- Key indicators and KPIs are used to assess performance – Use content-specific analytics to determine the efficacy of your content.
How Does CMP Differ from CMS (Content Management Systems)?
A content management system (CMS) is the platform that drives web pages, and its primary goal is to serve as a better platform for developing and disseminating web-specific content. A website is a central platform that needs content in the framework of a company’s digital experience, but it is not the sole medium that needs content.
Marketers may use a content marketing platform to develop the content needed to fuel their complete digital engagement. A CMP connects with an environment of marketing automation systems, such as a CMS, digital experience platform (DXP), digital asset management (DAM) system, and other secondary distribution channels, as a single platform for strategic content generation, administration, and evaluation.
A CMP also enables administrative flow – from a project-based rather than a page-based perspective – and other complementing services like brainstorming and scheduling, editorial schedules, and content-specific statistics.
Organizations may expedite content production in their end-to-end content lifecycle by leveraging the CMP’s unified ecosystem, collaborative capabilities, and connectivity. Time spent on identifying assets in different systems, back-and-forth communications, repository errors, manual moving over material from device to device, and overlapping content efforts might be spent on higher-value activities.