Whether it be marketing materials, website content, pitch decks or contracts, for the majority of employees, creating content is a daily to-do and for some even the most important component of their job. However, many of them fear errors in released documents, and thus risks for their own brand, as well as negative effects on sales, resulting in, among other things, a loss of customer confidence.
Fortunately, today's marketing teams have many tools at their disposal to help them experiment, manage, and deliver content to customers across all digital channels. Notable here is a Digital Experience Platform (DXP), the evolution of a traditional CMS that typically includes a CMP component that optimizes the entire content creation and delivery process according to a predefined customer journey. It also offers personalization and segmentation capabilities to deliver optimized user journeys across social media, web, and mobile applications.
With digital experiences being the primary brand differentiator today, you simply need to be able to respond quickly to changes in consumer behavior, meaning review and approval processes should be as quick and easy as possible. Not to mention that error-prone content management processes block important branding updates and rebranding activities and must be avoided at all costs.
When strategically aligning their content activities, companies often face technological challenges and struggle to implement a completely new solution while taking the old one into account. It is already more than difficult for companies today to address relevant and increasingly demanding customer segments directly and to stand out from the competition.
Content management, which allows scalable personalization options, takes on a variety of tasks, in particular building trust through customized content that ensures efficient and targeted distribution of digital content. Opting for a cloud-based content management solution offers companies most likely the highest level of agility and flexibility with mobile application options, low maintenance and support costs, flexible price models, extensive personalization options and comprehensive capabilities for analyzing and optimizing customer experiences.
Marketers opt for a content marketing platform (CMP) to centralize content planning, creation, optimization, and delivery workflows, because it empowers organizations to collaborate around content, distribute digital assets to clients and streamline the entire content creation and delivery lifecycle.
A CMP connects to downstream marketing systems, enables tracking of content performance across digital channels, and optimizes marketing and content delivery strategies. Further down the line, a CMP provides real-time collaboration, integration functionality, workflow templates, project management capabilities, ideation, and content calendaring so you can manage the process from campaign conception to execution.
Marketing content management platforms help to manage all marketing content from a single library using metadata that makes assets easier to find, design and execute marketing plans within a larger organization with multiple stakeholder contributions. A marketing CMS delivers content across all digital channels consistently and provide precise schedules including social media, webpages, and streaming services if required.
Every marketer aims to create quality content that drives engagement and increases conversion rates. With content creation being one of the biggest outsourced tasks in marketing, a centralized system to manage all workflows, coordinate campaigns and streamline delivery processes is essential to maximizing ROI.
A CMP allows marketers to organize content in a single repository, establish a marketing strategy, and plan for content delivery. It also allows content review and approval for each campaign using a formalized workflow. Marketers can use a CMP to maximize the value of digital assets by reusing objects as needed and generating analytics on engagement, reducing the burden of content creation across the organization.
Content marketing platforms help teams to break down silos that are common in the content creation process. Using a CMP enables teams to accelerate the content creation lifecycle, improve content quality, develop a dynamic content strategy, and quickly scale content curation for omnichannel marketing.
According to Optimizely, marketing teams benefit from a CMP by:
- Establishing an effective content marketing strategy that shows content gaps in your process and proactively allocate the required resources to ensure content is ready for any campaign
- Giving teams a unified environment to coordinate all content creation and delivery tasks, allowing them to scale content delivery through collaboration
- Optimizing the use of content across different campaigns and channels for improved personalization at scale
- Tracking content creation timelines and coordinating the content delivery workflows using content production calendars
- Improving governance with standardized marketing policies and practices, ensuring teams comply with the organization’s content requirements
- Measuring content and campaign performance across the organization with key performance indicators, analytics and metrics including SEO boosts, increased lead generation, streamlined content assets, improved marketing automation, and best content practices.