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What is a Content Marketing Platform?
What is a Content Marketing Platform?

So what is a Content Marketing Platform? 

Content Marketing Platforms (or CMP's for short) are a new and growing category in the marketing landscape. In most major enterprises a challenge that is becoming highly prevalent is that content doesn't have a centralised management system. With the need to produce content across multiple forms and channels, the complexity of marketing is quickly outpacing available resources.

The increase in personalisation, specialisation and regionalisation has led to this increase in content demand, and as we saw in the quote from Pepsi above - one area that has not increased is the relative budget and resource availability to meet this demand. This increased complexity in marketing operations means that brands are struggling to take advantage of the opportunity that the new marketing content landscape provides.

Simply put the scale of content production required by brands today is not going to be solved with more resources, tweaking your processes or hiring a new agency. The only way to truly manage content complexity at scale is with technology. This exact problem led to the creation of Content Marketing Platforms (CMP's).

Upstream vs. Downstream Marketing Technology

Using technology to solve complex marketing challenges is no new thing. With over 5,000 martech products available the market is awash with solutions. However, over 90% of the martech solutions purchased by marketing teams are focused on solving downstream problems such as marketing automation, email marketing, digital marketing, social distribution and web analytics.

While downstream marketing technology is a critical element to a marketers arsenal, it's not actually helping marketers in the areas where they create the most impact. Effective and powerful marketing happens upstream - throughout the planning process, with team collaboration, refined content creation and quality control via standardised approval processes. 

To put it another way - what happens upstream impacts the success of what happens downstream.

A lack of centralised marketing operations results in major business impact for brands.

Some of the key issues that we see brands facing on a daily basis are:

Visibility

Marketing teams can't track activities with the increasing demand for high-quality personalised content across the customer journey.

Coordination

Marketing teams can't see or coordinate across multiple channels, different teams, regions and markets.

Impact

Brands are struggling to measure and govern marketing impact - with an inability to control brand consistency across every interaction in the customer journey.

Defining the Content Marketing Platform

The simplest definition of a Content Marketing Platform is that they were "designed to manage upstream marketing processes".

Leading analysts such as Gartner and Forrester have established more detailed definitions:

Another way to think of CMP's is as the "supply chain management" or "content factory" for marketing.

One Centralised System for all Marketing Content 

Centralised systematisation of all content assets and production throughout the marketing lifecycle ensure effective and repeatable content delivery at scale. 

Unlike a typical Digital Asset Management System (DAM), a Content Marketing Platform encompasses the entire marketing process  - from overarching brand and strategy, through to campaigns, content creation and individual assets.  

In most organisations content is siloed across multiple channels and teams with little or no connection. Email content lives in your email system, social assets in your social platforms, and blog articles in your CMS. With siloed content it is impossible to get a cohesive and accurate view of content performance, and often results in duplication of work and a lack of brand cohesiveness.

In Summary

A Content Marketing Platform should provide you with a single source of truth for all of your marketing content. 

Providing your team with full visibility over the entire content process, regardless of channel, team or geolocation while ensuring brand consistency across your entire customer journey.

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