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The world of marketing has undergone a technical revolution. Over the last two decades, marketers’ ability to serve content directly to audiences has increased vastly. Platforms that enable marketers to deliver targeted messages, buy media programmatically and automate distribution have changed the marketing landscape dramatically. As a result, content marketing has become an industry of its own to augment and assist marketers’ efforts to sell their brands.
It is about promoting your brand or business by sharing educational and entertaining information that adds value to people’s lives with the aim to ultimately inspire a purchase decision. Content marketing is about encouraging potential customers towards a decision that is in their best interest (and, hopefully, yours).
But what about the way that marketers collaborate on, plan, and produce content? Many marketers still rely on spreadsheets and emails to manage their marketing. These manual tools offer little opportunity to improve “upstream” marketing operations. This is where content management platforms (CMPs) come in.
A Content Marketing Platform is a software solution that enables marketing organizations to centralize and streamline their upstream marketing processes from beginning to end, including planning and briefing to collaboration and approvals. While different Content Marketing Platforms have different purposes, their main aim is to assist enterprise brands in solving difficult coordination and management challenges and garner concrete business successes by improving the efficiency of the content management process, increasing the effectiveness of content, and reducing risks to brands.
In short, Content Marketing Platforms help marketers ensure that the content that gets targeted, served, and optimized in the distribution phase of their process is meaningful, engaging, on-brand and compliant.
It also helps you save time in the creation and the promotion of content, while the measurement can focus on the wider business objectives, going beyond the social KPIs.
When it comes to CMPs, there are plentiful options. Choosing one of them is a major decision that will profoundly influence the efficiency of your organization and the satisfaction of your team. Doing thorough research and carefully considering your options before committing to a platform is crucial.
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