And why do you need one
A content marketing platform is a hub for planning, creating, publishing, distributing and analysing content. It's a software solution that helps marketers drive awareness, leads and ultimately revenue. And it should work with all content formats, including video, audio, HTML, etc.
Content marketers are through necessity becoming a digitally savvy breed and are increasingly used to adding tech solutions upon tech solutions to their marketing stack.
Only 30% of leading marketers feel they are effective at measuring content marketing’s impact on the bottom of the funnel.
You only have to glance at Scott Brinker’s infamous martech landscape to see just how many content marketing tech solutions there are out there - it kind of hurts the eyes. And’s what more it's being added to on a continual basis.
However successfully accruing data and insight from so many different sources is fast becoming a job in its own right.
The ability to purchase a one stop shop content marketing platform that does absolutely everything that is required would surely be a dream come true. But the reality is that no such wonder tool exists (yet). Content marketers subsequently need to think carefully about which platform they intend to predominantly use and then how they will go about collating and incorporating additional data from other tools if required.
Ask what is the reason for selecting a CMP:
And one of the most important things a good content marketing platform will offer is granular and real time analytics that allows for detailed measurement of how content is performing.
Furthermore they also need to take into consideration not only the needs of each and every member of their own team but those of any other teams within the business that will have a use for them.
We're constantly hearing how content marketers struggle with limited budget and resources, timeliness, creating enough quality content, distribution of content across multiple channels and being able to effectively measure the effectiveness of their content efforts.
The good news is that a good content marketing platform should be able to help ease many such restrictions imposed on marketers right from strategy, through to production, distribution and analytics.
