But “content marketing platform” can cover everything from Hubspot to Turtl, so you need to be aware of what exactly you need from a CMP before you make a choice.
A CMP is a piece of software that can help you with everything from content planning, creation, publishing, distribution, and analysis.
With growing pressure from senior management to prove the ROI on content marketing activities, those of us who work in content have little option but to become more digitally savvy. Despite this, only 39% of content marketers say they are “somewhat successful” at tracking the ROI of their content.
This divide is likely responsible for the boom in marketing technology software over the last decade. In 2011, there were only 150 marketing technology companies.
As of 2019, there are more than 7,000. This is also becoming a priority of CMOs, who increased the money allocated for marketing technology from 22% to 29% of the marketing budget between 2018 and 2019.
While a one-stop-shop content marketing platform that does everything we need would be perfect in an ideal world, the reality is you’ll need to make a decision on what you need your CMP to do. Many content marketing platforms offer integrations with other tools so if you pick your primary platform, there’s a good chance you’ll be able to incorporate additional data and resources from other tools if required.
