Content Marketing Platform

 Content Marketing Platform

What Is A Content Marketing Platform?

A content marketing platform (CMP) is software that allows marketers to publish and promote content and track results to generate leads and increase revenue. Today, content marketing platforms are often available as web apps accessible across different devices.

How Does a Content Marketing Platform Work?

content-marketing-platform-contentCreating, publishing, and managing different types of content across different channels can be time-consuming. CMPs have been developed to provide users with a unified interface where they can access all the tools they need to reach their intended audience.

CMPs tend to be fairly easy to use. You don’t have to be a marketing expert to get started with one. Some platforms help you create the content you want, others allow you to import into them content you’ve already created.

They show you all your content in one interface and enable you to sort it based on its type, for example, blog posts, articles, infographics, video, social media content. A CMP will then let you schedule that content across channels and promote it.

Components of a Content Marketing Platform

content-marketing-platform-componentsWhile some CMPs are more sophisticated than others, most of them tend to feature some essential features:

  • Content management features for different types of content
  • Scheduling and publishing features
  • Social media integrations through your social media profiles
  • Email marketing
  • Detailed content analytics
  • Editorial calendar
  • Content performance and revenue tracking
  • Reporting features

A CMP can have a lot of features. But bear in mind that a CMP is not a content management platform, a project management software, or a marketing automation platform.

Content Marketing Platform Pros and Cons

content-marketing-platform-pros-consWhether or not you should use a CMP depends on your marketing goals, the size of your organization, and your marketing budget. The pros of a content marketing platform include:

  • Increase in the volume of content you can manage without stress
  • Higher efficiency and productivity, since your marketing team can manage all your marketing efforts in one interface
  • Superior content organization features compared to spreadsheets
  • Simplified scheduling and planning of content through built-in content calendars and other features
  • Integration with other marketing tools like dedicated email marketing platforms or content automation tools
  • Easy tracking and analytics

What about the cons? Some CMPs can be too expensive for small or medium-sized businesses. Also, you may have to train your team before they can use a CMP effectively.

How to Choose a Content Marketing Platform

There are many CMPs today, and many of them are scalable. That said, it’s important to take a few things into account when shopping for one.

Don’t pay for features you don’t need

Some CMPs are developed for big business. Buying one can add to your software cost without actually generating enough value in return. If you’re a small business, choose a CMP designed for small businesses.

Check integrations

If you already use marketing automation software and other marketing tools, choose a CMP that allows you to integrate them into it.

Consider a CMP delivered as Software-as-a-Service (SaaS)

A SaaS CMP enables you to pay for it via a monthly subscription. You don’t have to worry about installing it on every computer in your office.

The Wrap Up

A content marketing platform can increase your marketing efficiency and help you reach your goals. But it’s crucial to choose a platform that’s a good match for you. Research, compare, and test—that way you’ll find the right CMP for your needs.

Additional Resources

  • Contently – We give marketers the tech, talent, and strategic insights they need to tell stories that break through the noise.
  • Skyword360 – Put an end to strategic drift, operational chaos, and go-live surprises with the Skyword360 content marketing platform.
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