What's a content material advertising and marketing platform (CMP)? Till a month in the past, I didn’t fairly know the reply — or the variety of methods a CMP might influence a advertising and marketing workforce.
Content material advertising and marketing income is projected to exceed $300 billion this yr — exhibiting that content material has turn out to be a requirement for manufacturers, and it’s not going away any time quickly. That’s as a result of content material advertising and marketing permits manufacturers to construct belief with audiences by related communication and thought management. Extra importantly, content material permits manufacturers to interact with audiences in numerous, non-traditional methods.
Because of expertise, we’ve seen huge transformations within the forms of content material clients demand and the best way they devour that content material. But entrepreneurs are nonetheless planning, creating, publishing, and measuring their content material with a hodgepodge of particular person, one-off instruments. Entrepreneurs are craving a change of their very own, and it wasn’t till I joined NewsCred as Product Advertising and marketing Supervisor that I spotted a content material advertising and marketing platform is the answer.
Content material advertising and marketing platform, outlined
To know all of the methods a content material advertising and marketing platform impacts advertising and marketing groups, let’s begin with a definition.
At NewsCred, we outline CMPs as a software program answer that drives content material advertising and marketing efficiencies and outcomes by centralizing and streamlining the end-to-end course of of making content material — from ideation and planning by to distribution and ROI measurement. And analysts agree! That’s why Gartner positioned NewsCred highest and furthest to the appropriate within the Magic Quadrant for CMPs two consecutive years in a row.
In the end, a content material advertising and marketing platform permits entrepreneurs to spend extra time creating distinctive content material (driving marketing-attributed income) and fewer time reinventing workflows, gathering approvals, and losing cash by operational inefficiencies.
Whereas all of that sounds nice, you’re most likely nonetheless questioning how a content material advertising and marketing platform may help your workforce. In solely a month at NewsCred, I’ve uncovered the easy reply to that query: Create extra constant and better high quality content material — sooner — and tie it on to enterprise outcomes.
I’ve discovered loads in regards to the content material advertising and marketing house since becoming a member of NewsCred, as our workforce makes use of our CMP to plan our advertising and marketing campaigns and create the content material that helps them. Listed below are the highest 4 advantages I’ve skilled utilizing a CMP (and the required capabilities to get there).
Advantages of utilizing a content material advertising and marketing platform
1. Knowledge-driven ideation
As each entrepreneurs and shoppers, we perceive the significance of figuring out our viewers and delivering the content material they need, with the worth they want. That’s why it’s crucial to show to knowledge when figuring out matters that can resonate together with your viewers to rank excessive in search engines like google and yahoo and drive total visitors.
Content material advertising and marketing platforms make it straightforward (search engine optimization background or not) to establish which matters, codecs, and channels your viewers engages with — and searches for — most. Your content material advertising and marketing platform ought to present search and social development knowledge to grasp the holistic search engine optimization panorama, whereas additionally providing key phrase suggestions and surfacing generally requested questions across the net to assist increase and refine the matters you’ve chosen to write down about.
One final crucial search engine optimization functionality is aggressive comparisons and share of voice knowledge. Your content material advertising and marketing platform ought to have the flexibility to offer the whole set of rivals for key phrase rankings, so you possibly can plan (and win) the battle for natural visitors.
2. Streamlined collaboration & content material operations
The unhappy reality is that spreadsheets and emails solely trigger extra guide work. And when content material planning and content material creation occur in numerous instruments, you’re not solely losing time (and cash), however you’re additionally risking misalignment and inconsistent messaging.
Content material advertising and marketing platforms present visibility into the worldwide content material technique and editorial calendar, making certain alignment and enabling your workforce to create high quality content material. Your CMP ought to provide a centralized content material workspace — together with rich-text editors and search engine optimization content material optimization — to streamline content material creation and permit for reviewing and enhancing multi function place, whereas sustaining model management and accelerating time-to-publish.
Creating the content material, nevertheless, is just one piece of the content material advertising and marketing course of. Your CMP ought to present your workforce with customized workflows to standardize the whole course of at every stage (from manufacturing to approval to publishing) whereas sustaining model governance and making certain all duties are on observe. Moreover, your content material advertising and marketing platform ought to provide a local digital asset supervisor, so you possibly can simply repurpose present property inside a workflow.
three. Seamless martech integrations
A profitable content material advertising and marketing marketing campaign means delivering constant experiences throughout each shopper touchpoint, out of your web site to your social channels and past. However these tasks usually fall below totally different groups — and due to this fact, totally different applied sciences — reinforcing silos and creating inconsistent messaging.
To supply an omnichannel expertise on your viewers, your CMP ought to present strong integrations together with your advertising and marketing stack. These integrations ought to start together with your content material administration system to permit fast and seamless publishing to your web site or content material hub. From there, your CMP ought to allow your workforce to share content material immediately throughout all native social media apps or any social media administration platforms you employ.
A really built-in CMP may even present bi-directional integrations together with your advertising and marketing automation and buyer relationship administration instruments to streamline your workforce’s entry to content material and improve demand era campaigns. Your CMP also needs to be capable to ingest knowledge from such instruments, so you possibly can measure the influence of content material from first-touch attribution to closed-won income. Which leads us to…
four. Actionable insights & ROI knowledge
In at the moment’s advertising and marketing world, data-driven learnings are key to getting an edge on the competitors. And in case your group is like most today, you most likely don’t have a streamlined manner of pulling your knowledge or the required insights to measure ROI and optimize future applications.
Content material advertising and marketing platforms present a holistic view into operational efficiencies and the influence of your content material so your workforce can improve what’s working, optimize what isn’t, and show the ROI. Content material-centric monitoring is crucial to figuring out which matters, codecs, and channels drive essentially the most visitors and engagement. You’ll additionally need the flexibility to find the actions your viewers takes after consuming content material and the ensuing variety of conversions. And in case your content material advertising and marketing platform has the right integrations, you must have the flexibility to map content material initiatives on to income and ROI.
What’s subsequent: how to decide on the appropriate content material advertising and marketing platform
A content material advertising and marketing platform ought to allow your workforce to create a excessive quantity of high quality content material, distribute it throughout a number of channels, and measure the influence to optimize content material and show ROI — all from one single platform. In Half 2 of this submit, we’ll share an in depth information on how you can consider and select the appropriate content material advertising and marketing platform.
When you’re thinking about studying extra about how a few of the largest manufacturers profit from content material advertising and marketing platforms, try our buyer spotlights or request a demo right here.
Katie Takacs is NewsCred’s Product Advertising and marketing Supervisor.