Gartner defines content marketing platforms (CMPs) as software solutions that support the end-to-end content production process. These solutions facilitate creating and curating text, video, images, graphics, audio, e-books, white papers and interactive content assets that are distributed through paid and owned channels. These assets are used to tell connected stories that help brands engage with and nurture multiple audiences with content that drives awareness, demand, purchases and loyalty.
Gartner defines marketing work management (MWM) platforms as a self-service system of record for marketing projects and productivity. MWM platforms provide stakeholders a holistic view into past, current and planned work that enables management of marketing initiatives and related resources. MWM platforms can offer a range of capabilities such as intake management, resource allocation, project collaboration, workflow automation, template standardization and asset approval. Native or integrated tools may enable varying degrees of strategic and financial planning, budgeting, and talent management.