Gartner defines content marketing platforms (CMPs) as software solutions that support the practice of content marketing. These solutions facilitate creating and curating text, video, images, graphics, audio, e-books, white papers and interactive content assets that are distributed through paid, owned and earned channels. These assets are used to tell stories that help brands engage with and nurture customers, prospects and other audiences. The goal of content marketing is to drive awareness, demand, purchases and loyalty through deeper engagement with customers.
The Creative Management Platform (CMP) is a collection of various features in one centralized location. The creative feature of this cloud-based software enables marketing and creative teams to design ads with personalized content at scale for digital advertising campaigns. The publishing feature eliminates all the time-consuming and manual tasks by automating the publishing of multiple ad campaigns across all social media platforms in just a few clicks. With that, the analytics feature presents a real-time view of creative workflows, brand adoption rates, and overall content performance in easy-to-understand metrics to key stakeholders. These users are brands, marketing/creative agencies, publishing houses, and others.