The marketing world has witnessed a revolutionary technique. Over the past two decades, marketing professionals have greatly enhanced their ability to deliver content directly to audiences. Platforms that enable marketers to deliver targeted messages, purchase media programmatically, and automate distribution have radically changed the marketing landscape.
As a result, content marketing has become an industry in its own right, supporting and augmenting marketers’ efforts to sell their brands.
According to the Content Marketing Institute, “The goal of content marketing is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy and focuses on owning media, not renting it.”
. 
Content marketing is about promoting your brand or business by sharing educational and entertaining information that adds value to people’s lives with the goal of inspiring a purchase decision. It involves encouraging potential customers to make a decision that will benefit them (and hopefully you as well).
But how do marketers collaborate, plan, and produce content? Many marketers still rely on spreadsheets and emails to manage their marketing. These manual tools offer few opportunities to improve “upstream” marketing operations. This is where Content Management Platforms (CMPs) come in.
A Content Marketing Platform is a software solution that allows marketing organizations to centralize and optimize your entire “upstream” marketing process from start to finish, including planning and disseminating information for collaborations and approvals.
While different Content Marketing Platforms have different focuses, their main goal is to assist enterprise brands in solving the tough challenges of coordination and management, and achieving concrete business successes by improving the effectiveness of the content management process, increasing content effectiveness, and reducing risks for brands.
In short, Content Marketing Platforms help marketers ensure that the targeted, provided, and optimized content at the distribution stage of their process is meaningful, engaging, compliant, and aligned with brand values.
