What is a content marketing platform, and should you use one to propel your marketing efforts? Read on to learn all about content marketing platforms and which ones can help you get your message across.
But before we get into the nuances of SEO efforts for promoting website content or the benefits of joining specific content marketing platforms, there’s a fundamental question to consider.
Why do we use content marketing?
Because it works! Content marketing provides a meaningful way for customers to engage with your brand. When you read a well-written blog post or another piece of content, it sticks with you. You generally have a positive encounter with a company. This interaction differs substantially from an experience playing “whack-a-mole” as you try to minimize unwanted pop-up or banner ads. If your brand creates quality content, people want to learn more about your brand and your work. As a result, those analytics you’ve been tracking will improve. You’ll see more leads, followers, views, conversions, and more!
According to the Content Marketing Institute, over 91% of B2B companies use content marketing. An additional 54% of the 9% who aren’t using content marketing plan to implement content marketing in the future. So considering the overwhelming majority of businesses that find content marketing crucial to their goals, content platforms are essential tools to facilitate their online presence.
What is a content marketing platform?
A content marketing platform (CMP) is a software solution that helps businesses and marketers streamline their processes from end to end. So a significant number of utilities fall under the umbrella of “content marketing platforms.” Any tool or website that helps content marketers create, organize, optimize, and distribute content can be a content marketing platform. If an app or website enables you to brainstorm content ideas, implement a content strategy, or even monitor how your content performs, it’s a content marketing platform.
What does a content marketing platform do?
CMPs can provide functions ranging from keyword and topic ideation to analysis to content creation and everything in between. Some marketing platforms offer marketing automation across various channels to streamline your workflow. This automated approach could include organizing your email campaigns and tracking related analytics.
Others support your efforts to devise a solid SEO strategy as part of a larger content marketing strategy. This effort could include adding keywords into articles or including strategic infographics that distill more complicated concepts. Content marketers often use several different content marketing platforms as part of their digital strategy since many offer complementary functionality.
What major platforms are used for content marketing?
You can read all about the major content marketing platforms here, but if you’re not up for reading another content marketing article today, here are three of our favorites:
Hubspot: If you’re looking for a content marketing platform that can do everything. It can help you build a website to manage sales leads, plan social media, implement an email marketing campaign, and analyze site traffic. It’s a financial investment but offers significant functionality to its users. Their customer support team is especially helpful in providing marketers and content creators with everything they need to build a solid digital marketing strategy.
Canva: Looking to wow guests and potential customers with your website’s stunning visuals? Then Canva is a cost-effective platform that can help you build graphics and designs for a cohesive customer experience and increase brand awareness. This functionality is beneficial if you need digital assets like infographics or anything for social media. You can also integrate all of your Canva designs within Hubspot’s platform, which can be really helpful if you’re using both CMPs.
rellify: This AI-powered content performance platform offers superior functionality for content creators who want to create quality blog posts and evergreen articles that rise to the top of search engine results. With rellify, writers and editors can collaborate and manage their workflow, identify appropriate keywords, write quality articles, and monitor performance analytics. It’s a fantastic solution to refresh old content or create new articles.
Questions to consider before adopting a content marketing platform
Now that you have an overview of CMPs, it’s up to you to decide! Which ones will benefit your marketing efforts, and which ones won’t necessarily help you achieve your goals? There’s no one-size-fits-all approach when it comes to CMPs. Social platforms might be crucial for a B2C company that handles lots of social media marketing, for example. Still, the same platforms might not provide strong ROI for a B2B business targeting a specific niche.
So before you invest in a content marketing platform, here are a few questions to ask to make sure you choose the best options. Many content marketing platforms are designed for collaboration with others, so you don’t have to stick with one.
1. Who (and where) is my target audience?
The answer to this question can significantly determine the type of CMP you invest in. If you’re a B2C company selling shoes to Gen-Z, you’ll probably want to look into marketing platforms that can boost your social media performance on platforms like TikTok or Instagram. But if you’re a B2B company with a focused niche like industrial safety ladders, you’ll need a different approach. Creating high-fidelity evergreen articles might be much more integral to your strategy.
Regardless of your target audience, the right CMP can help you create content that they’ll want to engage with. The key is making sure you identify your audience first.
2. What is my budget?
It’s not the most glamorous question, but if you’re a small startup with limited resources, some content marketing platforms might be cost-prohibitive. At the same time, you get what you pay for when it comes to quality content. So you could get a better ROI from a more expensive, quality platform than a less expensive one. This concept is especially true when it comes to paying for Facebook and Google ads. You will almost definitely see better engagement, more impressions, and stronger conversions from quality content that does well organically. But you can incorporate both paid and organic search in your marketing strategy.
3. What are the tools I need to reach my audience?
Do you need engaging social content? Then invest in content platforms that will empower you to produce quality graphics. Additionally, find marketers who can make sure you’re using the right message across the proper channels.
Do you need to improve engagement within your email marketing campaigns? Make sure you have the right tools that let you send out solid emails and monitor their performance. If you need evergreen content that will result in high search engine results, invest in a content performance platform. Whichever direction you choose, make sure you have a clearly defined call to action, know who and where your audience is, and consider any budgetary constraints.
Why having a content marketing platform is essential.
Different companies have a wide range of budgets, audiences, and business goals. But even if the specific business objectives differ, all of these digital marketing efforts benefit from some content marketing platform. Whether you need the right visuals to match your brand voice or to determine the best practice when integrating keywords into your articles so they’ll rise to the top of a search engine, the right content marketing platform can help you meet those goals.
Especially if you’re venturing into new territory with your marketing efforts, it’s crucial to make sure you’re using the right tools to match your objectives. If you’re having trouble deciding on a content platform to help increase your visibility and improve your editorial content, be sure to contact the expert team at rellify. They can help you utilize the right tools and strategies to see measurable results from your content marketing efforts.