CMP — The Missing Puzzle Piece

Marketing is a puzzle. Unfortunately, it’s not a simple 250-piece puzzle you can buy at a store. In fact, in most cases, you don’t even know how many pieces are included. Marketing is a complicated job that can become daunting or overwhelming. It’s a multi-tasking nightmare, especially if there’s no executive plan aligning all the moving pieces while staying flexible enough to edit and change direction to reach goals.

Thankfully, there are tools that can help align all of those moving pieces. One of them is Optimizely’s CMP.

What is CMP?

CMP — which stands for “content marketing platform” — is a marketing tool that can help turn your ideas into executed campaigns by combining and organizing the entire content and campaign lifecycle within one platform.

Having all the information in one place is helpful because it creates a streamlined process for communication and organization — in other words, there is no need to open ten different tabs to make one thing happen. It can all be done within a single CMP account.

For example, the work of reviewing, revising, and publishing a blog post can lead to what feels like hundreds of back-and-forth Slacks about aligning brand standards and voice. With a tool like CMP, all the information and communication are located within the task itself. Even better, a tool like CMP creates accountability — there is no more questioning who’s working on what or where it’s at because each step is documented within the task.

A master tool.

An added benefit to a CMP is high-level context. Opitmizely CMP doesn’t just organize at the task level, but provides insight into the entire content ecosystem — from high-level down to daily tasks. Being able to see the bigger picture not only keeps everyone on the same wavelength but also eliminates the need for repetitive conversations about that bigger picture. Doesn’t that sound nice?

This bigger-picture look is relatively rare. Many marketing tools find their niche by promoting one feature they can help with — scheduling posts, analytics, asset creation, project management, etc. But CMP integrates all those things and more.

Schedule social posts from tasks, directly publishing to your social media channels. Get recommendations and insights from your website traffic. Brainstorm new content ideas and redefine copy with tailored recommendations specifically for you. CMP is a master tool that connects multiple people and skills across your organization.

The missing puzzle piece.

The world of content management is complicated, and a tool can only take you so far. We know, because we’ve spent the last year integrating Optimizely CMP into our own digital content process — and there’s been a lot of learning and redefining processes. Knowing its power and abilities felt overwhelming in the beginning.

But my advice is to start small. For example, we began with simple social media content and then, little by little, expanded into our content creation and editing process.

Over time, Optimizely CMP has streamlined our entire content process to the point that every post is brainstormed, created, and approved as expected each and every time. It proved to us that you don’t need a whole puzzle to create and execute marketing campaigns and content. You just need this one piece.