Why is it Important to have a Content Marketing Platform?

5th January 2018 | by Saurabh

Delivering content is no more a challenge. The actual challenge lies in competing for the attention of the customers. Content marketing platform is fast catching up as it is a crucial part of building brand awareness, improving visibility in search rankings, and connecting with customers. Optimising all the aspects of content like blog posts, social media, digital campaigns, SEO, case studies etc is very important for the business.


The content marketing campaigns need to be planned properly and implemented.

What is a content platform?

A content platform should meet the key areas of content – strategy, production, distribution, and measurement.  The idea of a content platform strategy is to organise all these into one tool that helps marketers plan their content marketing strategy and see successful results. 

1. Strategy

The content strategy of a company should be in tune with its wider goals. It can be the key to awareness, consideration, and conversion for a business. Marketers should be able to get an overview of their strategy including personas, workflows, customer journeys, audits and content planning using the content marketing platform. 

2. Production 

Maintaining a content marketing platform can streamline your content production which would, in turn, make it easier to keep an organised calendar. Managing the content you have created and also those you have curated from various sources, along with the actual calendar that keeps you accountable towards your KPIs are broadly covered under content marketing. 

3. Distribution

A content marketing platform should facilitate the process of content distribution among all the channels involved. This will help us save time while amplifying the content. It gives better results by focusing on the right channels. It can be manipulated with a social scheduling tool.

But, why? 

A content marketing platform offers an overview of your content strategy. It follows your content through its various stages. Although its distribution is critical, a focus on the sharing and scheduling is only one part of a successful strategy.

Makes it easier to spot new business opportunities. A lot of time is saved, thanks to the various marketing platform. The team can focus on wider business objectives.

4. Measurement

A majority of the content marketers are not able to measure ROI. This means a majority of them are unsure or unable to tell if their efforts are successful. Various reasons can be attributed for this. It may be the complexity of content marketing, the goals not being aligned with the company’s objectives, measuring the wrong KPIs which makes finding ROI challenging. A data-driven approach to content strategy can establish your future needs.

Awareness, engagement and lead generation become easier when you have already set your targets, while a data-driven approach to content marketing can also help you establish your future needs. The right platform gives you a complete overview of your content strategy, focusing on the right data to discover the impact of your work towards the business goals.

By having a proper content marketing platform in place, you can improve efficiency and team collaboration. You can also measure impact.

So, what are the factors to consider before investing in a content marketing platform? It is time, training and budget.

It is important to spend an additional amount of time to find the best way the platform can support your business. Learning the best ways to use the platform may improve your strategy. Keep the content marketing budget when reaching out for the right solution.

Go ahead and find the right platform that can optimise your content and also improve organisational efficiency and measurement.

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