The Brafton Content
Marketing Platform

A Content Marketing Platform (CMP) is a versatile software solution that optimizes and streamlines the workflow of content marketers. It serves as a centralized hub for all content marketing activities, ranging from planning and creation to project management, approvals, collaboration, scheduling, tracking and measurement.

CMPs provide valuable insights into project progress, facilitating efficient campaign planning and uncovering potential process inefficiencies. Although there are other tools and methods available — such as project management software — that may appear comparable, CMPs are purpose-built for content marketing, rather than offering generalized solutions.

The best content marketing platform for any given operation is one that supports the most important aspects of their content creation processes. These may include communication and collaboration between project stakeholders, planning features such as calendars and project management views; resource planning capabilities to keep track of campaign spend; and more.

Brafton’s CMP offers a range of core functions designed to address the pain points the typical marketing team faces. Developed in-house by Brafton, the CMP provides a comprehensive content planning solution, producing and measuring content marketing campaigns. The Platform encompasses various features, including:

• Digital asset management.
• Content calendar management.
• Content production planning.
• Resource tracking.
• Campaign measurement.

In addition to these features, Brafton’s CMP also offers robust analytics and reporting capabilities as one of its core functions. With the CMP, content marketers can gain valuable insights into the performance of their campaigns and content assets.

Consistency, research, strategic ideation and organization were reported as some of the key contributors of content marketing success; all made possible by a CMP. A CMP addresses challenges throughout the content creation lifecycle by streamlining collaboration, personalization, distribution and analytics. It centralizes content storage, facilitates collaboration, enables personalized content delivery, automates multi-channel distribution and provides performance analytics.  

By using a CMP, organizations can overcome issues like fragmented content, conflicting edits, inconsistent distribution and limited insights. It offers a comprehensive solution for efficient content management, improved team collaboration, streamlined distribution and data-driven optimization.

CMPs are scalable, able to cater to the individual needs of any sized business. As your business grows and runs more campaigns, and as your content marketing strategies advance, the value of a CMP only increases. 

CMPs offer scalability to handle an expanding volume of campaigns and provide advanced features that cater to the evolving needs of your content marketing efforts. Whether you are a small business starting out or a large, multifaceted enterprise with a plethora of content marketing needs, a CMP can adapt and cater to your specific requirements.

Yes, the Brafton Platform offers pre-built workflow templates. These templates are designed to streamline content creation and digital marketing processes. As more templates continue to be added, Brafton’s CMP currently has pre-built templates for:

• Blogs.
• Illustrations.
• Landing pages.
• eBooks.

Through pre-built workflow templates, users can benefit from predefined steps, milestones, and deadlines, helping them to efficiently manage their content production, review and approval processes.

As a cloud-based solution, Brafton’s CMP allows for integration with leading tools, including Google Analytics, Search Console and Semrush. Such integrations allow for comprehensive data analysis and reporting, optimizing content performance and improving SEO strategies, among other benefits.

CMPs play a vital role in facilitating content ideation by providing a structured framework and streamlined processes. The Brafton Platform offers an intuitive interface that makes generating new content ideas simple, allowing users to associate these ideas with specific campaigns within the CMP — enhancing organization and categorization. This makes planning your content marketing strategy a breeze. 

Once an idea is refined and collaborated upon, it can be launched and assigned to designated stakeholders within the marketing platform for actioning. This ensures clear ownership and accountability for each project, expediting the content creation process. 

CMPs also foster collaboration and communication among team members. Stakeholders can contribute their insights, feedback and suggestions within the platform, promoting a collective and diverse approach to content creation.

CMPs provided end-to-end campaign management under one roof, offering a suite of tools to streamline the process. While using Brafton’s CMP, users can create and save campaigns, ideate projects, and assign projects to specific campaigns. With calendar and kanban views, the CMP enables the monitoring of project progress and associated campaigns. 

Additionally, CMPs track campaign performance, ensuring that key performance indicators (KPIs) remain in focus. By offering these functionalities, the program facilitates organized, bespoke campaign planning, enhances collaboration and provides insights for data-driven decision-making throughout your content strategy.

Brafton’s CMP offers several collaboration features to enhance teamwork and streamline content marketing efforts. Key collaboration features of Brafton’s CMP include: 

• Plan Campaigns: Set goals, devise content strategies, and create content calendars in a collaborative online workspace. Discuss and coordinate content campaigns in real-time from anywhere.
• Produce Content: Manage content production efficiently with tools for setting and managing production timelines, tracking every phase of content creation, and streamlining communication among each content creator and stakeholder.
• Performance Tracking: Measure the success of content marketing campaigns with automatic generation of reports on campaign and performance KPIs. Integrate with leading analytics tools like Google Analytics, Search Console and Semrush.
• Digital Asset Management: Access and retrieve all collateral easily through the CMP’s digital asset management feature, ensuring documents are never lost.
• Customizable Workflows: Adapt workflow templates for each project, accommodating different steps, departments, contributors and due dates. Optimize content cadence and ensure a smooth collaboration process.

The CMP also offers features for content audits, resource tracking and marketing campaign measurement, integrating with industry tools to provide valuable insights into content marketing strategy effectiveness. These collaborative features save time, enhance communication and maximize content marketing performance.

A Content Marketing Platform (CMP) is a solution created to streamline the efficiency of content marketing efforts — generally purpose-built specifically for content marketers. Its purpose is to consolidate all content marketing processes and assets — from strategy ad scheduling, to stakeholder collaboration and campaign monitoring — to ultimately help measure and improve results. 

On the other hand, content marketing software can refer to an entire subset of tools that are suitable for various tasks, such as content creation, publishing and website management, among other utilities. While not all content marketing software is exclusively tailored for content marketing (e.g., design software), it can still provide valuable assistance in supporting content marketing efforts.

Content marketing software and content marketing platforms should not be confused with content management systems (CMS). A CMS is a tool that’s used to build and manage your website content. WordPress would be an example of a CMS. 

A content marketing tool, like content marketing software, is any resource that a marketer has access to which supports their content production initiatives in some way. Various tools are at the disposal of content marketers, all of which help streamline their efforts in creating, promoting and monitoring content. There are many different types of tools, including:

• Content calendars: Content calendars are useful aids for marketers to visualize the timing and channels involved in their content distribution. They play a vital role in spacing out high-quality content for optimal impact and coordinating complementary content campaigns. 
• Website analytics: Website analytics tools provide valuable insights into the performance of your content, including metrics like page views, bounce rates, and conversion rates. They help content marketers track the effectiveness of their strategies, identify areas for improvement, and make data-driven decisions.
• Email automation: Email marketing automation tools enable content marketers to streamline their email marketing efforts by automating various tasks such as sending personalized emails to their target audience, managing subscriber lists and tracking email engagement.

There are content marketing tools available for each stage of the consumer journey — from brand awareness and lead generation tools, to lead magnet and consumer nurturing capabilities. 

Content marketing platforms serve as repositories for a diverse array of content types, catering to various marketing needs. Among various other types of content, these platforms house:

• Blog posts.
• Articles.
• Infographics.
• Videos.
• Podcasts.
• White papers.
• Email campaigns.
• Social media content.

Additionally, some provide storage for landing pages, webinars, eBooks, product descriptions, press releases, interactive content and customer testimonials. Each content type has a home in a robust Content Marketing Platform.

By bringing various forms of content all under one roof, content marketing platforms streamline the content creation, organization and distribution processes, enabling marketers to effectively engage their target audience across multiple channels and touch points.

Content marketing platforms help set marketers up for content success by providing a comprehensive suite of resources that streamline the content creation, distribution and analysis processes. When marketers centralize content production, they can efficiently collaborate with their teams, streamline workflows, and maintain consistency across various channels and platforms.

Additionally, by staying organized within a central hub, marketers can better plan to support potential customers through their journeys. By keeping a high-level view of all content production, marketers can ensure they’re creating high quality content that addresses relevant pain points to provide a good customer experience.