What Your Content Marketing Platform Can’t Do (Yet)

TL;DR

Content Marketing Platforms (CMPs) are great for centralizing planning, creation, and basic tracking, helping eliminate silos and streamline workflows. However, many current CMPs fall short, facing issues like non-user-friendly interfaces, poor integration, mechanical personalization, and a lack of deep ROI insights.

To truly evolve, marketers need to move toward content orchestration. This advanced approach leverages dynamic AI to personalize content recommendations, tailor creative with real-time data, automate testing, and ensure seamless, consistent messaging across all channels, ultimately maximizing effectiveness and driving better business outcomes.

Picture it: A centralized hub for everything in your content supply chain, with streamlined workflows, smooth collaboration, and performance visibility across channels. 

The promise of a content marketing platform (CMP) is powerful, especially with the growing popularity of dynamic content. Every message needs to feel like it was crafted for an audience of one, so your CMP needs to rise to the challenge. 

Think about how your marketing approach is already evolving to improve every message and campaign. Explore what your content marketing platform can and can’t do—and why it could be shifting sooner than you think. 

What CMPs Do Well

The best content marketing platforms eliminate silos, helping teams manage all aspects of content creation and distribution in one place. A CMP makes it easier to achieve campaign goals by streamlining the most critical components of marketing promotions.

Planning

A CMP aligns your content strategy with business goals, helping you share the right content with the right audience at the right time. Content marketing platforms are designed to centralize project management, not only supporting team collaboration, real-time editing, and feedback, but also preventing miscommunication and reducing workflow bottlenecks.

Creation

Leverage a CMP to improve content creation. An advanced content management platform drives both speed and scale. By incorporating tools and templates to adapt content, you can create and deliver content faster across channels, including: 

• Digital ads
• Social media 
• Video
• And more!

Tracking

Most CMPs measure basic performance metrics, allowing marketers to see how well their content is performing. Track KPIs ranging from clicks to shares to understand what resonates with your audience and what you may need to adjust.

What CMPs Miss

Ever meet someone who tried to change you, or vice versa? How did that turn out? The same thing happens with marketing solutions. Content marketing platforms excel at managing the content lifecycle, but too many marketers battle operational friction because they expect their preferred tech to be something it isn't. 

Choose an advanced CMP to fix the following roadblocks and evolve from content management to content orchestration.

Not-So User-Friendly

Built by developers and only usable by them, too? Many CMPs require significant time and technical skills to configure properly, causing headaches for marketers who just want to create and manage campaigns. 

To add insult to injury, if your platform can’t integrate with other tools, it may require you to juggle frustrating workarounds and disjointed workflows. Make life easier by opting for a solution that plays nicely with:

• CRMs
• Marketing automation platforms
• Ad networks
• Data sources

Poor Personalization

The good? Content marketing platforms excel at segmenting audiences and delivering targeted messages based on simple criteria such as age or job title. The bad? These same platforms lack the capacity to truly connect and provide individualized experiences. "Personalization" feels more mechanical than authentic.

Disjointed Messaging

Inconsistent messaging across channels can hurt brand credibility. A CMP can’t ensure a cohesive user experience without a way to connect: 

• Websites
• Ad campaigns
• Email
• Other channels

Compliance Errors

Managing content for an industry with strict regulations? Between legal and brand guidelines, compliance isn’t always integrated into a run-of-the-mill content management platform. Deploy an advanced solution to mitigate compliance issues.

Lack of ROI Insights

Unlock insights that matter, instead of out-of-the-box vanity metrics such as clicks and views that don’t measure campaign effectiveness or prove ROI. An advanced CMP connects your content performance to your specific bottom-line business outcomes, from conversions to revenue. 

How Orchestration Complements Content Processes

Dynamic AI orchestration can make content more effective and efficient by analyzing large amounts of data to understand user behaviors and preferences. It goes beyond managing static content to unify data, automate creative production, and deliver the right content to the right person at the right time.

1. Personalized Content Recommendations

Dynamic orchestration goes beyond basic segmentation. Here, AI analyzes user data and behavior combined with scalable personalization logic to define the rules and generate personalized content recommendations. 

2. Tailored Content

Dynamic creative optimization (DCO) uses real-time data—such as location or browsing history—to create and serve ad variations that match an individual user's context. Create offers that adapt as a user's intent or behavior changes to ensure the biggest impact.

3. Automated Content Testing and Optimization 

Replace redundant manual tasks and improve results. Orchestration systems can conduct multivariate tests and optimize campaigns based on real-time analytics. Track how you’re personalizing customer interactions and how it impacts conversion rate lift.

4. Seamless User Experiences

Ensure content is consistent across different platforms. Put your content marketing platform in the driver’s seat to integrate all systems for holistic storytelling across every touchpoint.

Power Up Your CMP

Today’s content marketing platforms manage your campaign assets, but what about controlling them in real time? Peer into the future and create meaningful, individualized experiences by upgrading your CMP with the power of AI automation. Dynamic orchestration improves workflows and levels up your content strategy to move audiences to action.

Dive deeper into dynamic content orchestration with Innervate! Get in touch now to schedule your free five-minute audit to assess your CMP setup.