A comprehensive content marketing strategy and seamless integrated tech-stack can be the difference between content chaos and content marketing excellence.

By 2025, over 75 billion Internet of Things (IoT) devices are expected to be in use, with global data creation surpassing 180 zettabytes. With this expanding content volume across fragmented systems, delivering relevant content experiences is becoming increasingly complex.

According to 72% of marketing leaders, their tech stacks don’t function as seamlessly as they should. Marketing Automation Platforms primarily focus on lead generation and nurturing, while Content Management Systems (CMSs) focus on creating and publishing content. As a result, marketers are forced to use a variety of different tools and processes to create, manage, and distribute content. This leads to inefficiencies, siloed data, and difficulty in measuring ROI.

Source: Content Marketing Institute

To address these roadblocks, and unlock the full potential of content, businesses need a centralized platform for content lifecycle management.

What is content lifecycle management?

Content lifecycle management is the practice of managing every stage of digital content assets from its planning, creating, promotion, assessing and maintaining. It bridges the gap between content creation and consumption, ensuring that content assets are managed, delivered, and optimized for maximum impact throughout their journey.

Optimizely’s Content Marketing Platform (CMP) is an industry-leading, flexible, scalable, and user-friendly platform. It provides a single place for marketers to streamline content creation and management, collaborate effectively on various content types, efficiently distribute digital assets to their target audience, and enhance the entire content lifecycle to generate leads, educate their audience, and build lasting customer loyalty. With its advanced technology features and capabilities, it aligns the brand content seamlessly with broader objectives and maximizes digital marketing ROI.

Let's explore how your team can optimize each content stage with different Optimizely's tools and capabilities:

Stage 1: Plan

Effective content and campaign planning ensures that your content is strategic, efficient, engaging, and measurable, ultimately driving better results for your business. Optimizely offers various planning tools and features:

• Data driven ideation: Uncover trending topics, audience preferences, and content gaps using content insights dashboards. Leverage AI-powered topic suggestions for data-driven content strategy.
• Content ingestion: Seamlessly integrate various content formats, from text to social posts, through flexible APIs, direct uploads, and DAM/CMS integrations. Preprocess data for consistency and structure, for easy analysis and searchability. Apply automatic or manual metadata tagging for efficient content organization.
• Campaign planning: Develop targeted marketing campaigns across multiple channels, including email, social media, and landing pages. Strategically map content to campaign phases and schedule seamless publication. Effectively allocate resources, including writers, designers, and budget, for optimal campaign execution.
• Visual calendars: Visualize and manage calendars effortlessly with an intuitive drag-and-drop interface. Establish clear dependencies and milestones for timely content delivery. Streamline approval workflows to maintain content quality and alignment with brand standards.

Stage 2: Create

The quality of the content determines the potential of the final output of content strategy. Experiment with different techniques, styles, and formats to make the content interesting and relevant. Keep customer experience needs in mind and collaborate among digital team members, including writers, designers, and subject matter experts.

Optimizely offers the following features to make content production efficient:

• Content authoring and collaboration: Create rich content with a user-friendly editor featuring inline editing, drag-and-drop elements, and version control. Collaborate with team members on content creation and editing in real-time within the platform. Track changes made to content drafts and easily revert to previous versions if needed.
• Asset integration: Manage diverse assets like images, videos, and audio files within the platform for easy access and reuse. Seamlessly integrate with design tools like Adobe Creative Suite for streamlined asset creation and import. Connect with stock photo platforms, translation services, and other relevant tools for expanded capabilities.
• AI content creation & optimization: Generate content outlines, blog post introductions, product descriptions, or even social media posts based on keywords and target audience. Use Gen-AI to identify areas for improvement in existing content, like keyword optimization, readability checks, and tone analysis. Deliver personalized content variations across customer lifecycle based on audience segments and user behavior.
• SEO optimization: Assess content for SEO best practices, including keyword usage, title tags, meta descriptions, and image optimization. Receive actionable suggestions for improving content's organic search ranking. Connect with external SEO tools for deeper keyword research and competitor analysis.

Stage 3: Manage

Proper content asset management ensures that content assets are organized in a structured manner and enhances efficiency by making it easier for teams to locate and use the right assets when needed. Here’s how your team can use Optimizely for it:

• AI powered meta data tagging: Leverage AI to automatically tag content with relevant keywords, categories, and other metadata based on its content and context. Define and manage custom taxonomies for consistent and efficient content organization. Ensure data consistency across content pieces for improved searchability and analysis.
• Asset versions & lineage: Track different versions of content creatives and easily revert to previous versions if needed. Maintain a clear history of changes made to content, including who made the changes and when. Trace the origin and evolution of content assets across different workflows and campaigns.
• Intuitive search: Search for content using keywords, metadata tags, categories, publication dates, and other relevant criteria.
• Multi-channel support: Automatically convert content between different formats like text, HTML, PDF, and various social media formats for multi-channel publishing. Ensure content renders seamlessly across different devices and screen sizes.

Stage 4: Publish

Consistently maintaining a presence on the platforms your audience is using is key to brand awareness and audience engagement. Optimizely CMP offers a range of in-built features designed for efficient content distribution to the right person at the right place and the right time:

• Multi-channel publishing: Create once and publish everywhere by integrating Optimizely CMP with delivery platforms like CMSs, social media, sales tools, email, and more.
• Automated scheduling: Plan and schedule content delivery in advance from a centralized platform. Make real-time content edits and adjustments to publication schedules or temporarily hold content in case of changes or unforeseen circumstances.
• Marketing work requests: Create and manage internal requests for content creation, design services, or marketing approvals within the platform. Utilize built-in project management features to track progress, assign tasks, and ensure deadlines are met.
• Multi brand and lingual support: Manage content for multiple brands, languages, and regions from a single platform. Easily translate content into different languages and manage localized versions within the platform. Define and apply customized workflows and approval processes for different brands or regions.

Stage 5: Measure

A data-driven approach to content marketing helps with continuous improvement and success. Optimizely's CMP empowers marketing teams to create superior content experiences and execute campaigns with precision and effectiveness:

• Content, visitor analytics: Track key metrics like content views, engagement rates, conversions, and audience demographics for each individual content piece. Analyze how specific types of content, formats, and topics perform across different channels and identify high-performing content and areas for improvement based on audience behavior by integrating third party platforms like Google Analytics 4.
• A/B tests: Run A/B tests on different content variations, headlines, calls to action, and other elements to optimize performance. Analyze test results to identify the most effective content variations and maximize campaign impact.
• Cross campaign insights: Analyze how different content pieces and campaigns perform together and identify overlaps. Gain a holistic view of your content marketing strategy and identify areas for further optimization. Optimize campaign workflows and content sequencing to maximize overall impact.
• ROI measurement: Track the ROI of your content marketing efforts by measuring how content contributes to overall business goals like lead generation, sales, and brand awareness. Identify content pieces with the highest ROI and prioritize their creation and promotion. Allocate resources efficiently based on data-driven insights about content performance.

Download this ebook to navigate content chaos effectively with Optimizely CMP.

Seamlessly integrate AI across Content Lifecycle with Optimizely CMP

With 92% of senior marketing executives seeking generative AI capabilities, Optimizely positions itself as a leader by integrating AI seamlessly into every stage of the content lifecycle.

• Content and image creation: Auto-generating content based on specific parameters like subject, sentiment, and tone using a language model can significantly speed up the creative process and provide diverse ideas. This is especially valuable when dealing with large volumes of content or specific brand voices.
• Smart assistant: Providing real-time feedback and suggestions while content is being created help writers stay on track, improve clarity and persuasiveness, and potentially identify factual errors or bias.
• AI-powered tagging and search: Efficient asset management becomes crucial as content libraries grow. Auto-tagging based on content semantics not only saves time but also improves accuracy and discoverability within the platform.
• Maximize search and SEO discoverability: Understanding audience preferences and generating content that resonates with them is key to organic reach. Optimizely’s AI tool can analyze data to identify trending topics, keywords, and formats, helping creators optimize content for higher search visibility.
• Multilingual publishing: While machine translation has come a long way, natural fluency and cultural nuances can still be a challenge. Using generative AI to refine translations can bridge that gap, ensuring clear and engaging content for all audiences.

What’s next?

A dynamic digital presence is built on content. Invest in its foundation, i.e., content lifecycle management to empower your marketing team and make your business future ready. Optimizely CMP can help you streamline the entire content lifecycle and deliver engaging digital experiences that drive both customer engagement and revenue with its user-friendly interface, flexibility, and advanced capabilities.

As an Optimizely solution partner, Altudo has the right expertise to help you get the most out of Optimizely CMP. Schedule a 1:1, no-obligation consultation with our digital experts to assess your content operations and Marketing technology stack and get a strategic roadmap for Optimizely implementation.