Delivering dynamic content experiences in today's interconnected world poses challenges for global brands: managing multiple websites, catering to diverse user bases, and delivering personalized content across diverse digital channels. This web of digital touchpoints demands a sophisticated approach to content management, one that seamlessly integrates digital assets, customer data, digital assets, content performance metrics, and content delivery strategies.

However, as the volume and complexity of content continues to expand, many organizations find themselves struggling with a growing challenge – content chaos. The content assets are scattered across multiple platforms, siloed in disparate formats, and lacking in consistency or relevance. With this fragmented approach, stakeholders struggle to locate and utilize the digital assets they need, leading to duplicative efforts and a waste of valuable time and resources.

According to Forrester, only 35% of the content created by a B2B organization is actively used. The reason that the other 65% goes unused generally boils down to two things: 28% is unfindable (hard to find, unknown to users) and 37% is unusable (irrelevant, low quality).

To overcome content chaos and scale content effectively, organizations must adopt a unified approach to content lifecycle management. The 2 major solutions used for content management are Content Management Systems (CMSs) and Content Marketing Platforms (CMPs). CMS is a tool for creating and managing content, while a CMP is a tool for planning, creating, and managing content marketing campaigns.

Optimizely is a leading Digital Experience Platform that enables organizations to manage content lifecycle at scale from planning, production, publication, distribution to reusing for omnichannel marketing with the help of its leading solutions:

• Optimizely CMS: It is a robust cloud-based CMS with in-built tools and features that allow teams to take control of content workflow, increase productivity, and produce high-quality, personalized content that meets businesses’ goals and objectives.


• Optimizely CMP: It is a flexible, scalable, and user-friendly Content Marketing Platform to support the entire content and campaign lifecycle, from planning, creation, storage, distribution to analysis, all from a single platform. It is trusted by leading brands across various industries for supporting modern marketing teams to plan, collaborate and execute exceptional content and campaigns — faster than ever.

How can Optimizely CMP help marketers plan, collaborate and execute content at scale?

Ideate and plan content

With Optimizely’s Idea Lab, marketing teams can identify trending topics, keywords, and phrases that resonate with their target audience. It is advanced keyword research and social data analysis tool that provides insights based on real-time data, helping brands improve visibility in search results, provide answers to relevant questions, and build an audience more likely to convert.

Optimizely also helps uncover the brands’ position against key competitors by providing a comparison and showing which domains are dominating their target keywords.

Source: Optimizely

Centralize campaign planning

Effective campaign management requires a structured and organized approach. Optimizely content marketing platform offers a comprehensive campaign planning feature that allows teams to set objectives, define target audiences, and establish timelines.

The comprehensive campaign calendar provides a single source of truth for the entire team. Teams can track all campaign-related content and activities in one place, and manage them efficiently by assigning responsibilities, setting deadlines, and tracking progress in real-time. They can also break down large campaigns into smaller, manageable sub-campaigns, to maintain focused attention on specific aspects of the campaign, ensuring that each element receives the necessary attention and resources.

To ensure consistency and clarity, brands can establish standardized templates. These templates serve as a guiding framework for team members, providing a comprehensive outline of all essential information required for a campaign or task.

Source: Optimizely

360-degree view in one place

Optimizely CMP offers full visibility in content and campaign workflows with multiple visualization options like list view, timeline, calendar, and kanban board. Teams can sort, filter and save custom views tailored to their specific preferences and workflows and share task views with team members to ensure everyone is on the same page and collaborates effectively.

With real-time updates, it enables stakeholders to enable marketing automation, gain valuable insights into campaigns and make informed decisions based on visualized task data and customer experience strategy.

Source: Optimizely

Accelerate content creation

Optimizely CMP offers rich multi-format text editors with advanced features that support the creation of various content formats, including text, images, videos, and interactive elements. This versatility allows users to create engaging and visually appealing content that caters to different audiences and channels.

Integration with popular applications like Adobe, Figma, Canva, etc. allows users to create and import high-quality graphics into their Optimizely CMP content without having to leave their preferred graphic design software application. This streamlines the content creation process and improves the overall quality of content.

Source: Optimizely

Collaborate with ease

Optimizely content marketing platform offers comprehensive tools to enable efficient content collaboration. Live web proofing enables seamless feedback with annotations, comments, and at the rate (@) mentions directly within the editor. This can be integrated with communications channels like teams, slack, outlook so that the users get notification in their desired app.

Customizable workflows streamline content progression from ideation to publication, while approval workflows automate notifications, content routing, and enforcement of approval rules. Role-based access control maintains content integrity by granting appropriate permissions to team members.

Source: Optimizely

Create better content faster with AI

The integration of Generative Artificial Intelligence into Optimizely's CMP significantly enhances content creation efficiency. Users can quickly generate high-quality content assets- both text and images, without the need for extensive design or development resources. Optimizely’s AI-powered feature analyzes content and suggests relevant keywords, meta descriptions, and other SEO optimizations to improve search engine visibility.

Optimizely CMP also streamlines asset reuse across various channels. The platform provides smart search which enables identification of relevant assets for repurposing, thereby saving users’ time and effort. It also produces multiple image sizes tailored to different content types, ensuring optimal display on various devices and platforms. These capabilities allow content creators to focus on creating engaging and impactful content that drives measurable results.

Source: Optimizely

Unlock the full potential of AI-driven brand storytelling for your business.

Store and manage content

Optimizely's Digital Asset Management (DAM) is a centralized cloud-based centralized repository for organizing, storing, and sharing digital assets. It empowers teams with easy-to-locate assets by compiling all approved brand assets in one place, applying AI-generated tags, and labeling and organizing folders for intuitive search.

With its multi-format file support, teams can upload, version, and approve digital assets at scale. They can seamlessly share assets with other members and clients via links or email, monitor asset usage and mark expiration dates for better brand control. Optimizely DAM also integrates with various marketing tools, such as CMSs and social media platforms, for streamlined asset utilization across campaigns, saving time, eliminating waste, and improving consistency.

Source: Optimizely

Publish seamlessly

Optimizely CMP integrates with multiple downstream channels like CMSs, social media, sales tools, email, and more. Content marketing teams can plan and schedule content delivery in advance to automate workflow and ensure timely content publication.

Optimizely helps in tailoring the same content for different channels. For businesses with multiple brands, Optimizely compliance checker ensures that each brand's unique identity is preserved, and that content adheres to the specific guidelines and regulations applicable to each brand or channel. Teams can import the guidelines to manage asset compliance and create alerts to changes that may need to be made before an asset is approved for use.

Source: Optimizely

Measure impact

Monitoring campaign and content performance is essential for making informed decisions. Optimizely CMP provides real-time analytics that allows brands to track metrics like engagement, click-through rates, and conversion rates. It offers various measurement tools such as heatmaps, funnels, attribution tool, etc. to accurately identify the bottlenecks and optimize them.

Optimizely CMP also integrates with leading marketing platforms, such as Salesforce and Marketo, enabling marketers to unify data from disparate sources, creating a holistic view of content performance and its impact on business outcomes.

Source: Optimizely

Manage content and marketing requests

Every marketer knows that they need to manage multiple campaigns and content requests in parallel. To avoid chaos, Optimizely CMP provides request forms to automate the routing of requests to the appropriate teams, streamlining the workflow and reducing handoffs. These intake forms can be tailored to specific teams and projects, ensuring that all the necessary information is collected upfront. Stakeholders who request the work can also track the progress of their requests, providing them with transparency and accountability.

Source: Optimizely

What next?

Now that you are familiar with Optimizely CMP's capabilities, take the first step toward scaling your content marketing operations. Get in touch with our experts at marketing@altudo.co today to maximize the potential of Optimizely Content Marketing Platform to deliver content experiences that encourage customer relationships that outlast transactions.

As a Bronze Optimizely solution partner, we at Altudo have the right expertise to help you get the most out of Optimizely CMP. Our partnership brings together the industry knowledge of two leaders to help you create engaging content, streamline your content management processes, and optimize your digital presence for maximum impact.