51. Content management platform [Introduction to Martech Smart Marketing], five principles of content marketing

The content of the introductory video course of a book reading through Martech Smart Marketing

01 Operation/sales related Martech (4)

Good, everyone!

Now let's move on to Section 12.

Today's course mainly focuses on social marketing -- the marketing number of social media,

This involves the following:

Including the content personalization engine, how the content is jointly distributed on various platforms,

And how to monitor the performance of social media.

Next, enter the specific content.

02 Definition of content management platform

Above, we talked about direct marketing, e-marketing, e-commerce, and content management platform,

Now let's introduce the content management platform and personalization engine.

First is the definition of content management platform (Content Management Platform)

The abbreviation is CMP, also known as CMS.

It is mainly an enterprise level

A platform for rapid production of content management content, optimization of customer experience, analysis and insight, and distribution to external users.

In this field of Adtech, the content personalization is PCP

Also known as Dynamic Creative Optimization (DCO)

Whether PCP or DCO,

It is mainly to solve the problem of advertising material program, creative procedural assembly and optimization.

The CMP content management platform is more of the whole, not just advertising content

For example, the personalization of my email,

For example, I saw the landing page and the management of these contents on the official website,

Then the following is the personalization engine,

According to active learning of different user behavior data,

In these channels of brand ownership and operation,

Provide users with personalized content recommendation and experience,

This is the personalization engine.

We can see that the personalization engine is actually an important intelligent brain for content management,

In fact, dialogue is an important engine for content.

03 Content of content management platform

The content management platform actually includes a lot of content. Let's look at an enterprise level content management platform,

For example, its business process management,

Including the processing, imaging, archive management and digital asset management of some of its pictures,

It includes the management of social records, documents, and collaboration,

Including some management of Web and Wap content,

It can not only exist on the cloud, but also include the video and mobile just mentioned,

In fact, it feeds back some content to our users based on the feedback of our information.

In fact, it also includes our infrastructure management,

Including the management of social content, optimization of online channels,

And the management of some transaction content,

It mainly includes such large modules.

04 Definition of content management platform

From its entire process, we can see that,

Whether it is internal authors, design creators, including external authors and designers,

Then how do we get content,

How to target our different business units,

How to manage it in combination with my business,

I also have some workflow engines,

Including content approval, content tailoring and optimization,

Including how to revise it in combination with my product,

Including how to automate, standardize and track management.

What are the effects of different content in different business segments.

For example, some social content may be better placed in the field of advertising,

But in the field of e-commerce,

Maybe the commodity shelf is the standard product content first,

Then there are some social word-of-mouth comments and so on,

In the future, my content will be acquired, and I will manage it in a standardized way,

Later, it was released for different channels,

For example, printed materials, newspapers,

Or some of the direct delivery printed materials used in the direct delivery and direct marketing link mentioned earlier,

Including some websites of PC, mobile phones and mobile terminals of tablets,

There are even more other media channels.

These are our different release layers,

These are some of the contents involved in the content management platform.

-To be continued-

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