How to Streamline Your Content Operations with Optimizely CMP

Bringing order to content chaos is a daily challenge for many marketing teams. The need to produce real-time, personalized content at scale can overwhelm traditional content workflows that use multiple tools, rely on email chains for communication, and often struggle with version control within general project management platforms.

When marketers have to spend more time keeping content production on track than on strategy and ideation, brand consistency and adherence to deadlines can suffer. The result is a program that costs more and produces less effective content.

Strategic content management platform (CMP) implementation can transform your content operations chaos to competitive advantage. The goal of this kind of content operations transformation is to create a streamlined, scalable content supply chain that’s adaptable and easy to manage — no matter how many contributors take part at different points in the production process.

Key Takeaways:

Gartner features Optimizely CMP in its Magic Quadrant for Content Marketing Platforms, based on its “comprehensive content operations and content performance capabilities.”

Optimizely CMP combines project, task, and document management so contributors can work within a single system for greater efficiency.

An experienced Optimizely partner can accelerate and streamline CMP implementation so your marketing team can get maximum value from your CMP investment.

What Sets Optimizely CMP Apart?

Optimizely CMP isn’t another generic project management tool that you have to adapt for marketing. It provides a powerful, marketing-specific alternative to more general project-management solutions like Asana, Monday.com, and Bootcamp.

Optimizely CMP offers full integration with other Optimizely products, including Digital Asset Management and the Optimizely One digital experience suite. This allows for less switching among tools during the content creation process, but clients say it offers something more.

In a CMS, content authors working on different elements of an asset or a campaign may unintentionally introduce errors or inconsistencies that end up being published. Optimizely CMP allows for authoring by all contributors and review within its platform before pushing approved content to the CMS. That prevents contributor errors from making it to the publishing stage and ensures brand consistency.

Optimizely CMP is composable, meaning that you can opt into the features you want and turn off the ones you don’t need. This mix-and-match approach tailors the CMP to the needs of your team. As your content supply chain matures, you can turn on additional features to support that growth.

This CMP also provides end-to-end campaign execution capabilities. You can create a brief, define KPIs, assign tasks, create the deliverables, and automatically route them for approval before they go to the CMS.

Once the content is live, you can review the analytics to understand which content performs best and why.

End-to-end workflows and automated version control allow your team to collaborate faster and more confidently with other internal teams and agency partners.

Greater visibility is another standout feature. In addition to traditional workflow views, Optimizely CMP offers an editorial 30-day calendar view with thumbnails of each campaign for better coordination at a glance.

Finally, Optimizely Opal provides an “infinite workforce” of specialized AI agents and GenAI tools embedded across Optimizely CMP and other Optimizely products. The recently released 2.0 version of Opal can now take care of multi-stage processes such as campaign orchestration and market research, in addition to Opal’s core GenAI capabilities that support different stages of the content lifecycle, including:

• Planning and drafting of campaign briefs

• Creation of on-brand titles, outlines, drafts and images

• Automated tagging and asset renditions for multi-channel content use

• Globalization with instant translations for different markets

• Personalization with AI-guided content recommendations

Using Optimizely CMP for your content operations transformation

Updating your content operations also requires strategic implementation. Implementing new content platforms can get overwhelmingly complicated without experienced guidance to identify pain points that need to be addressed, map out a pace of change that aligns with your team’s change management and training capacities, organize the transformation process, and navigate stakeholder discussions and approvals.

We recommend focusing on these often-overlooked factors during your planning stage to overcome the learning curve faster:

• Develop your content taxonomy and metadata strategy.

• Define your roles and workflows.

• Include change management as a key element of implementation.

• Plan the new CMP’s integration with your existing martech stack.

As one of just five Optimizely Premier Platinum Partners worldwide, Rightpoint brings extensive expertise and a comprehensive approach to Optimizely CMP implementation projects. Our approach to CMP transformation focuses on:

• Discovery to understand current content operations and stakeholders.

• Strategy to design custom workflows, plan integrations, and organize your content.

• Implementation via guided setup following best practices.

• Enablement with team training, change management, and advisory consulting as new features are added.

Streamlining your content operations can reduce day-to-day content chaos and deliver compounding benefits in terms of speed, efficiency, and real-time personalization. To learn more about how Rightpoint can help with your content management transformation, contact us.