Liferay has announced the general availability of its Content Marketing Platform (CMP), a solution designed to unify campaign planning and content management. By integrating natively with Liferay CMS, the platform removes the complexity of managing disparate tools, allowing teams to coordinate workflows and map content to audiences from a single interface.
Marketing teams building and launching campaigns typically have to manage a myriad of different tools. Content begins in the CMS of one vendor before moving to the campaign management tool of another via a connection layer that has to be configured and maintained.
This complexity means campaign context gets lost in the shuffle. The brief, the audience, the approval status, none of that reliably crosses from one system to the other, and duplicate permissioning systems and data that has to sync between platforms make the problem worse. Liferay CMP solves this by delivering a cohesive platform from day one, so marketing teams get a complete content marketing foundation without having to juggle different tools.
One Platform, Not Two Different Systems
Because Liferay CMP runs natively on Liferay CMS, they share the same data model, permissions, and publishing infrastructure, with no connection to configure or maintain. Content created in Liferay CMS is immediately available in campaigns, and campaign tasks link directly to content assets, so approval status and campaign context carry through automatically as content moves from brief to publication. Digital asset management capabilities are built into Liferay CMS at no extra cost, so brand assets are accessible within the campaign workflow without a separate vendor or integration to manage.
Plan Campaigns Against Audience Coverage, Before Launch
Campaign managers can leverage a Content Population Matrix to map content assets against target audiences and funnel stages, surfacing coverage gaps before the campaign content gets published. Audience definitions set during the planning stage carry through the rest of the campaign, giving marketing teams a consistent frame of reference from planning to publication.
Seamlessly Coordinate Campaigns
Campaign managers assign tasks with owners, deadlines, and statuses tracked in calendar or Kanban views, and feedback threads convert directly into trackable tasks. Configurable approval workflows run against campaign content in Liferay CMP, giving marketing leaders visibility into campaign progress without manual check-ins.
“Organizations building a content marketing operation have had to choose between assembling different tools from separate vendors, or coordinating campaigns in a general-purpose project management tool that wasn’t built for marketing,” said Julia Molano, Director of Product Management at Liferay. “With Liferay CMP, marketing teams get a CMS and a content marketing platform that already work as one, so they can plan, coordinate, and publish content without needing to build or maintain a connection layer.”
