Optimizely Content Marketing Platform

Score7 out of 10

105 Reviews and Ratings

What is Optimizely Content Marketing Platform?

Optimizely Content Marketing Platform brings teams together in a single, AI-powered workspace to share plans, collaborate on assets and execute campaigns.

Categories & Use Cases

Media

Marketing Work Requests: Dynamic intake forms, automatic routing, and integrated workflows ensure that requested work gets completed, fast.

The Editor, with Embedded AI: Content is created for multiple channels with the help of Opal, Optimizely's native AI.

Calendar: This provides visibility into planned and scheduled content and campaigns with the ability to save and share views.

1 / 5

Audience profiling and targeting
Determines profiles—types that can be used for segmentation—based on audience behavior or demographics. Helps deliver targeted content via website personalization and/or marketing automation campaigns.
Category average: 7.1
Content collaboration
Includes features for collaborating on content that is created internally or commissioned/licensed from external sources.
Category average: 6.2
Content distribution
Allows users to push content to different channels, such as social media or websites, from within the tool. This may be handled via integrations.
Category average: 7.6

Closed-loop tracking and reporting
Tracks the impact of content on the buyer’s/customer’s journey and ROI.
Category average: 7.1
Campaign optimization dashboard
Provides a quick view on content performance and allows users to make changes to which channels and which content is being promoted or displayed.
Category average: 7.8
Competitive analytics
Provides a view on competitors' content performance and/or strategy for comparison.
Category average: 5.9

Oleksii Kovalenko View profile

Content marketing manager in Marketing at Wisepops (11-50 employees employees)

Use Cases and Deployment Scope

I use Optimizely CMP mostly for careful content planning, approvals, and sometimes writing. The platform's editorial calendar, in particular, is very useful for getting a clear picture of what's in progress and what's coming this week or next; this helps a lot when coordinating with a graphic designer and editor. When I hand off a draft, it's very easy to keep all the feedback organized thanks to the comments, track changes, assignee locks, etc. Again, that speeds up the content production and makes the process more efficient overall. So, Optimizely handles the full process: drafting, copy, and approval in one place, which removes a lot of switching between tools. That said, setup takes real effort, but Optimizely can be very useful for mid-size and large content marketing, product marketing, and SEO content teams.

Pros

The multi-view calendar with task statuses for every project.
Customization of content collaboration processes (approvals, assignments, etc.)
Content production process visibility, which is critical if you're working with external writers, editors, or an agency.

Cons

the in-app text editor is still not as useful and feature-rich as other apps.
The AI features cost extra, which was a bit of a surprise because most apps now include them, even in basic plans.

Return on Investment

I've cut content production time by around 25% compared to how I worked before.
The time to get answers from external partners is now about 30% faster because there's no need for emails.

Usability

Other Software Used

Jasper.ai, Storylane, AirOps

Shalini Purohit

Project Coordinator and Quality Analyst in Information Technology at SharpQuest (11-50 employees employees)

Use Cases and Deployment Scope

The Optimizely Content Marketing Platform makes it possible to get our message out on time and as planned from the moment a campaign is organized until it is approved and published. I can ensure my marketing squad is on the same page when it comes to our blogs, tweets and email blasts. Every day I sign in to see my responsibilities, distribute the workload of the limitless content items and see what’s next in line.

Pros

Ease of visualizing upcoming campaigns and deadlines on each content calendar view.
Built in collaboration tools eliminate back and forth feedback email chains.
Content workflows and approval path save a ton of time when you need several departments to review campaigns.

Cons

Reporting is at times, lacking on the customization features, I also export data regularly to Excel for sorting and analyzing.
Setting up the tool was hard and needed more trial.

Return on Investment

The time for managing our campaign has dropped a lot, this method of approvals and feedback gives our feedback and approvals on the same platform makes it faster.
Also cases of delayed deliveries or doing one job twice have reduced to zero since you can see who is in charge of a particular job and track its progress in real time.
The content we generate has become more frequent and data derived due to centralized content plan and analytics.

Usability

Other Software Used

Microsoft 365 Copilot, Adobe Marketo Engage, Vasion Print

Verified User

Manager in Marketing (1001-5000 employees employees)

Use Cases and Deployment Scope

We use Optimizely to manage content marketing workflows and track assets for publishing on our website.

Pros

Provides a collection point for assets.
Ability to create workflows.
Options to tag and collaborate.

Cons

In my opinion, there are too many notifications, making it difficult to manage and figure out which ones are necessary and which ones are not.
I feel workflows are over engineered.
For medium-sized organizations, the tool is overly complicated and requires a significant investment to optimize it.

Return on Investment

Managing requests can be complex, and the constant notifications make it easy to overlook the work that truly matters.
I feel the workflows are unnecessarily complex and slow down the process instead of streamlining it.
In my experience, the editorial calendar and content planning features are limited and not user-friendly, making it hard to plan and organize content effectively.

Usability

Alternatives Considered

Smartsheet

Other Software Used

Smartsheet

Verified User

Professional in Corporate (10,001+ employees employees)

Use Cases and Deployment Scope

Optimizely is primarily used to connect the global and regional marketing functions across the business. It can be difficult to stay aligned with operations across the world, in different time zones. It enables campaigns to be driven at scale with a focus and purpose that collaboration brings. But it also gives the ability to ensure consistency of message across the marketing and communication spectrum.

Pros

Stay connected.
Brand consistency.
Detailed planning.

Cons

Faster updates.
AI functionality.
Improved workflows.

Return on Investment

Improved time to market through connectivity.
Better ideation of content with multiple touchpoints.
Questioning of content need versus business need.

Usability

Alternatives Considered

Force24

Other Software Used

Force24, Microsoft 365, CoPilot AI

Idania Borrero-Knight

Global Digital Planning Manager in Marketing at Ingredion Incorporated (10,001+ employees employees)

Use Cases and Deployment Scope

We use the CMP to manage all our marketing activities, so from the planning to the execution. Anything that we produce that has a customer facing asset, be it an email, a web page, a landing page, or a brochure, all gets managed through the platform. We use it to make sure that everything is centralized and also that all our teams are aligned and they know at any given point, what are we working on, what the deadlines are, what projects are dependent of one another. With the global organization, it's very hard to keep everyone in line. The CMP allows us to be able to do that.

Pros

The CMP really is useful for us not only to manage the processes behind how we create content that we serve in different platforms like websites, landing pages, emails, social media, but it also help us as a team that is scattered around the globe to be able to be connected all the time to be able to see what we're working on, to be able to share assets as well. We are not reinventing the wheel to be able to show to other people within the organization what is happening at any given point. We use it not only for assets now, but we use it also for things like planning our webinars, planning our face-to-face events, so it truly is the heart of our marketing organization within the business.

Cons

I'm not sure if this is room for improvement for the platform as such, but it's definitely an area of improvement for us. At the moment, there's a lot of talk around AI. There is Opal AI that has been added to the platform. I think that's the first platform from Optimizely that was given access to Opal and we've been very slow in adopting it, mainly for a couple of reasons, lack of knowledge, lack of resource. We are just starting to scratch the surface with that. So to us that's a big opportunity now to explore how Opal can help us not only streamline some of our processes, but also help us with repetitive tasks that perhaps are taking us a long time to do that are not necessary for a person to be sitting there and doing them that potentially can do for us. So we're excited about that.

Return on Investment

I think a lot of those things do apply, but more importantly I guess is just being able to have that single one voice as a business where there's no interpretation. Everything is managed centrally now, and we can then bypass that on to all our regions. We are all having the same brand, the same messaging. That has improved a lot in the past. They used to do their own thing and there was a central message over here, but then it was being interpreted differently depending on each region. We managed to get rid of all of that by having everything centralized in the platform.
We also are able to be very transparent with regards how long things may take to complete and also who's doing what. We know what team needs to do some steps within a particular process and how that may affect the next team that needs to come along. It has improved the communication between teams as well and the understanding between one team and another in terms of how long they need, why their processes may be a little bit more complex, how they all come together. They are one team in the end, even though they're working outbound or inbound. In reality, they're all delivering towards one goal. That to me is one of the best attributes of the platform is that it brings that uniformity if you like, to everything that we do and that transparency to understand how we all work together.