Posted by: Jeroen Wijdeven
07 August 2025
Content platforms used to focus only on publishing. That's no longer good enough.
Marketing teams must align their strategy, manage workflows and publish content across multiple channels. This change has led to the rise of content marketing platforms, with Optimizely CMP at the forefront.
Built to connect collaboration and performance, Optimizely CMP is for teams that want to improve visibility and deliver measurable results.
What is the difference between Optimizely CMP and a CMS?
Where CMS platforms support storage and delivery, CMPs support the full content lifecycle.
Optimizely CMP brings structure and speed to content operations by combining:
- Planning tools for campaign calendars and asset coordination
- Workflow management for tasks, approvals and team handovers
- Multi-channel publishing for web, email and social
- Performance tracking with insights surfaced in the creation process
CMP creates a unified system that enables marketers, content teams, and developers to collaborate in real-time.
How does Optimizely CMP improve content performance for enterprise teams?
Gartner has recognised Optimizely CMP for its ease of use, integrated workflows and measurable performance impact.
Enterprise users rate the platform 4.4 out of 5. Reviews highlight faster content delivery and better alignment between marketing and digital teams.
By bringing strategy, production and reporting into one platform, Optimizely CMP enables:
- Faster time to publish
- Clearer visibility across teams
- Content that performs better at every stage of the journey
Should CMS buyers consider adding Optimizely CMP?
Optimizely CMP integrates with your existing CMS, becoming the engine that drives content performance.
For enterprise teams under pressure to deliver more value from their digital platforms, this means:
- Stronger collaboration between teams
- More consistent delivery across channels
- Improved results from every campaign
What should you look for in a content platform like Optimizely CMP?
Enterprise businesses are already asking the right questions:
- Can our teams work together without delays or duplication
- Do we have visibility over campaigns, assets and approvals
- Are we tracking the performance of our content at every stage
If the answer is no, Optimizely CMP offers a proven path forward.
How Growcreate helps you release the value of Optimizely CMP
We help digital teams deliver the value of Optimizely CMP through fast, low-risk integration and long-term support.
If you are evaluating how CMP fits into your content operations, we can help you:
- Map your workflows and team structure
- Integrate Optimizely CMP with your CMS and existing tools
- Build a future-ready content platform that delivers measurable impact
Want to go beyond CMS publishing with Optimizely CMP?
Book a short call to explore how Optimizely CMP supports better performance across every channel.
Jeroen Wijdeven, CTO at Growcreate
Jeroen leads the technology strategy at Growcreate, where he helps enterprise teams deliver secure, scalable platforms using Optimizely, Umbraco, and Microsoft Azure. As an Optimizely MVP and Umbraco Awards judge, Jeroen is trusted across the industry for his insight into content platforms, composable architectures and digital performance. He works closely with CMOs and CTOs to translate complex ideas into tangible results.
Optimizely CMP FAQs
Optimizely CMP solves the disconnect between planning, production and performance. It brings strategy, content creation and analytics into one system, helping teams move faster and deliver better results across channels.
Yes. Optimizely CMP integrates with platforms such as Umbraco, Sitecore, and Kentico. It enhances your CMS by adding planning, workflow and performance layers without disrupting your current setup.
CMPs are purpose-built for content operations. Unlike standalone DAMs or task managers, Optimizely CMP connects your calendar, workflows, content assets and performance insights in one place — optimising the full lifecycle.
With the right partner, most teams can go live in under 90 days. Growcreate delivers fast, low-risk implementation by mapping your current workflows and integrating Optimizely CMP with your CMS and existing tools.
Clients typically see faster campaign delivery, reduced delays between teams and clearer insight into what content drives results. CMP leads to better use of the budget and stronger performance across every touchpoint.
No. It supports collaboration across marketing, product, development and content operations. It becomes a shared workspace that improves alignment and output across the business.
We help you assess fit, map workflows, configure the platform and integrate with your digital estate. Following the launch, we offer strategic support to help you scale and measure the platform's impact over time.
