Gartner defines content marketing platforms (CMPs) as software solutions that support the practice of content marketing. Content marketing involves creating, curating and cultivating text, video, images, graphics, audio, e-books, white papers and interactive content assets that are distributed through media platforms and social media. These assets are used to tell stories that help brands engage with and nurture customers, prospects and other audiences. The goal of content marketing is to drive awareness, demand, preference and loyalty through deeper engagement with customers. CMPs support capabilities around: Content strategy; Ideation; Editorial planning; Calendarization; Collaboration, workflows and audit approvals; The creation, assembly, curation and distribution of all content types; The measurement and optimization of content performance.