Mastering a platform requires understanding the terminology.
For Optimizely Content Marketing Platform (CMP) developer information, see the Optimizely Content Marketing Platform Open API and Webhooks developer guide and the Optimizely Content Marketing Platform Open API developer reference.
- Admin – Administrator (admin) users can access everything and view and modify all tasks. Admins also manage individual users, create teams, configure workflows, and adjust organization settings.
- Analytics – The Analytics module provides the information you need to optimize your strategy, including action (conversion) analytics and ROI (depending on your tech integrations).
- Brief – A document for a marketing team that describes a common understanding of a marketing campaign.
- Calendar – The calendar view shows tasks, events, and campaigns in the timeline and editorial views. Modify your view using filters to focus on work that matters to you.
- Campaigns – The module lets you plan, collaborate, manage, and report on individual marketing initiatives. Each campaign has distinct user and team permissions, analytics, and topics. Although campaigns are separate projects, they can run concurrently. They are distinguished by color on the Calendar.
- Collaborator – A collaborator can act on assigned work (such as approving, publishing, commenting, and so on) or a shared and specific campaign or task. A collaborator cannot create campaigns or tasks.
- Creator – A creator has access to the entire platform except administrative settings. A creator can create and contribute to campaigns and tasks they create or share with them.
- Custom Fields – Use custom fields to capture additional information (typically for publishing to a CMS), but it does not need to be part of an organization's taxonomy. Note: You cannot search or measure custom fields.
- Dashboard – The dashboard is your home screen for the CMP that displays in-progress activities, content performance, and operational efficiency metrics.
- Events – Events often indicate a noteworthy activity on the Calendar, such as an industry event or holiday for teams. Each event is assigned to an individual campaign. Set events (like upcoming conferences or dinners) on your calendar view.
- Feeds – Feeds are collections of articles based on sources or articles you selected, licensed, and published. Use feeds to output your content in a structured format that a CMS like Drupal can understand. The CMP supports JSON and XML feed outputs.
- Fields – Labels are merged with custom fields under the heading of Fields for unified treatment in core areas of the platform. Users can manage fields, assign fields to campaigns and tasks, filter on fields in the Plan module, and perform inline edit operations on the List view in the Plan module.
- Idea Lab – Idea Lab provides SEO, competitive, and social trend data to discover topics, social trends, commonly searched questions, and keyword recommendations to optimize your SEM strategies.
- Labels – Labels mirror your marketing organization's content taxonomy. Organize and filter your marketing content and activities across every CMP module.
- Library – The library is the CMP's digital asset management feature that simplifies asset organization and facilitates collaboration across global and local instances.
- Marketplace – Users can search for licensed images from the CMP network of image providers to help create task content.
- Notepad – Notepad captures and saves your original ideas and Idea Lab research so you can turn ideas into searchable, ranked content.
- Notifications – Customize the types of notifications you receive and whether you receive alerts by email or in-platform. The platform also shows alerts for comments, changes in status, and upcoming due dates.
- Request – A work request is a ticket users submit for work from a team. A requestor fills in a form, and when a request is accepted, a task is created, and the content or asset is created through that process.
- Requests (module) – This feature stores your submitted, accepted, declined, and completed requests. Use filters to find requests you created or assigned to you and view their status.
- Site – A blog or news site powered by Optimizely Content Management System (CMS). Using CMS means you can benefit from CMP's social posting and analytics functions.
- Social Accounts (settings) – A section in Settings that lets you configure integrations between your CMP instance and LinkedIn, Facebook, and Twitter for seamless distribution to those channels.
- Social Post – Any task that involves publishing to the social channels that the CMP supports. (Facebook, Twitter, LinkedIn).
- Tasks (module) – This feature stores your in-progress, scheduled, and published activity. Use filters to find work that's relevant to you and your team. There are two different views – list and grid.
- Task (generic) – A generic task can be a marketing activity (content, event, and so on) that supports a campaign or sub-campaign. Each task moves through a workflow for approving (or completing) that activity.
- Teams – Create teams for workflow steps with multiple options for approvers.
- Templates – Admins can create multiple customized form templates for use in various modules in the CMP. Apply templates to work requests, task briefs, and campaign briefs.
- Users – Users are the people who contribute to the work in the CMP. Users have role-based permissions.
- Workflows – A workflow is a defined process path for each activity, which automatically notifies the person responsible for each function when the prior step is completed. You can assign a workflow to each type of activity in the CMP based on what is needed from each team to complete it. Send activities back in the workflow for re-review, adjust due dates at any stage, and change approvers. Workflows ensure that no step is missed because it is assigned to a person or a team who must complete it before the task can be finished.
Understanding the metrics can help you make informed decisions.
- Search volume – Reports the average number of monthly searches for a keyword for the past 12 months. Higher search volumes indicate more audience interest in that topic and imply more competition to rank highly in Google search results for the keyword.
- Cost Per Click (CPC) – The average price that advertisers paid for a keyword over the last 12 months. Typically, the higher the CPC, the more competitive it is to rank highly in organic Google search results for the keyword.
- Opportunity – A score indicates the likelihood of your content ranking highly in Google search results based on keywords' popularity (search volume) and competitiveness (CPC). For example, popular but not competitive keywords will have greater opportunities. Creating content about high-opportunity keywords will likely result in better search rankings.
- Ranking – The keyword rank informs you of the position you would see in a search engine like Google when the particular keyword(s) is searched for. The ranking for the previous period is shown within parentheses for easy comparisons. Rankings are updated every 1-4 weeks to reflect current vs. previous position changes.
- Keyword rank – You would see the position in a search engine like Google when a particular keyword is searched for. Rankings are updated every 1-4 weeks to reflect current vs. previous position changes.
- Targeted keywords – Broad topics that interest your audience and are what you want to own as part of your SEO strategy. Idea Lab recommends related topics that build your site authority, boost SEO-targeted keyword performance, and offer the best opportunity to rank high in search results. Additional recommended keywords are based on your chosen targeted keywords.
- Traffic – The share of organic search traffic driven to the domain for the given keyword in the past 12 months.
- Find Content – The step assignee can search the Library (or Marketplace) or upload, edit, and delete content. Must have content added to complete steps in a rigid workflow. Find Content action cannot come after the Write or Edit Content action.
- Write or Edit Content – It gives the step assignee permission to access the content editor to write or edit content. You must have content added to complete steps in a rigid workflow.
- Write or Edit Share – It gives the step assignee permission to write or edit content in the social share widgets on the Publishing tab.
- Set Publish Destination – It gives the step assignee permission to set a Publish Destination (including feeds and social channels).
Set Publish Date – It gives the step assignee permission to alter the Publish Date.
Content will publish when the task is completed if the date is left unaltered. The Set Publish Destination action must precede the Set Publish Date action.
Select Image – It gives the step assignee permission to add a featured image for an article.
Select Image action must be preceded by the Write or Edit Content action.
Publish or Share – It gives the step assignee permission to publish or share the content on social media.
The Set Publish Destination and Set Publish Date actions must precede the Publish or Share action. You must have content or a social share added.
Approve – It gives the step assignee the responsibility of approving the article.
Approve action must be preceded by one of the following actions: Find Content, Write or Edit Content, or Write or Edit Share. The user can approve creative guidelines if Brand Compliance is turned on for the workflow.
- Edit Custom Fields – It lets the step assignee change custom fields. Moving forward may require fields validation unless another step has the action.
- Edit Labels – It lets the step assignee change the label. Moving forward may require fields validation unless another step has the action.