Content value chain

Content value chain — the six phases marketing material moves through: research, plan, build, review, deploy and improve.

Magnity maps every agent to a phase, which makes coverage honest rather than aspirational. Build is the most mature phase today. Research, plan, review and deploy are covered by specific agents. Improve is the least automated: autonomous improvement loops are not the default, and analytics is brought into planning rather than acting on its own.

Reading a platform against the value chain is a useful evaluation habit in general. It exposes the phases a vendor is quiet about.