Only 46% of Marketers Have A Content Marketing Strategy
The Content Marketing Institute have recently unveiled a report that suggests that despite 92% of marketers believing that content is a valuable business asset, only 46% have a strategy in place for managing the content through its life cycle.
Regardless of these statistics, the report goes on to say that marketers do have plenty of content marketing technologies in place to help publish and analyse current performance. These tools are listed below including the extent to which respondents use them.
- Email marketing technology (76%)
- Content management systems (57%)
- Content collaboration/workflow software (44%)
- Marketing automation software (42%)
- Digital asset management system/file storage (26%)
- Content optimization software (18%)
Almost half of respondents thought that their business had the right tools in place but aren't using them correctly, while another 37% felt that they didn't have the right tools at all.
The crux of the report however, is that while marketers are spending considerable amounts of time creating and publishing content, they are failing to manage this content throughout its life cycle. To do this, marketers should not just have processes in place to produce and distribute content, but to also make it as re-usable as possible.
Many marketers today are struggling to meet deadlines for a number of different projects, which is exactly why they need a documented strategy outlining how content will be managed from beginning to end.
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