Businesses are now taking a more strategic approach to content marketing, but many are still using brute-force and ad-hoc methods due to the dizzying array of new tech options and platforms available, a new report by Content Marketing Institute has found.
The third annual “Content Management and Strategy Survey” shows that brands are becoming more mature and sophisticated in their efforts but that major challenges still remain. 78% of those surveyed said that the tech they use still forces them to undertake a significant amount of “manual work”.
The struggle to identify and leverage new tech is making the task of scaling content efforts more laborious than it should be. 42% have still not acquired the right tech mix to keep on top of content across the business, and a similar number also believe that they have yet to maximize the potential of the tech they are using.
“This year’s research suggests that while many organizations have a handle on the physical management of content assets with nearly 70% having undertaken content inventories and audits, there is a great need for optimizing the use of technology to make content flow more quickly and seamlessly throughout the enterprise – and to get that content in front of the right audiences at optimal times,” Content Marketing Institute’s Chief Strategy Officer Robert Rose noted.
However, optimizing tech is also being undermined by a lack of communication between teams due to IT, sales, creative and marketing often being on different wavelengths. Marketers said that this is the single biggest issue that they will attempt to address in 2019.