Study: Less Than Half Of Marketers Have A Strategy For Managing Content As A Business Asset

Published: July 13, 2017

Many content marketers believe their organization values content as an asset, according to research conducted by the Content Marketing Institute. However, while 92% of marketers view content as a business asset, only 46% of respondents have a documented strategy for managing their content as such.

The inaugural 2017 Content Management & Strategy Surveyexamined how marketers strategically manage their organizations’ content. The report revealed that many respondents could get more from their content with the proper frameworks in place. For example, while 70% of respondents noted that they had style and brand guidelines in place, less than half of those respondents had many key structures in place.

The report identified that:

  • 33% of respondents established customer journey maps;
  • 32% have structured content, content that can be used in multiple applications;
  • 29% of content marketers have message architecture and messaging frameworks; and
  • 19% have content audit reports.

According to the survey, many content marketers feel that technology is underutilized—or lacking altogether. Forty-five percent say they have technology tools, but aren’t using them to their potential. Only 18% of respondents feel that their organization has the right technology in place to manage their content marketing efforts.

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“Our inaugural Content Management & Strategy Survey shows there is a huge opportunity for marketers to get more from their content investments—to plan, create and strategically deliver content in a more efficient manner,” said Lisa Murton Beets, Research Director of Content Marketing Institute, in a statement.

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