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WELCOME HAS BEEN ACQUIRED BY OPTIMIZELY, THE LEADER IN DIGITAL EXPERIENCE
PLATFORMS.

Read the announcement



Welcome has been acquired by Optimizely, the leader in Digital Experience
Platforms. Read the announcement here.


STATE OF CONTENT 2022: NEW SURVEY DATA REVEALS TOP CHALLENGES FOR MARKETERS (&
TIPS TO OVERCOME)


by

WELCOME

March 15, 2022
reading time: 5 mins

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State of Content 2022: New Survey Data Reveals Top Challenges for Marketers (&
Tips to Overcome)

 

Bringing informative and relevant content to audiences is a top priority for
marketers. Yet, lifecycles for go-to-market assets tend to lag behind the
demands of consumers. 

 

In December 2021, Welcome commissioned a Sirkin Research survey to explore the
maturity of content operations in marketing teams as they stepped into a new
year. The survey – aptly called ‘State of Content 2022’ – was designed to
understand the primary challenges modern marketers face in the context of
planning, producing and distributing content, and analyzing its performance.

The findings not only confirm the looks of the evolving marketing landscape that
we have witnessed with hundreds of our customers but also throw some fresh and
rather keen insights into the mix. 

 

Who was targeted??d??d??

 * Roles: CMO/Head of Marketing, Content Marketing, Content Operations, Brand
   Marketing, Digital Marketing, Product Marketing, Creative Services, Web Ops,
   Communications 
 * Titles: Director & above
 * Industries: Tech, BFSI, Healthcare, Pharma, Media, Entertainment, Education,
   eCommerce
 * Size: Enterprise & Mid-Market
 * 140+ respondents 

Read

Read on for key insights from State of Content 2022.

Investment in Content is on the Rise

Organizations are looking to leverage technology to fuel innovation and business
transformation in the new year – with budgets to match.

Around 23% of respondents intend to spend between $100K- $500K on initiatives
and activations around content in 2022, with a select 16% ready to shell out up
to $5M for the same! This does not include hiring new employees.

Over 20 people are involved in marketing-specific content operations (ideation,
planning, creation, publication, distribution, analysis) in 43% of our
respondents’ teams or organizations.

It doesn’t come as a surprise then that 76% of our respondents say their
organization is increasing headcount related to content in 2022, while 60% of
respondents say their organization is increasing spending on technology related
to content.

 

Content Maturity is a Best-kept Secret

We asked teams to self-assess the sophistication of their content operations,
choosing from one of the following four stages:

 

 * Ad hoc – No formal processes, content initiatives happen inconsistently
   in pockets.
 * Emerging – Starting to coordinate content-related efforts across the
   organization, limited use of tools and technology.
 * Established – Many established processes, solid coordination, and actively
   investing in technology.
 * Advanced – Optimized processes in place, sophisticated use of technology and
   tools, strategic partner to Board and senior leadership.

While content is a growing priority, it came as a surprise that only 14%
self-identify as Advanced. The world seems to be getting there though, as 60%
and 25% identified as Established and Emerging respectively.

 

<Image of Maturity Curve below>

 

 

This begs the question – what does the Advanced section of the market do
differently?

 

 

Here is What Sets You Apart from the Pack
 
To be ‘Advanced’ means you are spending less time managing technology and ‘work
about work’ and more time driving robust go-to-market experiences augmented by
data. How exactly do you facilitate the transition to this apex stage of the
content maturity curve? Here are three practices that distinguished themselves
as the most impactful:

 

Content Performance or Recommendation Analytics:  While a relatively moderate
47% of our Advanced respondents own an analytics tool, the results also show
that having such a tool more than doubles (2.4 times) the likelihood of being
Advanced. This makes perfect sense because having visibility into how your
content is performing and using those insights to continually improve content is
a major part of being a well-oiled marketing machine.

Cross-Channel Experience: 82% of Advanced focus on offering a consistent
experience across channels to their users. Teams that take the effort and time
to iron out the details of providing a refined and seamless experience have the
building blocks in place to sustain this stage of maturity. This could also be
seen as a sign that you are already Advanced as opposed to something that you
need to do to get there. Either way, prioritizing user experience makes you 2.6
times more likely to be Advanced.

Documenting Workflows and Processes: Nothing fits the idea of a sophisticated
content engine better than standardized workflows. It is a simple and elegant
solution that organizations can commit to doing today as it is a sure-shot way
of making your efforts repeatable and scalable. The numbers add up too. 71% of
Advanced prioritize documenting their workflows and processes and this practice
makes you 2.2 times more likely to qualify as Advanced.

 

What is Ailing Modern Marketers?

The problems that marketers face on a regular give more context to the numbers
we see on the content maturity curve. In the State of Content 2022 survey, we
asked them about specific pain points in the content lifecycle across a few
different categories. Ranked in order of difficulty, here are the stages that
steal sleep from modern marketers:

 

 1. Performance Measurement  

The survey found that the ability to measure performance has the highest impact
on a team’s success, yet it’s the most challenging and underdeveloped part of
content operations. In this category, reporting and tracking remained the parts
that around 43% of marketers struggle with the most, yet about the same
percentage said SEO is something they feel relatively comfortable with.

 

 * Hardest: Holistic Reporting (44%) / Tracking Across Channels (43%) / KPIs
   (39%)
 * Least Hard: Optimizing for Search (43%)

 

Additionally (and unsurprisingly at this point!), only 9% rated their ability to
demonstrate the impact of content as ‘excellent’, while 40% termed it ‘very
good’.

 

 2. Content Production  

Producing content is the second hardest of all undertakings and we can
corroborate – having heard the same from many well-intentioned content
marketers. Meeting the demands for a high volume of content was the hardest,
while communication and accessing subject matter experts was relatively easier.

 

 * Hardest: Fulfilling High Volume of Content (40%)
 * Least Hard: Communication (49%) / Accessing SMEs (47%)

 

This category also houses the two most time-intensive and seemingly laborious
tasks. Content creation accounted for 35% of a marketer’s work week and
collaboration came in at second, eating 20% of their time.

 

 3. Asset Management 

How to store, manage and reuse content and creative has got marketers in a
pickle. Managing assets is indeed the third hardest thing for marketers to do.
Governing assets, which is ensuring they are the most updated and compliant at
any given time, is the bit that leaves marketers the most perplexed while
sharing them with others is relatively less hard, likely because of many tools
that enable teams to do so.

 

 * Hardest: Governance (37%)
 * Least Hard: Sharing Assets (55%)
 *  

 4. Content Planning

To say that planning content to serve the audience’s needs is important sounds
obvious, yet there are parts that marketers are struggling to figure out. 44% of
marketers agree that while ideating and brainstorming about what to put out next
is the least challenging, 32% of them rank the actual creation of it as the
single most challenging when serving a broad audience.

 

 * Hardest: Creating Content with Broad Appeal (32%)
 * Least Hard: Ideating Content (44%)

 

Additionally, research is the #1 priority among all activities in a content
lifecycle and an activity that 76% of Advanced partake in.

 

Our Take & Looking Forward

It is evident from the findings of this survey that global marketing teams often
have valuable ideas and messages that get buried under convoluted planning and
execution. Marketing needs to be more dynamic, efficient and agile than ever
before but to optimize campaigns, marketers will need to collaborate fast, use
data, and continuously optimize for outcomes — by bringing content,
workflow, insights and experimentation together to achieve their goals. 

 

This year, investments in content performance analytics, cross-channel
experiences and standardized workflows are the three key areas that are
essential for modern marketers to succeed. This lines up with where leading
companies are headed – leaping from being data-driven to being scientific about
creating personalized digital experiences. Delivering the right content at the
right stage for the customer is going to be a building block of this experience.

Driving positive business outcomes is more important than ever. CMOs, marketing
leaders, and their stakeholders are growth-oriented. Establishing KPIs should be
the first step but it is being able to link them to ROI that makes the
definitive difference. Consequently, solutions that can demonstrate how they
help drive growth will separate themselves from the pack and surface to the top
of the mar-tech priority list.  

 

The answer is a marketing orchestration platform such as Welcome that helps
companies strategically consolidate and integrate their content and marketing
operations. It accelerates speed-to-market at scale while maintaining
across-the-board visibility & brand governance.

Request a demo to explore how Welcome can help your marketing teams.











RELATED ARTICLES

State of Content 2022: New Survey Data Reveals Top Challenges for Marketers (&
Tips to Overcome)

Read
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