Most marketers say their company has style and brand guidelines in place for content, but less than half say their firm has developed more complex content structures such as a customer journey map or a messaging framework, according to recent research from Content Marketing Institute.

The report was based on data from a survey conducted in February 2017 among 411 marketers (59% work for B2B companies, 21% for B2B-B2C hybrid companies, 10% for B2C companies, and 10% for nonprofit organizations).

Some 70% of respondents say their firm has style and brand guidelines in place for content; 53% have a formal content workflow, 51% have developed customer personas, 50% use content performance analytics, 33% have created a customer journey map, 32% create structured content, and 29% have developed a messaging framework.

Some 46% of marketers say they have processes in place that enable their firm to always or frequently deliver the right content to the right person at the right time.


Just 24% of marketers say they have processes in place that enable their firm to always or frequently repurpose content without a great deal of human intervention.

Some 76% of respondents say they use an email platform to help manage their content marketing efforts; other popular technologies include content management systems (57% use) and content collaboration/workflow software (44%).

Some 69% of respondents say their firm has some systems in place to help produce, manage, and distribute content, but that there is also a lot of manual work involved.

About the research: The report was based on data from a survey conducted in February 2017 among 411 marketers (59% work for B2B companies, 21% for B2B-B2C hybrid companies, 10% for B2C companies, and 10% for non-profit organizations).

Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Don’t worry … it’s FREE!

Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji



Source link

Content Marketing Management: Strategies, Processes & Tools

| Marketing | 0 Comments
About The Author
-

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>