92% of Marketers View Content as a Business Asset; Majority Look for Resources on Content Management


The Content Marketing Institute (CMI) has released its first content management and strategy survey. The new original research has identified opportunities for marketers to turn content marketing assets into an important business asset. In its inaugural 2017 Content Management & Strategy Survey, CMI has focused on how content marketers strategically manage their organizations’ content. CMI’s Intelligent Content Conference conducted the research, identifying the gaps between the adoption of Content Management Systems (CMS) and their ROI.

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Key Highlights of the Survey

  • More than 90% of marketers use content marketing to drive customer action
  • 45% of respondents have the MarTech capabilities to manage their content, but are unable to use them efficiently
  • Small and micro organizations are more likely to view content as a key business asset compared to enterprise and mid-size businesses
  • 44% of marketers indicated their organization did not have a documented strategy to manage content as a business asset.
  • Most marketers have a content team and refer to style and brand guidelines. However, only one-fifth of marketers actually have a defined content governance process.
  • A Majority of the marketers are looking for educational assets that could help them effectively use MarTech platforms for content marketing. 64% of marketers are actually looking for education on content management to build a scalable strategy.
  • Additionally, only 19% of marketers develop content inventory reports and content audit reports.
2017 Content Management
2017 Content Management & Strategy Survey
  • 69% of respondents reported that they have a content management system in place to scale efforts. However, most of them agreed about still relying on manual actions and ad-hoc resources.
  • 34% of marketers fail to publish their content as an omnichannel asset without handcrafting them to suit the respective channels.
  • 41% of marketers were unable to repurpose content without human intervention.
  • 37% of marketers indicated that they are looking for education on use of Artificial Intelligence (AI) in content management.

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Lisa Murton Beets, Research Director at CMI, said, “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. The research showed most organizations view content as a business asset, yet many are in the early phases of putting the right structures in place to effectively manage content. Marketers can use this research to see how they compare to their peers in terms of managing content.”

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In an earlier report, CMI had indicated that 81% of marketers say that they use some form of analytics to measure marketing campaigns. 64% of them use an automated email platform to distribute B2B content. However, 11% of respondents showed a very low commitment to content marketing. As CMOs look to invest in MarTech to amplify the reach of their branded content, the onus would be on the CMS vendors to provide adequate educational resources to marketers.  A better collaboration and B2B social engagements would be critical in closing the gap between the adoption and ROI objectives expected from CMS.

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