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Marketers use content to attract and interact with their customers. The rise of social media has been a boon for marketers, but the complexity of managing marketing campaigns has increased. Managing content for different engagement platforms and attempts to personalize content have greatly increased marketing complexity.
Increasingly businesses view content as an asset for their businesses, something that uniquely characterizes their brand and mission. A recent Content Marketing Institute survey found the following:
- Small organizations tend to view content as a key business assets more so than large and mid-size organizations
- 90 percent of marketing businesses use content to reach their customers
- 44 percent of marketers haven’t articulated a strategy for managing content as an asset
- Only 20 percent of marketers have a content governance process
Michele Linn, vice president of content for the Content Marketing Institute, in an interview with CMSWire said that “most marketers are spending the majority of time creating and publishing content, but they aren’t managing that content throughout its lifecycle. Managing content throughout its lifecycle includes the creation and distribution of content, but it also includes things such as having up-front processes to make content as re-usable as possible and considering what happens to all of the content that exists long after it has been published and shared.”