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Content Management: Marketers Swamped with Management of Ever Growing Content
The amount of digital content is growing in all industries, and it’s no exception for marketing. A recent report by Accenture Interactive found that 92 percent of marketing groups say that the amount of content that they manage has increased significantly over the last two years. 83 percent think that the amount of marketing content will only continue to increase over the next two years.
But it’s not only that marketers say that they have more content. Half of them say that they have more content than they can effectively manage and slightly more than half say that the content they do have is causing them to increasingly spend more time managing their content. 80 percent expect that in two years the situation will be only worse.
Accenture recommends that the main problems that occur with managing content are lack of talent, deficient technology and process issues.. 78 percent of marketers commented that increasingly their jobs are dependent on technology and their IT support.
The Accenture report found that “not only must companies bridge the gap between marketing and technology, they must develop and communicate a digital content strategy from the top down and enable an effective governance and operating model. Collaboration is key to creating a responsible, conservation-minded atmosphere with content at the center.”
