With the deafening buzz around content marketing, communication and marketing professionals are increasingly under pressure to reinvent their role as "publishers". But contrary to the conception that every brand should become its own media, most companies are not geared to produce content. They might be great at producing cars, software, lipstick, you name it, but the real-time, multichannel, ubiquitous environment we now live in creates new expectations and new challenges to implement a great content strategy.
Here are the main highlights of our survey:
1. The "Content Rush" is very real: 91% of companies will produce more content in 2014 than last year and 88% of companies plan to produce even more in 2015, buoyed by growing support from senior management and rising budgets devoted to creating digital content.
2. Most companies in the UK are still in the process of laying the groundwork and staffing up to meet these objectives.
3. Among some of the worrisome signs of lack of readiness, it appears that;
4. Beyond these "building blocks" of a sound content strategy, there is a larger issue revealed by the survey: when it comes to creating and managing content, organisational and cultural barriers can hinder even the most creative content strategy:
In spite of such sobering statistics on corporate realities behind the "content rush", the survey confirms these "growing pains" are being addressed: 51% of companies declare to have more expertise in creating and distributing digital content than last year and 38% have more internal staff dedicated to creating and distributing content for the company.
This confirms the various degrees of maturity revealed by the study, which are essentially three-fold:
Last but not least, we noticed a stark contrast between companies with existing or more budget for paid media in 2014, vs 37% of respondents who confessed having less or no paid media. In the current environment of declining reach, we expect this factor to become a growing concern for communication professionals as they adapt their content strategy to the de facto "pay for play" digital ecosystem. Otherwise, the ever-growing supply on content could never reach its intended audiences.
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