• Eric Siano

Join the minority of marketers!

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Jun 02, 2020


The majority of marketers (53%) can't find stuff fast enough – and 90% say that damages morale and creativity. And the latest analysis by London Research, derived from 700 global brand managers last month, says silos of separate marketing assets “destroys agility and creates danger.” The report details five key actions for marketers to respond to the challenge as marketing operations demand more flexibility in the current Covid crisis. In "The State of Universal Content Management 2020" report conducted by London Research and publlished in May 2020, It polled 700 global brand marketers, business professionals and their agencies. The findings reveal that, even before the crisis, content marketers were raising red flags. Specifically:

  • More than half (53%) of respondents say they waste too much time trying to find content assets that may or may not exist.

  • This has an impact on morale as nearly 9-in-10 marketers say marketing should be about the freedom to create and implement game-changing ideas, instead of getting bogged down in administrative tasks.

  • 59% of respondents waste considerable time and money on content-related tasks.

  • 63% of businesses say they do not have a centralized content management hub, making it difficult to pivot quickly.

  • 68% of businesses, and 87% of agencies, say they are unable to integrate digital and print workflows for the best possible customer experience.

The report identifies five key actions for organizations looking to make the pivot:

  • Creating a Single Source of Truth. Work to centralize content governance and management through one integrated hub.

  • Banishing Silos. Don't manage content per channel. Content is often handled by separate teams and separate systems in separate regions—for print, social and the Web. This destroys agility and creates danger.

  • Picking a Mandatory Approach. Should content be handled globally or locally? Whatever the decision is, the plan must be clear, KPIs established and measurement in place.

  • Auditing the Admin Tasks. Administrative tasks create bottlenecks and a resource drain if not assessed and managed.

  • Integrating Your Tech Stack. Companies with an integrated central content hub are three-and-a-half times more likely than mainstream companies to strongly agree that they are 'consistently meeting or exceeding their communication goals.' That's why it's almost shocking to see how few companies have aligned their content management software with related technologies (e.g. CRM, DAM, PIM, MRM.)

Click though the Resourcebase website to find out how you can be in the minority of marketers who can find stuff fast – and make it work effectively. Source of report: 3 Source Communications for censhare, May 27, 2020



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