Most marketers say their company has style and brand guidelines in place for content, but less than half say their firm has developed more complex content structures such as a customer journey map or a messaging framework, according to recent research from Content Marketing Institute.
The report was based on data from a survey conducted in February 2017 among 411 marketers (59% work for B2B companies, 21% for B2B-B2C hybrid companies, 10% for B2C companies, and 10% for nonprofit organizations).
Some 70% of respondents say their firm has style and brand guidelines in place for content; 53% have a formal content workflow, 51% have developed customer personas, 50% use content performance analytics, 33% have created a customer journey map, 32% create structured content, and 29% have developed a messaging framework.
Some 46% of marketers say they have processes in place that enable their firm to always or frequently deliver the right content to the right person at the right time.
Just 24% of marketers say they have processes in place that enable their firm to always or frequently repurpose content without a great deal of human intervention.
Some 76% of respondents say they use an email platform to help manage their content marketing efforts; other popular technologies include content management systems (57% use) and content collaboration/workflow software (44%).
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji