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.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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

Twitter: @ayaznanji