Less than a quarter of content and creative professionals say their organization's workflows are very efficient and that their approval processes are extensively organized, according to recent research from Canto and Ascend2.

The report was based on data from a survey conducted in September 2022 among 643 full-time employees in the United States and the United Kingdom who are involved in the production, management, and/or strategy for content and creative assets at their organization.

Only 21% of respondents say their organization has very efficient content and creative workflows, and just 24% say their organization's content approval workflows are extensively organized and managed.

Content and creative workflows survey results

Some 45% of respondents say their team has experienced inefficiencies/wasted time because of workflow-related challenges, and 35% say their team has experienced a loss of productivity.

Consequences of workflow-related challenges

Respondents say the areas that most need workflow improvement are content creation (52% cite) and content planning (49%).

Content areas that need workflow improvement

Respondents say content and creative workflows could most be improved by better organizing content (46% cite as a key improvement), better collaboration among teams (35%), better technology (32%), and less manual work (32%).

What would improve content production and management workflows

About the research: The report was based on data from a survey conducted in September 2022 among 643 full-time employees in the United States and the United Kingdom who are involved in the production, management, and/or strategy for content and creative assets at their organization.

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ABOUT THE AUTHOR

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