Mike Owen
Mike Owen 19 April 2017

Are your content production inefficiencies limiting your growth?

Relevant, timely and value-added content is now the ‘given’ to ensure all customer and prospect touchpoints are covered. However the cost of inefficiency in the production process is limiting how much quality content production can be handled.

Content growth

It is estimated that over 70% of B2B marketers expect to be creating more content in 2017 than in 2016 (Content Marketing Institute). Relevant, timely and value-added content is now the ‘given’ to ensure all customer and prospect touchpoints are covered and that the opening-up of new channels will only amplify the need.

Rise in ‘Hidden costs’

Research carried out by Gleanster/Kapost in 2015 stated that whilst two thirds of mid-large B2B companies ranked content marketing as a Top 3 priority in terms of future planning, nearly 25% of their budgets are wasted on inefficient content operations and processes bringing significant ‘hidden’ costs to the bottom-line, reducing the ability to grow.

While successful organisations advise they are increasing their total marketing budgets year on year, there is worrying concern that there is lack of content strategy driving this forward. The upshot of this is that there is an increasing amount of ‘hidden costs’ of content creation through wastage, non-reuse, redundant content and time searching for content.

Workflows and processes

The ability to improve internal creative workflows and processes is key. This is despite the massive investment in technology to create content (see As more new technology is involved, the more the production process becomes fragmented and disruptive and costs ultimately rise.

Largely this is due to the lack of focus on the client’s own production processes and interactive systems. It must be considered that top performers may have people and process in place, yet they still need the technology to integrate smoothly.

The biggest challenge, is managing the overall content process. Process elements such as approval delays, communication between stakeholders, inconsistent tasks for each type of content, missing deadlines, lack of a centralised calendar or just general chaos, that figure highly in the report as inefficient factors. (Percolate)

Top performing organisations regularly analyse

Top performing organisations regularly analyse and audit to remove inefficiency from the content production process.

Common in these companies is to ability leverage technology to help bring efficiencies to workflow and approval processes which can result in significant cost savings and allow greater capacity to produce more content with the same level of resource. Very few technologies can be adapted for an organisation’s own marketing processes.

Significant cost savings and increased productivity

Top performing organisations are using technologies that encompass, smooth running processes through back-end integrations, automated workflow, content creation, management and multi-channel delivery from a single system. These are ensuring cost savings of over 30% and productivity gains that can deliver over double the amount of content with the same resource.

So why not seize the opportunity to unlock your marketing production process, make marketing budgets go further with a speedy ROI, which may speed further growth.


Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The New '4Ps of Marketing'

The New '4Ps of Marketing'

Neil H. Borden, in 1964, gifted the world with the 4Ps of the Marketing Mix: Product, Price, Place and Promotion. This concept has been a cornerstone of business marketing. However, there are new 4Ps of Marketing – just as powerful and just as game changing as Neil Borden’s.

Daisy Kent
Daisy Kent 18 May 2017
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
How To Calculate Marketing ROI

How To Calculate Marketing ROI

Calculating marketing ROI is an exercise in patience and accuracy. The formula to calculate basic, short-term marketing ROI is simple: ROI = (Incremental Profit – Campaign Cost) / Campaign Cost. But marketers know that the formula—while accurate—is far too often misapplied to their efforts.

James Loomstein
James Loomstein 16 May 2017
Read more
Forget SWOT, The Pareto Rule Holds The Secret To Your Online Success

Forget SWOT, The Pareto Rule Holds The Secret To Your Online Success

One of the most important principles I've learned is the so-called Pareto Rule. This principle holds particular importance for aspiring online entrepreneurs. If you are a Blogger, Digital Marketer, Amazon Seller, AdSense expert, then Pareto’s Rule applies to your business. Understanding it is vital to your success.

Alex Papaconstantinou
Alex Papaconstantinou 17 May 2017
Read more