Linus Gregoriadis
Linus Gregoriadis 30 April 2020

New Research: The Importance of Integrated Content Management

A new report from Digital Doughnut sister company London Research explores what companies could be doing to make their content management more efficient in an omnichannel world. The State of Universal Content Management 2020 report, produced by London Research in partnership with censhare, is based on a global survey of more than 700 brand marketers and agencies carried out in February and early March this year. Here is a summary of some of the major research findings.

Marketers are fed up with wasting time on unnecessary content tasks.

Companies are under pressure to provide consistent experiences for customers and prospects across a growing range of channels and formats in both digital and offline contexts.

Marketing teams are very much at the coal face when it comes to producing and adapting content, but business systems and processes do not always make life easy.  

According to the research, three-quarters (74%) of those surveyed believe they could add ‘significantly more value’ to their businesses if the amount of regular content-related admin work they carry out was reduced.

Nearly three in five (59%) claim their businesses waste ‘a considerable amount of time and money’ on content-related tasks, while trying to find content assets which ‘may or may not already exist’ is a source of frustration for over half (53%) of respondents.

On average, more than half of all time spent on content is on ancillary tasks many of which could be automated (52%), and less than half on planning and production (48%).

Integrated and centralised hubs hold the key to content management success.

The report categorises content management ‘leaders’ as those organisations that have an integrated and centralised content management hub, with a focus on the competitive advantages this approach confers on these companies.

The research from censhare finds that leaders are three-and-a-half times more likely than mainstream companies to strongly agree that they are ‘consistently meeting or exceeding their communication goals’ (28% vs. 8%).

Furthermore, leaders are two-and-a-half-times more likely to ‘integrate print and digital workflows for the best possible customer experience’, and three times more likely to say that ‘users can quickly find the digital assets they need and work with them efficiently’. 

Disconnected technology platforms will ultimately stand in the way of the ‘single source of truth’ which is necessary for a streamlined approach to content management.

According to censhare’s Head of Marketing, Mathias Wurth: “After the pandemic many brands and agencies will be struggling to recover from its economic impact, looking for ways to become more efficient in their customer engagement while maintaining or even improving its quality. The ability to deliver consistent, accurate, personalised communications has never been more important.”

Content management leaders empower a wider range of business functions. 

An array of business functions within the organisation have responsibility for content production, including marketing, digital, content/editorial and product. Technology is crucial for supporting these teams to improve content workflows, processes and ultimately business outcomes.

The research finds that leaders give responsibility for content to a wider range of business functions than is the case for mainstream companies where content ownership is much more likely to reside solely with marketing and editorial.

Large businesses are significantly more likely to have already implemented digital asset management (50% vs. 23% of small organisations) and product information management (43% vs. 16%) solutions.

The report also explores how international brands are set up for content governance, content production and content management, and the extent to which they have a framework in place to manage their content-related activities globally. 

Download The State of Universal Content Management 2020 report to learn more.

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
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
8 Digital Marketing Trends to Watch in 2023

8 Digital Marketing Trends to Watch in 2023

The internet has conditioned customers to demand instant gratification, and that’s only set to continue. In 2023, customers will expect a response time of just hours. No more sending an email and waiting days for a...

Azeem Adam
Azeem Adam 3 May 2022
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
How to Encourage Customers to Post Photos about Your Brand

How to Encourage Customers to Post Photos about Your Brand

Visuals impact buyer behavior – there’s no doubt about it. But not just any visuals will have the impact you planned on your eCommerce marketing strategy. If the only images your customers see in relation to...

Luisana Cartay
Luisana Cartay 8 June 2016
Read more
Why Being an Influencer Should Be Recognized as a Career Choice

Why Being an Influencer Should Be Recognized as a Career Choice

The evolution of technology has contributed to so many advancements in everything from, digital technology, medical discoveries, and our lifestyle as a whole. The evolution of technology brought about a multitude of...

Chiara Di Rago
Chiara Di Rago 3 October 2016
Read more