‘Three ways marketers can deal with the abundance of content’ – Econsultancy
Glen Hartman says, “Marketers love content – the themes and stories that really bring to life the essence of a brand.
However, the best content is literally worthless if not managed properly. And new channels are popping up every day.
As marketers, we know finding the right balance between the creation, distribution and management of content is the key to delivering on a brand promise.
But doing things right with content can be as hard as developing it. 53% of marketing executives feel they spend way too much time on operational details for content – such as securing legal and leadership approval, content tagging and documentation requirements – than on core marketing and branding activities.
These findings from a survey Accenture Interactive launched earlier this year tell me that many marketing organizations have a content velocity issue and might be stuck in a ‘content congestion’ very soon”.
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