Digital agency Sticky Content asked 283 marketers what's defeating their content efforts.
Their answers are no surprise:
- 37% said they have no strategy
- 33% said management dings content
- 46% said demands change after content has been created
- 66% said their organizations waste a quarter of all content; 15% said, half
- Is management serious, or not, about content? Are they merely entranced by this year's "shiny object?" If they're in earnest, then what's our strategy?
- Do reviewers understand what to approve? Message? Accuracy? Style? The reason the content exists? What are the ground-rules?
- Does management trust the content creators? If not, why not? Do they rewrite the lawyers' briefs and the developers' code, too?
- Does management care about waste? One way to boost marketing's ROI isn't to create more content, but to publish and promote what's been created.
- Can I improve things? Or is our situation impossible? (Remember what Napoleon said: "Impossible is a word found only in the dictionary of fools.")