State of universal content management 2020

Earlier this year, our partner censhare worked with London Research to survey 727 individuals. They synthesized their results to bring us The State of Universal Content Management 2020, an insightful report highlighting where content management is now — and where it’s headed.

We distilled the 32-page report down to three takeaways so you don’t miss the key information.

Quick note. For the purposes of this report, censhare broke respondents into two categories: leaders and mainstream. Leaders refer to companies with a centralized, integrated content hub, while mainstream companies are those without such a solution in place.

#1: Time and money are being wasted on automatable content marketing tasks

It’s no surprise that content marketers have their hands full. Today, many brands are managing no fewer than a dozen different mediums, including:

  • Articles and blog posts
  • Email
  • Podcasts
  • Webinars and webcasts
  • White papers and reports
  • Case studies  and testimonials
  • Paid-for advertising
  • Video
  • Printed content
  • Images
  • Press releases
  • Product information

In an ideal world, marketers could spend the bulk of their time on planning and production, but this report showed that most respondents (52%) spend more than half of their content-focused time on ancillary tasks, many of which could be automated, leaving them with less than half of their time (48%) to focus on planning and production.

#2: The promise of digitalization hasn’t delivered — yet

Just 22% of respondents from leaders said they could quickly find the digital assets they need and work efficiently with them, while only 7% of mainstream respondents said they had that capability.

To drive the point home, 53% of survey respondents agreed with the statement, “We waste too much time trying to find content assets which may or may not already exist.”

And as brands grow, especially into international markets, the problem compounds. Only 19% of large companies operating across different markets said they have a well-developed framework for internationalizing their content.

#3: The path forward is clear

Clearly, automating administrative tasks, making assets easy to find and use, and implementing solutions to scale with brand growth can make a difference for content marketers. Based on their research, censhare proposed five recommendations:

  • Centralize content governance and management through an integrated hub. With a single system in place that can convert content for use on different channels and in different countries, marketers can focus on planning and production rather than automatable tasks.
  • Focus on the bigger picture rather than the originating channel. Content marketers will be well-served by moving away from a focus on a specific medium to an integrated view. In other words, they shouldn’t be planning content for an individual channel, but should instead develop omnichannel content.
  • Clearly define and assign responsibilities, and ensure the whole organization is on board. In the same way a piecemeal approach is no longer effective for individual pieces of content, it doesn’t work for a content management approach, either. Organizations need to have a holistic approach to avoid duplication of effort and to capitalize on maximal opportunities.
  • Conduct an audit of all content-related admin work carried out throughout the organization. It might be much more than you think. Once you have a clear idea of the administrative load your content management requires, look for ways to automate it.
  • Integration capabilities are key. The most powerful content marketing tool integrates CMS, DAM, and PIM functionality along with workflow management and easy data and ROI visibility.
Study from our partner censhare: State of Universal Content Management 2020

Study from our partner censhare: State of Universal Content Management 2020

If you want to do a deeper dive into the State of Universal Content Management from 2020, download it here.

If you want to do a deeper dive into the State of Universal Content Management from 2020, download it here.

Our experience helps you succeed

Our team has extensive experience helping companies optimize their content management with the right marketing technology for their specific needs. On top of that, we can help you identify your administrative load and implement tools to lessen it, integrate your content management solutions with the rest of your martech stack, and enable your content team to reach greater MROI.

Learn more about Enterprise Content Management