What Marketers Can Learn from the State of Universal Content Management 2020 from censhare

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.

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.

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.