Content Management and Strategy: The Big Wave in 2021

Content Management and Strategy: The Big Wave Is Here:

Surfers say the waves move in groups of seven. They call them ‘sets’. The patience to wait for the seventh biggest and most powerful wave is the key to a wonderful day on the water.

In fact, there is no seventh wave. Or, more specifically, the “seventh” wave can be any wave. There are bigger and smaller waves, but the patterns, even if they exist, are indescribable.

Big surfers can still feel when the big wave is near.

The same goes for the content team. I regularly talk to people with professional content. And these days I hear a recurring theme: “It’s time for good ideas to take shape.”

Today, more than ever, executives are convinced that content is a strategic feature of the company. But they still don’t know how it works. The waves pass.

The content production workflow has become a bigger bottleneck because marketing leaders know they need more content assets, but the company still can’t count the waves. More and more waves are forming.

Ownership (eg websites, blogs, magazines, information centers) is important to enhance the customer experience. But companies have not yet learned how to manage them as products.

Content is a central strategy

For the fifth year in a row, the Content Marketing Institute conducted its 2021 Content Strategy and Management Survey to get a snapshot of how marketers use technology tools to create, manage, distribute and scale business and retail content. marketing. We also explore how content teams use people, processes, and technology to accurately target and engage audiences to deliver a better and more valuable customer experience.

This year’s survey offers a unique insight into our world of content strategy as a company. 2020 was, without a doubt, a unique and challenging year. This year’s survey was conducted in April 2021. While it is clear that the world is still facing the unprecedented outage of COVID-19, we are seeing optimism and growth.

But we also see some challenges to the business environment and the acceleration of fundamental changes in the way we live, work, and market our products and services.

problems with the dominance technique

Last year (and seemingly every year), about 40% of respondents said their organization doesn’t make the best use of existing content technology.

The top three reasons are integration problems (56%), lack of training (55%), and lack of communication about skills (50%).

We’ve posted a new question about changes in content management technology due to the tasks that follow COVID-19:

• 67% reported minimal/no changes and 33% reported severe/moderate changes.

• 57% said their organization has a strong/moderate desire to add new content management technologies, adapting to the post-COVID-19 world; 43% said they had little or no desire.

This desire to add new technologies is not surprising. In recent years, we’ve anticipated a much greater need for more collaborative solutions to empower mobile content teams. This trend is accelerating as more and more companies demand more and more content. The growth of freelance networks and content contributors around the world is also driving companies to participate and facilitate all work outside the traditional corporate campus.

It will be a wonderful experience.

Because of the technology issue, another finding indicates that teams are more focused on their own content marketing platforms (eg websites, blogs) rather than responding to internal ad hoc requests.

Note: In 2020, we asked respondents to ‘mention the typical approach of content creators in their organizations’. 43% chose ‘project oriented’ (content creation based on internal requests), while only 14% chose ‘platform oriented’ (creating specific types of content such as blogs or videos).

In 2021, we changed the question to “Which of the following describes your organization’s current business content model (ie where the content team spends the most time, effort, and budget)?” Interestingly, half (50%) indicated a “content products” model (targeted marketing platforms such as websites, blogs, magazines, information centers), followed by 32% a “project/campaign” (acting as an internal agency and responding to internal requests hoc announcements).

get ready to go

It’s time to get ready. All the rapid changes we have seen in 2020 are coming. The case is here. It is time to act. Here are some things we see that can help you create the next wave.

1. Evaluate your content industry model

Your content team has always been in test mode for the past 12 months. If you suffer from too many production requests or bottlenecks or can’t measure the effectiveness of your content, you probably don’t have a clear charter and business model for your content team.

In short, if a standard is not implemented, there is nothing to improve.

Evaluate your content team’s current business model and create a roadmap to get where you want to go. The gap between where you are now and where you want to be must become a priority initiative.

2. Eliminate customer trips

Start anywhere, anytime, and use technology to connect digital experiences with your customers. If you want to get rid of your marketing silo, it may be too big to scale. Instead, explore how you can connect content technology to create a real asset for your audience/marketing database. This alone will produce huge dividends. This is the first step in working with groups such as sales, marketing, demand generation, and branding teams.

3. Manage ALL your media assets such as products

Your website, blog, information center, or digital magazine is just as important to the customer journey as the products and services you offer on the market – treat it as such. Each property deserves an administrative editor and must be budgeted as a digital product.

It is time. Grab your surfboard, fold it and row. We need to show our executive leadership that we are aware of the big wave and that it is here. The waves are not new, but we can guess that the one we will record will be the “seventh”.

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