Connect with us

SOCIAL

New Report Reveals Key Challenges to Effective Content Strategies in Large Organizations

Published

on

new report reveals key challenges to effective content strategies in large organizations

The Content Marketing Institute recently published the results of its 2020 Content Management and Strategy survey, which incorporates the responses of some 250 content marketing managers from organizations of more than 50 staff. 

As CMI points out in its notes, the survey was fielded in January/February 2020 “in a pre-COVID world”. Yet, despite the significant impacts that COVID-19 has had on how we operate, the results do provide some valuable insights into where content marketing is placed within organizations, and underlines some of the most common challenges to strategic content management.

Here are some of the key findings:

First off, while the results show that 78% of organizations are taking a more strategic approach to managing content, there are still various reasons as to why organizations are not implementing effective content approaches.

reasons organizations do not take a strategic approach

The responses suggest that while organizations may well be performing strategic activities, there are still internal cultural barriers to implementing more effective content programs. That means that many content marketers are facing significant battles in implementing initiatives. 

So, that being the case, what are content marketers doing?

The majority, based on these stats, are conducting content audits and inventories. 

Advertisement
content related activities nUZNVie

That’s a positive – but still, more than half (54%) should be researching their audiences, and their user experiences, in order to direct their content strategy.

Meanwhile, 65% of respondents reported that their organizations now have content governance guidelines in place. 

content related structures

This is important for risk management – without sound guidelines, mistakes can happen, and they can cause significant damage to an organization’s brand.

A large majority of marketers also indicated that their organizations have style and brand guidelines in place (89%) as well as editorial calendars (83%). This is reassuring evidence that their brand identities are front and center.

content development aids

But although 72% agreed that their organization now views content as a core business strategy, only 38% strongly agreed with this statement. That ties into the aforementioned reasons why organizations don’t take a strategic approach to managing content.

opinions content management

Disappointingly, only 23% of marketers said that their organizations are ‘extremely’ or ‘very’ successful with strategically managing content across the enterprise. In fact, only 1% said that they were seeing ‘extreme’ success.

overall success

At the same time, half of respondents said that the top factor contributing to the success of their content strategies is the ability to understand and connect with their audiences’ values, interests, and/or pain points.  

factors contributing success

There’s a definite disconnect here. Knowing these audience characteristics is crucial to any overall marketing strategy.

Meanwhile, in terms of marketing tech, the top three reported content technologies in place were ‘social media publishing/analytics’, ’email marketing software’, and ‘content management systems’. 

content technologies

I find it interesting that only 40% are using technology to analyze their performance- which makes me wonder how organizations are actually evaluating their efforts.

Lastly, the top five challenges to strategic content management mostly connect back to the top reasons why organizations aren’t taking a strategic approach to content management.

strategic content management challenges

If the top reasons why organizations aren’t taking a strategic approach to managing content has to do with leadership attitudes and organization culture, process tweaking can only go so far. Tackling the issue at the top of the food chain and getting buy-in throughout the organization will make a huge difference in strategic content management success.

There’s a lot more in the full CMI ‘2020 Content Management and Strategy’ survey report, which you can download here.

Socialmediatoday.com

Advertisement
Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address

SOCIAL

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

Published

on

By

Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

Advertisement

This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Catering to specific audience boosts your business, says accountant turned coach

Published

on

Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

Advertisement



“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

SOCIAL

Instagram Tests Live-Stream Games to Enhance Engagement

Published

on

Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

Advertisement



Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

Source link

Keep an eye on what we are doing
Be the first to get latest updates and exclusive content straight to your email inbox.
We promise not to spam you. You can unsubscribe at any time.
Invalid email address
Continue Reading

Trending

Follow by Email
RSS