More than three-quarters (76%) of organizations say they take a strategic approach to managing content. These organizations are also much more likely to use development aids – such as editorial calendars and formal workflow processes – than those organizations who do not manage content strategically, says a new report from the Content Marketing Institute (CMI) sponsored by Vennli.
Taking a strategic approach is important as it helps address some of the challenges that content marketers face.
For example, in a 2018 study by the CMI, one of the most important issues cited by B2C content marketers was changes to SEO or search algorithms.
With regards to that challenge, more than three-quarters (77%) of this study’s respondents who manage their content strategically report using search SEO/keyword search aids, compared to just over half (52%) of those respondents that do not take a strategic approach.
Organizations that manage their content strategically also use aids such as content calendars (72%) and editorial guidelines (72%) more often than those who do not.
One of the biggest gaps between those organizations that work strategically and those who do not relates to the use of formal workflow processes, which are three times more likely to be used by the former (57%) than the latter (18%). Read the rest at Marketing Charts.
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