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BizReport : Blogs & Content archives : October 19, 2015

Lack of content strategy and 'content by committee' major gripes among UK marketers

A third of companies in the UK now employ in-house content professionals, such is the importance of great content, yet a study by digital content agency Sticky Content reveals the challenges faced getting that content published.

by Helen Leggatt

It is clear from Sticky Content's survey that the UK's culture of content is going mainstream. Nearly 40% believe their organisation now values content as important yet sourcing and creation remains largely the responsibility of the marketing team.

Despite the increased value put on content, Sticky Content's survey of nearly 300 marketing professionals found one third faced interference from senior management leading to nearly half of all written content never being published by 15% of organisations.

For more than two-thirds of respondents, the biggest challenge being faced is a lack of clear direction with no content strategy, guidelines, workflows or target audience understanding in place. Thirty percent said getting content out of their business was the main challenge while 46% cited briefs that changed after content had already been created.

The main source of content ideas came from the content team itself (60.6%) followed by key stakeholders for content across the organisation (58.4%) and related press articles and media coverage (44.2%). Just 39.4% of ideas came from colleagues in general, 24% from clients, 14.6% from an organisation's agency and 15.3% from competitors.

Senior management were cited by a third of respondents as having the most negative impact on the quality of content followed by product/technical managers (17.6%) and legal/compliance staff (16.1%). Much of the problems stem from a scenario of content by committee, which rarely produces the sort of content that delights and engages consumers and produces the desired marketing effect.

"This latest report from Sticky Content is a real gem because it's this kind of hard data that proves invaluable when championing the value of Content Strategy within large organisations, plus it allows us to benchmark our activity more widely," says Chris Marais, lead optimization manager, Nationwide Building Society. "As an ex-journo myself, it's just fantastic that Content Culture has never been more top of mind."

Image via Shutterstock

Tags: content marketing, survey

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