As marketers look to create more content in 2020, new research shows that they are turning to technology to free up more time for developing assets.
Bynder recently published “The 2020 State of Branding” report, and statistics suggested that most marketers (39.9%) intend to develop between 26% and 50% more content in 2020 than they did in 2019.
To cater to this increase, the majority of respondents (48.5%) claimed that they will use technology to automate administrative tasks. About 47.3% will increase their collaboration with external agencies, and 46.9% will repurpose customer and partner content in more ways. Just 38.8% said they were looking into increasing headcount.
Most marketers (32%) agreed that the best use of automation for marketing and branding purposes was to create content more efficiently and quickly.
Time Remains a Challenge for Content Marketers
Previous research shows that time has always been a challenge for marketers, particularly when it comes to developing content.
ClearVoice conducted its annual content marketing survey, and statistics indicated that time is still the number one obstacle for marketers responsible for generating content. This was followed by creating content, content quality, and writing.
The production of content and the creativity needed to drive it is the largest category of challenges for marketers. In this specific category, achieving a clear brand voice, developing original content, and making compelling content were some of the main obstacles. Having the stamina to generate ideas was also cited as a “prevalent” challenge.