Survey: Marketers Challenged to Manage Their Digital Content

Marketers are creating an ample amount of content, but new research suggests that there are technology roadblocks preventing them from sharing and utilizing it effectively.

The “Small Business Marketing, Big Digital Challenge” report recently surveyed more than 500 marketing decision makers to learn more about how they are managing their digital content. About 75 percent said they felt “limited” by how they could share their assets internally and externally. Seventy-one percent store creative content on a hard drive. Approximately 39 percent use a cloud solution, such as Google Drive or Dropbox.

In terms of digital content management challenges, a large portion of respondents said they spend “too much time looking for files.” Other top obstacles include “version control issues,” “limited” editing/customization options, and a lack of “organizational structure.”

“The findings of our research suggest there’s opportunity to overcome the challenges that have traditionally held marketers back by elevating the importance of universal access to digital content for a competitive edge,” said Chris Hall, founder and CEO of Bynder.

How Businesses Value and Manage Marketing Content

This is not the first report to shed light on the struggles marketers are facing with managing their digital content. The “2017 Content Management and Strategy Survey” from the Content Marketing Institute found that 44 percent of companies do not have a documented strategy for managing content as an asset. Only 32 percent have “structured content management plans” in place.

However, this does not take away from the value organizations place in marketing content. Approximately 92 percent claim that their company views content as “somewhat” of a business asset.