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Content: The H2O of Marketing

Learn how marketers create and manage a brand's most essential resource in this Accenture Interactive survey report.

Overview

Content is as Essential as Water

Content is arguably a marketer’s most vital natural resource: it sustains the marketing activities that connect businesses with customers and drive business outcomes. Content is to business what water is to life: an essential element for health and growth. But how are global companies planning for and managing the abundance of today's digital content?

In an inaugural study, Accenture Interactive surveyed over 1,000 executives from 17 countries and 14 industries to better understand their attitudes, insights and strategies for managing digital content now and in the future.

The study revealed that marketers universally agree that digital content is an organizational priority, and recognize the opportunity to prepare for the future – from rethinking content strategy to streamlining day-to-day operations - but are still challenged with how to do it effectively.

Learn more about the study's key findings below.

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Content Is Key for Brand Survival

Because of the universal need for real-time, rapidly available content, marketers are not hesitating to create their own.

53% of our respondents say that they still produce most of their content locally today. However, 83% believe that 2 years from now they will produce more content globally.

With customer experience always top of mind for marketing and brand functions, individual teams often look to own the message, frequency and distribution of digital content, which can lead to silos with the organization and contribute to inefficient processes.

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Content Overload

As content volume grows every day, it is increasingly important for marketers to determine what the “right” amount is for their business.

81% of our respondents say that their organization is producing moderate or enormous amounts of digital content and assets.

83% expect that volume will continue to increase unchecked two years from now.

DOWNLOAD THE PDF OF CONTENT: THE H2O OF MARKETING FROM ACCENTURE INTERACTIVE [PDF]

DOWNLOAD THE PDF INFOGRAPHIC OF CONTENT: THE H2O OF MARKETING FROM ACCENTURE INTERACTIVE [PDF]

Man over Content: Who Wins?

Many companies haven’t yet developed effective strategies, or invested in the right resources to harness the true power of content

50% of our respondents say they have more digital content than they can effectively manage, with 53% saying they spend more time on operational details of managing content.

80% predict that 2 years from now they will spend more time on operational details than they do today, rather than aligning their daily tactics to a bigger picture.

DOWNLOAD THE PDF OF CONTENT: THE H2O OF MARKETING FROM ACCENTURE INTERACTIVE [PDF]

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Why Content Is Difficult

With no singular fix to mastering content, companies need to reflect on content strategy and processes to ensure the right results.

Marketers need to fine tune their content approach by identifying and evaluating any challenges with organizational structures, production and management processes, and content effectiveness.

Respondents site three top reasons why content is difficult:

  • lack of skilled talent

  • deficiency in technology

  • overall process issues

DOWNLOAD THE PDF OF CONTENT: THE H2O OF MARKETING FROM ACCENTURE INTERACTIVE [PDF]

DOWNLOAD THE PDF INFOGRAPHIC OF CONTENT: THE H2O OF MARKETING FROM ACCENTURE INTERACTIVE [PDF]

Conclusions

While there is no magic switch that companies can pull to immediately get ahead of the rapidly expanding mass of digital content that marketing departments must manage, they can take action to seed change in their organizations:

Creating a collaborative, sustainable model is key to ensuring future success.

Sustainability is a driving factor in determining how natural resources are produced and distributed globally. Brands should take a similar approach when developing models for creating digital content.

To ensure long-term sustainability and success of content marketing efforts, marketers, strategists, and technologists across an organization need to seamlessly collaborate, share information, and operate more efficiently while aligning to one comprehensive content strategy. The barriers to mastering digital content extend beyond the marketing department:

  • 58% of organizations report that they have a content strategy that meets current and future needs.

  • 90% felt C-level executive were responsible for content strategy, with a surprising 35% citing the CEO.

  • 78% of respondents feel the need for better alignment with IT because they feel that marketing today relies more on technology than ever before.

Be a global content citizen.

  • Equate content with your company’s most essential asset

  • Think about how you can conserve content

  • Be mindful of the interests of the entire enterprise, not just your own

  • Be focused on quality and measuring the right things

  • Understand that everyone has a stake in success

DOWNLOAD THE PDF OF CONTENT: THE H2O OF MARKETING FROM ACCENTURE INTERACTIVE [PDF]

DOWNLOAD THE PDF INFOGRAPHIC OF CONTENT: THE H2O OF MARKETING FROM ACCENTURE INTERACTIVE [PDF]

About the Research

The Inaugural 2015 State of Content Survey by Accenture Interactive reports the attitudes, insights and strategies for managing digital content now and in the future. The online survey targeted senior executives with decision-making responsibilities for the creation, development and management of content within their organizations, both internally and externally.

DOWNLOAD THE PDF OF CONTENT: THE H2O OF MARKETING FROM ACCENTURE INTERACTIVE [PDF]

For more information, please contact:

Donna Tuths


Donna Tuths
Global Managing Director, Accenture Interactive at Accenture

Donna.m.tuths@accenture.com