Altimeter (a Prophet Company) recently published a report that provides important insights about how companies are using content to achieve business goals, what content challenges they are facing and what technologies they are investing in to improve content operations.
The 2016 State of Digital Content report was based on a survey of 518 North American and European content professionals that was conducted in August and September 2016. The report only considered responses from companies with more than 500 employees.
Overall, the respondents to this survey displayed a relatively high level of maturity regarding the use of digital content. The table below shows the percentage of respondents who agreed or somewhat agreed with several statements regarding content usage and operations.
The Altimeter research also found, however, that companies are still facing significant content-related challenges. When survey participants were asked to identify the three biggest challenges they face in creating and implementing a content strategy, the four challenges most frequently chosen were:
- Aligning multiple teams around a unified strategy (55% of respondents)
- Accessing relevant customer data (54%)
- Difficulty in proving business value of content (53%)
- Producing content at a large scale (47%)
Altimeter also found that companies are investing in a wide range of technologies to support their content operations. The table below shows the percentage of respondents who said they were increasing their investment in six categories of content-related technologies.
The Altimeter report also provides data regarding the objectives for producing content, the types of content companies are producing, how companies are producing content, and what channels are most effective for delivering content. If you’re involved in content production or management for your company, the Altimeter report is a worthwhile read.