Seventy-two percent of marketers view content as a core business strategy, according to the Content Marketing Institute (CMI) report, “2020 Content Management & Strategy Survey,” fielded pre-pandemic in January and February. Yet the findings suggest that organizations are not using technology sufficiently to carry out strategic content management.

Just 23 percent of respondents say they’re extremely or very successful with strategically managing content across their business. Half of the respondents attributed the success of their content strategy to the ability to connect with their audience’s values, interests and/or pain points.

The two primary considerations while planning content include driving the brand’s value proposition (82 percent) followed by showing empathy with customers’ values, interests and/or pain points (78 percent).

Nearly half (43 percent) of respondents say they take a project-focused response to creating content.

Seventy-eight percent of marketers say their organization takes a strategic approach to managing content. When asked why their organization doesn’t take a strategic approach to content management, 63 percent of respondents named a lack of processes and 57 percent reported that leadership hasn’t made it a priority. A little over half (52 percent) cited a lack of financial investment in resources.

What’s more, 73 percent of respondents say they either don’t have the right technology to strategically manage content or they aren’t fully using the technology they have to its potential.

The top three cited content technologies in place include social media publishing and analytics (90 percent), email marketing software (84 percent) and content management systems (71 percent).

Other challenges to strategic content management include inadequate staff skilled in content strategy (63 percent) and communications between teams (60 percent).

The CMI’s findings are based on responses from 250 content marketing managers from organizations of over 50 employees.