Content development—follow the money

I read an interesting article in the Content Marketing Institute’s This Week in Content Marketing. The CMO Club and IBM funded a study that examined what areas CMOs are spending their money on. One statistic caught my eye:

Content development will make up the largest portion of the marketing budget (13.3%), followed by traditional advertising (11.5%), the study predicts.

While I do agree that content is king, the question I have is if so much effort is going into content development, how is the content being shared with customers? Leveraging content is one of the biggest challenges I hear about from marketing executives, along with omnichannel management, globalization and personalization. Another issue that frequently comes up is how different departments, such as sales and marketing, seem to get in each other’s way due to turf wars and so content isn’t always used consistently across channels.

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CMOs are spending a big part of their budget in content development - but do they spend as much as effort in sharing this content?

Why am I pointing all of this out? Because what the CMI is discussing is the same type of issues that are at the heart of our recently announced Corporate Content Cloud initiative. Creating new and exciting content is all well and good, but how does that valuable content get shared across all channels, especially if you are a CMO that is responsible for global marketing activities? On their road to digital transformation, companies must use content more effectively and consistently to improve the customer experience across all touch points and throughout the entire customer journey.

Do you find it hard to leverage marketing content within your company? If so, please feel free to contact me and we can discuss it in more detail.