The third installment of my blog series on the 5 hard truths examines why the content crisis is a constant source of stress — one that isn’t going away. I’ll explain why you need to know where to invest your time and effort, and how CMOs can gain control over the content creation process — in three steps. If you haven’t read the first two installments yet, you can do it here: Truth #1 and Truth #2.
Hard Truth #3: Your content crisis won’t solve itself
Marketers have a full-scale content crisis on their hands.
The crisis can be summed up like this: marketing departments can't create the content they need fast enough to fulfill the needs for building personalized and omnichannel digital experiences.
According to Sitecore research, 65% of marketers spend more time creating content than anything else. Yet, 97% of marketers can't produce enough content and are looking for ways to produce more.
Why the rush for content? Well, companies who have spent time developing a content strategy see 8x more unique website visitors than companies who have not. With these figures in mind, it’s not an overstatement to call this content crisis a critical priority.
So, how can CMOs gain control over the content creation process? We can break it down into three steps:
- Put the customer at the center: Volvo and Carter Jonas both offer good examples. They each began with the hard work of understanding their customers’ needs, which empowered a relevant content strategy.
- Measure content performance: Less content can actually drive more results. Take the time to go back to published content to see what worked, and what didn’t. Use this insight to refine your content strategy and produce content that converts.
- Invest in modern content operations tools: This streamlines the process by automating much of it, freeing up time to create new content.
Doing nothing is not an option
Marketing departments must figure out how to create less content, that's more effective. You might not solve your content crisis overnight, but you won’t solve it at all if you don’t get started.
To help you prioritize based on the strategic needs and ideal outcomes of your business, we’ve created an eBook that contains all the practical advice you could need. Read it now to get past the daily stress by mapping content needs to customer journeys and measuring performance with Sitecore.
Download the CMO Truth #3 eBook: ‘Your content crisis won’t solve itself’.
Paige O’Neill is the Chief Marketing Officer at Sitecore. Find her on LinkedIn.