“Content is king” is a phrase used so often it’s an understatement to say it’s a cliché. But clichés become such through a sort of universal relevance, and, for marketers at least, nothing is more universal than the fact that our success is predominantly determined by content.
Content is the fundamental element that powers personalized customer experiences, and content planning, creation, management, and delivery now consumes the lion’s share of budget and effort expended by marketing organizations the world over. Still, it’s all too common to hear about companies who believe they deliver superior experiences while a majority of customers disagree. For example, a McKinsey survey showed that 95% of retail CEOs say personalizing the customer experience is a strategic priority for their companies, but only 23% of consumers believe that retailers are doing a good job in those efforts.
What’s behind the disconnect? To find out, we commissioned a study conducted in January and February 2021 by Forrester Consulting to explore organizations’ content capabilities and how they impact their ability to deliver their customer experience (CX) and digital experience plans.
Perhaps not surprisingly, one of the first findings detailed in the study Poor Content Execution Is Sinking Marketers’ Grand CX And Brand Visions is that marketers appear to be more aware than their counterparts on the management team that there’s a gap between CX strategy and delivery. Less than one-third of marketing decision makers surveyed for our study believe their customers see content that is consistent with their companies’ CX vision.
Moreover, marketing leaders know the barriers that prevent them from fully delivering on their digital strategies. Poor content execution processes are leaving them mired down by administrivia, inefficiencies, and redundancies that stymie their best efforts to deliver differentiated value for their customers. And only 6% said their company has a comprehensive and well-integrated digital experience platform that enables it to manage content throughout the lifecycle — from planning to creation to delivery.
Marketers know they need better ways to take control of the content lifecycle, and 85% of decision-makers reported that their organization plans to invest in a comprehensive solution for content planning, creation, management, and delivery by 2022.
Read the complete study here to see how closely your own experiences mirror those of other marketing leaders and get Forrester’s recommendations to improve and optimize your own content processes to fuel your company’s growth.
When you're ready to take the next step in improving the success of your content execution processes, check out these resources to learn how you can power deeper personalization from content to commerce:
- How to optimize your omnichannel content strategy
- Why a content hub is a “must-have” technology
- Choosing the right content hub
Matt Krebsbach, Vice President, Marketing Strategy and Analyst Relations, Sitecore. Find him on LinkedIn.