More than two-thirds of large enterprises believe that their content marketing campaigns are more successful compared to a year ago despite the challenges associated with managing strategies and campaigns across multiple offices, departments and products.
The latest “Benchmarks, Budgets, and Trends” report published by Content Marketing Institute (CMI) shifts the focus away from SMEs to take a closer look at how large corporations handle their marketing on a day-to-day basis. The main takeaway is that the bigger the brand, the more challenging it is to align content with the wider business.
“The unique nature of a large organization makes content marketing especially challenging,” CMI’s Research Director Lisa Murton Beets said.
It’s no surprise then that 74% of respondents said that attempts to coordinate and integrate content efforts across the myriad of departments and offices that make up larger enterprises was their most pressing challenge for the year ahead. Six in ten also want to cut down on departmental silos and half are eager to adopt more tech.
CMI says that these companies can transform content campaigns by creating a centralised team that works with each part of the business. This change can reduce communication breakdowns and duplication, improve messaging, and drive better returns and ROI. However, just 26% said that they have such a team structure in place.
Another problem is a mismatch of sales and content endeavours. Just 19% said that these two disciplines were either extremely or very aligned. Marketers are hopeful that tech can alleviate the problem though while enabling them to gain better performance and audience behavioural insights.
