Condition of Content 2022

State of Content 2022: New Survey Data Discloses ​Top Challenges for Marketers ​ (& Tips to Overcome)


Bringing useful and relevant content to viewers is a top priority for online marketers. Yet, lifecycles for go-to-market assets tend to lag at the rear of the demands of consumers.

In December 2021, Welcome commissioned a Sirkin Research survey to learn the maturity of content material operations in marketing groups as they stepped into a brand new year. The survey – aptly called ‘ State of Content 2022’ – was designed to understand the primary problems modern marketers face in the context of planning, making and distributing content, plus analyzing its performance.

The findings not just confirm the looks of the evolving marketing landscape that we get witnessed with hundreds of our own customers but also throw some fresh and rather eager insights into the mix.  

Who was targeted??

  • Roles:   CMO/Head of Marketing, Content Marketing, Content material Operations, Brand Marketing,   Digital Marketing, Product Marketing, Creative Services, Web Ops, Communications  ​
  • Titles:   Director & above​
  • Industries:   Tech, BFSI, Health care, Pharma, Media, Entertainment, Training, eCommerce​
  • Size:   Business & Mid-Market​
  • 140+ respondents 


Read on for key insights from State of Content 2022.

Investment in Content is increasing

Businesses are looking to leverage technology to fuel innovation and business transformation in the brand new year – with budgets to match.

Close to 23% of respondents intend to spend between $100K- $500K on initiatives and activations around content in 2022, with a select 16% ready to shell out up to $5M for the similar! This does not really include employing new employees.

Over twenty people take part in marketing-specific content operations (ideation, planning, creation, publication, distribution, analysis) in 43% of our respondents’ teams or companies.

It does not come as a surprise after that that 76% of our respondents say their organization is increasing headcount related to content material in 2022, while 60% of respondents say their particular organization is increasing spending on technology related to content.

Content Maturity is a Best-kept Secret

We asked teams to self-assess the sophistication of their content operations, choosing in one of the following four levels:


  • Ad hoc   – No formal processes, content initiatives happen inconsistently in  pockets.
  • Emerging   – Starting to coordinate content-related attempts across the organization, limited use of tools and technology.
  • Established – A lot of established processes, solid coordination, and actively investing in technologies.
  • Advanced   – Optimized processes in place, sophisticated use of technology and equipment, strategic partner to Board and senior leadership.

While content is a growing priority, it came as a shock that just 14% self-identify as Advanced. The world seems to be getting there though, because 60% and 25% i dentified because Established and Emerging correspondingly.

< Image of Maturity Curve below>


This begs problem – what does the Advanced portion of the market do differently?

Here is What Sets You Apart from the Pack

To be ‘Advanced’ means you are spending less time managing technology and ‘work about work’ and more period driving robust go-to-market experiences augmented by data. Just how exactly do you facilitate the transition to this apex stage of the content maturity curve? Here are three practices that will distinguished themselves as the many impactful:

Content Functionality or Recommendation Analytics:   While a relatively moderate 47% of our Innovative respondents own an analytics tool, the results also display that having such a tool more than doubles (2. 4 times) the likelihood of being Superior. ​ This makes perfect sense because having visibility directly into how your content is executing and using those insights to continually improve content is really a major part of being a well-oiled marketing machine.

Cross-Channel Experience : 82% of Advanced focus on offering a consistent experience across channels for their users. Teams that take the effort and time to iron away the details of providing a refined and seamless experience possess the building blocks in place to maintain this stage of maturation. This could also be seen as a indication that you are already Advanced instead of something that you need to do to get there. Either way, prioritizing user experience makes you second . 6 times more likely​ to be Advanced.

Documenting Workflows and Processes : Nothing fits the idea of a sophisticated content engine better than standardized workflows. It is a simple and elegant alternative that organizations can commit to doing nowadays as it is a sure-shot way of making your efforts repeatable and scalable. The particular numbers add up too. 71% of Advanced prioritize documenting their workflows and processes and this practice makes you 2 . 2 times more likely to qualify because Advanced.

What is Ailing Contemporary Marketers?

The problems that marketers face on a regular provide more context to the amounts we see on the articles maturity curve. In the Condition of Content 2022 survey, we asked them about specific pain points within the content lifecycle across a couple of different categories. Ranked so as of difficulty, here are the particular stages that steal sleep from modern marketers:

  1. Performance Measurement   ​

The survey found that the ability to measure performance has the highest impact on a team’ s success, yet it’ s the most challenging and underdeveloped part of articles operations. In this category, reporting and tracking remained the parts that around 43% of marketers struggle with probably the most, yet about the same percentage said SEO is something these people feel relatively comfortable with.

  • Toughest: Holistic Reporting (44%) / Tracking Across  Channels (43%) / KPIs (39%)​
  • Least Hard: Optimizing for Search (43%)​

In addition (and unsurprisingly at this point! ), only 9% rated their ability to demonstrate the impact of content as ‘ excellent’, while 40% termed it ‘ very good’. ​

  1. Content Creation   ​

Producing content is the second hardest of most undertakings and we can corroborate – having heard the same from many well-intentioned articles marketers. Meeting the needs for a high volume of content was the hardest, while conversation and accessing subject matter experts was relatively easier.

  • Hardest: Fulfilling High Volume of Content material (40%)
  • Minimum Hard: Communication (49%) and Accessing SMEs (47%)

This category also houses both most time-intensive and apparently laborious tasks. Content creation accounted for 35% of a marketer’s work week and collaboration arrived at second, eating 20% of their time.

  1. Asset  Management  ​

How to store, manage and reuse content plus creative has got marketers in a pickle. Managing assets is definitely the third hardest thing for marketers to do. Governing property, which is ensuring they are the many updated and compliant at any given time, is the bit that simply leaves marketers the most perplexed whilst sharing them with others is actually less hard, likely due to many tools that enable teams to do so.

  • Hardest: Governance (37%)​
  • Least Hard: Sharing Assets (55%)

  1. Content Planning

To say that planning content to serve the audience’ s needs is essential sounds obvious, yet you can find parts that marketers are struggling to figure out. 44% associated with marketers agree that while ideating and brainstorming about what to put out next is the least challenging, 32% of them rank the actual creation of it because the single most challenging when serving a broad audience.

  • Hardest: Creating Content with Broad Charm (32%)
  • Minimum Hard: Ideating Content (44%)

Additionally , research is the #1 priority among all activities in a content lifecycle and an activity that 76% associated with Advanced partake in.

Our Consider & Looking Forward

It is evident through the findings of this survey that global marketing teams often have valuable ideas and messages that get buried below convoluted planning and performance. Marketing needs to be more powerful, efficient and agile than in the past but to optimize advertisments, marketers will need to collaborate quick, use data, and continuously  optimize for outcomes — by bringing content, workflow,   insights and experimentation together to achieve their goals.   ​

This year, investments within content performance analytics, cross-channel experiences and standardized workflows are the three key areas that are essential for modern entrepreneurs to succeed. This lines up with where leading companies are headed – leaping from getting data-driven to being scientific about creating personalized electronic experiences. Delivering the right content at the right stage for that customer is going to be a building block of this experience.

Driving positive business final results is more important than ever. CMOs, marketing leaders, and their own stakeholders are growth-oriented. Setting up KPIs should be the first phase but it is being able to link them to ROI that makes the particular definitive difference. Consequently, solutions that can demonstrate how they help drive growth will individual themselves from the pack plus surface to the top of the mar-tech priority list.     ​

The answer is a marketing orchestration platform such as Welcome that helps companies strategically consolidate plus integrate their content and marketing operations. It accelerates speed-to-market at scale ​while maintaining across-the-board visibility & brand governance. ​

Request a demo to explore how Welcome can help your marketing teams.

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