Increasingly, content is being seen as an important strategy for modern businesses, but according to Content Marketing Institute's 2021 Content Management and Strategy Survey, approximately 40% of those polled in the survey reported that the company or organization they work for do not utilize content technology optimally. However, companies appear to be shifting their focus from projects to content, so content marketing is being taken more seriously. Because of this, there are three tasks one should perform to make sure their company is using online content properly. First, the content operating system that your company uses should be evaluated. Second, your company should start integrating forms of different digital technology to market to their customers or audience. Third, all of the media owned by the company should be treated and maintained as if they were products.
- The Content Marketing Institute's recent study shows that many organizations are struggling with tech integration and training.
- Organizations are more likely to operate with a content products model than a projects/campaign model.
- Accelerated change is coming, so now is a good time to de-silo the customer’s journey and manage all media properties as products.
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