Integrated Content Management - Lessons from New Research!

How do some companies grow faster, innovate quicker, and adapt to future trends with ease? Research into integrated content management has revealed the secret to securing your competitive advantage and overcoming inefficiencies through content centralization and collaboration.

  1. chevron left iconIntegrated Content Management - Lessons from New Research!
Lucy Campbell-WoodwardJune 4, 2020
  • Content Management
  • Digital Marketing
  • Content Marketing

What do you think it means to be a leader in your sector? Does it mean having the biggest slice of market share? Or perhaps it’s all about profile and being held up as an example by your peers. Well, we’d argue that being a leader begins at a more fundamental level.

Market leaders in integrated content management seem to have a ‘special sauce’ that helps them grow faster than their competitors, innovate rapidly, be protected from economic shock, and adapt to future trends with apparent ease. And, like most special sauces, how each leader achieves their content operations successes is often a closely guarded secret.

But, new and exclusive research has revealed the fundamentals of what successful, centralized content management looks like, and the effects it can have on the wider, daily business operation. The State of Universal Content Management 2020 is a report presenting detailed findings of a recent study by London Research, sponsored by censhare, into the behavior of market leaders when it comes to integrated content management. Through a survey of over 700 marketing and business professionals, the findings reveal that there are certain actions and approaches that these leaders are more likely to take than those companies who are currently lagging behind in their content management operations, which secure their competitive advantage, and that there is a strong disparity between those who take such action and those who do not.

Among the findings, the research reveals that:

  • Leaders are 2.5 times more likely to have integrated workflows
  • Content is the responsibility of many individuals and teams, rather than resting in silos, but should be controlled at a global levels
  • Centralization is vital for efficiency and effectiveness workflows

However, that’s not to say that there aren’t still challenges. According to the report, the larger the company, the harder it is to create content frameworks, wastage is still an issue, and most recognize that their operations would benefit from increased automation of processes and basic content admin tasks

These insights and more really put the finger on the pulse of issues currently at hand for marketers in many organizations when it comes to content management inefficiencies and what the negative effects of such issues can look like. Just as importantly, however, the results are presented in a context which gives marketers and businesses alike an understanding as to which direction they need to move in, in order to solve these challenges for themselves.

There is a lot more to explore in the study and I would highly recommend that you give it a read! You can download The State of Universal Content Management 2020 paper, available exclusively here, or instead watch this complimentary webinar which provides an overview of key findings and the methodology behind the research.

Lucy Campbell-Woodward
Lucy is Head of Marketing for censhare, and leads the global team in the aligned planning and implementation of censhare's marekting strategy. Having joined the team in 2017, Lucy has played a pivotal role in the censhare Marketing team for a good few years now, and stepped up into a leadership role in 2022.

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