Growth in digital content poses major challenge for marketers

Despite heavy investments in managing the surge of digital content, the operational side of content management is eating up a big chunk of marketing professionals’ time, according to a new study from our Chair Partner Accenture.

“Content fuels virtually everything a marketer touches—all roads lead there,” said Donna Tuths, global managing director, content services at Accenture Interactive. “Content is marketing’s most vital asset—literally the currency of communication powering engagement and driving sales. Ironically, the exponential digital content growth now has the potential to become marketing’s greatest obstacle to drive value from it.”

Respondents cited three top reasons why they are challenged with managing digital content: lack of skilled talent, deficiency in technology, and overall process issues.

Read the article with the key findings and download the report ‘Content: the H2O of Marketing’.

Donna Tuths, global managing director, content services at Accenture Interactive
“Companies that win will be those that embrace the fact that managing digital content is an enterprise issue”