Marketers not focusing enough on content creation technology, research argues

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Marketers are focusing too much on content distribution and management rather than better content creation technology, according to a new survey.

In a study of marketing creatives by interactive video technology company Rapt Media respondents were asked about the challenges, priorities and technology investments that they faced when it comes to the evolving content marketing ecosystem. It also looked at whether measurement of the content they produce was a priority for them.

The results showed that respondents generally felt that developing content that was personalised enough was their biggest challenge (83%) and that 94% said that better content tech was key to creating content that is personalised and engaging.

However the majority said their companies were investing in content distribution and management technology rather than content tech. Much of the cause behind this seems to be a lack of accountability. 77% said that linking performance data with content was not important and 86% said they were not held accountable for business metrics from content that they produce.

Erika Trautman, founder and CEO of Rapt Media, said this had to change. “Marketers are starting to pay close attention to ‘push’ versus ‘pull’ content as content marketing is fundamentally different than brand or awareness marketing.”

“Consumers increasingly want to seek out content they can explore instead of being delivered content that’s uninteresting or irrelevant.”

Instead Trautman said that linking performance data with content creates better, more meaningful content for the customer as well as the business case to continue to invest in content for the creative.

“Personalisation has to be prioritised from the moment content is created. It must be created with the ability for consumers to navigate, explore and customise it to their personal preferences and interests,” Trautman said.

“Emerging content technology is the key to creating a new kind of customer-centric experience that also allows marketers to glean deep analytics from the content, understand its effectiveness, and optimise it for better performance.”

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