Budget challenges. The impact of cheap content. Balancing quantity and quality.
Almost 1 in 2 (49%) say it's a "big problem", and 80% face a trade-off between content quality and quantity.
Senior management doesn't have an f'ing clue and still sees all marketing as cost, not investment.
It's no shock that limited resources appears among the top content obstacles. The surprise is that it only appears at #3.
The comparative lack of angry verbatim quotes might show that this is not seen as an important issue for debate. But it's worth pointing out that marketers who are less constrained by budgets are also happier with their content results.
The survey suggests that budget constraints are reflected in a lack of originality and writing quality... and that this harms business results.
Respondents who said resources are a "big problem" are 18% less likely to be proud of their content's business results.
I was surprised that all the respondents from Europe – and most of them in the UK – feel there's a trade-off between creating enough content and keeping quality high.
High-quality content is necessary to maintain the audience's interest, and build a strong online reputation.
The most successful marketers are those who find a balance between creating enough content and keeping quality high.
A quantity of content is necessary too, to ensure you're communicating enough with all your audiences.
The most successful marketers manage to find that balance. It takes a lot of careful planning and organisation to make sure the balance between the elements is just right.
We need to keep trying to innovate our creative appeal, or messaging, as our competitors grow stronger. We've got to keep evolving to make sure that we remain the best in the industry.
