Learning to use content management martech is biggest educational need for marketers

According to Content Marketing Institute’s latest survey of marketers, learning how to better use their content management marketing technology is posing a significant challenge for marketers.

Sixty-six percent of the marketers polled claimed “How to better use technology to mange content as a business asset” as their greatest educational need in regard to content management. It was the most cited response, followed by 64 percent who said it was building a scalable content strategy and 46 percent who named mapping the customer journey.

Thirty-seven percent of the marketers polled listed using artificial intelligence as their greatest educational need.

What are your greatest educational needs regarding managing content?

In addition to needing more education around content management technology, only 18 percent of the survey respondents believed their organization had the right technology in place to manage content.

Forty-five percent said they have tools but aren’t using them to their full potential (reinforcing the findings around learning to use technology as the top greatest educational need). Thirty-seven percent said their organization was lacking in the necessary tools.

Do you feel your organization has the right technology in place to manage its content marketing efforts?

The report findings are based on 411 completed online survey forms from marketers representing B2B and B2C organizations, ranging from SMBs of 100 to 999 employees and large enterprises with 1,000 employees or more.

The focus of the survey was to get a better understanding of how content marketers are managing their content strategy — from the processes they use to create and distribute content to the tools they implement to automate their content management systems.

When asked about digital content marketing technologies currently being used, 76 percent of the respondents listed email marketing technology — making it the most widely used martech of the survey participants.

Fifty-seven percent listed content management systems, and 44 percent listed content collaboration and workflow software.

Which types of digital content marketing technologies does your organization use to manage its content marketing efforts?

Overall, 91 percent of the survey respondents confirmed they use content marketing, and 92 percent said they view content marketing as a business asset.

Sixty-nine percent report having systems in place to produce, manage and distribute content, but that there was “a lot of manual work” involved.

When asked how often their organization’s content-related processes make it possible to repurpose content without a great deal of human intervention, only 24 percent said either always or frequently, while 41 percent said they are rarely or never able to repurpose content without human intervention.