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Curing the Content Headache
 

Curing the Content Headache

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Did you know 45% of communication professionals are involved in creating content specifically for the internet/mobile. Organisations have begun to realise the value of good content as a currency to ...

Did you know 45% of communication professionals are involved in creating content specifically for the internet/mobile. Organisations have begun to realise the value of good content as a currency to communicate with their audiences. Our research on 'Curing the Content Headache' examines the challenges faced by corporate communication professionals to mine, refine, create and publish corporate content across various paid, owned & earned media channels.

Carried out in April 2014 with the help of Tapestry Research, the survey compiles results from nine key questions we asked 100 top tier communication professionals about their organisation's content development & management approach.

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    Curing the Content Headache Curing the Content Headache Presentation Transcript

    • Curing the content headache Full results
    • 2Executive summary
    • Data
    • 4 54% 46% 43% 9% Q1. In your company, where is digital content managed?
    • 5 45% 8% 12% 44% 3% Q2. Is your company producing original content specifically for digital channels or repurposing existing content made for TV, print or other media?
    • 6 79% 41% 25% 22% 22% 20% 17% 7% Q3. Which of these describes your company?
    • 7 93% 39% 65% 73% 80% 51% 21% 32% 49% 18% 16% 2% 73% 44% 61% 65% 45% 65% 28% 29% 40% 16% 15% 2% Corporate communications Consumer communications Q4 .Which digital channels are you using currently to distribute and share your content?
    • 8 94% 71% 64% 53% 39% 35% 34% 31% Q5. For which of the reasons below is your company producing digital content?
    • 9What about in a year's time, do you think you will be distributing more, less or the same as you are now? 91% 9% 88% 10% Q6. Would you say you are distributing more, less or the same amount of digital content compared to a year ago?
    • 10Q7A. In 2013, what % of your marketing/ communications budget did you invest in creating and distributing digital content? In 2014, what % do you expect to see invested in it? 2% 29% 9% 2% 36% 0 32% 14% 6% 37%
    • 11 29% 71% 0 Q7B. Do you expect to increase or decrease in investment in creating & distributing digital content in 2014 vs 2013?
    • 12 44% 48% 1% 19% 44% 29% Q8. Compared to a year ago would you say you have more, less or the same of each of these?
    • 13 19% 58% 16% 38% 50% 6% Q8. Compared to a year ago would you say you have more, less or the same of each of these?
    • 14 51% 43% 1% 30% 58% 3% Q8. Compared to a year ago would you say you have more, less or the same of each of these?
    • 15 65% 34% 1% Q8. Compared to a year ago would you say you have more, less or the same of each of these?
    • 16 40% 40% 33% 38% 32% 36% 22% 28% 31% Q9. Do you think your company has what it needs to be successful with your digital content in 2014?
    • 17 19% 28% 25% 21% 42% 49% 44% 39% 39% 23% 31% 40% Q9. Do you think your company has what it needs to be successful with your digital content in 2014?
    • 18 34% 53% 70% 32% 47% 38% 28% 52% 19% 9% 2% 16% Q9. Do you think your company has what it needs to be successful with your digital content in 2014?
    • 19 66% 38% 38% 30% 42% 51% 4% 20% 11% Q9. Do you think your company has what it needs to be successful with your digital content in 2014?
    • 20 1st 2nd 3rd 4th 51% 49% 35% 33% Finally, looking ahead to the next year, please choose your three biggest challenges from the list below.
    • 21Defining what is good content
    • 22Needle in the haystack
    • 23Needle in the haystack
    • 24Sharing is not in our culture
    • Methodology
    • Methodology
    • 27Methodology
    • 28Methodology
    • 29Methodology
    • Stanislas Magniant Head of Digital & Social, EMEA @StanM