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Content marketing operational issues eating into Singapore marketers’ time finds study

Marketers in Singapore are getting bogged down by the operational side of content marketing, and spend less time on core marketing and brand activities as a result, according to a study by Accenture.

More than half of the marketers surveyed in Singapore (54 per cent) stated that they spend more time on the operational details of content marketing, such as getting legal and leadership approval and tagging content, than on other parts of their job.

This trend is likely to continue, the study suggests. Nine in 10 of those asked predict that they will spend even more time on operational details two years from now than they do already.

“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.”

The preoccupation with the operational side of content marketing has an associated cost, with less time spent on measuring how content contributes to the customers lifetime value as a result. Measurement ranks below operational statistics, operational costs and time to market in Singapore marketers’ list of priorities.

Brands are spending a lot more on content as digital channel options proliferate. Most respondents (78 per cent in Singapore) said their companies spend more than US$50m a year on content management.

But only 47 per cent in Singapore say they are very confident that their digital content investments will achieve business objectives, the study found.

Lack of skilled talent, deficiency in technology, and overall process issues were named as the three biggest challenges facing Singapore marketers regarding digital content.

Accenture’s study can be read in full here.

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