The Content Structures, Processes, and Tools Most Used by Marketers

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Most marketers say their company has style and brand guidelines in place for content, but less than half say their firm has developed more complex content structures such as a customer journey map or a messaging framework, according to recent research from Content Marketing Institute.

The report was based on data from a survey conducted in February 2017 among 411 marketers (59% work for B2B companies, 21% for B2B-B2C hybrid companies, 10% for B2C companies, and 10% for nonprofit organizations).

Some 70% of respondents say their firm has style and brand guidelines in place for content; 53% have a formal content workflow, 51% have developed customer personas, 50% use content performance analytics, 33% have created a customer journey map, 32% create structured content, and 29% have developed a messaging framework.

Some 46% of marketers say they have processes in place that enable their firm to always or frequently deliver the right content to the right person at the right time.


Just 24% of marketers say they have processes in place that enable their firm to always or frequently repurpose content without a great deal of human intervention.

Some 76% of respondents say they use an email platform to help manage their content marketing efforts; other popular technologies include content management systems (57% use) and content collaboration/workflow software (44%).

Some 69% of respondents say their firm has some systems in place to help produce, manage, and distribute content, but that there is also a lot of manual work involved.

About the research: The report was based on data from a survey conducted in February 2017 among 411 marketers (59% work for B2B companies, 21% for B2B-B2C hybrid companies, 10% for B2C companies, and 10% for non-profit organizations).

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