Today, marketers are under ever-increasing pressure to push out more projects, faster, to feed a range of hungry marketing channels. If there ever was a good time for brands to rethink their marketing practices, it would be now. Still, a recent Content Marketing Institute report showed that only 40% of Australian marketers “are delivering content consistently” compared to the previous year.
There are many challenges that marketers face today: a fiercely competitive marketplace, the pressure of producing memorable content for multiple media channels, and the day-to-day management and execution of marketing projects. If we shine a light on managing creative projects, a common issue that marketers face is deadline delays, a symptom indicative of other issues bubbling away below the surface.
Something is multiplying at a rate of knots and it’s not the number of hours that marketers are being freed up each work day. Not only are marketers feeling the pressure to perform across multiple platforms, now they’re managing their creative projects with more than one marketing tool.
According to Winterberry Group’s research report , 55.1% of marketers are using five to ten different marketing tools to manage data and advertising campaigns, with 27.3% juggling up to 20 tools. Aside from marketing automation tools, these figures include marketing project management tools such as time tracking, collaboration, file management, resource management, online proofing tools and asset storage.
According to the Asia Pacific Content Marketing Report 2016 by HubSpot and Survey Monkey, 63% of businesses stepped up content creation in 2016. Still, 56% of marketers surveyed revealed that creating quality marketing content was one of their top challenges.
In one way or another, the quality of marketing output has always been reliant on how effectively you manage your creative approval workflow. When marketing projects are running smoothly, quality and expediency go hand in hand. When they become riddled with problems, it’s no surprise you see a decline in the quality of output.