VML and Contentful Highlight the Importance of Content as a Core Business Asset

VML & Contentful launch “Controlling Content Chaos”.

This report highlights the importance of content as a core business asset and offers insights from a survey of over 1,000 C-Suite executives in marketing and tech roles across various industries and countries. The report combines survey data with expert opinions to deliver actionable strategies for optimising content management. 

Digital content is the lifeblood of today’s online world. But for many businesses, managing the ever-expanding volume of digital assets has created a situation you could call “content chaos.” 

Recently, 81% of executives surveyed said that they struggle with keeping content branding consistent around the globe while trying to scale content strategies for different regions. 

"Controlling Content Chaos" is a critical read for C-Suite executives and content management professionals aiming to navigate the complexities of modern content management. By addressing key challenges and offering practical solutions, it provides a roadmap for enhancing customer value through effective content strategy and management. 

With content management, strategy precedes technology. While tech is essential for managing millions of assets and rapid production cycles at enterprise scale, it’s not a silver bullet — you still need to know what your strategic goals are, and what you’re trying to accomplish. But once the strategy is defined, these technologies can help address content challenges:

• Content Management System (CMS): Modern CMS platforms are expected to do more than ever before, from enabling collaboration to orchestrating omnichannel strategies. However, only 35% of leaders find their current tech stack effective at facilitating flexibility and scaling.
• MACH Architecture: Microservices, API-first, Cloud-native and Headless (MACH) architectures offer increased agility and scalability. While 90% of respondents are familiar with MACH, there’s still room for improved understanding of its benefits.
• Digital Asset Management (DAM): 88% of leaders see improved productivity for marketing and content teams as the top benefit of DAM solutions.
• Customer Data Management: Integrating customer data with content strategy is crucial, but challenges persist. Seventy-nine percent of respondents struggle with data silos and inconsistent data quality.

Adopting the strategies outlined in this report can help organisations achieve global brand consistency, drive efficiency, and demonstrate the strategic value of content as a business asset.

Download the report here for more information.