Report: Up to 70 percent of created content remains unused

Sometimes PR and marketing pros’ work of creating brilliant content is all for naught.

Depending on which study you consult, the amount of content marketing that goes unused can be as high as 60 or 70 percent.

Many content marketers agree that there’s a frustrating disconnect between the content that’s created and the strategic outcome it aims to achieve, but new research from the Content Marketing Institute explains this gap—and points to possible solutions.

CMI’s “2017 Content Management and Strategy Survey” reveals that though the vast majority of organizations say they value content as a business asset (92 percent), only 46 percent have a documented strategy for managing it as such.

Without a content strategy that links the content your organization produces to tangible business goals or problems, you’re creating content in a vacuum. When you create content in a vacuum, it gets cast aside, forgotten and ultimately unused or underused.

Using content to its full extent should be fundamental.

The next step in the process of getting the most out of what you create is to repurpose it when appropriate. Only 24 percent of the study’s respondents said they can “always or frequently repurpose content without a great deal of human intervention.”

This is where having a clearly defined mechanism for managing content becomes extremely valuable. When you’ve put in place the processes to give marketers across your organization access to available content and help them understand how they can repurpose or reuse it, you can start to get the most benefit from your content marketing strategy.

[RELATED: Join us for the Brand Storytelling and Content Marketing Conference at The Coca-Cola Company.]

Still, that’s not the case with many organizations.

Eighteen percent of marketers said their organization has the right technology to manage their content marketing. If that number seems low, it should. What’s more disturbing is that 45 percent said they have the tools, but they’re not using them to their full potential.

The bottom line is this: For an organization to get full business value from their content marketing efforts, a clearly defined strategy is crucial, along with tools to manage the content and get it in the right hands to serve your business purposes.

Perhaps then the amount of unused content will decrease.

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