Creating engaging content is easier said than done, and 90% of in-house communications team leaders say they regularly experience content creation challenges, according to research from content agency Speak Media. 

One-third (33%) say the main issue is a lack of measurement and analytics, whilst just under one-third (29%) point to content silos as a problem they regularly struggle with.

Which one of these, if any, is the biggest content challenge you face on a regular basis?

Content chaos

Commenting on the findings, George Theohari, head of content at Speak Media, describes the situation as ‘content chaos’, adding: “Content chaos is going to cause some huge issues for organisations in 2020, as the breadth, ambition and time-sensitivity of content needed to fill their channels now rival that of some traditional news outlets. This development can create huge challenges for communications leaders.”

No measurement

In terms of how a lack of measurement and analytics is a barrier to producing content – and understanding how it is being received – Theohari gives an example of a response to the survey: “One respondent acknowledged a need for better reporting, confessing their team is not equipped for such a vital part of the content production process: ‘We need to be more rigorous in checking what content generates the most engagement, but have a lack of skills and resources in the team.’”

The next biggest issue is ‘content silos’, with different teams “working to different cycles and deadlines, depending on their channel and output” – a problem that results in duplication and inefficiency.

Other challenges

A lack of “prioritisation” and a deluge of “competing pressures” are made worse if, as one in 10 respondents said, they have no solid, joinedup editorial strategy in place says Theohari, adding: “ A similar proportion cited the struggle to produce the strong visual content – video, photography, illustration and graphics – needed to strengthen their output on all channels.”

Wasted energy

Theohari concludes: “The danger of all of this is generating a content stream that’s all filler – and no killer. One in ten of those surveyed said their biggest content challenge is gaining traction on social media, with some relying on ‘paid promotion on LinkedIn’ as their main strategy for getting eyeballs on their content. As one respondent said, in the absence of a co-ordinated approach to content planning, production and amplification: ‘Most of the content is going to waste’.”.

Methodology

Conducted by The Pulse Business on behalf of Speak Media, the survey asked 400 comms directors ‘Which is the biggest content challenge you face on a daily basis?’.