According to Content Marketing Institute’s Seventh Annual Content Marketing: Benchmarks, Budgets and Trends Survey, 70% of companies are going to create more original content next year, even though only half that number have a documented content strategy.
Respondents to my own small survey told me that simplifying content production was their biggest challenge. Defining a strategy came in third. Measurement was second, which is good if you have a strategy to measure.
In my mind, developing a strategy is the first step in simplifying content creation. The absence of a strategy is responsible for the challenge of production. Maybe people think that if they commit to a strategy, they’ll end up with too much to do…
So I called up my content co-conspirator, David Shifrin, and we had a conversation about these observations and shared a few thoughts on overcoming the challenges of content production.