Why are brands struggling with their content strategies? Nicole Bohorad, Senior Manager of Social Media Marketing at Capital One, counted the ways on Tuesday. First off, “We’re not prepared to develop content,” she told attendees of MediaPost’s Content Marketing Insider Summit. (According to research cited by Bohorad, 70% of marketers lack a coherent content strategy.) Making matters worse, most brands are “not organized to manage content across their company,” Bohorad said. At Capital One, she said, a least six other teams are probably working on content at any given time, and the communication between those teams needs to be improved. “Tech tools” can help, she said, but they can also further complication matters. That’s because the tech tools marketplace is “confusing,” the reps selling those tools are very pushy, and most brands have limited resources to vet individual tools, Bohorad said. As a result, once brands commit to a particular tool, they’re too often missing necessary features, or they offer features that brands are paying for, but failing to exploit.