WPP’s VML and Contentful are out with a new report on content and how best to manage it for optimal marketing effectiveness. 

It explores issues like the challenges of scaling content across markets and channels. For example, lack of centralized oversight and control leads to inconsistent branding in regions, according to more than 80% of the executives surveyed for the report.  

Optimizing personalization is a big issue as well.  

Another challenge: Poor internal communication among teams to deliver omnichannel content strategies effectively.  

“The digital landscape is overflowing with content, creating both immense opportunities and significant challenges for businesses” the report states. “Many organizations struggle with content chaos, facing obstacles in consistency, personalization, measurement, and speed. However, the path from chaos to control lies in recognizing content as a strategic business asset and embracing a holistic approach to its management.”  

The survey research was conducted by Censuswide with 1,008 respondents (CMOs/ CIOs/ CTOs and CDOs) across the UK, U.S., Germany, and the Netherlands between October 2023 and May of this year.   

The report outlines a number of other challenges and offers proposed solutions as well. The full report can be downloaded here.