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Content is king - and its kingdom is digital


The emergence of content creation as a key marketing function has led many businesses to change their approach to this part of their business. Previously, much of this work was outsourced, but in-house content teams are growing as companies place more emphasis on this area.

At EMR we’ve seen a host of new roles emerge as organisations either add to their established content production department or attempt to develop a new one from scratch.

For candidates with the right talent and experience, this has created exciting opportunities for them to take on strategic roles within large companies.

This was underlined through a recent report from strategic communications consultancy MSL. Its London base revealed that 91 per cent of companies will produce more content in 2014 than last year, while 88 per cent of businesses plan to produce even more in 2015.

Surveying 100 comms professionals from around the globe, the study found that budgets are growing as support comes from senior management for digitally-focused content production.

Because of how rapidly the attitude towards content creation has changed, the majority of organisations are still in the early stages of developing their team and infrastructure - good news for jobseekers, who will have a great deal of leverage assuming they are desirable hires.

A lack of readiness was observed by MSL, which found that only 25 per cent of companies have audited their content strategies to date, while only 19 per cent consider themselves to have a big enough team dedicated to creating and distributing digital content.

Worryingly, only a quarter of businesses have the expertise in place to gauge the effectiveness of their content strategies, meaning their investment could end up being wasted if they do not bring in workers who understand analytic metrics in the digital arena.

Organisational change

In addition to seeking out new talent, businesses will need to make genuine changes to the structure of their company if they are to get the best out of their content marketing plans.

One respondent said: "The scale of the organisation means that content probably exists within various business units which would make good corporate content, but we have no way of knowing that it even exists."

Naturally, this is less of a problem for smaller enterprises, but even they need to ensure that a collaborative approach is taken to the creation of new content.

Only 17 per cent of respondents felt that usable information was easily retrievable across their organisation, highlighting the importance of a joined-up attitude when it comes to generating digital items.

Positive signs for a content rush

Nevertheless, the new attitude towards content marketing signals the potential for increased levels of growth and strong job creation across various industries.

Some 51 per cent of companies feel they have "more expertise in creating and distributing digital content than last year", while 38 per cent already have larger internal content teams in place than they did in 2013.

This evolution is likely to drive hiring plans throughout 2014, meaning eligible candidates hoping for a move this year could be in luck.


Tags: Digital

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