The State and Impact of Content Consistency Benchmark Report

Resource Overview

To discover the impact of content consistency, Demand Metric partnered with MarcomCentral to assess the state of content consistency and discover how inconsistent – fragmented – content impacts the sale team and revenue.

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Introduction

The creation and dissemination of content is at the heart of the modern marketing organization’s work. Any digital marketing endeavor is fueled by content, and prospects who embark on a buying journey are most likely to first encounter a selling company through its content. For content to have the greatest impact, it must consistently convey the brand and its core messages reliably. To discover the impact of content consistency, Demand Metric partnered with MarcomCentral to assess the state of content consistency and discover how inconsistent – fragmented – content impacts the sale team and revenue.

This research found that the typical customer journey has an average of just over 5 touch points, with 20 percent of study participants reporting seven or more touches. At each of these touchpoints, customers encounter content, but for four out of ten organizations, that content is fragmented. Part of the reason for this fragmentation is that over half the time, marketing is slow in responding to sales team requests for content, so sales team members resort to improvising their own content. Still, two-thirds of the organizations in this study report that they lose deals because they don’t have the content they need.

This report summarizes the results of a survey used to collect the study’s data, sharing the key findings and insights that came from the data analysis.

Table of Contents

  1. Introduction
  2. Executive Summary
  3. Content and the Buying Journey
  4. Content Fragmentation
  5. Content and the Sales Team
  6. Content Personalization & Distribution
  7. Analyst Bottom Line
  8. Acknowledgements

  9. Appendix - Survey Background
     

Research Methodology

This 2017 Content Consistency Benchmark Study survey was administered online during the period of January 18th through February 12th, 2017. During this period, 328 responses were collected, 250 of which were complete. Many of the partial responses were complete enough to use in the analysis. Only valid or correlated findings are shared in this report.