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CMI’s Content Management and Strategy Survey: How Does Your Business Stack Up?

Content Marketing Institute has long been the top source for content marketing education, news and information for the world of content creation. Hot topics, new twists on old strategies and fresh ideas never disappoint. Their recent survey of 411 marketers in the industry provides us with fresh insight into our competitors and shows us how we stack up. Take a peek at some of the most eye opening statistics.

Content As an Asset

A powerful 92 percent of survey respondents noted their company values content as an asset. Yet a mere 46 percent have a clearly documented strategy for maintaining that asset. If you’re valuing your content and managing it well, you’re ahead of the game.

Structuring for Success

The survey results revealed that a significant number of businesses are not set up to effectively manage their content. What does this mean? It means that software, strategies and consistent workflows haven’t been established in the majority of businesses.

This is in line with what we at Prince William Living see in the content world. Many businesses publish content here or there. Some have specific staff to handle these matters, others don’t. Many have no technology to support such endeavors, despite recognizing the value of content. To be successful at content marketing, you need a plan, a schedule, some writing talent and consistency.

Tapping into Technology

CMI’s Content Management and Strategy Survey: How Does Your Business Stack Up?Along the same lines as structural problems (or absence, as noted above), only 18 percent of survey respondents felt their company has the right technology in place to manage their content marketing work. Nearly 50 percent did note that they have the tech tools they need, but they aren’t tapping into their full potential.

Content Marketing Education

Who doesn’t love a little professional development that enhances your performance? A high 66 percent of marketing respondents indicated they most wanted to learn how to better use technology to manage content as a business asset. Another 64 percent also noted they were looking to learn how to build a scalable content strategy.

So there you have it. In the content marketing world we have:

  • Most companies valuing their content
  • The majority of companies are not structured for content marketing success
  • A high majority are not using technology effectively
  • Content marketers are looking to learn more about how to better use technology and build strategies

Do any of these statistics resonate with you? Could your business use a boost in the content marketing department? Partner with Prince William Living’s content division to build a successful, state-of-the-art strategy and content that reaches your target audience every time.


ATW – All Things Writing, a Prince William Living partner, is a full-service content development and content marketing company on a mission to help clients shine online and in print. Coming from private, government and nonprofit sectors, our clients get the kind of content that builds their brand, reputation, image and presence through customized material and personalized services. You can be one of those clients and benefit from the experience and dedication of ATW and our USA-based partners.


Erin Pittman, Lead Editor

A project manager, writer and editor, Erin Pittman has almost a decade of professional experience in both print and online materials. She holds a BA in English from Randolph-Macon College. Her work has been featured in local and national publications, as well as on various local and national websites and blogs. Writing topics include marketing, personal finance, special needs, military, parenting, seniors, local events, real estate, service industries, business profiles and more.