Poorly Managed Content Is Causing Havoc for Brands

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By: Wise Marketer Staff |

Posted on February 8, 2022

Research reveals one third of UK employees consistently feel overloaded and have more work than they can complete

London, Tuesday 8th February - Research from Templafy, the leading next gen document generation platform, pioneering the content enablement space, reveals the business and brand cost of relying on poor infrastructure to enable content. A central factor of any brand's identity, inefficient and inconsistent content damages brand perception. Whether you’re dealing with legal documents, social media marketing materials or a customer facing deck the visual and written representation of any organisation is the brand bedrock a business is built on. Yet, the survey of over 2,000 employees at enterprise-level companies globally revealed outdated content management processes that are error-prone and waste time are still rife.

Greg Sheppard, CMO at Templafy, says: “Your content directly informs how the world thinks about and interacts with your brand - incorrect or outdated information will only hinder these relationships. Healthy brands are constantly changing and evolving guidelines for content but if the infrastructure is lacking and there is no consistency to roll these updates out to employees, you risk damaging brand integrity.”

A staggering 60% of global employees blame work delays and bottlenecks on poor content processes. 48% of employees say lags occur mostly during the creation, and the review, 52%, phases of a project. These bottlenecks are hard to avoid when every piece of content is reviewed by four different people on average in the UK, undergoing four revisions before it is external-facing. It’s even worse in the US, where content goes through 10 reviews.  And even after these reviews, errors slip through the cracks - 94% of employees still find errors in content after it’s been approved.

Reviewing content is an essential part of day-to-day routines, 76% of UK respondents (63% globally) confirmed, with 44% saying it is the most important component of their job. To make things worse, 33% consistently feel overloaded and have more work than they can complete. Instead of relying on brand managers to police content, organisations need to create an infrastructure to support employees in content creation. At the moment little is being done by companies to improve, simplify and speed up reviews.

Reviewing is only made harder by the proliferation of bad content creation habits. 41% of UK workers have said they have used Google to search for company images or logos to put into a piece of content or presentation. This is unreliable and wastes time, and is caused by either not being able to find the right content (23%) or believing their desktop versions are better, 43%. 

Ensuring proper content management processes are in place is even more important when undergoing a rebrand. In fact, 72% say updating all the company content would be the most challenging aspect, with the lack of tools or resources causing 24% to put off rebranding. 

The business cost of poor content management is clear. Small errors in the final content can damage both client trust, 88%, and employee trust, 76%. Meanwhile, 88% say bottlenecks and delays in the content pipeline negatively impact company revenues. 

Greg continued: “In the digital HQ everything is content, from sales presentations to email signatures to product one-sheeters, meaning every single employee generated document has the power to activate your brand.

But this data clearly demonstrates enterprises lack the infrastructure needed to enable this content and preserve the power of their brand. To fix this problem, businesses need to consider centralising, standardising, and automating their content infrastructure. This will make it easier to stay on-brand, allowing brand leaders to carry out more impactful work instead of policing content.”

About Survey

An online survey of adult full-time employees at enterprise-level companies in industries within the United States, United Kingdom, Germany and Australia was conducted by Templafy in January 2022. The maximum margin of sampling error was +/- 4 percentage points with a 95 percent level of confidence.

About Templafy

Templafy is the leading next gen document generation platform, pioneering the content enablement space. Unlike existing solutions, Templafy is embedded in company-wide workflows, going beyond simple document creation and management to serve teams exactly what they need, when and where they need it within the applications they already work in, while allowing organisations to effortlessly govern content and track performance.

Founded in Denmark in 2014, Templafy is a global organisation with offices in six major business hubs such as New York, London, Copenhagen and Sydney.