Report: Up to 70 percent of created content remains unused

A recent study reveals that the lack of a strategy for managing digital assets means that much of what marketers create isn’t getting used to its full potential—if at all.

Ragan Insider Content

Sometimes PR and marketing pros’ work of creating brilliant content is all for naught.

Depending on which study you consult, the amount of content marketing that goes unused can be as high as 60 or 70 percent.

Many content marketers agree that there’s a frustrating disconnect between the content that’s created and the strategic outcome it aims to achieve, but new research from the Content Marketing Institute explains this gap—and points to possible solutions.

CMI’s “2017 Content Management and Strategy Survey” reveals that though the vast majority of organizations say they value content as a business asset (92 percent), only 46 percent have a documented strategy for managing it as such.

Without a content strategy that links the content your organization produces to tangible business goals or problems, you’re creating content in a vacuum. When you create content in a vacuum, it gets cast aside, forgotten and ultimately unused or underused.

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