Meeting the expectations of today’s customers means moving beyond traditional approaches to marketing content production. Our new research reveals the evolved content strategies that are driving results for innovative marketing organizations.
More content. More relevance. More speed. More impact.
Increase in business demand for content from 2023
of marketing
leaders say that content marketing is more important this year than it was in
2023
of organizations use GenAI to brainstorm content ideas—up from 28% in 2023
Today’s consumers expect content that is personally relevant, emotionally resonant, and immediately useful to them. Businesses need content that engages new leads, drives revenue streams, and cements long-term loyalty.
Our new content marketing research shows that an increasing number of organizations are implementing process automation and AI marketing use cases to meet the growing demand for content. Demand is up—way up. On average, content demands nearly doubled between 2023 and 2024. That’s on top of a 55% increase from the previous year. This burgeoning demand for content is driven by a range of evolving factors in the market, including brands’ increased need for more relevant, accessible, personalized customer experiences to drive better loyalty and conversion.
Automating content operations. Amplifying business results.
Our research also confirmed that marketing leaders who embrace automation are meeting their content production demands more consistently, resulting in greater impact across a range of success metrics. They saw a 29% greater revenue impact from content marketing and were 24% more likely to meet their content demands, compared to their industry peers not using automation technology.
Generative AI (GenAI) is another key tool transforming today’s content supply chains. However, organizational readiness remains a hurdle for many. For example, change management was the top concern among organizations that have yet to adopt GenAI. Additional challenges such as integrating GenAI into existing systems and workflows, long implementation times, and governance were also cited.
Check out our marketing content automation infographic
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