Editor’s note: This is the second post in a series about why CMOs need to become publishers. We’ve written it to highlight some of the key findings cited in a new report from Forbes entitled “Publish or Perish: A CMO Roadmap for Managing, Systematizing and Optimizing the Marketing Content Supply Chain.” The first post in this series was about why publishing has become essential to the growth of every business.

In Forbes’s recent report about the importance of publishing, it calls out the cost and complexity of content operations as one of the greatest challenges facing today’s marketing executives. Underlying this challenge are a number of related issues such as managing the complexity, efficiency, and effectiveness of content operations at scale. To illustrate the severity of these issues, the report shares a number of interesting proof points about each, including:


Complexity Inefficiency Ineffectiveness
  • The average business has over 150 content contributors, many of which aren’t under the direct control of the CMO.
  • Half of organizations don’t have a content owner and an editorial calendar in place to efficiently plan content.
  • Content discoverability is a big issue. In fact, content is hard for salespeople to find in 61% of organizations.
  • Accessing and managing content in many silos is a challenge.
  • Content fails to motivate customers to buy, to drive cross-sell or to challenge the customer mindset.
  • Most marketing assets do not support the buyer’s journey.


The report goes on to note that problems like these have “become major business issues because they are increasing the cost of sales and hurting the ability of marketers to drive top-line growth from their investments in digital, social and mobile technologies and solution selling.” That in turn means that marketers will need to find ways to optimize their content operations and fundamentally shift the cost and complexity of producing and managing the volume and quality of marketing content needed to support modern sales and marketing programs.

Our Two Cents

There’s really no arguing with the fact that creating content at scale isn’t easy. All the more so when you’re trying to do so for a global audience while also ensuring that your content is consistent, of the highest quality, and that it accurately reflects your company’s style, tone of voice, and brand standards.

Solving challenges like these aren’t easy, but the good news is that there are valuable tools and resources out there that can really help. Whether it’s developing your content strategy, picking the right keywords for search, optimizing your content so that it’s clear and consistent, distributing your content to the right people at the right times, or analyzing the impact your content is having, there’s no shortage of great tools out there to support your efforts.

The key, of course, is being strategic in your use of those tools and platforms. Most of us have tight budgets to work within and that means making smart choices by identifying those tools and platforms that are going to give you the greatest bang for your buck. But it’s not just about money. It’s also about figuring out which tools add real value to your operation by either making it more efficient, giving you a better end product, or allowing you to achieve more. The best tools do a combination of all three.

So while we acknowledge that there absolutely is growing pressure thanks to managing the cost and complexity of content operations, the upside is that there are more resources available now than ever before to help you address them.