The Curse of Inefficient Content Creation

With demand for high-quality content skyrocketing over the last few years, content creators are under more pressure to deliver the goods. More than 90 percent of B2B marketers plan to use content marketing in their campaigns in 2018, while 75 percent say they’ll be increasing their investment in it.

Unfortunately, much of that investment could be wasted if you’re not focused on improving the efficiency of your content creation processes. That’s because inefficiency can impede your ability to create enough high-quality content. And yet, in our recent report, “Content 2018: How Top Businesses Approach Content Creation,” we found a staggering 66 percent of content professionals say that their content creation isn’t as efficient as it should be. That’s compared with just five percent who report they’re highly efficient at content creation. The question is why does that matter?

Why Efficiency Is Important

As businesses scale up their content marketing efforts, content creators are finding it harder to keep up. A lack of resources is a common problem, but inefficient processes can be far costlier and more damaging to content marketing efforts. In fact, one study found that midsize and large B2B organizations waste an estimated $958 million each year on inefficient and ineffective content marketing spend. That’s $0.25 of every dollar spent on content marketing sacrificed to inefficient content operations.

On the other hand, those organizations that are experts at efficiency produce two times as much content as everyone else, and they do so 163 percent faster using the same volume of resources. Figures like these speak for themselves: It pays to work smarter, not harder.

The Factors That Contribute to Inefficient Content Creation

Poor processes are always going to be one of the biggest factors in a business producing content inefficiently. If the process is unclear, not standardized, or has too many steps, it’s going to take a lot longer for content to get to market.

Likewise, if the quality of the writing is poor. Editors are a valuable commodity, but it’s a waste of their time to be correcting basic grammar and spelling mistakes when they should be concentrating on the quality and meaning of the message. Plus, if a piece of content has to be reviewed and edited multiple times, it can easily get bottlenecked.

Translation is another sticking point for inefficiency. You often see near-identical pieces of content translated repeatedly, wasting time and money (and often with varying results). Likewise, with writers starting with a blank page instead of using a template. Instead of repeatable, scalable processes, too many companies get trapped in a cycle of having to reinvent the wheel every time they create content. That’s simply inefficient.

What Companies Can Do to Become More Efficient

To achieve your goals, you need to know what you’re doing, how you’re going to do it, and why. That’s why a content strategy is so important. Our new report underlines this clearly, finding that content professionals who have a documented strategy are 65 percent more likely to create enough content to meet their business objectives.

To create efficient content, you must have standardized, documented processes that everyone involved follows closely. Managing workflow by clearly identifying the steps a piece of content goes through, milestones to pass, and who the approvers will be, are key ways to streamline and simplify the process, while also giving creators valuable confidence, support, and guidance.

Finally, you need the right tools for the job. While content professionals say that documented processes are the most important factor in efficient content creation, almost 60 percent agree that using the right technology is vital. Leveraging new technologies, such as content creation and optimization software, organizational tools, and Artificial Intelligence can have a huge impact on the speed and accuracy. Acrolinx, for example, provides content optimization technology that uses AI to help create high-quality content at scale and eliminate problems with content from the start.

Simple Changes Make a Difference

If your content creation is inefficient and demand for content keeps increasing, it can lead to serious problems. You’re going to wind up sacrificing quality, quantity, or worse yet, both. Luckily, there are some simple steps companies can take to start getting their content creation back on track. Rather than panicking and hiring more staff or compromising your output, making simple changes to how your business operates can ensure you get the most out of your precious resources.

To find out more, check out our new report, “Content 2018: How Top Businesses Approach Content Creation.”

Content 2018: How Top Businesses Approach Content Creation

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