Eighty-three percent of marketers say creating personalized content is their biggest challenge, according to research published by interactive video technology provider Rapt Media, and an overwhelming majority (94%) believe that content technology is necessary to create personalized content. Despite that, most content marketers said they would invest in content distribution and “push” technologies rather than content technology, according to the report.
The study, titled The Future of Content: Personalizing the Content Experience, surveyed more than 500 content marketers about the challenges, priorities and technology investments in the content marketing space. The study found that marketers are relying on distribution technology and push marketing for personalized content more than content creation technologies.
Other key findings from the survey include:
- 81% of marketers say increased engagement is crucial to securing content technology investment;
- 77% say combining performance data with content is not important; and
- 86% are not held accountable for business metrics from produced content.
“Personalization has to be prioritized from the moment content is created. It must be created with the ability for consumers to navigate, explore and customize it to their personal preferences and interests,” said Erika Trautman, Founder and CEO of Rapt Media, in a statement. “Emerging content technology is the key to creating a new kind of customer-centric experience that also allows marketers to glean deep analytics from the content, understand its effectiveness, and optimize it for better performance.”
Download the full report here.