Survey Says... Your Content Supply Chain is Broken
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How much do you really know about content challenges facing your teams? Nuxeo surveyed 1,000 creative, marketing, and sales professionals to find out. We share key takeaways from our content creation survey, and put them in context so you can use them to be successful with your projects. Learn: - The 3 biggest reasons your teams are requesting new content — even when they know it exists (and how much it’s costing you) - Which industries are the worst offenders for re-creating content - Top ways teams look for content for re-use, and where big companies are missing out - Which generation of workers is most likely to go "rogue" and use unsanctioned, unsecured tools
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Survey Says... Your Content Supply Chain is Broken
- 4. US/GB 4
- 7. Overall,peopleprefersearch Howdo you searchforcontentto reuse? 7 48% 48% 46% 42% 37% Search bar Ask someone Search emailor Slack Search multiplesystems Browse
- 8. Butagemakesabigdifference Findingcontent,byagebracket 8 0% 10% 20% 30% 40% 50% 60% 70% Search bar Ask someone Search emailor Slack Search multiple systems Browse 25-34 35-44 45+ Under 35: grew up with search and prefer it. 45 & up: prefer informal and more personal mechanisms, like email, slack, and speaking to colleagues
- 9. Joblevelmakesadifference,too Findingcontent,byjoblevel 9 0% 10% 20% 30% 40% 50% 60% 70% IndividualContributors Managers Directors+ Search bar Ask someone Search emailor Slack Search multiplesystems Browse • Individual contributors search most, but also ask and browse • Managers are caught in the middle, with content in their inbox and Slack channels • Directors+ search even more, but will quickly punt the problem to others
- 10. Takeaways There isn’t a universally preferred way to find content. Content is widely distributed beyond formal content management systems… Don’t forget many use email and slack (and others…as we’ll see) 10
- 11. A largemajority say they recreate contentthatthey knowexists,just because they can’tfind it 11 74% 12% 12% 3% Yes, thishashappenedto mebefore No, IalwaysfindwhatI need No, Idon'tcreate contentin myjob Lack visibilityto knowifwhatI'mlooking for exists Also, 72% say they ask others to recreate content
- 13. Theinformation industry istheworst offender Recreatingcontentyouknowexists,byindustry 13 0% 25% 50% 75% 100% Yes Ialwaysfindwhat Ineed Idon'tcreate content Information industries Other
- 15. Creativeteams thatcan’tfind contentface operationalcosts 15 § Time spent searching is expensive: $80/hr in NY & CA § Time spent recreating content: $100K / shoot § Agencies and partners have it, can hold it hostage, and charge you again and again for the same thing § Great ideas don’t get maximum visibility Time= Money Opportunitycost Contentis trapped Thebestideas don’tgetreused Risk § Take chances using content without clear rights, and risk a lawsuit
- 16. Marketingteamsthat can’tfindcontentmiss revenueopportunities 16 New food craze Social or societal trend
- 17. 17 Costsforbig companies… …andatallorg levels More time spent tracking down tribal knowledge Harder to “get away with it” – costs of lawsuits higher The high price of low cost classification Executives who can’t find cause pain for the whole organization
- 18. Content structured the way your business is Virtual hierarchies that work for you Business object navigation Contextualbrowse Content permissions change automatically through the content lifecycle Contextual metadata from other systems What tasks are pending for me? Show it to me where I work (Slack, Photoshop, email…) ShowtheinfoIneedtoknownow Howdoyoumake contenteasiertofind? 18 Full text and keyword search, including context: attachments, comments, properties… Related assets Powerfulsearch
- 19. Mostpeople useroguetools togettheirjobs done 19 Whenknowledgeworkerscan’t easily workwithofficialtools, they turnto unsanctioned and risky onesinstead 56% 0% 34% 30% 15% 4% Yes Systemstoohard Can'tfindwhat Ineed Toomany systems Other Why? Do you use systems or tools outside of those your company provides to store and share company content (documents, images, videos, etc.)?
- 20. Gen-Xand Boomersuseroguetools morethan millennials,becausethey struggle with systemsprovided 20 49% 22% 20% 18% 3% 61% 44% 38% 13% 4% Yes Systemstoo hard Can'tfindwhatIneed Too many systems Other Millennial Gen X +Babyboomers Do you use systems or tools outside of those your company provides to store and share company content (documents, images, videos, etc.)? Why?
- 21. Majority lack systemsthatmake contenteasy to produceand use 21 74%75%76% 80% Sharingrich media of any size Routingcontenttothe rightreviewers Converting asset formatsautomatically Autotagging assets based on content My systems are not highly capable of:
- 22. 22 Whyaren’t companytoolsup tosnuff? Designed for old use cases Designed for the business rather than humans Focus on security and compliance versus openness I organize content the way I work Cloud-based, so I can use them anywhere Native mobile apps Unrestricted (no gatekeepers) (⚠) I can take content with me (⚠) Whyarerogue toolspreferred?
- 23. Whattodo aboutit? 23 Tools need to work the way we work – our brains aren’t hierarchical
- 24. Whattodo aboutit? 24 Tools need to work the way we work – our brains aren’t hierarchical Relationships are important Our tools should make it easy to do the things we need to do Stay agile and design around users Listen to users / empathy Think beyond one department. A lot of processes are x- departmental