Report: Australian organisations among the worst for content and creative management

New research finds Aussie organisation finding mistakes and errors in finalised content, struggling to access company logos, visuals and content, and even putting off rebrands because of it

Four in five employees are using Google search to find company brand assets because almost half don’t know where to find their company approved content, images and logos. And half also believe their companies have put off rebrands due to content asset management, a new survey reports.  

The latest research from Templafy across multiple geographics including Australia found 81 per cent of those surveyed have used Google to find company images and logos. Four in 10 said they didn’t know where to find approved content or templates, while a further 40 per cent claimed their companies didn’t offer shared and accessible databases at all.  

The research covered just shy of 2300 full-time workers across Australia, the US, UK and Germany across organisations with at least 1000 staff. It found Australian companies to have the second most inefficient and inconsistent content creation processes after the US.  

Overall, 60 per cent of respondents reported company processes for reviewing and approving content delays other work, while those at managerial level were 26 per cent more likely to be experiencing this issue. On overage, five employees are involved in the content review process across Australian organisations, compared with up to 10 in the US, four in the UK and three in Germany.  

Locally, an average of five revisions are being made to external-facing content before going live. This contrasted with 10 in the US, four in the UK and four in Germany.  

In addition, Templafy found reviewing content accuracy and policing content is a day-to-day job for 80 per cent of the Australia employees surveyed, with 66 per cent noting reviewing and policing content as their most important task. What’s more, 62 per cent of respondents reported creating content that already exists somewhere in their organisation. Just shy of half are also choosing to save over previous versions of their own content instead of finding the latest company approved versions.  

Notably, 94 per cent of respondents admitting to finding mistakes and errors in content ‘sometimes’ or ‘often’ after it’s already been approved. Australian companies were the worst for often issuing approved content with mistakes at 25 per cent versus 17 per cent in the US.   

The survey also asked respondents what impact they believe such errors have on consumer trust and integrity. According to the findings, 91 per cent of Australian respondents and 93 per cent of US respondents believe the smallest errors in final content can damage client trust. Eight-one per cent of local employees also saw these errors damaging employee trust.  

And all this is impacting brand strategy work. One in two Australian employees believed their organisation has put off a company rebrand due to the lack of tools and resources available. On average, rebrands are estimated to take eight months to orchestrate, with updating company content the most challenging aspect of the job for 71 per cent of Australian respondents.  

“Content is more than just what is carefully curated by the marketing department, it encompasses everything from legal documents to employee’s email signatures or a customer-facing deck. It’s all a representation of your organisation and the brand bedrock a business is built on. As such, the lack of content infrastructure we uncovered in this research is cause for concern in enterprises globally and specifically in Australia,” Templafy regional director APAC, David Nemes, commented.        

“Content is a vital part of a brand’s identity and many Australian businesses lack the correct tools to help employees find or create content, which in turn could damage a brand’s integrity.”  

Templafy provides a content infrastructure management platform.

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