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.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page        

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in