Preview: What Makes Content Operations Successful?
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This document summarizes the findings of a study assessing the current state of content operations worldwide. Key findings include: - 58% of organizations have immature or piloting content operations programs, though this is an improvement from 2021. - Collaboration between content, design, and other roles leads to better outcomes and employee satisfaction. - Organizations with stronger governance and evaluation of content are more likely to report success. - Over half of organizations still lack a clear strategic vision for content. - Personalization, inclusive language, and misinformation are top trends for content teams currently. The closing commentary notes that while some organizations are making progress, others are declining, so there is opportunity for leadership
Preview: What Makes Content Operations Successful?
- 1. WHAT MAKES 2023 CONTENT OPERATIONS U PDAT E SUCCESSFUL? FULL REPORT of Our Assessment with Top Content Professionals Worldwide content-science.com/content-operations-study/ 1 © CONTENT SCIENCE ALL RIGHTS RESERVED • All Findings for Benchmarks, Success Factors, + Trends • Insights from Leaders at The Home Depot, ServiceNow, Dell, + More • Commentary + Takeaways by Content Science
- 2. 2 What’s Inside TOP 12 TAKEAWAYS METHODOLOGY CONTENT OPERATIONS MATURITY + SUCCESS ▪ Current State Benchmarks ▪ Maturity Aspirations ▪ Top Barriers + Challenges CONTENT ROLES, PROCESS,+ GOVERNANCE ▪ Content Roles Benchmarks ▪ Content Training Benchmark ▪ Operational Alignment Benchmark ▪ Success Factors CONTENT VISION,STRATEGY,+ BUDGET ▪ Vision + Strategy Benchmarks ▪ Budget Benchmark ▪ Success Factors CONTENT EVALUATION+ MEASUREMENT ▪ Evaluation Benchmark ▪ Evaluation Data Used ▪ Evaluation Tools Used ▪ Success Factors CONTENT TECHNOLOGY + TRENDS • AI Benchmark • Content Management Benchmark • Content Personalization Benchmark • Content Trends Benchmarks • Success Factors WHATMATURE CONTENT OPS LOOKLIKE COMMENTARY + ACTION ITEMS ABOUTCONTENT SCIENCE
- 3. 3 Content Ops Maturity Benchmark Which of the following best describes your organization’s level now? CURRENT STATE 20% 38% 35% 5% 2% 58% of organizations are at levels1 and 2. • Compared with organizations in 2021, more are at levels 1 and 2. • Compared with organizations in 2021, far fewer are at level 4. 2. 1. 4. 3. 5. © CONTENT SCIENCE ALL RIGHTS RESERVED 1. Chaotic: No formal content ops 2. Piloting: Trying content ops in certain areas, such as for a blog 3. Scaling: Expanding formal content operations across business functions 4. Sustaining: Solidifying and optimizing content ops across business functions 5. Thriving: Sustaining while also innovating and seeing return on investment
- 4. Collaboration is one of the key attributes contributing to the success of a company. A collaborative culture enables people with differing backgrounds, skills,and views to come together to solve problems. This typically produces better solutions than when teams work in silos. An equally important result is that employees feel empowered,more involved, and likely work more efficiently. At Dell, we recently saw this play out as UX Writers from our Information Design and Development organization were embedded with Designers and Researchers in our Experience Design Group. Designers, Researchers, and UX Writers came together with their expertise in their fields to develop user interfaces (UI) for our new software releases. Not only did this collaborative approach produce a well-received UI, but our team members are excited about their work, relationships between managers in the different organizations grew stronger, and we have been able to shift the content development work upstream in our development cycles. Paula Putnam Director, Dell Technologies “ MODERN CONTENT + DESIGN ROLES COLLABORATE © CONTENT SCIENCE ALL RIGHTS RESERVED
- 5. 5 Correlations: Governance + Maturity Organizations that report higher levels of maturity are more likely to use a governance technique. © CONTENT SCIENCE ALL RIGHTS RESERVED Community of practice Center of content excellence Governance committee or council Nothing 0 10 20 30 40 50 60 70 80 90 4 + 5 3 2 1
- 6. 6 Content Vision Benchmark Does your organization have a clear content vision? Yes 43.2% No 56.8% 57% of organizations lack a clear visionfor content. This is down from slightly 63% in our 2021 study. © CONTENT SCIENCE ALL RIGHTS RESERVED
- 7. 7 What Makes Content Operations Successful? l content-science.com/content-operations-study/ Correlation: Content Evaluation + Success Organizations that evaluate content success are better poised for success. Such teams are more likely to have goals, standards, decision-making, and culture that empower team members. DO EvaluateContent DON’T Evaluate Content My team has effective content standards and planning procedures 71% 42% My team has effective content standards and planning procedures (style guide, editorial calendar, checklists, etc.) 71% 42% My team employs effective decision-making and problem- solving processes 66% 43% My team has clear goals and understands how to achieve them 56% 37% My team is highly interested in our content's subject matte 83% 67% My team is empowered to take risks and has permission to fail 61% 51%
- 8. 8 Content Trends Benchmark What trends are a priority or concern for you? In addition to personalization, inclusive language and mis/disinformation are top of mind for content teams. © CONTENT SCIENCE ALL RIGHTS RESERVED The most frequent trends mentioned in Other are • Accessibility • Conversationaldesign • Findability • Scaling • Brand consistency 0 40 60 10 20 30 50 70 Percent Personalization Inclusive language Misinformation Other
- 9. 9 Closing Commentary © CONTENT SCIENCE ALL RIGHTS RESERVED If I had to sum up what our findings say about the state of content operations today, I’d say extremes. In many ways, we’re seeing steps forward. We’re also seeing steps backward. Smart and aspiring organizations face an exciting opportunity to differentiate on content. Founder + President, Content Science Author, The Content Advantage