What kinds of technology are brands using to create their stories? How do they manage their workflows? And how do they feel about both these challenges?
These are a few of the key questions we set out to answer in our new research in collaboration with Digiday - a publication that covers the technological disruption of the media and marketing industries globally. We surveyed over 100 industry pros across brands, agencies, and publishers’ content studios, and interviewed marketers, agency pros, and consultants to find out what is really going on with brand storytelling.
Among a number of other questions, we also investigated:
- What kinds of tools brands are currently using - and what kinds they plan on using.
- How industry pros feel about their current content reuse practices.
- Changes that could improve storytelling - ranking factors including new content or asset management tools, new agencies, changing workflows, and more.
A few of the key findings:
Marketers feel technology has a positive impact on storytelling quality, and marketers at larger organizations even more so
It’s clear from our research that marketers believe workflows and tooling are directly connected to the actual quality of their brand stories. And larger organizations are even more likely to agree with this. This may well be because larger organizations feel a greater dependency on these tools in the first place.