How Marketers Can Benefit from Automating Content Creation - eMarketer

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How Marketers Can Benefit from Automating Content Creation

Two in five senior marketers have already begun automating content creation

August 10, 2016

One of the expected benefits of automating content creation is maintaining and updating content more easily, according to more than three-quarters of senior marketers in the US and Western Europe.

Expected Benefits of Automating Content Creation According to Senior Marketers in the US and Western Europe*, Jan 2016 (% of respondents)

Forrester Consulting, commissioned by cognitive content generation platform Persado, polled 100 senior marketers from a variety of industries in France, Germany, Italy, the UK and the US. In addition to maintaining and updating content more easily, 56% of respondents believed that by automating content creation, they’ll be able to create modular content to achieve dynamic content assembly, and nearly half (47%) said they’ll be able to adjust or respond in real time.

Many senior marketers also thought that automating content creation can help improve customer engagement. For example, 43% of respondents said that as a result of automating content creation, they expect to be able to customize content to achieve better customer engagement, and 38% said they’re able to leverage customer emotional triggers in order to deliver more impactful content. The ability to monitor and adjust copy based on customer response and increased customer loyalty engagement were other expected benefits of automating the content creation process.

Current* vs. Expected** Change in the Amount of Digital Content/Assets Produced by Their Company According to Business Executives Worldwide, April 2015 (% of respondents)

Generally, executives are producing large volumes of content, and they expect that volume to increase in the next two years. Data from Accenture revealed that 64% of business executives worldwide said their company produced moderate volumes of digital content and assets. That same survey also found that the amount of digital content produced will grow. Indeed, 90% of respondents expect it to increase in the next two years.

Those demands are likely why 41% of respondents to the Forrester Consulting/Persado survey had already implemented some type of automated content generation solution, and another 42% were planning to do so in the next 12 months. An additional 17% said they were interested in such a solution but that it wasn’t a priority.

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