Content marketers are overwhelmed by the sheer scale of technology platforms and services available to them and largely get by via the use of outdated brute force methods, according to a study by Content Marketing Institute (CMI).

The 2019 Content Management and Strategy Survey show that marketers have never had it better in terms of the options available to them, but the near-limitless avenues to success are making it difficult to create and optimize a seamless pipeline for creativity and distribution. More than three-quarters admit that manual work still takes precedence despite having systems in place and having the appropriate technology, such as automation, available.

The good news is that businesses now recognize the critical importance of content marketing and have made the effort to adopt a strategic approach during the last 12 months. About 59% of those surveyed said they now have a documented strategy for content in place, and more than three-quarters are strategic in at least some part of their efforts.

When drafting strategies, aligning content with business goals and objectives is a high priority for marketers, as 94% include these elements. Other popular aspects of strategy include defined roles and responsibilities (79%), measurements and KPIs (76%), desired outcomes (72%) and workflows (71%).

However, a failure to identify the right tools for the job is undermining efforts to achieve many of these plans. Just 16% say they are using the right technology and maximizing its potential, while 42% believe they can leverage the correct technology but are not making the most of it.

The mish-mash of technology and platforms is making it very challenging for enterprises to scale their content marketing campaigns, with one in ten even admitting they are still doing things ad-hoc. Again, only a mere 13% say they have a “completely systemic approach” capable of supporting their production, management and distribution channels effectively.

“This year’s research suggests that while many organizations have a handle on the physical management of content assets with nearly 70% having undertaken content inventories and audits, there is a great need for optimizing the use of technology to make content flow more quickly and seamlessly throughout the enterprise—and to get that content in front of the right audiences at optimal times,” CMI chief strategy advisor, Robert Rose said.

Putting audience wants and needs above all else has been a key trend for content marketers during the last 12 months, but the majority are still struggling to serve up experiences that are tailored for each subset of a target audience. Six in ten admit that knowing what is most important to focus on for an audience is an ongoing challenge.

Content marketers also continue to operate in a silo, often away from IT, sales and wider marketing departments. Respondents said they are aware that improving communication between each of these teams will probably be the single biggest strategic challenge during the remainder of 2019. Those that can increase cooperation and collaboration stand the best chance of driving the best returns from content marketing.