OpenText Hightail

This week in content marketing: survey summaries

Colm Larkin

April 28, 2017

This week in content marketing, we check out how the media reported the results of our state of creative collaboration survey.

The creative crush  

Douglas Karr from The MarTech Blog noted the increasing need to create compelling content saying that “search algorithms require it, social networks thrive on it and businesses profit from it.” But as the data from Hightail’s survey shows, “as demand rises, creatives are being crushed.” This is — as the article headline suggests — why creative collaboration tools are a necessity for your team to prosper.

Conquering the content mountain

Writing for MarTech Series, Avinash Duduskar also noted the need for marketing and creative teams to deliver “mountains of original content”. As well as calling Hightail “the premiere creative collaboration tool” (thanks, Avinash), the post featured quotes from our CEO, Ranjith Kumaran, and VP of Marketing, Deborah Holstein on the problems facing content teams.

Email anxiety

In MediaPost, Ray Schultz focused on what the survey meant for email marketers. As well as referencing statistics from the survey, the article quotes marketer and writer Elaine Tyson on the problems that occur when clients get involved in the creative process: “It’s those non-marketing brains that tend to clog up the pipeline.”

That was our week in content marketing. What caught your eye recently? Share your links in the comments below.