Email marketing teams are often called upon to offer content in emails, and in some cases produce it themselves. They may be getting more work dumped on them, judging by the 2021 Content Effectiveness Report, a study released Wednesday by Lucidworks.
Of the executives polled, 52% have seen an increased demand for content in the past year. Another 33% report at least a small increase, and only 15% have seen none.
But are they prepared?
The study reveals some surprising lapses. For instance, only 27% of firms measure content ROI. And 48% say of 50% or less of their content is regularly used by the stakeholders, with most salespeople using that percentage.