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Marketing Industry News

Content chaos impacting marketing productivity and staff wellbeing


New research finds digital disorganisation is taking its toll on London marketers wellbeing and slowing project delivery. The average London-based marketing team currently wastes 16 days per staff member every year hunting for digital assets and filing content.

Content chaos impacting marketing productivity and staff wellbeing


"Our research shows that marketing staff in London are working late, forfeiting their breaks and skipping exercise in an attempt to make up for the time they spend hunting for digital files."
Mike Paxton



According to new research, an ever-increasing volume of digital content is crippling marketing teams and wasting time and money for the capital’s businesses.

The People Cost of Content report reveals the average UK marketing professional wastes time totalling 13 days every year hunting for digital assets and filing content. For marketers in London this rises to an average of 16 days.

This inefficiency is impacting the performance of marketing teams, with 40% in the capital admitting it has caused them to delay releasing materials, and it’s also taking its toll on staff morale and wellbeing.

Almost half (46%) of the London-based marketers surveyed have worked late because they have lost time hunting for files and more than half (54%) find searching for digital assets frustrating and time-consuming.

Mike Paxton, Head of UK Business Development at Canto, who commissioned the research, said: “From photographs, graphics and videos, to documents, presentations, design files and other media, teams use more digital assets than ever before, so internal shared servers and simple file sharing services are no longer enough.

“Our research shows that marketing staff in London are working late, forfeiting their breaks and skipping exercise in an attempt to make up for the time they spend hunting for digital files. It’s well known that your people are your most valuable asset, so allowing this sort of impact just doesn’t make good business sense.”

According to the Canto research, the top five frustrations for London marketing teams are:

  1. Looking for folders or files that have been moved by colleagues (43%)

  2. Searching for a file having forgotten the file name (42%)

  3. Looking for content in the right place but finding that colleagues have saved them somewhere else (37%)

  4. Trying to find all photographs of a particular person (27%)

  5. Trying to send large file sizes back and forth with colleagues or external partners and suppliers (26%)

Despite all of this, nearly three-quarters of London-based marketers (74%) would still like their organisation to produce more marketing content.

Asked how they would rather spend their daily time lost hunting for digital assets and filing content, nearly half of respondents (48%) said they would finish work on time. Over a quarter (27%) said they would instead do some exercise.

Paxton added: “The problem is not that there’s too much content. Digital content is fundamental to marketing and is only going to increase. The problem is that it’s not stored in a user-friendly and efficient way. Digital Asset Management (DAM) software uses the latest technology and functionality to solve these problems.

“In recent years there has been an explosion of self-help advice around the benefits of decluttering and organising your life. As individuals, we’re embracing this trend but it seems that many workplaces are behind the curve when it comes to tackling their outdated digital filing practices. For sales and marketing teams with high-volume, fast-growing folders, it’s a no-brainer.”

The People Cost of Content report can be accessed here.

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Analytics, Modelling & Business Intelligence Specialists