March 02, 2017

Time for Organizations to ‘Get Real’ About Their Content Identity, Says Accenture Interactive Study

NEW YORK, Mar. 2, 2017 The insatiable demand for quality content requires organizations to move beyond traditional advertising and to harness their ability to produce truly authentic, credible and relevant content. According to new research from Accenture Interactive, titled “You Are Your Content,” quality content is the single most important driver of brand engagement. It is more critical than ever for organizations to acheive mastery of their content identity as it is the true reflection of who an organization is to its audiences – internal and external.

For this research, Accenture Interactive surveyed more than 1,000 global executives responsible for content within their organizations, seeking their insights about the evolving content environment.
Since Accenture’s first annual State of Content report last year, the percentage of companies producing large amounts of content has doubled. On average, organizations are creating over one million digital content assets a year. As content volume increases, a layer of complexity is also increasing with the introduction of new distribution channels. This explosion of new content channels has disrupted every industry, however only 24 percent of organizations feel ready to activate new distribution points.

High-performing companies are transforming themselves into content-driven organizations to address this transforming landscape and to truly own their organization’s voice by bringing talent in-house to manage and create content. The study finds 76 percent of companies are leveraging in-house talent to create content in the next two years, with survey respondents citing a lack of in-house talent as the top barrier to their ability to create quality content.

“Content has the potential to become the ‘great limiter’ for many organizations as they struggle to maintain quality while managing the tidal wave of content, and reducing increased complexity plus associated costs,” said Donna Tuths, global digital content lead at Accenture Interactive. “There is no sign of demand slowing down and new channels and technology will continue to disrupt the industry. There is now a clear need for organizations to ‘get real’ and gain control of their content strategy and in order to become truly a content-first organization, both inside and out.”

Accenture Content Connections 2017

You are Your Content
Today, an organization’s audience is connected primarily through their exposure to the content they share – it is the personality, identity and voice of an organization. However, research shows a misalignment between the perceived goals of content versus current realities.

Additionally, the study reveals differing perceptions about content between executives and their employees. CEOs were twice as likely as members of their management teams to cite that their organization’s content accurately reflects the culture and character of their organizations, while fewer than a third of all employees strongly agree that the content aligns to their organization’s true identity.

Organizations need to ‘get real’ about their content identity, says a new study from @AccentureSocial

The Changing Landscape of Content Distribution
The digital environment is radically decentralized, and new platforms regularly displace incumbents. Relatively new and popular channels like Snapchat and Facebook Live are creating a variety of ways for organizations to reach consumers – although many content managers are not prepared to explore these new distribution channels.

“Content is bigger than marketing; it’s the voice of an organization’s mission,” said Tuths. “It could not be more critical to get content right. Organizations need to own their voice and follow their audiences closely as they may lead to new ways to connect and engage customers, prospects, employees and recruits. In today’s hyper-connected age, you are your content.”

For the second annual survey titled, “You are Your Content,” Accenture Interactive surveyed 1,082 senior leaders among digital, media and communications from Argentina, Australia, Brazil, Canada, China, France, Germany, Italy, Japan, Singapore, South Korea, Spain, United States, United Kingdom and from the following industries: Automotive, Banking, Capital Markets, Chemicals, Consumer Packaged Goods, Electronic and High Tech, Health Payers, Health Providers, Life Insurance, Life Sciences/Medical Products, Media and Entertainment, Pharmaceutical/Biotech, Property & Casualty Insurance, Retail, Technology, Telecommunication, Transportation and Travel, and Utilities. The survey was fielded in July 2016.

About Accenture
Accenture (NYSE: ACN) is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions – underpinned by the world’s largest delivery network – Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With more than 394,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at

Accenture Interactive, part of Accenture Digital, helps the world’s leading brands drive superior marketing performance across the full multichannel customer experience. Accenture Interactive offers integrated, industrialized and industry-driven digital transformation and marketing solutions. It was named the world’s largest and fastest-growing digital agency in the latest Ad Age Agency Report. To learn more follow us @accenturesocial and visit

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Kelly Coffed
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