Figure 17: Which of the following initiatives are your top priorities in the next 12 months? Invest in technology that enables real-time delivery and personalization of data 49% Use better data to create personalized content that serves the customer journey 46% Develop a better content review and approval process for compliance and quality 43% Invest in platforms, people and processes to scale the production of personalized content 34% Use better techniques and technology to measure the impact of content 27% Create editorial guidelines and content criteria to ensure quality and consistence of content 23% Integrate multiple software systems to share customer data 20% Hire more content creators 19% Amplify content reach by using ad dollars 11% Create more video content 10% Restructure organization to follow a central content strategy 9% Invest in new content formats like virtual/augmented reality 9% SOURCE: Altimeter “The 2021 State of Digital Content” n= 375 27