Content production is increasingly becoming decentralized to meet the demands of scale To meet the increasing demand for content, companies can ramp up Figure 8: How are you scaling the production of content to meet the demand for production within the central content team using better software and increased personalization? adding more personnel. Conversely, companies can also start distributing the creation to other parts of the organization so that the central team isn’t the sole creator anymore. We are setting up multiple content creation centers and using better processes Most companies are choosing the latter strategy (32%). The challenge and AI-powered software to automate 18% with this approach is to maintain the quality and consistency of all the content creation content produced, and tie it under some sort of unified strategy. However, with digital tools and skills becoming more available to all types of teams We are setting up multiple content creation and departments, the case for centralizing content production becomes centers within the organization dedicated to 32% harder once the company grows beyond a certain size. Companies that different products, regions or functions successfully decentralize much of their content production must have a coherent unified strategy that is implemented by the center. We are increasing the output of the Among industry verticals, the digitally savvy retail (41%) and technology central content team through additional 27% (29%) industries were more likely to set up multiple content creation centers hires and better software to increase output, whereas digital laggards such as insurance (29%) and healthcare (44%) were more likely to up the headcount of the central We are meeting the demand content team. While this indicates that decentralizing content production is by outsourcing content production 17% the mature solution, it also highlights how industries that deal with a lot of (e.g. to an agency) compliance are much more likely to keep content production centralized in order to better ensure compliance. Not currently planning to increase the scale 6% of content creations SOURCE: Altimeter “The 2021 State of Digital Content” n= 375 13