When we asked businesses to rate their content challenges (FIG 2), the majority said producing relevant or personalized content based on customer data was their biggest struggle. However, the responses across other challenges were about evenly distributed, which highlights just how difficult it is to check all the boxes of an agile content system. In our survey on the “2021 State of Digital Content,” we asked the top content executives at businesses around the world to rate their maturity in each of the key capabilities needed for an agile content system. Based on their responses, we’ve identified benchmarks to help companies evaluate their own progress in transforming their digital content operations. By investing in these key capabilities, companies can both improve the quality of their content, and increase output for superior personalization and multi-functionality. Figure 2: What is the biggest challenge you face in creating and delivering content? Producing relevant content based on customer data 23% Aligning multiple teams around a unified content strategy 17% Hiring the right skills/people 16% Producing personalized content at a large scale 13% Getting investment/support from executive leadership 11% Purchasing or integrating the right software 10% Difficulty in proving business impact of content 10% SOURCE: Altimeter “The 2021 State of Digital Content” n= 375 5