ORLANDO: An "astonishing" number of marketers have not yet formalised their content strategy and distribution processes, Bob Liodice, president/ceo of the Association of National Advertisers (ANA), has revealed.

Liodice discussed this subject while speaking at the organisation's 2014 Masters of Marketing conference, held in Orlando, Florida.

During a keynote speech at the event, he cited research conducted by the ANA and McKinsey, the management consultancy, showing that considerable room for progress remains in the content arena.

"An astonishing 84% of marketers do not have a formal content strategy and distribution process," said Liodice. "As such, their content supply chain is not properly managed." (For the full story read Warc's exclusive report: ANA sets new standards for marketing ecosystem.)

Until such an objective is achieved, the hyperbole surrounding content marketing is unlikely to be translated into the results desired by practitioners.

"Content is sexy to talk about, but there is a limited view about its tie to the organization," added Liodice.

The debate about the current limitations observable in the content space fed into wider learnings that emerged from the ANA/McKinsey analysis, which were collectively described as the "Three Cs of Disruption."

Understanding the second of these issues, in the form of establishing a broader model of the "customer experience", could - among its many benefits - help enhance fledgling content-marketing regimes.

The third "C" stands for "complexity", an issue that was raised by 86% of marketers as a force for disruptive change in the industry.

"However, only 67% have responded with adequate investment," Liodice informed the Masters of Marketing conference audience.

Building on this theme, the ANA's president/ceo reported that data and analytics often remain a work in progress for brand custodians, too.

"Nearly all marketers say that making data-informed decisions is foundational to more effective marketing," said Liodice.

"Yet more than one-third of companies are still not using data to make decisions. And almost half don't have the right analytics in place."

Data sourced from Warc