SINGAPORE: Digital content marketing is taking off in Singapore but local marketers are struggling to balance the operational requirements of the discipline, a new report indicates.

A study by consulting firm Accenture revealed that 54% of Singapore marketers spend more time managing content marketing operations than actually making content for their audiences.

Getting legal approval, navigating internal decision-making processes and tagging content are three areas where Singapore marketers spend more time than doing the rest of their jobs, and 90% of those surveyed anticipated operational loads becoming even heavier in the next two years.

Time invested into operational issues appears to come at the expense of measuring how effective content actually is: measurement ranked only fourth behind operations management, operational statistics and time to market in the list of priorities for Singapore's marketers.

Perhaps as a result of a lack of focus on effectiveness, just 47% felt confident their company's content marketing was achieving business objectives – a concern as more than three quarters of all respondents claimed their brand spent more than $50m annually on content production.

It appears that Singapore's marketers may have to make efficiencies to be more agile, and keep up with the pace of change. Singapore is also the regional home for many multinational brands attempting to grow brand visibility in Asia's emerging markets via content marketing.

Asia's content marketing landscape is evolving quickly, as millions more consumers come online across the region every year. Warc's recent Asia Strategy Report revealed that online video for social media distribution is one of the fast growing platforms for marketers in Asia. The vast array of platforms and dizzying number of metrics adds new complexity to media investment strategy. Most of the region is now mobile first, and brands have been slow to respond – still preferring mobile as a support channel in campaigns.

Data sourced from Accenture, Mumbrella; additional content by Warc staff