CMI：2019年內容管理和戰略調查（英文版）(28頁).pdf

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1、2019 Content Management 56% have conducted a content gap analysis. See page 11. There is still a lot of manual work involved In terms of scalability of their content-related efforts, 78% report their organization has some systems in place, but there is a lot of manual work. See page 17. Many lack th

2、e right technology to manage content across the organization 42% report their organization hasnt acquired the right technology to manage content across the enterprise. Another 42% say they have the technology but arent using it to its potential. See page 21. Prioritizing audiences and knowing what i

3、s important to them are top challenges Many respondents, when thinking about the audience(s) within their market, say they are challenged with prioritizing marketing effort toward one audience over another (71%) and knowing what is most important to the audience (61%). See page 22. In many organizat

4、ions, communication between teams is an issue Respondents anticipate their organizations biggest strategic content management challenge in 2019 will be communication between teams (e.g., content, marketing, IT, creative, sales). See page 26. 6 CONTENT TECH SUMMIT METHODOLOGY/DEMOGRAPHICS To better u

5、nderstand the approach content professionals are taking to strategically managing content, Content Marketing Institute (CMI) surveyed a portion of its subscriber database as follows: Nature of Organizations Business (Agencies and Consultants were excluded) For-profit Nonprofit Organizations Employee

6、 Size 50+ Employees CMIs research team designed the survey and performed the data analysis. Readex Research programmed and hosted the online survey and collected and tabulated the data. CMI emailed the survey invitations on January 29, 2019, and sent a reminder email on February 11, 2019. By Februar

7、y 21, 2019, 250 usable surveys had been returned by respondents. Seventy-six percent indicated their organization takes a strategic approach to managing content; of those, 97% indicated they are involved (directly or indirectly) with some aspect of strategic content management in their organization.

8、 To encourage prompt response and optimize the response rate, a random drawing was held for two $50 VISA gift cards; a link was included in the invitation to route respondents directly to the online survey; and the invitation and survey were branded with the CMI and ContentTECH Summit names and logo

9、s to capitalize on affinity for the brands. 7 CONTENT TECH SUMMIT METHODOLOGY/DEMOGRAPHICS Survey Definitions Strategic approach to managing contentan approach that involves setting up processes, people, and technology to better scale and deliver content with the intent to improve the overall custom

10、er experience. Content management strategya strategy that addresses issues such as how your organization plans, develops, organizes, distributes, manages, and governs content. Successachieving your organizations overall desired/targeted results for its content strategy. Note: Comparisons to last yea

11、rs survey findings should be made with caution due to changes in questions and differences in sample composition. Nature of Organization 60% 3% 23% 14% For-profit B2B For-profit B2C For-profit B2B+B2C Nonprofit Size of OrganizationLocation of Organization 48% 35% 15% 1,000 or more 100 - 999 10 - 99

12、1 - 9 Industry Classifi cation 27%28% 12% 10% 8% 8% 7% Technology/IT/Software/Hardware Healthcare/Medical/Pharmaceuticals Financial Services Manufacturing Professional Services Publishing/Media Other North America Europe Asia Oceania South America 79% 12% 4% 3%2% 2% Note: 64% of respondents reported

13、 their organization is global in nature. 8 CONTENT TECH SUMMIT USE OF STRATEGIC APPROACH 76% say their organization takes a strategic approach to managing content. Strategic Approach to Managing Content 76% 24% Yes No Involvement in Strategic Content Management 97% 3% Yes No Areas of Involvement wit

14、h Strategic Content Management 020406080100 Content creation (e.g., editorial, video, design) Content marketing strategy (e.g., thought leadership, owned media management, distribution channels) Content strategy (e.g., governance, content management, audits, taxonomies) General marketing Communicati

15、ons (e.g., PR, corporate communications) Information technology Other 89% 84% 77% 59% 53% 10% 3% Base: Respondents involved with strategic content management in their organization. Aided list; multiple responses permitted. Content Marketing Institute 2019 Content Management multiple responses permit

16、ted. Content Marketing Institute 2019 Content Management aided list. Base: Respondents whose organizations have a documented content management strategy. Aided list; multiple responses permitted. Elements Included in Content Management Strategy 0 20406080100 Business goals/objectives Defined roles/r

17、esponsibilities Measurements/KPIs Desired outcomes Defined workflows Timeframes Content governance specifications Training guidelines 94% 79% 76% 72% 71% 62% 59% 21% 1% Unsure Content Marketing Institute 2019 Content Management multiple responses permitted. Content Marketing Institute 2019 Content M

18、anagement multiple responses permitted. Content Marketing Institute 2019 Content Management multiple responses permitted. Content Marketing Institute 2019 Content Management aided list. Content Marketing Institute 2019 Content Management aided list. Content Marketing Institute 2019 Content Managemen

19、t multiple responses permitted. Content Marketing Institute 2019 Content Management aided list. Content Marketing Institute 2019 Content Management aided list. Content Marketing Institute 2019 Content Management scaling across the organization; experiencing the benefits ADVANCED Finding success, yet

20、 challenged with fully integrating content technology into our business culture and operations INTERMEDIATE Have developed a business case for using technology to manage content; identified or are using a content management platform; seeing early success NOVICE Growing pains; building a team and bus

21、iness case for using technology to manage content, yet challenged with the changes required BEGINNER Starting to address aspects of using technology to manage content 19 CONTENT TECH SUMMIT CONTENT MANAGEMENT TECHNOLOGY The top three reported content technologies in place are social media publishing

22、/analytics, email marketing software, and content management systems. Q. Which of the following content technology(ies) does your organization currently have in place? Content Technologies in Place 85% 84% 74% 55% 55% 42% 41% 37% 24% 15% 020406080100 Social media publishing/analytics Email marketing

23、 software Content management system (management and publishing) Content collaboration/workflow software Content distribution platform(s) Content performance/recommendation analytics Marketing automation system (MAS) Digital asset management (DAM) system/file storage Content optimization software (e.

24、g., personalization, content targeting) Other content technologies Base: Respondents involved with strategic content management at organizations that use technology to manage content. Aided list; multiple responses permitted. Content Marketing Institute 2019 Content Management aided list. Content Ma

25、rketing Institute 2019 Content Management of the 58% that say it has acquired the technology, only 16% are using it to its potential. Q. Do you feel your organization has the right technology in place to manage content across your entire organization? The Right Technology in Place to Manage Content

26、Across the Organization 16% 42% 42% Yes No we have the technology, but arent using it to its potential No we havent acquired the right technology Base: Respondents involved with strategic content management at organizations that use technology to manage content; aided list. Content Marketing Institu

27、te 2019 Content Management aided list. Content Marketing Institute 2019 Content Management aided list. Content Marketing Institute 2019 Content Management aided list. Content Marketing Institute 2019 Content Management percentages were required to equal 100%. Content Marketing Institute 2019 Content

28、 Management multiple responses permitted. Content Marketing Institute 2019 Content Management & Strategy Survey 27 CONTENT TECH SUMMIT ABOUT About Content Marketing Institute (CMI) Content Marketing Institute is the leading global content marketing education and training organization, teaching enter

29、prise brands how to attract and retain customers through compelling, multichannel storytelling. CMIs Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and ContentTECH Summit event is held every spring. CMI publishes Chief Con

30、tent Officer for executives and provides strategic consulting and content marketing research for some of the best-known brands in the world. Watch this video to learn more about CMI. Content Marketing Institute is organized by UBM, which in June 2018 combined with Informa PLC to become a leading B2B

31、 information services group and the largest B2B Events organizer in the world. To learn more and for the latest news and information, visit and . About Vennli Vennli is the content intelligence platform that helps marketing leaders drive growth and be more relevant to customers in messaging, content

32、 strategy, and marketing communications across the entire customer lifecyclefrom awareness to advocacy. Vennlis platform gathers real-time, AI-enabled persona data including insights about what matters most to the target market throughout the buyer journey and makes intelligent recommendations on co

33、ntent, messaging, and communication that will attract, convert, and retain more customers. Visit or follow VennliApp for more information. Content intelligence is a game-changing form of content marketing technology that empowers you to integrate your very own smarts with customer data and artificia

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35、y stage of the buyers journey. If you want to learn more, download our most recent white paper, created in conjunction with CMI, OPTIMIZE CONTENT MARKETING PERFORMANCE THROUGH ACTIVE AUDIENCE LISTENING, and understand the current issue with technology and how overconfidence in our message is not the same as confidence in our audience. Great content marketers stand out for their curiosity, ability to visualize data, and their knack for telling stories. But, what dubs great marketers the true kings and queens of content marketing? Two words: content intelligence.