2019年内容管理和策略

2019ContentManagement&StrategySURVEYCONTENTTECHSUMMIT2CONTENTTECHSUMMITTABLEOFCONTENTSSponsor’sMessage...................................................................................................................3Introduction................................................................................................................................4KeyFindings................................................................................................................................5Methodology/Demographics.............................................................................................6UseofStrategicApproach..................................................................................................8StrategicManagementofContent.................................................................................10OpinionsAboutContentManagement........................................................................14ContentManagementProcesses.....................................................................................15OverallSuccess........................................................................................................................16ContentManagementTechnology.................................................................................17StrategicContentCreation...............................................................................................22StrategicContentManagementChallenges.............................................................26About...........................................................................................................................................273CONTENTTECHSUMMIT●SPONSOR’SMESSAGEVennliisaproudsponsorofthisstudyfromContentMarketingInstitute(CMI)andtheContentTECHSummit.AtVennli,webelievethatconnectingwithyourcustomerinmeaningfulwaysisaresultofadeepunderstandingofbuyerjourneys,personas,andtheuseofdata—especiallycustomerdata.Bringingallofthosetogetherresultsinmoreintelligentcontentandmessagingtoaudiences—andthoseaudiencescan,inturn,havemoremeaningfulrelationshipswithbrandsandcompanies.However,achallengeexists.Forty-onepercentofrespondentssaytheydonothaveorareunsureiftheirorganizationhasadocumentedcontentstrategy—astrategythatmayincludeelementssuchasbusinessobjectives,measurements,anddesiredoutcomes.Thiscancreategaps—inbeingabletodemonstratecontentROIandincreatingalignmentacrossmarketingteamsandtheorganization.Additionally,drivingfocustotherightaudienceisasignificantissue.Whenthinkingabouttheaudience(s)withintheirmarket,respondentssaytheyarechallengedwithprioritizingmarketingefforttowardoneaudienceoveranother(71%)andknowingwhatismostimportanttotheaudience(61%).Allofthisspeakstotheneedtoputtoolsandresourcesinplacetotackletheseissues—whetherthatbetakingstepstodocumentjustoneaspectofyourcontentstrategyortofocusonaparticularpartofthebuyerjourney—sayawareness—anddeeplyunderstandingwhatismostmeaningfultojustonepersona.Whileyoudon’tneedtotackleitallatonce,makinginroadscanhelpdriveyourcontentstrategy—andtheimpactithasonyouraudiences.4CONTENTTECHSUMMIT●INTRODUCTIONWelcometothe2019ContentManagement&StrategySurvey.Nowinitsthirdyear,thisresearchprovidesasnapshotofhowmarketersareusingtechnologytohelpcreate,manage,deliver,andscaleenterprisecontentandmarketing,aswellashowtheirteamsuseittomorepreciselytargetandengageaudiencesacrossthecustomerjourneytoprovidememorableexperiences.Thisyear’sresearchsuggeststhatwhilemanyorganizationshaveahandleonthephysicalmanagementofcontentassets(e.g.,nearly70%haveundertakencontentinventoriesandaudits),thereisagreatneedforoptimizingtheuseoftechnologytomakecontentflowmorequicklyandseamlesslythroughouttheenterprise—andtogetthatcontentinfrontoftherightaudiencesatoptimaltimes.“Content,technology,andstrategyareevolvingrapidlyinourhyper-personalized,connected,andincreasinglycomplexmarketingenvironment.”—RobertRose,chiefstrategyadvisor,ContentMarketingInstitute(CMI)5CONTENTTECHSUMMIT●KEYFINDINGSThemajorityhaveassessedtheirexistingcontentinventoryNearly70%ofcontentmanagementprofessionalssurveyedsaytheirorganizationhasundertakenacontentinventoryandaudit;56%haveconductedacontentgapanalysis.Seepage11.ThereisstillalotofmanualworkinvolvedIntermsofscalabilityoftheircontent-relatedefforts,78%reporttheirorganizationhassomesystemsinplace,butthereisalotofmanualwork.Seepage17.Manylacktherighttechnologytomanagecontentacrosstheorganization42%reporttheirorganizationhasn’tacquiredtherighttechnologytomanagecontentacrosstheenterprise.Another42%saytheyhavethetechnologybutaren’tusingittoitspotential.Seepage21.PrioritizingaudiencesandknowingwhatisimportanttothemaretopchallengesManyrespondents,whenthinkingabouttheaudience(s)withintheirmarket,saytheyarechallengedwithprioritizingmarketingefforttowardoneaudienceoveranother(71%)andknowingwhatismostimportanttotheaudience(61%).Seepage22.Inmanyorganizations,communicationbetweenteamsisanissueRespondentsanticipatetheirorganization’sbiggeststrategiccontentmanagementchallengein201