2017内容管理与策略调查（英文版）_15页

2017 Content Management & Strategy Survey Summary

Core Content

The 2017 Content Management & Strategy Survey, conducted by the Content Marketing Institute (CMI), aimed to understand how marketers manage content within their organizations. The survey included 411 participants from for-profit and nonprofit organizations, primarily in North America. The key focus areas were content marketing usage, content strategy, content management structures, digital content management technologies, and educational needs.

Key Takeaways

• Content as an Asset: Most marketers (92%) view content as a business asset, but fewer than half (46%) have a documented strategy for managing it as such.
• Content Management Structures: While most organizations have style and brand guidelines, fewer have established structures like content governance (21%), content audits (19%), content inventories (19%), and taxonomies (14%).
• Scalability of Content Efforts: 69% of respondents reported that their content-related processes have some systems in place but still involve a lot of manual work. Only 13% of small organizations and 12% of enterprise organizations have a completely systematic approach.
• Technology Utilization: Only 18% of respondents believe their organization has the right technology in place. 45% have tools but aren't using them to their full potential, and 37% haven't acquired the right tools.
• Educational Needs: The top educational needs are "how to better use technology to manage content as a business asset" (66%) and "how to build a scalable content strategy" (64%). The lowest educational needs were for setting up and managing a content team, except for the micro group, where communicating vision to upper management was the lowest priority.

Survey Methodology and Demographics

• Participants: 411 marketers from the CMI audience, including subscribers of the CMI Content Strategy Newsletter and a portion of the broader CMI subscriber list.
• Organization Types: The survey included responses from for-profit B2B, B2C, and B2B+B2C organizations, as well as nonprofit organizations.
• Organization Sizes:
  • Enterprise (1,000+ employees): 42% view content as a business asset, 40% have a documented strategy.
  • Midsize (100-999 employees): 33% view content as a business asset, 42% have a documented strategy.
  • Small (10-99 employees): 55% view content as a business asset, 46% have a documented strategy.
  • Micro (1-9 employees): 80% view content as a business asset, 58% have a documented strategy.
• Survey Techniques: To improve response rates, CMI used a random drawing for an Amazon gift card, included a live link in the invitation, and branded the survey with the CMI name and logo.

Content Marketing Usage

• Definition: Content marketing is a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.
• Usage: Most organizations use content marketing to market their products, services, or support to prospects and existing customers.
• Frequency: 46% of respondents always or frequently prioritize providing the right content to the right person at the right time. However, 34% rarely or never can publish content to multiple channels in the appropriate format without manual effort.

Digital Content Management Technologies

• Email Marketing: 76% of respondents use email marketing technology.
• Marketing Automation: 42% use marketing automation software.
• Other Tools: 15% use content promotion/distribution software, 7% use product information management systems, 2% use artificial intelligence, and 7% use none of the above.

Educational Needs

• Top Needs:
  • How to better use technology to manage content as a business asset (66%)
  • How to build a scalable content strategy (64%)
• Lowest Needs:
  • Setting up and managing a content team (lowest for all groups except micro)
  • Communicating vision to upper management (lowest for micro group)

About the Content Marketing Institute

• CMI is a global leader in content marketing education and training, helping enterprise brands attract and retain customers through multichannel storytelling.
• CMI hosts major events such as Content Marketing World (annual in Cleveland, Ohio) and Intelligent Content Conference (annual in Las Vegas).
• CMI publishes the Chief Content Officer magazine and provides strategic consulting and content marketing research for well-known global brands.

Conclusion

The survey highlights that while content is increasingly recognized as a business asset, many organizations lack the structured strategies and technologies needed to fully leverage it. There is a clear need for education and better technology utilization to enhance content management efficiency and scalability.