2019内容管理与战略调查（英文版）_28页_1mb

2019 Content Management & Strategy Survey Summary

Core Content and Main Themes

This 2019 survey by the Content Marketing Institute (CMI) and Vennli explores how marketers are using technology and strategy to manage and create content, with a focus on improving customer experiences and content ROI. It highlights the challenges and opportunities in content management across organizations, emphasizing the need for better alignment, technology integration, and audience understanding.

Key Findings

• Strategic Content Management Adoption:

  • 76% of respondents say their organization takes a strategic approach to managing content.
  • 59% report their organization has a documented content management strategy.
  • On average, organizations are involved in 4 areas of strategic content management.

• Content Inventory and Audit:

  • Nearly 70% of organizations have undertaken a content inventory and audit.
  • 56% have conducted a content gap analysis.

• Technology Use and Scalability:

  • 78% of organizations have some systems in place, but there is still a lot of manual work involved.
  • 68% describe their organization’s proficiency with content technology as expert, advanced, or intermediate.
  • Only 16% of those with the right technology are using it to its full potential.
  • 42% say their organization hasn’t acquired the right technology to manage content across the enterprise.

• Audience Prioritization and Understanding:

  • 71% of respondents report challenges in prioritizing marketing efforts toward one audience over another.
  • 61% say they struggle to know what is most important to their audience.

• Content Development Aids:

  • Organizations with a strategic approach are more likely to use content development aids.
  • The most common aid is content taxonomy and governance guidelines, used by 60% of respondents.

• Content Creation Approach:

  • 48% of organizations use a project-focused approach for content creation, where content is developed in response to internal requests.
  • 41% of content created in 2018 was for the early stage of the customer journey (awareness/interest).

• Overall Success:

  • 26% of organizations report being extremely or very successful with their strategic content management approach.
  • Success is defined as achieving the organization’s overall desired results for its content strategy.

• Content Technologies in Use:

  • The top three technologies in place are social media publishing/analytics, email marketing software, and content management systems.
  • On average, organizations use 5 content technologies.
  • 62% say their organization has no plans for using AI-driven content technologies in 2019.

Strategic Content Management Challenges

• Top Challenge in 2019: Communication between teams (e.g., content, marketing, IT, creative, sales) is expected to be the biggest strategic content management challenge.

Methodology and Demographics

• The survey was conducted on January 29, 2019, with a reminder on February 11, 2019.
• 250 usable surveys were returned.
• Respondents were from for-profit and nonprofit organizations, with 50+ employees.
• The survey was branded with CMI and ContentTECH Summit to encourage participation.
• A random drawing for VISA gift cards was used to improve response rates.

Survey Definitions

• Strategic Approach to Managing Content: Involves setting up processes, people, and technology to scale and deliver content that improves customer experience.
• Content Management Strategy: Addresses how content is planned, developed, organized, distributed, managed, and governed.
• Success: Achieving the organization’s desired results from its content strategy.

About the Sponsors

• Content Marketing Institute (CMI): A global leader in content marketing education and training. Organized by UBM, now part of Informa PLC.
• Vennli: A content intelligence platform that uses AI to gather persona data and provide intelligent content and messaging recommendations.
• Vennli emphasizes content intelligence as a key differentiator, enabling marketers to align content with customer needs and business objectives.

Conclusion

The survey underscores the importance of strategic content management in modern marketing, but also highlights significant gaps in technology adoption, audience understanding, and internal communication. While many organizations have taken steps to inventory and audit content, the challenge lies in scaling content efforts efficiently and effectively, ensuring alignment across teams, and leveraging data and AI to create more relevant and impactful messaging. Vennli positions itself as a solution to these challenges, offering a platform that bridges the gap between content strategy and audience insights.