2017内容管理与策略调查（英文版）_13页_642kb

2017 Content Management & Strategy Survey Summary

Core Content Overview

The 2017 Content Management & Strategy Survey by the Content Marketing Institute (CMI) aimed to explore how marketers manage content within their organizations. The survey included 411 marketers from CMI's audience, primarily North American organizations, and examined various aspects such as content strategy, management structures, technology utilization, and educational needs.

Key Findings

Content as a Business Asset

• 92% of content marketers believe their organization views content as a business asset.
• However, only 46% have a documented strategy for managing content as such.
• Small (55%) and micro (80%) organizations are more likely to view content as a business asset compared to enterprise (42%) and midsize (33%) organizations.

Content Management Structures

• Most organizations have style and brand guidelines in place.
• Additional structures include:
  • Content governance process (21%)
  • Content audit reports (19%)
  • Content inventory reports (19%)
  • Taxonomies (14%)
  • Story maps (10%)
  • None of the above (4%)

Scalability of Content Efforts

• 69% of respondents reported that their content-related processes have some systems in place, but a lot of manual work.
• 13% of small organizations have a completely systematic approach to content production, management, and distribution.
• Enterprise (12%) and micro (7%) organizations follow closely, while midsize (6%) and large organizations lag behind.

Content Repurposing and Distribution

• 46% of respondents prioritize providing the right content to the right person at the right time.
• 34% rarely or never can publish content to multiple channels without manual effort.
• 41% rarely or never can repurpose content without significant human intervention.

Digital Content Management Technologies

• 76% use email marketing technology.
• 42% use marketing automation software.
• Additional technologies include:
  • Content promotion/distribution software (15%)
  • Product information management system (7%)
  • Artificial intelligence (2%)
  • None of the above (7%)

Technology Utilization

• Only 18% feel their organization has the right technology in place.
• 45% have tools but are not using them to their full potential.
• 37% have not acquired the right tools.

Educational Needs

• 66% of respondents indicated a need to better use technology to manage content as a business asset.
• 64% expressed a need to build a scalable content strategy.
• Setting up and managing a content team was identified as a lower educational need, except for micro organizations, where communicating vision to upper management was the lowest priority.

Methodology and Demographics

• The survey was conducted among CMI Content Strategy Newsletter subscribers and a portion of the broader CMI subscriber list.
• Respondents represented various organizational sizes: enterprise (1,000+ employees), midsize (100–999), small (10–99), and micro (1–9).
• The survey was programmed and analyzed by CMI's research team.
• Marketing techniques used to encourage participation included:
  • A random drawing for an Amazon gift card.
  • A live link in the email invitation.
  • Branding with CMI's name and logo to leverage brand affinity.

Conclusion

The survey highlights a gap between the recognition of content as a business asset and the implementation of structured strategies and technologies to manage it effectively. While most marketers understand the value of content, the lack of scalable processes and underutilized tools suggests that many are still in the early stages of content management maturity. Educational resources focused on technology integration and strategy development are critical for advancing content management practices across all organizational sizes.