2016品牌数字内容营销现状报告（英文版）_31页_6mb

报告摘要

2016 State of Digital Content Summary

Core Content Strategy Overview

In 2016, mature and effective companies began to use digital content beyond the marketing department, leveraging it to achieve a range of business objectives including brand loyalty, transparency, community building, technical support, and direct revenue generation. This shift reflects a broader recognition of content's strategic value across the organization.

Key Findings

Maturity in Content Strategy

Over 80% of companies have content strategies that extend across departments.
41% of companies have a unified content strategy, rising to 88% when including those who "somewhat agree."
39% of companies can tie content efforts to revenue generation, with 86% able to show some revenue results.
38% of companies create content based on data from multiple sources.
36% of companies align different content-producing departments.

Challenges in Content Strategy

Aligning teams and accessing customer data are the top challenges, with 55% and 54% of respondents respectively.
Proving business impact remains difficult for 55% of respondents.
Real-time personalization is still underutilized, with only 35% of companies able to deliver it.

Content Objectives

Content Archetypes

Five main content archetypes were identified, each serving a different business objective:

Content as Presence: Promotes brand awareness and health.
Content as Currency: High-value content that positions the brand as an expert.
Content as a Window: Highlights company culture and practices.
Content as Support: Educates customers on product usage.
Content as Community: Engages a niche customer community.

Content as Currency (24%) and Content as Presence (22%) were the most produced types.
IT companies favored Content as Currency (31%), while retail focused on Content as a Window (52%) and Content as Support (50%).
Finance companies produced Content as Support more than Content as Currency (48% vs 45%).

Content Creation Distribution

68% of companies produce most of their content in-house.
62% rely on user-generated content.
43% use agencies for content creation, with retail being the only industry where agency-created content (50%) exceeded user-generated content (47%).

Data Usage in Content Strategy

99% of companies use data to inform content creation.
Social media metrics (65%) and web analytics (63%) are the most popular data sources.
Call center records (49%) and CRM data (43%) indicate growing cross-departmental cooperation.

Effective Content Channels

Facebook was the most effective channel for 71% of respondents, despite its low organic reach.
Email (61%) remains a reliable channel for engagement.
Twitter (41%) was more effective than Instagram, LinkedIn, Snapchat, and Pinterest, especially in North America.
Messaging apps were least used, likely due to difficulty in measuring engagement.

Content Formats

Static images (47%) and native advertising (46%) were the most effective formats.
Retail companies showed a greater preference for long-form research (46%) over short-form blog posts (39%).
Healthcare companies ranked short-form video (31%) and long-form video (29%) higher than other industries.

Content Measurement

Reach (37%) and engagement (36%) are the most commonly used metrics.
Time spent on owned properties and conversions are better indicators of business impact but used by only 11% of respondents.
This highlights a need for content strategists to focus on quality over quantity and to enhance personalization to drive better engagement and conversions.

Content Strategy Organization

Centralized model (47%) is the most common, with a dedicated content team leading strategy.
Decentralized model (32%) involves multiple departments producing content without a clear strategy.
Hub and Spoke or Holistic model (22%) indicates maturity and increased participation from non-marketing departments.
Manufacturing companies were more likely to use the holistic model (21%) than the decentralized model (12%).
Finance companies were the most siloed, with 45% using a decentralized model.

Departmental Involvement

Advertising/Ad Agency, Data/Analytics, and Executive/C-Suite are the most involved in leading content strategy discussions.
Marketing, Customer Support, and Product Development/R&D are also heavily involved.
Corporate Communications/PR and Market Research are the most involved in participating in content strategy discussions.

Conclusion

The 2016 State of Digital Content report indicates a growing maturity in how companies use content across the organization. While challenges remain in alignment and data integration, the increasing use of data-driven, personalized content and the shift in content objectives from awareness to thought leadership and community building signal a more strategic and integrated approach. The centralized model remains dominant, but the push toward a more holistic and cross-departmental strategy is evident, especially in B2B sectors.

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