2019年内容管理和策略_28页_1mb

2019 Content Management & Strategy Survey Summary

Core Content Overview

The 2019 Content Management & Strategy Survey by Content Marketing Institute (CMI) and Vennli provides insights into how organizations are managing content, leveraging technology, and addressing strategic challenges. The survey highlights a growing recognition of the importance of content strategy, yet many organizations still struggle with implementation and optimization.

Key Findings

• Content Inventory and Audit:

  • 70% of respondents have conducted a content inventory and audit.
  • 56% have performed a content gap analysis.

• Manual Work and Scalability:

  • 78% of organizations have some systems in place for content management, but still rely heavily on manual processes.
  • Scalability remains a major concern, with many organizations unable to efficiently publish content across multiple channels.

• Content Management Strategy:

  • 59% of respondents report that their organization has a documented content management strategy.
  • Only 26% feel their organization is extremely or very successful in managing content strategically.

• Content Taxonomy and Governance:

  • 60% of organizations have content taxonomy and governance guidelines in place.

• Content Development Aids:

  • Organizations with a strategic approach are more likely to have content development aids in place.

• Content Management Technology:

  • 42% of respondents say their organization hasn’t acquired the right technology.
  • 42% have the technology but aren’t using it to its full potential.
  • 68% describe their proficiency with content technology as expert, advanced, or intermediate.
  • 62% say their organization has no plans for AI-driven content technologies.
  • The average number of content technologies in place is 5, with the top three being social media publishing/analytics, email marketing software, and content management systems.

• Strategic Content Creation:

  • 71% of respondents face challenges in prioritizing marketing efforts toward different audiences.
  • 61% struggle with understanding what is most important to their audience.
  • 48% of content creators are project-focused, responding to internal requests.
  • On average, 41% of content is created for the early stage of the customer journey.

• Strategic Content Management Challenges:

  • Communication between teams is identified as the top challenge in 2019.

Main Views and Insights

• Strategic Approach Adoption:

  • 76% of organizations take a strategic approach to content management, but many lack a fully documented strategy.
  • There is a clear need for better alignment across marketing teams and the organization.

• Content ROI and Alignment:

  • A lack of documented strategy hinders the ability to demonstrate content ROI and align teams.
  • Marketers emphasize the importance of understanding buyer journeys, personas, and data to create more intelligent content.

• Technology Utilization:

  • While many have adopted content management technologies, there is a significant gap in using them effectively.
  • AI-driven content tools are not yet widely implemented, with only 38% of organizations using them.

• Audience Prioritization:

  • Audience prioritization and understanding are major pain points, with 71% and 61% of respondents reporting challenges.
  • Organizations need to focus on specific parts of the buyer journey and personas to improve content relevance.

Key Recommendations

• Document Content Strategy:
  Start by documenting one aspect of your content strategy, such as business objectives or desired outcomes, to improve overall alignment and ROI.

• Invest in Technology:
  Acquire and utilize the right content management technology to automate processes and reduce manual work.

• Improve Team Communication:
  Address communication gaps between content, marketing, IT, and other departments to enhance strategic content management.

• Focus on Audience Insights:
  Prioritize understanding the needs and preferences of your target audience, especially through persona analysis and data collection.

• Enhance Content Reusability and Repurposing:
  Develop systems that allow for easy content reuse and repurposing across channels, reducing the need for manual creation.

Conclusion

The survey underscores the importance of strategic content management in today's marketing landscape, highlighting the need for better tools, processes, and team collaboration. While many organizations have made progress in content inventory and technology adoption, there is still a long way to go in terms of strategic alignment, audience understanding, and content scalability. Vennli, as a sponsor, emphasizes the role of content intelligence in addressing these challenges and improving marketing effectiveness.