2021年内容管理和策略报告_29页_4mb

报告摘要

81% of respondents indicated their organization views content as a core business strategy, up from 72% in 2020.
31% described their organization's proficiency with using technology to manage content as expert/advanced, an increase from 25% in 2020.
22% said their organization is extremely/very successful with content management, down from 21% in 2020.
13% reported minimal/no success, a decrease from 21% in 2020.
56% agreed their organization extracts meaningful insights from content data and analytics, down from 69% in 2020.
21% were neutral, up from 12% in 2020.

50% of respondents operate under a "content products" model, focusing on owned content marketing platforms (e.g., websites, blogs, magazines).
32% use a "projects/campaign" model, responding to internal ad hoc requests.
14% reported a "self-contained" model, where the content team operates as a separate unit.
4% said their organization has no defined content operating model.

Communication among teams remains a top challenge, cited by 58% of respondents.
Content production workflow has become a greater challenge, increasing to 45% from 27% in 2020.
Using UX design to improve customer experience is also a growing challenge, up to 50% from 43%.
Skilled staff is a challenge for 53%, down from 63% in 2020.
Three new challenges were added: understanding the customer journey, implementing the right technology, and ensuring consistent content guidelines across the organization.

40% of respondents said their organization is not using existing content technologies to full potential.
The top three barriers to effective use of content management technologies are:
- Integration issues (56%)
- Lack of training (55%)
- Lack of communication about capabilities (50%)
67% reported few/no changes to content management technology due to the shift to work-from-home.
57% indicated a strong/moderate desire to add new content management technologies as they adapt to the post-COVID-19 world.

Email marketing software and social media publishing/analytics are the top two content technologies in use.
42% said their organization does not use its content technology to full potential, a figure nearly identical to last year.
Common reasons for not using technology to full potential include:
- Lack of time and budget
- Integration issues
- Lack of training
- Lack of communication about capabilities

49% of respondents said their organization always/frequently considers creating consistent customer experiences during the content planning process, up from 39% in 2020.
Personalized experiences remain a key focus, with 48% indicating they always/frequently drive personalization.
65% said they have moderate success with content strategy, up from 56% in 2020.
22% of respondents indicated their organization is extremely/very successful with content strategy.

Assess your content operating model: Many organizations are still in triage mode and lack a clear charter and operating model for their content teams.
De-silo the customer journey: Use technology to create a "source of the truth" for customer experiences across owned media and other touchpoints.
Treat owned media like products: Websites, blogs, and other digital platforms should be budgeted, measured, and managed as digital products.
Implement repeatable content structures: This will help with repurposing content and improving efficiency and scalability.
Invest in AI and automation: These tools can help augment creative resources and reduce manual data entry and analysis.

The survey was conducted by the Content Marketing Institute (CMI) with a sample from its subscriber database.
For-profit organizations were the majority, with nonprofits and other types included.
50+ employees were the primary demographic.
The survey was branded with CMI and ContentTECH Summit to encourage responses.
263 surveys were collected by April 29, 2021.
78% of respondents said their organization takes a strategic approach to content management.
99% of those involved in strategic content management were directly or indirectly involved in managing content.

Content is increasingly viewed as a strategic function in business.
Technology adoption is growing, but integration, training, and communication remain significant barriers.
Content products are becoming the primary focus, with a shift away from reactive project-based models.
The customer journey and content governance are now central to strategic content management.
There is a clear need for better tools and systems to manage content effectively, especially in a post-pandemic world.