2017-2018内容管理与策略调查报告（英文版）.pptx
<p>CONTENT,&STRATEGY,2017,MANAGEMENT,SURVEY,2,TABLE OF CONTENTS,© Introduction.3© Key Takeaways.4© Survey Methodology/Demographics.5© Content Marketing Usage.6© Content Strategy.7© Content Management.9© Digital Content Management Technologies . 12© Content Management Educational Needs.14© About. 15,INTRODUCTIONThere is a huge opportunity for marketers to get more from the content theyre developing.Thats the conclusion the Content Marketing Institute (CMI) research team came to afterconducting its first-ever content management and strategy survey.Our team surveyed 411 marketers from the CMI audience to learn how they manage contentwithin their organizations. We wanted to know:,nnnnn,How many view content as an asset;How many have a documented strategy for managing content as an asset;What structures they have in place to manage content;Whether they have the right technologies to manage content;Whethertheycandistributeandrepurposecontentwithoutagreatdealofhumanintervention;,andmore.Read on to see the results. While numerous marketers are already strategically managingcontent, many appear to be in the early phases, as the survey findings demonstrate. This is aprime time to learn how to extract maximum value out of your content. Resources such as theIntelligent Content Conference can help.3,4,KEY TAKEAWAYS,n Mostmarketerssaytheirorganizationvaluescontentasanassetbutitisnttreatedassuch.,92% of content marketers surveyed say their organization views content as a business asset (i.e., an assetor process where there is direct investment and a goal of increasing value over time), yet fewer than half(46%) have a documented strategy for managing content as a business asset.,n Many of the structures needed to manage content as an asset are not in place.,For example, only 29% of respondents have established a message architecture/messaging framework.Twenty-one percent are engaged in content governance; 19% have content audits and inventories; and 14%have taxonomies.,n Too much human intervention is needed to repurpose content.,Fewer than one in four (24%) respondents say they can always or frequently repurpose content without agreat deal of human intervention.,n Technology is underutilizedor is lacking altogether.,Only 18% of respondents feel their organization has the right technology in place to manage their contentmarketing efforts. Another 45% say they have technology tools, but arent using them to their potential.,n Education is needed.,When respondents were asked about their greatest educational needs regarding managing content, 66%indicated “how to better use technology to manage content as a business asset” and 64% indicated “how tobuild a scalable content strategy,” making these the top-tier responses.,5,CMIsresearchteamdesignedandprogrammedtheonlinesurveyandperformedthedataanalysis.TheinvitationstoparticipatewereemailedonFebruary9,2017.ByFebruary14,2017,411usable,surveyshadbeenreturnedbyrespondents.Toencouragepromptresponseandoptimizetheresponserateoverall,CMIusedthefollowingmarketingresearchtechniques:Arandomdrawing,washeldforone$50Amazongiftcard;alivelinkwas,includedintheemailinvitationtorouterespondentsdirectlytotheonlinesurvey;andtheinvitationandsurveywerebrandedwiththeCMInameandlogotocapitalizeontheaffinityforthebrand.,For-Profit B2B OrganizationFor-Profit B2C OrganizationFor-Profit B2B+B2C OrganizationNonprofit Organization,59%,21%10%,Nature of Organization10%,Size of Organization(by Employee Size),24%,20%,10%,Nature of Organization10%21%To better understand how content marketers are managing content strategy, Content Marketing Institute (CMI) surveyedall subscribers of the CMI Content Strategy Newsletter, as well as a portion of the broader CMI subscriber list, representingprimarily North American organizations. For-Profit B2B Organization For-Profit B2C Organization Nonprofit Organization,Size of Organization(by Employee Size),Enterprise (1,000+ employees)Midsize (100-999 employees)Small (10-99 employees)Micro (1-9 employees),24%30%,20%26%,CONTENT MARKETING USAGEDoes your organization use content marketing tomarket its products, services, or support to prospectsor existing customers?, YES, NO,Use of Content Marketing9%91%,Base=Marketersinfor-profitandnonprofitorganizations.ContentMarketingInstitute2017ContentManagement&StrategySurvey6,Contentmarketingisdefinedasastrategicmarketingapproachfocusedoncreatinganddistributingvaluable,relevant,andconsistentcontenttoattractandretainaclearlydefinedaudienceand,ultimately,todriveprofitablecustomeraction.,5%,42%,CONTENT STRATEGYDoes your organization view content as a business asset(i.e., an asset or process where there is direct investmentand a goal of increasing value over time)?,Ninety-twopercentofrespondentssaidtheirorganizationviewscontentasabusinessasset(50%indicatedto“astrongdegree”and42%indicated“somewhat”).Bysize,small(55%)andmicro(80%)organizationsappeartobemorelikelytoviewcontentasabusinessasset(toastrongdegree)thanenterprise(42%)andmidsize(33%)organizations., Yes, to a strong degree No, Yes, somewhat Unsure,Base=Contentmarketersinfor-profitandnonprofitorganizations;aidedlist.ContentMarketingInstitute2017ContentManagement&StrategySurvey7,Content is Viewed asa Business Asset3%9%50%59%,CONTENT STRATEGYDoes your organization have a documented strategy formanaging content as a business asset?,While46%ofallrespondentsindicatedtheirorganizationhasadocumentedstrategyformanagingcontentasabusinessasset,thisdocumentationismoreprevalentinmicroandsmallorganizations(58%and46%respectively),followedbymidsizeat42%andenterpriseat40%., Yes, No, Unsure,Documented Strategyfor Managing Contentas a Business Asset10%,Base=Contentmarketersinfor-profitandnonprofitorganizations;aidedlist.ContentMarketingInstitute2017ContentManagement&StrategySurvey8,46%,44%,60%,53%,50%,messagingframework 29%,CONTENT MANAGEMENTWhich of the following does your organization have in place?,0,10,20,30,40,50,60,70,80,Style and brand guidelines,70%,Customer personas 51%,Content team(s)A formal workflow process for planning,creating, and delivering contentContent performance analyticsCustomer journey maps33%Structured content 32%Messagearchitecture/,Content ManagementStructures in Place,Base=Contentmarketersinfor-profitandnonprofitorganizations.Aidedlist;multipleresponsespermitted.ContentMarketingInstitute2017ContentManagement&StrategySurvey9,Regardlessofcompanysize,themajorityof,respondentshavestyleandbrandguidelines.,Additionalcontentmanagementstructuresinplace:contentgovernanceprocess(21%);contentauditreports(19%);contentinventoryreport(s)(19%);taxonomies(14%);storymaps(10%);ornoneoftheabove(4%).,CONTENT MANAGEMENTHow would you describe the scalability of your organizationscontent-related efforts?,Themajorityofrespondents(69%)reported,“somesystemsinplace,butthereisalotofmanualwork.”Thirteenpercentofsmallorganizations,indicatedthey“havedevelopedacompletelysystematicapproachto,Scalability ofContent-Related E orts9%,producing,managing,anddistributingcontent,”followedbyenterprise(12%),micro(7%),andmidsize(6%). Wehavesomesystemsinplace,butthereisalotofmanualwork Wedothingsad-hoc Wehavedevelopedacompletelysystematicapproachtoproducing,managing,anddistributingcontentBase=Contentmarketersinfor-profitandnonprofitorganizations;aidedlist.ContentMarketingInstitute2017ContentManagement&StrategySurvey10,69%,22%,46%,35%,19%,44%,33%,35%,31%,11,CONTENT MANAGEMENTHow often do your organizations content-related processesmeet each of the following conditions?,Frequency in Which Content-RelatedProcesses Meet Various Conditions Always/Frequently Sometimes Rarely/NeverWe prioritize providing the right content tothe right person at the right time.,23%24%,34%41%,We have the ability to set standard processesaround managing content.Anyone across our organization can easilyaccess/use/reuse content. 39% 37%We can publish our content to multiple channelsin the appropriate format without having to handcrafteach piece of content separately.Our content can be repurposed without a greatdeal of human intervention. 24% 35%Base=Contentmarketersinfor-profitandnonprofitorganizations;aidedlist.ContentMarketingInstitute2017ContentManagement&StrategySurvey,Nearly1outof2respondents(46%)indicatedtheirorganizationsalwaysorfrequentlyprioritizeprovidingtherightcontenttotherightpersonattherighttime.,Approximately1outof3respondents(34%)rarelyorneverareabletopublishtheircontenttomultiplechannelsintheappropriateformatwithouthavingtohandcrafteachpieceofcontentseparately.Thehighleveloftimeandlaborisalsomirroredinanotherprocess:41%rarelyorneverareabletorepurposecontentwithoutagreatdealofhumanintervention.,57%,(DAM) system/file storage 26%,12,DIGITAL CONTENT MANAGEMENT TECHNOLOGIESWhich type(s) of digital content marketing technologies doesyour organization use to manage its content marketing efforts?,0,80,76%,Email marketing technologyContent management systemContentcollaboration/workflowsoftware 44%Marketing automation software 42%Digital asset managementContent optimization software18%,Digital Content Marketing TechnologiesUsed to Manage Content Marketing E orts,10 20 30 40 50 60 70Base=Contentmarketersinfor-profitandnonprofitorganizations.Aidedlist;multipleresponsespermitted.ContentMarketingInstitute2017ContentManagement&StrategySurvey,Threeofoutoffour(76%)respondentsuseemailmarketing,technologytomanagecontentmarketingefforts.Abouttwooutoffive(42%)usemarketingautomationsoftware.Additionaldigitalcontentmarketingtechnologiesused:contentpromotion/distributionsoftware(15%);productinformationmanagementsystem,(7%);artificialintelligence(2%);ornoneoftheabove(7%).,CONTENT MANAGEMENTDo you feel your organization has the right technology in placeto manage its content marketing efforts?,Only18%ofrespondentsfeeltheirorganizationhastherighttechnologyinplacetomanagetheircontent,marketingefforts,while45%havetools,butarentusingthemtotheirpotential.Almosttwooutoffive(37%)reportedtheirorganizationshavenotacquiredtherighttools.,The Right Technology in Place toManage Content Marketing E orts, Yes No,wehavetools,butarentusingthemtotheirpotential No,wehaventacquiredtherighttoolsBase=Contentmarketersinfor-profitandnonprofitorganizations;aidedlist.ContentMarketingInstitute2017ContentManagement&StrategySurvey13,37%,18%45%,46%,33%,manage a content team 31%,CONTENT MANAGEMENT EDUCATIONAL NEEDSWhat are your greatest educational needs regardingmanaging content?,0,10,20,30,40,50,60,70,80,66%64%,HowtobetterusetechnologytomanagecontentasabusinessassetHow to build a scalable content strategyHowtomapthecustomerjourneyHow to use artificial intelligence37%How to develop workflows 36%HowtocommunicateourvisiontouppermanagementHow to set-up andOther educational needs 6%,Greatest Educational NeedsRegarding Content Management,Base=Contentmarketersinfor-profitandnonprofitorganizations.Aidedlist;multipleresponsespermitted.ContentMarketingInstitute2017ContentManagement&StrategySurvey14,Thetoptierofthegreatesteducationalneedsregardingmanagingcontentare:,n Howtobetterusetechnologytomanagecontentasabusinessassetn HowtobuildascalablecontentstrategyHowtoset-upandmanageacontentteamscoredlowestoneducationalneedsamongallemployeesizegroupsexceptthemicrogrouplowestforthisgroupwashowtocommunicatevisiontouppermanagement.,ABOUT,About Content Marketing Institute (CMI)Content Marketing Institute is the leading global contentmarketing education and training organization, teachingenterprise brands how to attract and retain customersthrough compelling, multichannel storytelling. CMIsContent Marketing World event, the largest contentmarketing-focused event, is held every Septemberin Cleveland, Ohio, USA, and the Intelligent ContentConference event is held every spring. CMI publishes thebi-monthly magazine Chief Content Officer, and providesstrategic consulting and content marketing research forsome of the best-known brands in the world. Watch thisvideo to learn more about CMI, a UBM company. To viewall research and to subscribe to our emails, visitcontentmarketinginstitute/research .,To learn more about content strategyfor marketing professionals, attend theIntelligent Content Conference beingheld March 20-22, 2018 in Las Vegas, USA.Check the Intelligent Content Conferenceblog and Content Marketing Institute formore educational resources.REPORT TEAMLisa Murton BeetsResearch DirectorLisa Murton Beets & Nancy ReeseSurvey Content & DesignNancy ReeseSurvey Programming, Execution& Data AnalysisJoseph KalinowskiCreative DirectorCathy McPhillips, John Hanson& Angela VannucciMarketing and List ManagementSpecialthankstoJoePulizzi,StephanieStahl,RobertRose,andMicheleLinnforsurveycontentinput.15,</p>
