2019年内容管理和策略.pdf

2019 ContentManagement&StrategySURVEYCONTENTTECHSUMMIT2CONTENTTECHSUMMITTABLE OF CONTENTSSponsors Message.3Introduction.4Key Findings.5Methodology/Demographics.6Use of Strategic Approach.8Strategic Management of Content.10Opinions About Content Management.14Content Management Processes.15Overall Success.16Content Management Technology.17Strategic Content Creation.22Strategic Content Management Challenges.26About.273CONTENTTECHSUMMIT SPONSORS MESSAGEVennli is a proud sponsor of this study from Content Marketing Institute(CMI)and the ContentTECH Summit.At Vennli,we believe that connecting with your customer in meaningful ways is a result of a deep understanding of buyer journeys,personas,and the use of dataespecially customer data.Bringing all of those together results in more intelligent content and messaging to audiencesand those audiences can,in turn,have more meaningful relationships with brands and companies.However,a challenge exists.Forty-one percent of respondents say they do not have or are unsure if their organization has a documented content strategya strategy that may include elements such as business objectives,measurements,and desired outcomes.This can create gapsin being able to demonstrate content ROI and in creating alignment across marketing teams and the organization.Additionally,driving focus to the right audience is a significant issue.When thinking about the audience(s)within their market,respondents say they are challenged with prioritizing marketing effort toward one audience over another(71%)and knowing what is most important to the audience(61%).All of this speaks to the need to put tools and resources in place to tackle these issueswhether that be taking steps to document just one aspect of your content strategy or to focus on a particular part of the buyer journeysay awarenessand deeply understanding what is most meaningful to just one persona.While you dont need to tackle it all at once,making inroads can help drive your content strategyand the impact it has on your audiences.4CONTENTTECHSUMMIT INTRODUCTIONWelcome to the 2019 Content Management&Strategy Survey.Now in its third year,this research provides a snapshot of how marketers are using technology to help create,manage,deliver,and scale enterprise content and marketing,as well as how their teams use it to more precisely target and engage audiences across the customer journey to provide memorable experiences.This years research suggests that while many organizations have a handle on the physical management of content assets(e.g.,nearly 70%have undertaken content inventories and audits),there is a great need for optimizing the use of technology to make content flow more quickly and seamlessly throughout the enterpriseand to get that content in front of the right audiences at optimal times.“Content,technology,andstrategy are evolving rapidly in our hyper-personalized,connected,and increasingly complex marketing environment.”Robert Rose,chief strategy advisor,Content Marketing Institute(CMI)5CONTENTTECHSUMMIT KEY FINDINGSThe majority have assessed their existing content inventoryNearly 70%of content management professionals surveyed say their organization has undertaken a content inventory and audit;56%have conducted a content gap analysis.See page 11.There is still a lot of manual work involvedIn terms of scalability of their content-related efforts,78%report their organization has some systems in place,but there is a lot of manual work.See page 17.Many lack the right technology to manage content across the organization42%report their organization hasnt acquired the right technology to manage content across the enterprise.Another 42%say they have the technology but arent using it to its potential.See page 21.Prioritizing audiences and knowing what is important to them are top challengesMany respondents,when thinking about the audience(s)within their market,say they are challenged with prioritizing marketing effort toward one audience over another(71%)and knowing what is most important to the audience(61%).See page 22.In many organizations,communication between teams is an issueRespondents anticipate their organizations biggest strategic content management challenge in 2019 will be communication between teams(e.g.,content,marketing,IT,creative,sales).See page 26.6CONTENTTECHSUMMIT METHODOLOGY/DEMOGRAPHICSTo better understand the approach content professionals are taking to strategically managing content,Content Marketing Institute(CMI)surveyed a portion of its subscriber database as follows:Nature of Organizations Business(Agencies and Consultants were excluded)For-profit NonprofitOrganizations Employee Size 50+EmployeesCMIs research team designed the survey and performed the data analysis.Readex Research programmed and hosted the online survey and collected and tabulated the data.CMI emailed the survey invitations on January 29,2019,and sent a reminder email on February 11,2019.By February 21,2019,250 usable surveys had been returned by respondents.Seventy-six percent indicated their organization takes a strategic approach to managing content;of those,97%indicated they are involved(directly or indirectly)with some aspect of strategic content management in their organization.To encourage prompt response and optimize the response rate,a random drawing was held for two$50 VISA gift cards;a link was included in the invitation to route respondents directly to the online survey;and the invitation and survey were branded with the CMI and ContentTECH Summit names and logos to capitalize on affinity for the brands.7CONTENTTECHSUMMIT METHODOLOGY/DEMOGRAPHICSSurvey DefinitionsStrategic approach to managing contentan approach that involves setting up processes,people,and technology to better scale and deliver content with the intent to improve the overall customer experience.Content management strategya strategy that addresses issues such as how your organization plans,develops,organizes,distributes,manages,and governs content.Successachieving your organizations overall desired/targeted results for its content strategy.Note:Comparisons to last years survey findings should be made with caution due to changes in questions and differences in sample composition.Nature of Organization60%3%23%14%For-profit B2B For-profit B2C For-profit B2B+B2C NonprofitSize of OrganizationLocation of Organization48%35%15%1,000 or more 100-999 10-99 1-9Industry Classification27%28%12%10%8%8%7%Technology/IT/Software/Hardware Healthcare/Medical/Pharmaceuticals Financial Services Manufacturing Professional Services Publishing/Media Other North America Europe Asia Oceania South America79%12%4%3%2%2%Note:64%of respondents reported their organization is global in nature.8CONTENTTECHSUMMIT USE OF STRATEGIC APPROACH76%say their organization takes a strategic approach to managing content.Strategic Approachto Managing Content76%24%Yes NoInvolvement in StrategicContent Management97%3%Yes NoAreas of Involvement withStrategic Content Management020406080100Content creation(e.g.,editorial,video,design)Content marketing strategy(e.g.,thought leadership,owned media management,distribution channels)Content strategy(e.g.,governance,content management,audits,taxonomies)General marketingCommunications(e.g.,PR,corporate communications)Information technologyOther89%84%77%59%53%10%3%Base:Respondents involved with strategic content management in their organization.Aided list;multiple responses permitted.Content Marketing Institute 2019 Content Management&Strategy SurveyAverage Number ofAreas Involved With:49CONTENTTECHSUMMIT USE OF STRATEGIC APPROACHThe top reported reason organizations dont take a strategic approach to managingcontent is leadership hasnt made it a priority.Q.Why do you think your organization is not taking a strategic approach to managing content?Reasons Why Organizations Dont Takea Strategic Approach to Managing Content0102030405060Leadership hasnt made it a priorityLack of processesManagement changesOtherOrganizational culture Lack of financial investment in resourcesLeadership doesnt view content as something that needs to be strategically managed56%49%47%41%39%12%10%Base:Respondents whose organizations do not take a strategic approach to managing content.Aided list;multiple responses permitted.Content Marketing Institute 2019 Content Management&Strategy Survey10CONTENTTECHSUMMIT STRATEGIC MANAGEMENT OF CONTENT59%say their organization has a documented content management strategy.Q.Does your organization have a documented content management strategy?Documented ContentManagement Strategy59%31%10%Yes No UnsureQ.Which of the following elements does your content management strategy include?Base:Respondents involved with strategic content management in their organization;aided list.Base:Respondents whose organizations have a documented content management strategy.Aided list;multiple responses permitted.Elements Included inContent Management Strategy020406080100Business goals/objectivesDefined roles/responsibilitiesMeasurements/KPIsDesired outcomesDefined workflowsTimeframesContent governance specifications Training guidelines 94%79%76%72%71%62%59%21%1%UnsureContent Marketing Institute 2019 Content Management&Strategy Survey11CONTENTTECHSUMMIT STRATEGIC MANAGEMENT OF CONTENTNearly 70%report their organization has undertaken a content inventory and a content audit.Q.Which of the following content-related activities have been undertaken in your organization?Content-Related Activities Undertaken01020304050607080A content inventory(a list of your content assets)None of the aboveUnsureA content audit(an evaluation ofyour existing content)A content gap analysis(identification ofareas where you need additional content)Research to better understand potentialaudiences to inform content strategyResearch to better understand user experienceto inform content strategy(e.g.,the experience aperson has while interacting with your contentat your website)67%66%56%55%52%6%2%Base:Respondents involved with strategic content management in their organization.Aided list;multiple responses permitted.Content Marketing Institute 2019 Content Management&Strategy Survey12CONTENTTECHSUMMIT STRATEGIC MANAGEMENT OF CONTENTNearly 60%report their organization has content taxonomy and content governance guidelines in place.Q.Which of the following content-related structure(s)are currently used in your organization?Content-Related Structures in Place0102030405060Content taxonomyContent governance guidelinesStructured contentNone of the aboveUnsure59%58%46%15%3%Base:Respondents involved with strategic content management in their organization.Aided list;multiple responses permitted.Content Marketing Institute 2019 Content Management&Strategy Survey13CONTENTTECHSUMMIT STRATEGIC MANAGEMENT OF CONTENTRespondents whose organizations take a strategic approach to managing content are far more likely than those that dont to have numerous content development aids in place.Q.Which of the following content development aids are currently used in your organization?Content Development Aids Currently in Use77%72%72%64%61%57%49%41%1%1%0%52%45%45%45%32%18%27%22%10%01020304050607080n Respondents Who Manage Content Strategicallyn Respondents Who Do Not Manage Content StrategicallySearch engine optimization(SEO)/keyword researchEditorial calendarEditorial guidelines(e.g.,style,tone)Content performance analyticsCustomer personasFormal workflow process(es)Brand messaging architectureCustomer journey map(s)None of the above UnsureBase:Aided list;multiple responses permitted.Content Marketing Institute 2019 Content Management&Strategy Survey14CONTENTTECHSUMMIT OPINIONS ABOUT CONTENT MANAGEMENT49%agree their organization delivers the right content to the right personat the right time.Q.Indicate your level of agreement with the following statements.Opinions About Content Management Strongly Agree Somewhat Agree Neither Agree Nor Disagree Somewhat Disagree Strongly DisagreeOur organization viewscontent as a business assetOur organization extracts meaningfulinsights from data and analyticsOur organization delivers theright content to the right personat the right time44%26%45%15%12%38%7%10%1%2%10%39%29%20%2%Base:Respondents involved with strategic content management in their organization who answered each statement;aided list.Content Marketing Institute 2019 Content Management&Strategy Survey15CONTENTTECHSUMMIT CONTENT MANAGEMENT PROCESSES38%report their organization can rarely/never publish content to multiple channels in the appropriate format without having to hand craft each piece of content separately.Q.How often do your organizations content-related processes meet each of the following conditions?Base:Respondents involved with strategic content management in their organization who answered each statement;aided list.Content Marketing Institute 2019 Content Management&Strategy SurveyFrequency in Which Content-RelatedProcesses Meet Various Conditions Always/Frequently Sometimes Rarely/Never Anyone across our organization caneasily access/use/reuse our contentOur organization can publish contentto multiple channels in the appropriateformat without having to hand craft eachpiece of content separatelyWe can repurpose our contentwithout a lot of manual labor38%31%28%45%27%31%38%41%21%16CONTENTTECHSUMMIT OVERALL SUCCESS26%say their organization is extremely or very successful with strategicallymanaging content across the enterprise.Q.How would you characterize the success of your companys current overall approach to strategically managing content across your entire organization?Note:The survey defined success as achieving your organizations overall desired/targeted results for its content strategy.Base:Respondents involved with strategic content management in their organization.Aided list;multiple responses permitted.Content Marketing Institute 2019 Content Management&Strategy SurveyOverall Success With StrategicallyManaging Content Across the Organization24%54%18%2%2%Extremely Successful Very Successful Moderately Successful Minimally Successful Not At All Successful17CONTENTTECHSUMMIT CONTENT MANAGEMENT TECHNOLOGYIn terms of scalability,78%report their organization has some systems in place,but there is a lot of manual work.Q.How would you describe the scalability of your organizations content-related efforts?Scalability ofContent-Related Eforts78%13%9%We have some systems in place,but there is a lot of manual work We have developed a completely systematic approach to producing,managing,and distributing content We do things ad-hocBase:Respondents involved with strategic content management in their organization;aided list.Content Marketing Institute 2019 Content Management&Strategy Survey18CONTENTTECHSUMMIT CONTENT MANAGEMENT TECHNOLOGY68%describe their organizations level of proficiency with using technology tomanage content across the enterprise as expert,advanced,or intermediate.Q.Which of the following do you feel best describes your compa