1、TABLE OF CONTENTSCONTENTTECH SUMMIT2Sponsors Message3Introduction 4Key Findings 5Methodology/Demographics 6Use of Strategic Approach 8Strategic Management of Content10Opinions About Content Management 14Content Management Processes 15Overall Success 16 Content Management Technology 17Strategic Conte

2、nt Creation 22Strategic Content Management Challenges26 About 27 SPONSORS MESSAGEennli is a proud sponsor of this study from Content Marketing Institute (CMI) and the ContentTECH Summit.CONTENTTECH SUMMIT3VAt Vennli, we believe that connecting with your customer in meaningful ways is a result of a d

3、eepunderstanding 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

4、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

5、 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 (

6、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 journey say awareness

7、and 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. INTRODUCTIONelcome to the 2019 Content Management & Strategy Survey. Now in its third year,

8、this researchWprovides a snapshot of how marketers are using technology to help create, manage, deliver, andscale 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

9、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 oftechnology to make content flow more quickly and seamlessly throughout the ente

10、rpriseand to get that content in front of the right audiences at optimal times.“Content, technology, and strategy are evolving rapidly in our hyper-personalized, connected, and increasinglycomplex marketing environment.”CONTENTTECH SUMMIT4Robert Rose, chief strategy advisor, Content Marketing Instit

11、ute (CMI) 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 inv

12、olvedIn 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 techno

13、logy 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 a

14、re 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

15、challenge in 2019 will be communication between teams (e.g., content, marketing, IT, creative, sales). See page 26.CONTENTTECH SUMMIT5 METHODOLOGY/DEMOGRAPHICSTo better understand the approach content professionals are taking to strategically managing content, Content Marketing Institute (CMI) surve

16、yed a portion of its subscriber database as follows:Nature of Organizations Business (Agencies and Consultants were excluded)For-profit NonprofitOrganizations Employee Size50+ EmployeesCMIs research team designed the survey and performed the data analysis. Readex Research programmed and hosted the o

17、nline 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 appro

18、ach 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 i

19、n 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.CONTENTTECH SUMMIT6 METHODOLOGY/DEMOGRAPHICSSurvey DefinitionsStrategic approach to managing co

20、ntentan 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

21、, 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%

22、For-profit B2BFor-profit B2CFor-profit B2B+B2CNonprofitLocation of Organization1,000 or more100 - 99910 - 991 - 9Industry Classification27%12%8% 8% 10%28%7%Technology/IT/Software/HardwareHealthcare/Medical/PharmaceuticalsFinancial ServicesManufacturingProfessional ServicesPublishing/MediaOtherNorth

23、AmericaEuropeAsiaOceaniaSouth America79%12%4%3%2%Size of Organization2%15%48%35%CONTENTNote: 64% of respondents reported their organization is global in nature.TECH SUMMIT7USE OF STRATEGIC APPROACH76% say their organization takes a strategic approach to managing content.Strategic Approach to Managin

24、g Content76%24%YesNo97%Involvement in Strategic Content Management3%YesNoAreas of Involvement with Strategic Content Management020406080100Content creation (e.g., editorial, video, design)Content marketing strategy (e.g., thought leadership, owned media management, distribution channels)Content stra

25、tegy (e.g., governance, content management, audits, taxonomies)General marketingCommunications (e.g., PR, corporate communications)Information technologyCONTENTTECH SUMMIT8Other89%84%77%59%53%10%3%Base: Respondents involved with strategic content management in their organization. Aided list; multipl

26、e responses permitted.Content Marketing Institute 2019 Content Management & Strategy SurveyAverage Number of Areas Involved With: 4USE OF STRATEGIC APPROACHThe top reported reason organizations dont take a strategic approach to managing content is leadership hasnt made it a priority.Q. Why do you th

27、ink your organization is not taking a strategic approach to managing content?Reasons Why Organizations Dont Take a Strategic Approach to Managing Content0102030405060Leadership hasnt made it a priorityCONTENTTECH SUMMIT9Lack of processesManagement changesOtherOrganizational cultureLack of financial

28、investment in resources56%49%47%41%Leadership doesnt view content as something that needs to be strategically managed 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 Conten

29、t Management & Strategy SurveyCONTENTSTRATEGIC MANAGEMENT OF CONTENT59% say their organization has a documented content management strategy.Q. Does your organization have a documented content management strategy?31%59%Documented Content Management Strategy10%YesNoUnsureQ. Which of the following elem

30、ents 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 in Content

31、Management Strategy020406080100Business goals/objectives94%Defined roles/responsibilities79%Measurements/KPIs76%Desired outcomes72%Defined workflows71%Timeframes62%Content governance specifications59%TECH SUMMITContent Marketing Institute 2019 Content Management & Strategy Survey10Training guideline

32、s21%1% UnsureSTRATEGIC 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 Undertaken01020304050607080UnsureCONTENTTE

33、CH SUMMIT11A content inventory (a list of your content assets)A content audit (an evaluation ofyour existing content)A content gap analysis (identification of areas where you need additional content)Research to better understand potential audiences to inform content strategyResearch to better unders

34、tand user experience to inform content strategy (e.g., the experience a person has while interacting with your contentat your website)None of the above67%66%56%55%52%6%2%Base: Respondents involved with strategic content management in their organization. Aided list; multiple responses permitted. Cont

35、ent Marketing Institute 2019 Content Management & Strategy SurveySTRATEGIC 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-

36、Related Structures in Place0102030405060Content taxonomyCONTENTTECH SUMMIT12Content governance guidelinesStructured contentNone of the above59%58%46%15%3% UnsureBase: Respondents involved with strategic content management in their organization. Aided list; multiple responses permitted. Content Marke

37、ting Institute 2019 Content Management & Strategy SurveySTRATEGIC 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 developme

38、nt aids are currently used in your organization?Content Development Aids Currently in Use77%72%72%64%61%57%49%41%1%1%52%45%45%45%32%18%27%22%10%0%010203040CONTENTTECH SUMMIT1350607080Search engine optimization (SEO)/keyword researchEditorial calendar Editorial guidelines (e.g., style, tone) Content

39、performance analyticsCustomer personas Formal workflow process(es) Brand messaging architecture Customer journey map(s) None of the aboveUnsuren Respondents Who Manage Content Strategicallyn Respondents Who Do Not Manage Content StrategicallyBase: Aided list; multiple responses permitted.Content Mar

40、keting Institute 2019 Content Management & Strategy SurveyOPINIONS ABOUT CONTENT MANAGEMENT49% agree their organization delivers the right content to the right person at the right time.Q. Indicate your level of agreement with the following statements.Opinions About Content ManagementSomewhat AgreeNe

41、ither Agree Nor DisagreeOur organization views content as a business assetCONTENTTECH SUMMIT14Our organization extracts meaningful insights from data and analyticsOur organization delivers the right content to the right personat the right time26%45%15%12%44%38%7%10%1%2%10%39%Strongly Agree29%20%2%So

42、mewhat Disagree Strongly DisagreeBase: Respondents involved with strategic content management in their organization who answered each statement; aided list. Content Marketing Institute 2019 Content Management & Strategy SurveyCONTENT MANAGEMENT PROCESSES38% report their organization can rarely/never

43、 publish content to multiple channelsin the appropriate format without having to hand craft each piece of content separately.CONTENTTECH SUMMIT15Q. How often do your organizations content-related processes meet each of the following conditions?Frequency in Which Content-Related Processes Meet Variou

44、s ConditionsAlways/Frequently Sometimes Rarely/NeverBase: Respondents involved with strategic content management in their organization who answered each statement; aided list. Content Marketing Institute 2019 Content Management & Strategy SurveyAnyone across our organization can easily access/use/re

45、use our contentOur organization can publish content to multiple channels in the appropriate format without having to hand craft eachpiece of content separatelyWe can repurpose our content without a lot of manual labor38%31%28%45%27%31%38%41%21%OVERALL SUCCESS26% say their organization is extremely o

46、r very successful with strategically managing 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 d

47、esired/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 Survey24%CONTENTTECH SUMMIT1654%18%Overall Success With Strat

48、egically Managing Content Across the Organization2% 2%Extremely SuccessfulVery SuccessfulModerately SuccessfulMinimally SuccessfulNot At All SuccessfulCONTENT MANAGEMENT TECHNOLOGYIn terms of scalability, 78% report their organization has some systems in place, but there is a lot of manual work.Q. H

49、ow would you describe the scalability of your organizations content-related efforts?Scalability of Content-Related EortsCONTENTTECH SUMMIT1778%9%13%We have some systems in place, but there is a lot of manual workWe have developed a completely systematic approach to producing, managing, and distribut

50、ing contentWe do things ad-hocBase: Respondents involved with strategic content management in their organization; aided list. Content Marketing Institute 2019 Content Management & Strategy SurveyCONTENT MANAGEMENT TECHNOLOGY68% describe their organizations level of proficiency with using technology

51、to manage content across the enterprise as expert, advanced, or intermediate.Q. Which of the following do you feel best describes your companys proficiency with using technology to manage content across the entire organization?Level of Proficiency With Using Technology to Manage Content Across the O

52、rganization0510152025303540ExpertAdvancedIntermediateNoviceBeginner27%3%38%23%Do not use technology to manage content 4%5%Base: Respondents involved with strategic content management in their organization; aided list. Content Marketing Institute 2019 Content Management & Strategy SurveyDescriptors u

53、sed for each level of proficiency:EXPERTContent fully automated across the business; scaling across the organization; experiencing the benefitsADVANCEDFinding success, yet challenged with fully integrating content technology into our business culture and operationsINTERMEDIATEHave developed a busine

54、ss case for using technology to manage content; identified or are using a content management platform; seeing early successNOVICEGrowing pains; building a team and business case for using technology to manage content, yet challenged with the changes requiredBEGINNERStarting to address aspects of usi

55、ng technology to manage contentCONTENTTECH SUMMIT18CONTENT MANAGEMENT TECHNOLOGYThe top three reported content technologies in place are social media publishing/analytics, email marketing software, and content management systems.Q. Which of the following content technology(ies) does your organizatio

56、n currently have in place?Content Technologies in Place85%42%41%100CONTENTTECH SUMMIT19Social media publishing/analyticsContent performance/recommendation analyticsMarketing automation system (MAS)Digital asset management (DAM) system/file storage 37%Content optimization software (e.g., personalizat

57、ion, content targeting) 24%Other content technologies 15%020406080Base: Respondents involved with strategic content management at organizations that use technology to manage content. Aided list; multiple responses permitted.Content Marketing Institute 2019 Content Management & Strategy SurveyAverage

58、 Number ofEmail marketing software84%Content TechnologiesContent management system (management and publishing)74%in Place: 5Content collaboration/workflow software55%Content distribution platform(s)55%CONTENT MANAGEMENT TECHNOLOGY62% say their organization has no plans for using AI-driven content te

59、chnologies in 2019.Q. Are any of the content technologies your organization currently uses driven by artificial intelligence (AI)?18%62%15%Content Technologies Driven by Artificial Intelligence (AI)5%Yes currently in placeNo but plan to use by the end of 2019No with no plansUnsureCONTENTTECH SUMMIT2

60、0Base: Respondents involved with strategic content management at organizations that use technology to manage content; aided list. Content Marketing Institute 2019 Content Management & Strategy SurveyCONTENT MANAGEMENT TECHNOLOGY42% report their organization hasnt acquired the right technology to man