ICC-2017内容管理与策略调查（英文版）-15页

2017 Content Management & Strategy Survey Summary

Core Content

The 2017 Content Management & Strategy Survey by the Content Marketing Institute (CMI) aimed to understand how marketers manage content within their organizations. The survey was conducted among 411 marketers from the CMI audience, including subscribers of the Content Strategy Newsletter and a portion of the broader CMI subscriber list, primarily representing North American organizations.

Key Takeaways

• Content as a Business Asset:

  • 92% of marketers believe their organization views content as a business asset.
  • However, fewer than half (46%) have a documented strategy for managing content as such.
  • Small and micro organizations are more likely to view content as a business asset (55% and 80% respectively) compared to enterprise (42%) and midsize (33%) organizations.

• Content Management Structures:

  • The majority of respondents (over 80%) have style and brand guidelines in place.
  • Only 21% have a content governance process, 19% have content audit reports, and 14% have taxonomies.
  • Only 4% have story maps, and 13% have none of these structures.

• Scalability of Content Efforts:

  • 69% of respondents reported having some systems in place, but still relying heavily on manual work.
  • Only 13% of small organizations and 12% of enterprise organizations have developed a completely systematic approach to content production, management, and distribution.

• Content Repurposing and Distribution:

  • 46% of respondents indicated their organizations always or frequently prioritize delivering the right content to the right person at the right time.
  • Only 34% can publish content to multiple channels without manual intervention, and 41% rarely or never repurpose content without significant human involvement.

• Technology Utilization:

  • Only 18% of respondents feel their organization has the right technology in place for content marketing.
  • 45% have tools but are not using them to their full potential.
  • 37% have not acquired the right tools yet.

• Educational Needs:

  • 66% of respondents indicated a need to "better use technology to manage content as a business asset."
  • 64% expressed a need to "build a scalable content strategy."
  • Setting up and managing a content team was identified as a lower educational need, except for the micro group, where communicating vision to upper management was the lowest need.

Survey Methodology and Demographics

• Participants:

  • 411 marketers from for-profit and nonprofit organizations.
  • Representing all organizational sizes: enterprise (1,000+ employees), midsize (100-999), small (10-99), and micro (1-9).

• Data Collection:

  • The survey was conducted online, designed and programmed by CMI's research team.
  • Invitations were sent via email on February 9, 2017, with a deadline of February 14, 2017.
  • Marketing techniques used included a random drawing for a $50 Amazon gift card, a live link in the invitation email, and branding with CMI's name and logo.

Additional Insights

• Content Marketing Usage:

  • Content marketing is defined as a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a defined audience, ultimately driving profitable customer action.
  • The survey highlighted the need for more systematic and scalable approaches to content management.

• Event and Resources:

  • The survey encourages marketers to take advantage of resources like the Intelligent Content Conference and Content Marketing World for further learning and strategy development.

Conclusion

The survey reveals that while content is widely recognized as a business asset, many organizations lack the documented strategies, structures, and technologies needed to manage it effectively. There is a clear opportunity for improvement, especially in the areas of technology utilization and scalability, with educational resources playing a crucial role in addressing these gaps.