Altimeter-2021年网络内容报告（英文）-2021.6-30页_20mb

2021 State of Digital Content Summary

Core Content of the Document

This document explores the current state of digital content strategies across various industries, emphasizing the need for agile content systems to meet the growing demands of personalization, speed, and effectiveness. It outlines the challenges and opportunities for businesses in creating, managing, and delivering content in a digital-first world.

Main Viewpoints

• Agile Content Systems are essential for businesses to produce high-quality, personalized content at scale and with speed.
• The top content goals remain brand awareness (35%) and thought leadership (28%), but there's a growing trend toward customer-centric goals such as lead generation, sales enablement, and customer support.
• Engagement (e.g., clicks, shares, comments) is the most commonly used metric for content performance, while reach (e.g., likes, views) is the least used.
• The centralized content team model is still the most common (50%), but decentralization (32%) is becoming more prevalent to handle the increasing demand for personalized content.
• AI and automation are playing an increasingly important role in content creation, personalization, and testing.
• Cloud-based digital asset management (DAM) platforms are widely adopted, with 78% of companies using them, and 28% leveraging advanced features such as automated tagging and multi-team access.

Key Insights

1. Goals and Metrics

• Brand awareness and thought leadership are the top content goals.
• Companies with commercial goals (e.g., lead generation, sales enablement) are more likely to use holistic content measurement.
• Engagement is the primary metric for success, while reach is less utilized.
• The most mature companies track conversion and revenue as key performance indicators.

2. Organization and Governance

• Multiple content strategy owners are common (31%), leading to a more distributed approach across departments.
• Retail is the only industry where a single department (likely brand) is the sole content strategy owner.
• Decentralized content production is rising, but maintaining quality and consistency across teams remains a challenge.

3. Content Creation and Personalization

• Companies are using data (both online and offline) to inform content creation and personalization.
• Real-time personalization is increasingly common, with AI being used by 19% to generate content variations and 24% to support testing.
• Demographic and behavioral data are used to create customer segments, with commercial-focused teams more likely to use multi-data segments.

4. Content Storage and Management

• Cloud-based DAM platforms are the dominant storage solution (78%), with 22% still using on-premise systems.
• The most mature companies use automated tagging and multi-team access to ensure efficiency and consistency.
• Technology and banking industries are the most advanced in using DAM platforms with AI-powered features.

5. Content Quality and Compliance

• Central design systems are the most common practice for ensuring brand consistency and content quality.
• Only 30% of companies have a central design system hard coded, while 26% have it integrated across all content platforms.
• Compliance processes are still inefficient, with 62% of companies using "one-item-at-a-time" methods, which hinders scalability and reusability.

Challenges and Opportunities

• Producing personalized content based on customer data is the top challenge for companies.
• Aligning teams on strategy and hiring the right skills are also significant hurdles.
• AI and automation are key enablers for overcoming these challenges, especially in content creation, segmentation, and testing.
• Centralized vs. decentralized models are both in use, with the latter gaining traction as companies seek to scale content production.

Conclusion

The 2021 State of Digital Content report underscores the importance of building agile content systems that are data-driven, automated, and customer-centric. Companies that invest in cloud-based DAM, central design systems, and AI-powered tools are better positioned to meet the demands of modern content strategies. However, many organizations still struggle with inefficient processes, siloed metrics, and lack of unified strategy, highlighting the need for transformation and improved collaboration across departments.