2017内容管理与策略调查（英文版）

2017CONTENT MANAGEMENT & STRATEGY SURVEY2TABLE 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 ................................................................................................................... 153INTRODUCTIONThere is a huge opportunity for marketers to get more from the content they’re developing.That’s the conclusion the Content Marketing Institute (CMI) research team came to after conducting its first-ever content management and strategy survey.Our team surveyed 411 marketers from the CMI audience to learn how they manage content within their organizations. We wanted to know:n How many view content as an asset;n How many have a documented strategy for managing content as an asset;n What structures they have in place to manage content;n Whether they have the right technologies to manage content;n Whether they can distribute and repurpose content without a great deal of human intervention; and more.Read on to see the results. While numerous marketers are already strategically managing content, many appear to be in the early phases, as the survey findings demonstrate. This is a prime time to learn how to extract maximum value out of your content. Resources such as the Intelligent Content Conference can help.4KEY TAKEAWAYSn Most marketers say their organization values content as an asset—but it isn’t treated as such. 92% of content marketers surveyed say their organization views content as a business asset (i.e., an asset or 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 a great deal of human intervention.n Technology is underutilized—or is l