2024年高管内容事项报告（英）

1Content Matters for C-ExecutivesContent Matters 2024 Report2ContentsContent Matters for C-executivesExecutive summary3Data-driven content strategy4Retention and website-centricity8Artificial intelligence15Conclusion20Methodology and participant profile223Executive summaryIn January and February 2024, we surveyed 1,003 marketing and media leaders about what matters to them when creating and publishing content. The results of this survey revealed that 78% of organizations feel an increasing demand for their content in 2024 but many struggle to balance budget constraints with the need to produce quality content. Further, it confirmed that there is a high demand for data-informed content creation. Our research also uncovered areas of disagreement among respondents. On whether their company was data-driven, more than half of managers believed they were, but only 30% of C-executives felt the same. This disparity prompted a closer look at how different seniority levels develop and understand their content strategy.In this 2024 Content Matters for C-Executives report, we take a deeper look at the responses of 193 C-level employees who make strategic decisions and plan the budgets for their companies. These results offer a more nuanced look what matters to organizational leaders and identify the top challenges facing media and marketing teams when developing and implementing their content strategy.  Content Matters for C-executives3Gaps persist between “having data” and applying a data-driven strategySimply collecting data has no value without the means to organize and interpret it into a meaningful and actionable analysis.  5Do you consider your organization’s content strategy to be data-driven?Understanding of content performance is high, but there is room for improvementData-driven content strategyAlmost nine in 10 (87%) C-levels say they have a very clear or somewhat clear picture of how their content is performing, leaving only 13% who feel otherwise. This closely aligns with the average of all respondents across all job roles. So, the vast majority of executives and employees at content-creating organizations feel confident that they are aware of how their content is performing. Despite this high level of understanding, more often than not this knowledge is not being used in a data-driven strategy. In fact, just 43% of content professionals surveyed indicated that their content strategy was data-driven. This share was even lower among C-executives, where only 30% said their organization had a data-driven content strategy and half (49%) said it wasn’t data-driven at all. This demonstrates that although most feel that they have a good understanding of content performance, C-levels recognize that simply understanding how content is performing is only one element in developing a good strategy. Another crucial, yet more challenging element is turning this information into insight by connecting historical performance with future planning.6Do you hav