2021年内容管理和策略报告 .docxVIP

2021 CONTENT MANAGEMENT STRATEGY SURVEY TABLE OF CONTENTS PAGE 25 PAGE 25 Introduction 3 Key Findings 6 Methodology/Demographics 8 Use of Strategic Approach 10 Strategic Management of Content 12 Opinions About Content Management 15 Content Management Technology 16 Strategic Content Creation 22 Overall Success 24 Strategic Content Management Challenges 25 About 29 INTRODUCTION Welcome to our fifth annual Content Management Strategy Survey report. W As they reported in 2020, many content professionals are working hard on internal processes that improve their ability to connect with customers. At the same time, silos continue to get in the way (58% said communication among teams is a challenge, as did 60% last year). Nevertheless, content professionals have made strides in working to create consistent experiences throughout the customer journey. However, they faced challenges with content production workflow and using UX design to improve customer experiences (not surprising, as teams have had to adjust to shifts brought on by the pandemic and work-from- home world). 49% agreed their organization creates consistent experiences throughout the customer journey (up from 39% the previous year). Those who cited content production workflow as a challenge increased to 45% from 27%.  Those who cited using UX design to improve the overall experience a customer has with the organization as a challenge increased to 50% from 43%. CONTENT AS A CORE BUSINESS STRATEGY More respondents this year reported that their business views content as a core business strategy (81% vs. 72% last year). In addition: The level of proficiency with using technology to manage content increased (31% reported that their organization is expert/advanced vs. 25% last year). Fewer reported that having enough skilled staff is a challenge (53% vs. 63% last year). About the same percentage reported that their organization is extremely/very successful with content management (22%), and few