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2019年内容管理和策略
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数据简介
调查发现，超过3/4的受访者（77%）使用搜索引擎优化/关键字搜索辅助工具战略性地管理其内容，而不采用战略性方法的企业中仅有一半（52%）这么做。战略性地管理其内容的企业也比不使用的企业更频繁地部署内容日历（72%）和编辑指南（72%）。参与战略性工作的企业与不参与的组织之间最大的差距之一是前者（57%）比后者（18%）使用正式工作流程的可能性高出三倍。没参与战略性工作的受访者中，只有45%已经具备了内容性能分析的能力，而在进行战略性工作的企业中有2/3（64%）这么做。
详情描述
2019年内容管理和策略 Vennli is a proud sponsor of this study from Content Marketing Institute (CMI) and the ContentTECH Summit. At Vennli, we believe that connecting with your customer in meaningful ways is a result of a deep understanding of buyer journeys, personas, and the use of data- especially customer data. Bringing all of those together results in more intelligent content and messaging to audiences-and those audiences can, in turn, have more meaningful relationships with brands and companies. However, a challenge exists. Forty-one percent of respondents say they do not have or are unsure if their organization has a documented content strategy- -a strategy that may include elements such as business objectives, measurements, and desired outcomes. This can create gaps-in being able to demonstrate content ROI and in creating alignment across marketing teams and the organization. Additionally, driving focus to the right audience is a significant issue. When thinking about the audience(s) within their market, respondents say they are challenged with prioritizing marketing effort toward one audience over another (71%) and knowing what is most important to the audience (61%). 【更多详情，请下载：2019年内容管理和策略】
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