2 TABLE 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 .......15 3 INTRODUCTION There 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 aferconducting its frst-ever content management and strategy survey. Our team surveyed 411 marketers from the CMI audience to learn how they manage contentwithin their organizations. We wanted to know: nHow many view content as an asset; nHow many have a documented strategy for managing content as an asset; nWhat structures they have in place to manage content; nWhether they have the right technologies to manage content; nWhether 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 managingcontent, many appear to be in the early phases, as the survey fndings demonstrate. This is aprime time to learn how to extract maximum value out of your content. Resources such as theIntelligent Content Conference can help. 4 KEY TAKEAWAYS nMost 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 assetor 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. nMany 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. nToo 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. nTechnology is underutilized—or is lacking altogether.Only 18% of respondents feel their organization has the right technology in place to manage their content marketing eforts. Another 45% say they have technology tools, but aren’t using them to their potential. nEducation is needed.When respondents were asked about their greatest educational needs regarding managing content, 66% indicated “how to better use technology to manage content as a business asset” and 64% indicated “how tobuild a scalable content strategy,” making these the top-tier responses. 。。。。。。