The big wave is here [Nghiên cứu mới]








Surfers say the waves travel in groups of seven. They call them a "set". Having the patience to wait for the biggest, strongest wave is key to a great day in the water.


In fact, there is no seventh wave. Or, more specifically, the “seventh” wave could be any any. There are larger waves and smaller waves, but the patterns – although they exist – are difficult to grasp.


Even so, good surfers can sense when that big wave is coming.



The same goes for content practitioners. I regularly talk to many students with great content. And these days, I hear the same theme over and over again: “It's time big ideas formed.”


Today, executives believe more than ever that content is a strategic function in business. But they don't quite have a feel for how it all works yet. The waves passed.


Content production process has become an even bigger bottleneck because marketing leaders know they need more content assets , but the enterprise has not yet been able to calculate all the installments. More waves pass.


Owned media attributes (e.g. website, blog, magazine, resource center) are important for enhancing the customer experience. But businesses still don't fully understand how to manage them as products.


Owned media properties are important, but businesses don't yet have the power to manage them like products, @Robert_Rose said via @CMIContent. #Research Click To Tweet


Anna Griffin, marketing director of enterprise platform Smartsheet, said during the company's Engage conference in October:



The primary role of both of our jobs is not only to ensure good content from all the creators in our organization, but also to make sure that it's working efficiently, produced by customers. hundreds of different writers covering different topics across hundreds of workflows, and it can be ready for distribution on a multitude of different platforms: apps, web, television, online video, print, mobile device. And all such efforts must involve subscribers or customers opting into our content.



But content practitioners can sense it. They know. They are sailing out. They understand 2021 differently. They knew a swelling was coming.



RELATED CONTENT TO BE HAND-VIEWED:



Content is the core business strategy


For the fifth year in a row, the Content Marketing Institute has conducted 2021 Strategic survey and content management for a quick look at how marketers are using technology tools to help create, manage, distribute, and scale marketing and business content. In addition, we examined how content groups use People process and technology Target and engage your audience correctly to deliver a better and more valuable customer experience throughout the customer journey.


This year's research offers a bit of a unique lens on our world content strategy like business . 2020 is without a doubt a unique and challenging year. This year's study was conducted in April 2021. While it is clear the world is still dealing with unprecedented COVID-19 disruption, we could see glimmers of optimism and growth return.


But we can also see some lingering challenges to the business environment, and fundamental changes have accelerated in the way we live, work and bring our products and services to market. .


2021 Content Management and Strategy Survey provides a glimpse into optimism and growth and lingering challenges from rapid changes in the way we live, work and market, @Robert_Rose via @CMIContent said. #Research Click to Tweet


Overall, the great lesson learned is the basic sense that big change is coming.


Here are some of the results for us and the questions they may be asking you.



Struggling to master technology


Same as last year (and apparently every year around 40% of respondents said their organization is anization use existing content technology compared to its potential.


40% of respondents say their organization is not using existing technology to its potential, according to @CMIContent's 2021 #Survey Strategy and Content Management via @Robert_Rose. Click to Tweet


The top three reasons cited for this: integration problems (56%), Untrained (55%), and lack of communication about capabilities (50%).



We've filled out a new question asking about changes to content management technology due to COVID-19 work-from-home shifts:



  • 67% reported few/no changes and 33% reported strong/moderate changes.

  • 57% said their organization has a strong/moderate desire to add new content management technology as it adapts to the post-COVID-19 world; 43% indicated little/unwanted.



This wish more New technology is not surprising. Last year, we predicted a much greater need for collaboration solutions to help content teams work remotely. This trend is increasing as more and more businesses demand more and more content. Development of Freelance networks and content contributors from around the world also creates pressure on businesses to support the way they engage and facilitate all work done outside of the traditional corporate campus.



It's about that content experience 2048 is responding to special internal requests.

Consider the following: In 2020, we asked respondents to “point out the typical approach that content creators in your organization take”. Forty-three percent chose “project-focused” (creating in-house on-demand content), while only 14% chose “platform-focused” (creating specific types of content like blogs or blogs). video).


In 2021, we changed the question to: “Which of the following best describes your organization's current content operating model (i.e. where the content team spends most of its time, effort, and budget). book)?" Interestingly, half (50%) pointed to the “content product” model (focusing on content marketing platforms such as websites, blogs, magazines, resource centers), tracked by 32 % of people who indicated the “project/campaign” model (acting as an internal agent, responding to unscheduled internal requests).



In our content business, consulting work with more than 30 clients over the last 12 months, I can tell you that while those numbers ring true, it's another side of the coin. that money.


While we frequently see a shift in focus to direct-to-consumer platforms (e.g. publications, website improvement, digital magazine , resource center ), pressure on the content team to increase their content projects and produce ad hoc assets remains high. Simply put, many businesses are simply adding more things to the grocery checkout carousel instead of rebalancing the content team's charter.


Get ready to surf


It's time to get ready. All the rapid change we're starting to see in 2020. The case is there. It's time to act. Here are a few things we found that could help you catch the next wave.


1. Evaluate your content performance model


Chances are the last time your content group was in categorization mode was 12 months – or it might always have been. If you suffer from too much demand or production jam or can't measure content effectiveness you may lack a clear charter and operating model for your content team.


Simply put, if you don't implement a standard – there is nothing to improve.


Rate your content team current operating model and create a roadmap for how to get where you believe in. The gap between your current location and where you want to be are priority initiatives.



2. Cancellation of customer journey silos


When and where you can, start using technology to connect digital experiences for your customers. Trying de-silos Your marketing department might be too big a hill to climb right now. Instead, discover how your content technology can connect to create a source of truth for marketing audience/database . That alone will pay huge dividends. It's the first step to having teams like sales, marketing, needs teams, and brands work together.


3. Manage ALL your owned media properties like products


Your website, blog, resource center or digital magazine is just as important to the customer journey as the products and services you bring to market – treat them as such. Every property deserves a curated editor and is budgeted and measured like a digital product.


It's time. Take out your surfboard, wax and paddle. We have to show our executive leadership that we have a feeling for the big wave and it is here. The waves are not new, but we can sense that the wave we are about to make will be the "seventh wave".




Download the full report of CMI's 2021 Content Management and Strategy Survey.

Cover photo by Joseph Kalinowski / Content Marketing Institute








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