Digital Marketing Researches & Reports

2018 Content Management & Strategy Survey | CMI

Content Marketing | Global

In the recent 3-4 years, content marketing has always been the top issue/topic, with more than 9 out of 10 organizations worldwide use content marketing to market its products, services, or support to prospects or existing customers. But the challenge here is that personalized content requires a strategic content management approach and a sophisticated tech platform most likely fueled by artificial intelligence.

Read the below points to gain a better understanding of how content professionals are managing content strategy:

Content Marketing Usage and Content Strategy

  • 93% of surveyed content professionals reported that content is a business asset for their organizations.
  • 43% claimed that they’re a documented strategy for managing content as a business asset.
  • The majority of respondents indicated that their organizations are challenged with managing its content strategically.
  • Only 12% feel successful at their current efforts to strategically manage content.

Digital Content Management Technologies

  • 64% of respondents said that their organizations use content management system (management and publishing) to manage content, while 54% use content collaboration/workflow software.
  • Just 14% claimed that they’ve acquired the right technology to manage content across their organizations.

Overall Success and Benefits of Strategic Content Management

  • Only 12% of surveyed content professionals reported that their overall success with strategically managing content across the organization is extremely or very successful.
  • The extended reach of content is considered as the top benefits of strategic content management for 57% of respondents.
  • This is followed by improving the ability to provide the right content to the right person at the right time (50%) and ease the repurpose and reuse the content (48%).
2018 Content Management & Strategy Survey | CMI 1 | Digital Marketing Community

A Graph Shows the Overall Success With Strategically Managing Content Across the Organizations in 2018


Content Marketing Institute (CMI) surveyed all subscribers of the CMI Content Strategy Newsletter, as well as a portion of the broader CMI subscriber list, representing primarily North American organizations. Invitations to participate were emailed during February and March 2018. By March 12, 2018, 161 usable surveys had been returned by respondents.

Content Marketing Institute (CMI)

Marketing and Advertising

Before evolving into what is now the Content Marketing Institute, the organization was known as Junta42. Junta42 launched in 2007 as the industry leader in content marketing matching. Content Marketing Institute (CMI) was founded by Joe Pulizzi, the leading evangelist for content marketing and launched in May 2010.It is a leading global content marketing education and training organization, teaching enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMI publishes the bi-monthly magazine Chief Content Officer and offers strategic consulting and content marketing research for some of the best-known brands worldwide. CMI’s Content Marketing World event, the largest content marketing-focused event, is held every September in Cleveland, Ohio, USA, and the Intelligent Content Conference event is held every spring.

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