Digital Marketing Researches & Reports

2020 Content Management & Strategy Survey | Content Marketing Institute

Content Marketing | Global

Content management is crucial for your firm as it helps you to increase efficiency, improve SEO ranking, besides developing a content marketing strategy by optimizing your meta descriptions. There are more benefits of content management.

In light of that, you need to be aware of  Content strategy as it is one of the main things any firm should pay attention to. Content is so important as its purpose to create engaging, sustainable, meaningful, and cohesive content that attracts the company’s target customers.

Delivering the right message to the target audience at the right time is critical. Without further ado, let’s dive into more details.

Content Strategy: Use of Strategic Approach

Content Marketing Institue (CMI) surveyed a portion of its subscriber database and here are the results. People were asked about their strategic approach when it comes to managing content, the results show that 78% said their organization takes a strategic approach to manage content.

The charts below show all the details about the strategic approach (Strategic approach to managing content, involvement in strategic content management, documented content management strategy)

2020 Content Management & Strategy Survey | DMC

Why Organizations Don’t Take a Strategic Approach to Managing Content?

This is a crucial question, anyhow, it was answered by the respondents, the top reason with a percentage of 63% is lack of processes.

  • 63% of respondents reported that it is due to a lack of processes.
  • However, 57% said that leadership hasn’t made it a priority.
  • On the other side, 52% said it is due to a lack of financial investment in resources.
  • 41% reported that the reason is the organizational culture.
  • Anyhow, 33% mentioned that leadership doesn’t view content as something that needs to be strategically managed.
  • 19% reported it is management changes.
  • While 20% reported other answers.

2020 Content Management & Strategy Survey | DMC

Content Management Success

Respondents were asked, “How would you characterize the success of your company’s current overall approach to strategically managing content across your entire organization?”
It is reported that 23% said that their organization is extremely or very successful with strategically managing content across the enterprise.

The following chart sums it up

2020 Content Management & Strategy Survey | DMC

  • 56%of respondents said their organization is moderately successful with strategically managing content across the enterprise.
  • However, 19% said that their organization is minimally successful with strategically managing content across the enterprise.
  • On the other side, only 2% of respondents mentioned that their organization is not at all successful with strategically managing content across the enterprise

The Table of Content of “2020 Content Management & Strategy Survey Report”:

  • Sponsor’s Message
  • Introduction
  • Key findings
  • Methodology\Demographics
  • Use of the Strategic Approach
  • Strategic Management of Content
  • Opinions about Content Management
  • Overall Sucess
  • Content Management Technology
  • Strategic Content Creation
  • Strategic Content Management Challenges
  • Takeaways
  • About

Number of Pages:

  • 25 pages


  • Free


CMI emailed the survey invitations on January 28, 2020, and sent a reminder email on February 11, 2020. By February 20, 2020, 249 usable surveys had been returned by respondents. Seventy-eight percent (78%) indicated their organization takes a strategic approach to managing content; of those, 98% indicated they are involved (directly or indirectly) with some aspect of strategic content management in their organization.

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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