文档介绍：The 2021 STATE OF
DIGITAL CONTENT
Benchmarks for Building an Agile Content System
BY OMAR AKHTAR, RESEARCH DIRECTOR AT ALTIMETER
Table of Contents
03 Executive Summary 25 Key Research Insights
04 What is an agile content system? 29 Methodology, Open Research, Permission, and Disclaimer
06 Goals and Metrics 30 About the Author and About Altimeter, a Prophet company
10 Organization and Governance 30 How to Work With us
14 Content Creation and Personalization
20 Content Storage and Management
22 Content Quality and Compliance
2
Executive Summary
The biggest challenge for today’s businesses is to consistently produce personalized content at a large
scale, deliver it at breakneck speed, and credibly have an impact on revenue. Whether its acquiring
leads through publishing research papers, or brand awareness through witty social media posts, the
demand for high quality content that’s relevant for specific audiences is constant. As a result, there are
far more digital content stakeholders in an organization than there ever were before. It’s no surprise
that the task of creating, managing, delivering, and measuring the effectiveness of digital content is
becoming one of the most complex challenges a business can face today.
The businesses that are successful in this endeavor have KEY FINDINGS
invested in an innovative set of capabilities that m