文档介绍：: .
The 2021 STATE OF
at are successful in this endeavor have KEY FINDINGS
invested in an innovative set of capabilities that make up an
• Brand awareness (35%) and thought leadership (28%) are the
“Agile Content System”. These capabilities are:
top content goals.
• The ability to create and deliver personalized content
• Content teams that focused on more business centric goals
based on sophisticated data use.
such as lead generation, sales enablement and customer
• A framework for measuring the effectiveness of content, support were more digitally mature in practices such as data
and setting ambitious goals beyond brand awareness. analysis, personalization and content production at scale.
• Effective processes forreviewing and approving content • Producing content based on customer data is the top challenge
for quality and compliance. for companies, followed by aligning teams on a strategy and
hiring the right skills.
• A widely accessible platform for managing and storing
content with automated tagging capabilities. • A central content team is the most common production