内容营销协会：2024年科技企业内容营销基准、预算和趋势展望报告（中译版）（39页）.pdf

1、TECHNOLOGYINSIGHTS FOR 2023IDG Communications,Inc.2SURVEY TERM DEFINITIONSContent Marketing:A strategic marketing approach focused on creating and distributing valuable,relevant,and consistent content to attract and retain a clearly defined audience and,ultimately,to drive profitable customer action

2、.Success:Achieving your organizations desired/targeted results.Most successful:Respondents who characterized their organizations overall content marketing approach as extremely or very successful(Top 2).See page 6.TABLE OF CONTENTS INTRODUCTION.3 KEY TAKEAWAYS.5 TOP ENTERPRISE PERFORMERS VS.ALL RESP

3、ONDENTS.6 CONTENT CREATION&DISTRIBUTION.7 CONTENT MANAGEMENT&OPERATIONS.19 METRICS&GOALS.23 BUDGETS&SPENDING.28 CHALLENGES.32 LOOKING FORWARD.34 ACTION STEPS BY ROBERT ROSE.36 METHODOLOGY.38 ABOUT.393INTRODUCTIONWelcome to the Technology Content Marketing Benchmarks,Budgets,and Trends:Insights for 2

4、023 report.This report looks back on 2022 and includes expectations for 2023.The research,conducted in July 2022,suggested that content marketing had become more prominent in organizations following the pandemic:76%of technology marketers told us that content marketing had become more important to t

5、heir organization over the last year.Even so,many technology marketers lamented that content marketing needed to become more strategic in their company.Without a strategy,too many content marketers are creating content for the sake of creating content in many cases this could mean responding to ad h

6、oc requests.In addition,many technology marketers told us they wanted better technologies to help with content creation,distribution,measurement,and management.As in the previous year,nearly one in three technology marketers said their organization was extremely or very successful with content marke