内容营销协会：2023年企业内容营销基准、预算和趋势展望报告（中译版）（44页）.pdf

1、1INSIGHTS FOR 2023ENTERPRISE2SURVEY 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.Success:Achieving you

2、r organizations desired/targeted results.Most successful:Respondents who characterized their organizations overall content marketing approach as extremely or very successful(Top 2).See page 8.TABLE OF CONTENTSm INTRODUCTION.3m KEY TAKEAWAYS.6m TOP ENTERPRISE PERFORMERS VS.ALL RESPONDENTS.8m STAFFING

3、&OPINIONS.9m CONTENT CREATION&DISTRIBUTION.13m CONTENT MANAGEMENT&OPERATIONS.24m METRICS&GOALS.28m BUDGETS&SPENDING.33m CHALLENGES.37m LOOKING FORWARD.39m ACTION STEPS BY ROBERT ROSE.41m METHODOLOGY.43m ABOUT.443INTRODUCTIONWelcome to the Enterprise Content Marketing Benchmarks,Budgets,and Trends:In

4、sights for 2023 report.This report looks back on 2022 and includes expectations for 2023.Last years theme,The Sleeping Giant Awakes,explored how the pandemic changed the way organizations perceive content marketing.We found that content marketing took a more prominent role as organizations lost the

5、ability to meet face to face with prospects and customers.Has that momentum continued?Well,76%of enterprise marketers told us that content marketing has become more important to their organization over the last year.But with the increase in importance and growth comes a need for more resources.When

6、we asked,“If you could change one thing about content marketing in your organization,what would that be?”many of those same Importance of EnterpriseContent Marketing in the Last Year76%4%20%More important Less important About the sameContent Marketing Institute/MarketingProfsBase:Enterprise content