Digital Marketing Researches & Reports

Content Management & Strategy Survey, 2017 | CMI & ICC

Content Marketing | Global

The content marketing is the process for creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined and understood target audience with the objective of driving profitable customer action by creating just one blog post that gets a steady amount of organic traffic, an embedded link to an ebook or free tool will continue generating leads for businesses as time goes on.

The content strategy guides the creation, delivery, and governance of useful and usable content that means getting the right content to the right people, in the right place, at the right time, content strategy is an integrated set of user-centered, goal-driven choices about content throughout its lifecycle.

In the same context, take a quick glance at the recent insights into content management:

  • Most marketers indicated that their organizations use content marketing with a rate of 91%, compared to only 9% who are not using content marketing.
  • 92% of content marketers surveyed reported that their organizations view content as a business process where there are a direct investment and a goal of increasing its value over time.
  • 46% of surveyed marketers indicated that their organizations have a documented strategy to manage their content as a business asset.
  • Email marketing technology is ranked as the first digital content technology used to manage content marketing efforts with a rate of 76%, while content management system (CMS) is ranked as the second tool used for managing content marketing efforts with a rate of 57%.
Content Management & Strategy Survey, 2017 | CMI & ICC 1 | Digital Marketing Community

A Graph Shows the Percentage of Organizations That Use Content Marketing in 2017.


Data were driven from 411 marketers from the CMI audience.

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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