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市場調查報告書

IDC的成熟度模式:內容行銷、營運

IDC MaturityScape: Content Marketing Operations

出版商 IDC 商品編碼 322774
出版日期 內容資訊 英文 14 Pages
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IDC的成熟度模式:內容行銷、營運 IDC MaturityScape: Content Marketing Operations
出版日期: 2015年01月06日 內容資訊: 英文 14 Pages
簡介

由於消費者對購買流程的支配力增強的趨勢年年加深,內容行銷對任何企業來說也正成為最優先事項。雖然轉向內容行銷本身是不可避免的選擇,不過,行銷負責人需要向前邁進一步,努力集中其中的經營性因素。缺少對應內容行銷的適當組織的行銷企業,可能馬上被淘汰。

本報告提供各企業有效構築內容行銷相關全球性競爭力所必要的階段、方式、成果、行動相關分析、評價內容行銷活動(營運)的能力、成熟度必要的成熟化模式,及短期長期性的改善目標、預算的優先順序組織設計、人員配置、其他選擇事項、決策、實踐時的障礙等資訊彙整,為您概述為以下內容。

IDC的見解

調查概要

摘要整理

概況

  • 「內容行銷」是什麼?
  • 「內容行銷、營運」是什麼?
  • 內容行銷、營運的成熟化模式的各階段
    • 臨時的階段:通常的商務
    • 機會主義性的階段:「休士頓,這邊有問題」
    • 反復性的階段:內容行銷開始啟動!
    • 受管理的階段:內容行銷為最優先
    • 最佳化的階段:以內容為中心取得成功
  • 內容行銷、營運的成熟化模式的各種方面、觀點

未來展望

IDC的建議

參考資料

  • 相關調查
  • 摘要

圖表一覽

目錄
Product Code: 253460

This IDC study presents IDC's Content Marketing Operations MaturityScape framework, which identifies the stages, critical measures, outcomes, and actions required for companies to effectively develop global content marketing competency. This maturity model enables an organization to assess its competency and maturity with respect to content marketing operations; define short-term and long-term goals; prioritize budgeting, organizational design, staffing, and other related decisions; and uncover existing inefficiencies.

"Content marketing should be a top priority for all companies as the customer will continue to gain more power in the buying process," says Rich Vancil, group vice president with IDC's CMO Advisory Service. "While it is imperative to move forward with content marketing, marketing leaders must aggressively focus on the key operational elements of this function. Global marketing organizations that lack the proper structure within content marketing will fall short in their execution."

Table of Contents

IDC Opinion

In This Study

Executive Summary

Situation Overview

  • What Is Content Marketing?
  • What Is Content Marketing Operations?
  • Stages of IDC's Content Marketing Operations MaturityScape
    • Stage 1: Ad Hoc - Business as Usual
    • Stage 2: Opportunistic - Houston, We Have a Problem
    • Stage 3: Repeatable - Content Marketing Works!
    • Stage 4: Managed - Content Marketing Is Job Number 1
    • Stage 5: Optimized - Content-Driven Success
  • Dimensions of IDC's Content Marketing Operations MaturityScape

Future Outlook

Essential Guidance

Learn More

  • Related Research
  • Synopsis

List of Tables

  • Table: IDC MaturityScape: Content Marketing Operations - Overview of Stages, Dimensions, and Sub-Dimensions
  • Table: IDC MaturityScape: Content Marketing Operations - Progressing Through the Stages

List of Figures

  • Figure: IDC's Content Marketing Operations MaturityScape Stage Overview
  • Figure: Types of Marketing Assets
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