VML：2024控制内容混乱-通过有效的内容策略和管理来提升客户价值的全面指南（英文版）

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报告摘要

3 INTRODUCTION4 EXECUTIVE SUMMARY5 PART 1:THE CONTENT CONUNDRUM6 1:Content Challenges9 2:Content Consistency:Its a Question of Balance10 3:Personalization is Highly Sought After,but Opinions on Capabilities to Deliver it are Mixed11 4:How you Organize Internally is Critical13 5:Content Requires New Approaches to Measurement15 6:Speed is a Key Content Differentiator16 Key Takeaways17 PART 2:CONTENT STRATEGY THE SECRET SAUCE FOR SUCCESS18 1:Content as a Valuable Business Asset19 2:Align your Approach To Content with Business Goals20 3:Operational Design:Take Control of your Content Supply Chain21 4:Let Governance be the Guardian of your Brand22 5:Content Categorization:Get Content Teams Speaking the Same Language23 Key Takeaways24 PART 3:HARNESSING TECHNOLOGY TO DELIVER YOUR CONTENT STRATEGY25 1:The Role of Technology25 2:Content Management Systems(CMS)27 3:The Role of MACH29 4:DAM,Data,and Design Systems:Other Components in the Content Tech Stack32 5:Artificial Intelligence35 Key Takeaways36 CONCLUSION38 ABOUT VML&CONTENTFUL2CONTENTSINTRODUCTIONIts hard to overstate the importance of content to modern digital brands.In a very real sense,when you exist in the digital ether,you live vicariously through the stuff that populates your websites,your mobile apps,your social media pages,your marketplace listings.Content is your point of contact with the world on the other side of the screen.Its how you engage,influence,build relationships,establish a presence and an identity.Its how you sell.Content is your brand.Yet,when you think of all the listings and posts,the page copy and blogs,the images and graphics,the videos and GIFs,all the dozens and dozens of forms that content can take,and then multiply it across all the places content can be online its immediately obvious that content production and management today is no simple task.And thats without even considering the growing expectation among consumers for personalized and contextualized experiences,and the pressure