VML2024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38页

3 INTRODUCTION4 EXECUTIVE SUMMARY5 PART 1: THE CONTENT CONUNDRUM6 1: Content Challenges9 2: Content Consistency: It’s 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