27+ Content material Advertising Statistics To Assist You Reach 2023

The yr’s finish tends to immediate reflection on the earlier 12 months and plans for the yr forward. You could spend time assessing what labored in your content material program, what didn’t, and what you are able to do in a different way subsequent yr.

In case you’re a content material government or chief, these reflections would possibly affect the place you direct these valuable content material advertising and marketing budgets and sources in 2023.

For particular person contributors and managers, these reflections would possibly affect how you’re feeling about your present function and future profession strikes.

As you’re taking this time to mirror and plan, use CMI’s current analysis findings so as to add context to your evaluation and reinforce any choices you make.

What to find out about your content material advertising and marketing profession – and your group’s

Our (first) Content material Advertising Profession & Wage 2023 Outlook (registration required) discovered:

As we wrote within the report, many content material entrepreneurs are “poised and able to leap when the suitable alternative comes alongside – that means the Nice Resignation could also be removed from over.”

• 54% of content material entrepreneurs really feel they need to be paid extra.
• The median wage for U.S.-based content material entrepreneurs who work for an employer (i.e., usually are not self-employed) is $82,738.
• Girls in content material advertising and marketing make roughly 80 cents on the greenback in comparison with males – the U.S. median content material advertising and marketing wage for girls is $79,891 and for males is $99,265.
• 31% of girls in content material advertising and marketing maintain director-level and above positions, in comparison with 48% of males.
• Simply 23% of content material entrepreneurs report that they’ve a transparent path for development inside their present firm.
• 57% of content material entrepreneurs are both planning to seek out one other job in 2023 or are not sure about their subsequent steps.
• 24% of content material entrepreneurs say they’re extraordinarily or very careworn at work; girls report larger stress ranges (32% larger than males) and decrease ranges of job satisfaction (11% decrease than males).

Simply 23% in #ContentMarketing say they’ve a path for development of their present firm, says @LisaBeets by way of @CMIContent. Can we alter this in 2023? Click on To Tweet

What to do on your profession

In case you suspect you’re underpaid, begin by researching what others in your place make, as Ann Gynn advises within the article Content material Entrepreneurs: Right here’s How To Ask for (and Get) the Wage You Need.

Along with CMI’s wage analysis, Ann mentions this wage instrument from Inventive Circle that exhibits common pay by job title and site. One other analysis choice: Examine the wage bands listed for open content material advertising and marketing jobs.

Upon getting a greater sense of how your pay stacks up, begin making ready a case for a increase primarily based in your current accomplishments. Ann suggests you think about how your function has modified, the enterprise impression of your work, and any constructive suggestions you’ve gotten from others at work. Then, determine what you’ll ask for (and alternate options you would possibly counsel if a wage enhance isn’t potential).

What to do on your group

First, in case your group lacks a profession ladder for content material roles, collaborate along with your HR companions to develop one. For a head begin on the method, use the framework Robert Rose shared on this article: Don’t Let Content material Advertising Be a Useless-Finish Profession.

Then, prepare for requests for raises. Inflation and the growing significance of content material advertising and marketing in organizations (extra on that within the subsequent part) make these requests nearly inevitable.

Advocating on your group might make it easier to maintain them round. Current SHRM (Society for Human Assets Administration) analysis discovered that insufficient compensation is the principle think about worker turnover.

The identical analysis discovered the typical compensation enhance in 2023 to be 4.6%, effectively under the inflation fee. Take into consideration what else you are able to do to acknowledge and reward staff (think about choices like extra days off, participation in high-profile tasks, or a change in title).

Lastly, spend a while making ready to reply questions on pay fairness. With extra states adopting wage transparency legal guidelines, staff might discuss extra overtly with one another about their pay.

A current Harvard Enterprise Overview article shares methods you possibly can put together to debate pay fairness questions, even if you happen to don’t have full management over your group’s salaries. The article suggests researching:

• What elements your organization considers to find out salaries
• How the corporate critiques salaries to find out in the event that they’re aggressive (and what’s potential in the event that they’re not)
• The place your staff’ pay sits inside the wage bands (and why)

In case you’re hiring subsequent yr, don’t take a one-size-fits-all strategy. Tailor your provides to what issues most to the candidate. When contemplating new content material advertising and marketing alternatives, CMI’s examine discovered that Child Growth and Gen X staff are most all in favour of discovering a cultural match. In distinction, Millennials prioritize larger compensation and versatile work.

Prepare to debate pay fairness in your #ContentMarketing group in 2023, says @LisaBeets by way of @CMIContent. Click on To Tweet

What to know when planning your 2023 B2B content material

This yr’s annual B2B analysis uncovered some areas the place content material entrepreneurs may have extra help from their organizations. Think about these findings:

• 71% of B2B entrepreneurs say content material advertising and marketing has turn out to be extra vital to their group within the final yr.
• 40% of B2B entrepreneurs have a documented content material advertising and marketing technique; one other 33% have a method, however it’s not documented, and one other 27% haven’t any technique in any respect.
• Simply 29% of B2B entrepreneurs say their group is extraordinarily or very profitable with content material advertising and marketing.
• 64% of those that say their group could be very or extraordinarily profitable with content material advertising and marketing have a documented content material advertising and marketing technique.
• 47% of B2B entrepreneurs suppose their group will rent or contract content material producers in 2023.
• 46% of B2B entrepreneurs say one group (or particular person) handles all forms of content material of their group (together with promoting, thought management, brochures, website positioning content material, and many others.).
• 49% of B2B entrepreneurs used in-person occasions within the final 12 months; in-person occasions are additionally the content material sort that produced the most effective content material advertising and marketing leads to the earlier 12 months; digital occasions got here in an in depth second, adopted by analysis studies.
• 57% of B2B entrepreneurs count on funding in social media/neighborhood constructing throughout 2023, up from 37% the earlier yr.
• 89% of B2B content material entrepreneurs use brief articles/posts, making them the highest sort of content material used; video is available in second, with 75% utilizing video, up from 66% the earlier yr.
• 78% of B2B entrepreneurs count on funding in video throughout 2023, up from 69% the earlier yr.

Do you’ve got sufficient #Content material sources for 2023? For 46% of B2B entrepreneurs, one group handles all content material (adverts, thought management, gross sales content material, and many others.), says @LisaBeets by way of @CMIContent. Click on To Tweet

What to do

Has content material advertising and marketing turn out to be extra crucial to your group (because it has for therefore many)? Have you ever gotten funds will increase to help it? If not, discuss along with your division head concerning the impression content material advertising and marketing has had, together with any current or deliberate modifications to scope.

This text on How To Clarify Content material Advertising ROI to Win (or Preserve) Purchase-In provides ideas on speak about content material advertising and marketing’s impression in phrases executives perceive. (You’ll have precise numbers to substitute for the estimates the article suggests.)

You additionally would possibly wish to overview your present reporting to ensure you’re exhibiting leads to methods enterprise leaders discover significant. Bear in mind, it’s not solely concerning the numbers ­­– you might want to inform the story behind the numbers. You’ll discover ideas for the way to try this right here: Cease Making These Reporting Errors (If You Need To Preserve Your Content material Funds)

Explaining content material advertising and marketing’s worth to the enterprise ought to make it easier to get the sources you might want to plan, create, distribute, and measure content material (together with extra in-house or outsourced employees).

If these numbers persuade you to do just one factor, let or not it’s to doc (or replace) your content material advertising and marketing technique. Yearly, our analysis exhibits that content material entrepreneurs who really feel their packages are profitable doc their technique – and those that don’t really feel profitable don’t have a documented technique. A written, shareable content material advertising and marketing technique will make it easier to make a case for the sources you might want to help every little thing you wish to do in 2023 – and can maintain your group on monitor as you execute.

Do this accessible course of to get the technique to create yours: How To Write a 1-Web page Content material Advertising Technique.

What to know to plan your 2023 video technique

Video’s significance in advertising and marketing continues to expertise development throughout all segments (B2B, B2C, nonprofit, and many others.), as our video analysis exhibits. Among the many newest findings:

• 73% of entrepreneurs say movies have turn out to be extra vital to their enterprise within the final yr.
• 69% of entrepreneurs say they principally produce movies in-house.
• 52% of entrepreneurs say movies starting from one to a few minutes lengthy have been most profitable for his or her content material advertising and marketing.
• 31% of entrepreneurs say their key viewers appears to choose video over different content material sorts.
• Simply 12% of entrepreneurs say their group makes use of movies to their full potential.
• 85% of entrepreneurs say they get common or below-average outcomes with their movies.
• 59% of entrepreneurs say the highest factor they would want to get higher outcomes with video is a video technique.
• 64% of entrepreneurs count on their video funds to extend in 2023 in contrast with 2022.
• 74% of entrepreneurs suppose their group wants to take a position extra in video.

What to do

Now’s the time to combine video into your technique for 2023.

As Andy Crestodina mentioned in my article concerning the analysis findings, “Video is a ‘show-me’ medium. With out a technique documenting how you’ll present as a substitute of inform, a clearly outlined final result, and the sources you require, a lot of your time spent on video gained’t bear fruit.”

Assess your video funding throughout 2022. Was it sufficient? If not, will you get extra funds in 2023? If not, how will you take advantage of the out there sources?

Think about your group’s targets for 2023. If it needs to:

• Improve thought management: Think about allocating extra funds towards informational movies with executives
• Improve model consciousness: Think about brief, custom-made movies for every social platform on which you wish to be lively
• Transfer extra prospects via the client’s journey: Think about a sequence of movies targeted on storytelling about your group, its clients, and the options supplied.

Sure, that feels like quite a lot of movies to supply. However bear in mind, you don’t have to begin every one from scratch – and you’ll flip your movies into different content material codecs. The article How To Repurpose Video Content material for Greater and Higher Outcomes provides many ideas for filling out your content material menu by planning to reuse and repurpose present and new movies.

For extra video technique inspiration, learn the tales and classes from the video advertising and marketing initiatives honored within the 2022 Content material Advertising Awards: 4 Methods To Win With Video – the ‘It’ Content material Format for 2023 [Research and Examples]

Make 2023 a strategic success

Statistics alone not often persuade anybody of something. However they will reinforce the tales you inform.

Use these statistics and associated sources to make a case for the sources you want, doc a profitable content material technique, and determine how massive a job video will play in your 2023 plans.

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