27+ Content material Advertising and marketing Statistics To Assist You Achieve 2023

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

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

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

As you are taking this time to replicate and plan, use CMI’s latest 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 profession – and your workforce’s

Our (first) Content material Advertising and marketing 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 – which 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., aren’t self-employed) is $82,738.
• Ladies in content material advertising make roughly 80 cents on the greenback in comparison with males – the U.S. median content material advertising wage for ladies is $79,891 and for males is $99,265.
• 31% of girls in content material advertising 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 search 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 pressured at work; girls report increased stress ranges (32% increased 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 modify this in 2023? Click on To Tweet

What to do to 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 reveals common pay by job title and placement. One other analysis possibility: Verify the wage bands listed for open content material advertising jobs.

After getting a greater sense of how your pay stacks up, begin getting ready a case for a elevate primarily based in your latest accomplishments. Ann suggests you take into account how your function has modified, the enterprise impression of your work, and any optimistic suggestions you’ve gotten from others at work. Then, resolve what you’ll ask for (and alternate options you would possibly counsel if a wage enhance isn’t potential).

What to do to your workforce

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 and marketing Be a Lifeless-Finish Profession.

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

Advocating to your workforce could allow you to preserve them round. Latest SHRM (Society for Human Sources Administration) analysis discovered that insufficient compensation is the principle consider worker turnover.

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

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

A latest Harvard Enterprise Evaluate article shares methods you’ll be able to put together to debate pay fairness questions, even in the event you don’t have full management over your workforce’s salaries. The article suggests researching:

• What elements your organization considers to find out salaries
• How the corporate opinions 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 throughout 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 alternatives, CMI’s examine discovered that Child Growth and Gen X staff are most serious about discovering a cultural match. In distinction, Millennials prioritize increased compensation and versatile work.

Prepare to debate pay fairness in your #ContentMarketing workforce 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 might have extra help from their organizations. Take into account these findings:

• 71% of B2B entrepreneurs say content material advertising has turn into extra necessary to their group within the final yr.
• 40% of B2B entrepreneurs have a documented content material advertising 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.
• 64% of those that say their group could be very or extraordinarily profitable with content material advertising have a documented content material advertising technique.
• 47% of B2B entrepreneurs assume their group will rent or contract content material producers in 2023.
• 46% of B2B entrepreneurs say one group (or individual) handles all varieties of content material of their group (together with promoting, thought management, brochures, search engine marketing content material, and so on.).
• 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 perfect content material advertising leads to the earlier 12 months; digital occasions got here in a detailed second, adopted by analysis reviews.
• 57% of B2B entrepreneurs anticipate funding in social media/group constructing throughout 2023, up from 37% the earlier yr.
• 89% of B2B content material entrepreneurs use quick 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 anticipate funding in video throughout 2023, up from 69% the earlier yr.

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

What to do

Has content material advertising turn into extra vital 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 in regards to the impression content material advertising has had, together with any latest or deliberate modifications to scope.

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

You additionally would possibly need to assessment your present reporting to ensure you’re displaying leads to methods enterprise leaders discover significant. Keep in mind, it’s not solely in regards to the numbers ­­– it’s essential inform the story behind the numbers. You’ll discover recommendations for a way to do this right here: Cease Making These Reporting Errors (If You Need To Maintain Your Content material Finances)

Explaining content material advertising’s worth to the enterprise ought to allow you to get the assets it’s essential plan, create, distribute, and measure content material (together with extra in-house or outsourced workers).

If these numbers persuade you to do just one factor, let or not it’s to doc (or replace) your content material advertising technique. Yearly, our analysis reveals that content material entrepreneurs who really feel their packages are profitable doc their technique – and people who don’t really feel profitable don’t have a documented technique. A written, shareable content material advertising technique will allow you to make a case for the assets it’s essential help all the things you need to do in 2023 – and can preserve your workforce on observe 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 and marketing Technique.

What to know to plan your 2023 video technique

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

• 73% of entrepreneurs say movies have turn into extra necessary 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 3 minutes lengthy have been most profitable for his or her content material advertising.
• 31% of entrepreneurs say their key viewers appears to favor 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 wish to get higher outcomes with video is a video technique.
• 64% of entrepreneurs anticipate their video funds to extend in 2023 in contrast with 2022.
• 74% of entrepreneurs assume their group wants to speculate extra in video.

What to do

Now could be the time to combine video into your technique for 2023.

As Andy Crestodina mentioned in my article in regards to the analysis findings, “Video is a ‘show-me’ medium. With out a technique documenting how you’ll present as an alternative of inform, a clearly outlined consequence, and the assets you require, a lot of your time spent on video received’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 profit from the obtainable assets?

Take into account your group’s targets for 2023. If it needs to:

• Improve thought management: Take into account allocating extra funds towards informational movies with executives
• Improve model consciousness: Take into account quick, personalized movies for every social platform on which you need to be lively
• Transfer extra prospects via the customer’s journey: Take into account a collection of movies targeted on storytelling about your group, its prospects, and the options supplied.

Sure, that appears like lots of movies to provide. However bear in mind, you don’t have to start out each from scratch – and you may flip your movies into different content material codecs. The article How To Repurpose Video Content material for Larger and Higher Outcomes provides many recommendations 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 initiatives honored within the 2022 Content material Advertising and marketing Awards: 4 Methods To Win With Video – the ‘It’ Content material Format for 2023 [Research and Examples]

Make 2023 a strategic success

Statistics alone hardly ever persuade anybody of something. However they’ll reinforce the tales you inform.

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

Bookmark this web page for straightforward entry to all CMI analysis research. And subscribe to every day or weekly alerts to get notified of each new examine.