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. Chances are you’ll spend time assessing what labored in your content material program, what didn’t, and what you are able to do in another way subsequent yr.

For those who’re a content material govt or chief, these reflections may affect the place you direct these treasured content material advertising and marketing budgets and sources in 2023.

For particular person contributors and managers, these reflections may 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 and marketing profession – and your crew’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 best 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., should not self-employed) is $82,738.
• Ladies 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 ladies 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 uncertain about their subsequent steps.
• 24% of content material entrepreneurs say they’re extraordinarily or very burdened 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 through @CMIContent. Can we alter this in 2023? Click on To Tweet

What to do to your profession

For those who 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 Artistic Circle that reveals common pay by job title and placement. One other analysis choice: Verify the wage bands listed for open content material advertising and marketing jobs.

Upon getting a greater sense of how your pay stacks up, begin getting ready a case for a elevate based mostly in your latest accomplishments. Ann suggests you take into account 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 options you may counsel if a wage enhance isn’t attainable).

What to do to your crew

First, in case your group lacks a profession ladder for content material roles, collaborate together 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 Lifeless-Finish Profession.

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

Advocating to your crew might allow you to maintain them round. Current SHRM (Society for Human Sources Administration) analysis discovered that insufficient compensation is the principle consider worker turnover.

The identical analysis discovered the common compensation enhance in 2023 to be 4.6%, nicely under the inflation charge. Take into consideration what else you are able to do to acknowledge and reward workers (take into account choices like further 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, workers might discuss extra overtly with one another about their pay.

A latest Harvard Enterprise Assessment article shares methods you possibly can put together to debate pay fairness questions, even for those who don’t have full management over your crew’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 attainable in the event that they’re not)
• The place your workers’ pay sits inside the wage bands (and why)

For those who’re hiring subsequent yr, don’t take a one-size-fits-all strategy. Tailor your affords to what issues most to the candidate. When contemplating new content material advertising and marketing alternatives, CMI’s research discovered that Child Growth and Gen X workers are most concerned about discovering a cultural match. In distinction, Millennials prioritize larger compensation and versatile work.

Prepare to debate pay fairness in your #ContentMarketing crew in 2023, says @LisaBeets through @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 further help from their organizations. Take into account these findings:

• 71% of B2B entrepreneurs say content material advertising and marketing has develop into extra necessary 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 technique, however it’s not documented, and one other 27% don’t have 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 may be very or extraordinarily profitable with content material advertising and marketing have a documented content material advertising and marketing 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 particular person) handles all varieties of content material of their group (together with promoting, thought management, brochures, website positioning 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 very best content material advertising and marketing leads to the earlier 12 months; digital occasions got here in an in depth second, adopted by analysis stories.
• 57% of B2B entrepreneurs anticipate 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 anticipate funding in video throughout 2023, up from 69% the earlier yr.

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

What to do

Has content material advertising and marketing develop into extra important to your group (because it has for therefore many)? Have you ever gotten finances will increase to help it? If not, discuss together with your division head concerning the impression content material advertising and marketing has had, together with any latest or deliberate adjustments to scope.

This text on How To Clarify Content material Advertising ROI to Win (or Hold) Purchase-In affords ideas on easy methods to 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 may need 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 ­­– it’s good 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 Hold Your Content material Funds)

Explaining content material advertising and marketing’s worth to the enterprise ought to allow you to get the sources it’s good to plan, create, distribute, and measure content material (together with further 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 reveals that content material entrepreneurs who really feel their applications 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 and marketing technique will allow you to make a case for the sources it’s good to help all the things you need to do in 2023 – and can maintain your crew 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 progress 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 develop into extra necessary to their enterprise within the final yr.
• 69% of entrepreneurs say they largely 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 and marketing.
• 31% of entrepreneurs say their key viewers appears to desire video over different content material varieties.
• 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 finances to extend in 2023 in contrast with 2022.
• 74% of entrepreneurs assume their group wants to speculate extra in video.

What to do

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

As Andy Crestodina stated in my article concerning the analysis findings, “Video is a ‘show-me’ medium. With no technique documenting how you’ll present as an alternative of inform, a clearly outlined consequence, 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 finances in 2023? If not, how will you profit from the accessible sources?

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

• Enhance thought management: Take into account allocating extra finances towards informational movies with executives
• Enhance model consciousness: Take into account brief, custom-made movies for every social platform on which you need to be lively
• Transfer extra prospects by way of the customer’s journey: Take into account a sequence of movies targeted on storytelling about your group, its clients, and the options provided.

Sure, that appears like plenty of movies to provide. However keep 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 Greater and Higher Outcomes affords 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 hardly ever persuade anybody of something. However they’ll 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.

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