1、Global Reportontent Opportunities Youll ant to Implemente State of Content Marketing2023 lobal ReportThe State of Content Marketing.2023 Global Report022023 is the year we all roll up our sleeves and get ready for business.Were prepared for the challenges the year will throw at us.As weve seen in ou

2、r last few State of Content Marketing reports,theres nothing adedicated content marketing team cant do.You can even keep growing during arecession if you crack the content marketing code.With better return on investment than paid ads and alonger lifespan,its time for entrepreneurs and their marketin

3、g departments to harness the power of content marketing.The biggest question,though,is how to create content that reaches your audience.Thats what youll find in this rundown:Well help you discover your brand voice,learn how to talk to your audience,and get the most out of the content you are creatin

4、g now.Well share the data and the insights from thousands of companies and thousands of marketers.Then well guide you through best practices so you,too,can benefit from the power of effective content marketing.iscover Real Insights for Real Business03In this report,you will learn04 Top 6 Content Mar

5、keting Trends in 202328 Content Marketing Industry Survey68 Content Performance and ROI:Deep Dive79 The Anatomy of High-Quality Organic Content103 Content Marketing Job Market Trends124 Final Words:The State of Content Marketing in 2023The State of Content Marketing.2023 Global Report04trends05The S

6、tate of Content Marketing.2023 Global ReportWe spoke to anumber of Semrush experts and industry thought leaders.They gave us their insights,based on the trends theyve seen growing over the past year.Sharing their thoughts are:Kyle Byers Director of Organic Search at SemrushMargarita Loktionova Conte

7、nt Marketing Lead at SemrushMichael Brenner Content Marketing Agency CEO at Marketing Insider Julia McCoy VP of Marketing,Content at Scale Andy Crestodina Chief Marketing Officer and Co-Founder,Orbit Media Studios,Inc.Joe Pulizzi Co-Founder CEX:Creator Economy Expoop 6 Content Marketing Trends in 20

8、230601Trend One:Understanding What Your Audience Needs and Values Will Be Your Key to Content Marketing Success in 2023By Kyle Byers,Director of Organic Search at SemrushThe State of Content Marketing 2023.Global ReportThe State of Content Marketing.2023 Global Report07takeawaysGoogles helpful conte

9、nt update shows how important it is to understand your audience needs,challenges,and pain points.Initiating and improving on top-ranking content only works if that content really provides value to the audience.Dive deep into conversations on social media and have real interactions with your audience

10、.For Semrush blog content,we focus on things like:Understanding the reasons behind each search(their search intent)Getting to the point,fasterHelping readers achieve their goals010208The State of Content Marketing.2023 Global ReportBasically,we want to make the content as valuable as possible for ou

11、r readers.As Google focuses more and more on content quality,this will become increasingly important.Googles helpful content update,which landed in 2022,is clear evidence of that.As its name suggests,this update prioritizes content that makes“visitors feel theyve had asatisfying experience.”In this

12、context,quality content is something that lives up to its promise and meets apersons needs.And users are demanding better content,toonot just in blog posts,but also on social media,in videos,etc.That said,its not always obvious what it will take to make apiece of content“as valuable as possible.”Mos

13、t SEO-focused content marketers figure out what to write by looking at the top-ranking pages for agiven keyword.And then imitating them.09The State of Content Marketing.2023 Global ReportThat approach actually works pretty well,much of the time.But it assumes that someone else has already figured ou

14、t the best possible approach to that topic.Usually,you can do better.To really know what to include in your content,try going alittle deeper to understand your audience.Their challenges.Their pain points.Their goals.You can get lots of insights by looking at how people are talking about the topic on

15、line.Check out the discussions happening on Reddit,Twitter,TikTok,Facebook groups,and in the communities in your industry.Look at what topics are being covered by the speakers at your industry conferences.Scan the tables of contents of new books in your space to see the main points theyre making.And

16、 read the Amazon reviews of those books to see which parts are grabbing peoples attention.Have conversations with your audience.Then take what youve learned and use it to improve your content.The more valuable you can make it,the better your results will be.1002Trend Two:Improving Content Quality Wi

17、ll Be Your Number One PriorityBy Margarita Loktionova,Content Marketing Lead at Semrush and State of Content Marketing 2023 authorThe State of Content Marketing 2023.Global ReportThe State of Content Marketing.2023 Global Report11takeawaysNo matter the size of your business,anyone can create useful,

18、valuable content that drives results.Focus on people and their needs when creating high-quality content.Align your content with your brand story for the most impact in 2023.It doesnt matter if you head up aFortune 500 company or run asmall family businessyou can create content that offers real value

19、 to your audience.Get it right and youll see more website visitors,click-throughs,and conversions.01020312The State of Content Marketing.2023 Global ReportWhen someone lands on your website or blog,they have apurpose and they have questions.They need something useful,practical,and originaland they h

20、ope you can provide it.Your content should therefore satisfy your audiences needs.It has to answer your readers doubts and offer agreat user experience at the same time.Part of agreat user experience is authenticity.For this reason,your content should be based on your real-life experience.This will

21、help make sure your content is unique and practical.To achieve that,focus on the topics of your expertise.Also provide original research,leverage subject-matter experts in your community,and avoid creating generic,unoriginal content.haring real-life experience13The State of Content Marketing.2023 Gl

22、obal Reportying content in with your brandThe content you create should also be tied strongly to your brand.This will ensure it leaves alasting impression.Consider how each piece of content aligns with your brand voice and your story.For example:Does your content translate the right values and messa

23、ges?Is the tone of voice consistent throughout each content piece?Does your content address challenges and questions relevant to your target audience?14The State of Content Marketing.2023 Global ReportTo sum up,2023 is about alaser focus on your audience and their positive experiences.You should cre

24、ate content for the real person behind the screen and do your best to understand who they are and what they are looking for.Googles helpful content update,which was also mentioned in the previous trend,has some key guidelines on this for marketers:Does your content share firsthand expertise and know

25、ledge?Is your site focused on aclear topic or have adefinite purpose?Will your content inform your readers?Will your readers be satisfied by the whole experience?1503Trend Three:Proving Return on Investment Will Be aPrincipal AimBy Michael Brenner,Content Marketing Agency CEO at Marketing InsiderThe

26、 State of Content Marketing 2023.Global ReportThe State of Content Marketing.2023 Global Report16takeawaysWith budgets under more scrutiny,marketers will have to focus on what really mattersreturn on investment(ROI).Organic search traffic will be the most important goal for marketers in 2023.Markete

27、rs will revisit SEO-driven planning and creative storytelling in their content.In times of economic uncertainty,brands are going to cut ineffective ad spend,stop tinkering with TikTok,and focus on being smarter with their marketing budgets.010217The State of Content Marketing.2023 Global ReportIts m

28、y bet that 2023 will be ayear of getting back to the basics of content marketing.Lets take alook at why.Paid ads and social media account for less than 10%of B2B website traffic,leads,or sales.Even for ecommerce,the number is less than 20%.*So,what is the largest and most effective source of marketi

29、ng ROI for brands?In every industryranging from technology to manufacturing and non-profits to pharmathe answer is:organic search and referral traffic.And its all generated by content marketing!So what are the basics of content marketing?Were talking about:SEO-driven planning Creative storytelling C

30、onsistent contentAs we get back to the basics,ROI measurement will also become ahot topic again.(You can learn more about content marketing ROI in the next section.)Content marketers will determine which outcomes the sales and brand departments need the mostand then content marketing strategy can be

31、 tied directly to business outcomes.*Figures from Marketing Insider Group research.1804Trend Four:Businesses Will Look for Reliability Over NoveltyBy Julia McCoy,VP of Marketing,Content at ScaleThe State of Content Marketing 2023.Global ReportThe State of Content Marketing.2023 Global Report19takeaw

32、aysSocial media algorithms will continue to shiftand as brand accounts are rewarded or penalized as aresult,marketers will look for stability.Business-owned websites will be the preferred content distribution channel,considering the unpredictability of social media.AI tools like ChatGPT will help br

33、ands scale production,but will also generate tons of low quality content.Brands will need original,human-researched content to stand out.010220The State of Content Marketing.2023 Global ReportSocial media platforms will continue to develop features that keep people glued to their platform and conten

34、t consumption.As their algorithms shift,they become less predictable and more unreliable for bringing in leads and customers.Content published on a platform the business owns(their website)will therefore become more and more of a priority in 2023:They will continue to earn leads and sales and grow o

35、ver time as more content and traffic is added.With the launch of ChatGPT,AI-assisted content production will become a huge player in 2023.It will allow website owners to get content developed more quickly and easily to bring in traffic.But theres a downside.There will be mass production of non-origi

36、nal,fluffy,and inaccurate content.Humanly-researched,high-quality,unique content will stand out more than ever in 2023.2105Trend Five:Ranking Will Be Less Important,but Your Click-Through Rates Will CountBy Andy Crestodina,Chief Marketing Officer and Co-Founder,Orbit Media Studios,IncThe State of Co

37、ntent Marketing 2023.Global ReportThe State of Content Marketing.2023 Global Report22takeawaysThe search results pages are evolvingand now being number one doesnt equal success.Brands are going to focus on qualified,high-converting traffic over nearly all other considerations.There are many ways of

38、being visible beyond just ranking in the search resultsand creating memorable,inventive content should never be underrated.In 2023,the biggest trend will have nothing to do with how your content ranks.The biggest trend has everything to do with click-through rates.010223The State of Content Marketin

39、g.2023 Global ReportYour rankings may rise,but your traffic keeps falling.There are several reasons for this,and they all relate to new features in the search results:The visitors needs are met without the need to click on anything;they might see related questions,featured snippets,or knowledge pane

40、ls The visitors needs are met by anon-web page format;for example,they might see avideo,image,or map Theres just so much visual noise in search results that traditional organic rankings get lost in the mixSEO agencies will deprioritize ranking reports,and content marketers will start tracking click-

41、through rates.Moreover,brands will need to focus on qualified,high-converting traffic.How?You can be visible in other peoples high-performing websites through guest blogging and digital PR Videos can create awareness without driving traffic at all;optimize them to rank in Google for keyphrases that

42、show videos in the results pages Amazon,LinkedIn,Reddit,Quora,and adozen other big tech networks also provide you with tons of visibilityFinally,stay top of mind by creating memorable content,keep in touch with your audiences by growing your email lists,and build communities through events.2406Trend

43、 Six:This Year Will Be About Buying Growth,Not Building ItBy Joe Pulizzi,Co-Founder CEX:Creator Economy ExpoThe State of Content Marketing 2023.Global ReportThe State of Content Marketing.2023 Global Report25takeawaysMarketers need to start thinking like media companiesnot everything needs to be bui

44、lt internally.Its time to look at acquisition as ameans of marketing growth.The rise of the creator economy brings with it alot of opportunities for companies with abudget to spend.010226The State of Content Marketing.2023 Global ReportWhen I was working in business-to-business publishing,half my gr

45、owth strategies would be about new internal launches or product lines.The other half would be what we could acquire to hit our targets.These would be content sites,blogging platforms,podcasts,newsletters,and(later)social media audiences.When I moved over from publishing to marketing,I learned that m

46、edia companies think differently than marketers do about audience growth.No one considered acquisitions.One of the few examples I do remember was when LOreal bought afledgling content site called .Instead of spending five years building out an educational makeup site that scored well with search res

47、ults,they took ashortcut to success and bought asite already doing everything they wanted.This is aformula that can be repeated.27The State of Content Marketing.2023 Global ReportToday,with the rise of the creator economy and millions of content entrepreneurs building niche media sites,the opportuni

48、ties have never been greater for brands to purchase small content brands instead of building audiences.We are just starting to see this trend unfold before our eyes.Last year,Salesforce purchased CMO Club.Hubspot purchased the Hustle.Product analytics firm Pendo bought the event and media site Mind

49、the Product.So before you go building yet another“thing”a blog,apodcast,anewsletter,aYouTube channeltake some time to find out if one already exists.The State of Content Marketing.2023 Global Report28insightsThe State of Content Marketing.2023 Global Report29The Semrush content marketing industry su

50、rvey aims to establish industry benchmarks,provide the opportunity for you to learn from others,and help you understand how to create content that succeeds with your business goals.It shows us what works and what doesnt in content marketingand can offer useful direction for business founders,Chief M

51、arketing Officers,and marketing managers alike.Content Marketing Industry urveyThe State of Content Marketing.2023 Global Report30So who answered our questions?To get agood look inside the industry,we surveyed over 1,700 marketers and business owners:They represent 34 different countrieswith the maj

52、ority working from the US,UK,Canada,and Australia The company sizes are fairly evenly spread;the largest group(with 22.6%of responses)are marketers from small businesses with 1-10 employees The top three industries are retail,tech and IT,and online services(although there are over 20 different secto

53、rs covered in this report)B2B and B2C are the most common business structures(41%and 25%of responses,respectively)We also had responses from B2B2C hybrid businesses(15%),non-profit organizations(3%),and agencies(5%)(other business structures accounted for just over 11%of responses)bout Our espondent

54、sHave a documented content marketing strategy Spend less than 5%of their total marketing budget on contentYes 52%50%73%80%31%27%9%9%Spend more than 10%of the total marketing budget on content52%53%75%79%The average monthly content marketing budget is less than$1,00050%45%20%17%Very SuccessfulMinimal

55、lysuccessfulSuccessfulUnsuccessful31The State of Content Marketing.2023 Global ReportHeres What the ost uccessful Content Marketers DoHere we dive into the details to see how very successful content marketers and their unsuccessful counterparts differ in their approach.In the table below,youll find

56、the entire comparison for each group of respondents(from very successful to unsuccessful in content marketing).Dont have a dedicated content marketing team/specialist34%35%13%8%Have more than 4 specialists in the content team32%28%53%66%Plan to grow their content team in 202329%36%49%53%Minimallysuc

57、cessfulSuccessfulUnsuccessfulThe average monthly content marketing budget is more than than$5,00024%23%38%43%Plan to increase the 2023 content marketing budget61%63%71%77%Use influencer marketing to promote content8%18%31%30%Use email marketing to promote content37%50%55%49%Use paid social to promot

58、e content29%49%53%49%Use PR and media outreach to promote content18%23%32%31%Uses paid channels for content promotion58%51%68%72%Very Successful32The State of Content Marketing.2023 Global ReportUse a marketing automation platform3%8%14%18%Use visual content creation tools5%21%21%24%Use an editorial

59、 calendar7%15%16%16%MinimallysuccessfulSuccessfulUnsuccessfulMeasure content marketing ROI in their company56%46%68%70%Believe that they measure content marketing ROI effectively3%12%23%34%Measure the overall content performance in their company50%61%73%77%Conduct content audits 2 or more times a ye

60、ar29%43%59%61%Very Successful33The State of Content Marketing.2023 Global Report34The State of Content Marketing.2023 Global ReportInsight#1Have aDocumented Content Marketing StrategyInsight#2Prioritize Content Marketing Budgets80%of those who considered themselves very successful in content marketi

61、ng in 2022 have documented their content marketing strategies,as do 73%of content marketers who regard their efforts as successful.But just 50%of minimally successful and 52%of unsuccessful content marketers do this.Nearly 80%of very successful content marketers spend more than 10%of their total mar

62、keting budgets on content.Just 52%of those who are unsuccessful spend more than 10%.So our takeaway here is that you should have adefined content marketing strategy.From these results,we can confidently say adefined content marketing strategy will make success more likely,no matter the size of your

63、business.35The State of Content Marketing.2023 Global ReportInsight#3Promote Your Content CreativelyWhen it comes to content promotion,we saw abig difference between successful and very successful content marketers and those who are minimally successful or unsuccessful.We asked about influencer mark

64、eting,email campaigns,paid social,PR and media outreach,alongside other paid channels.We see that top performers are much more likely to have different and creative promotional strategies for their content.36The State of Content Marketing.2023 Global ReportInsight#4Prioritize Your Content Marketing

65、TeamInsight#5Measure Your Return onInvestmentIf you want to be successful,its important you have asolid content marketing team.66%of very successful content marketers have more than four specialists in their team,as opposed to just 32%of unsuccessful content marketers.Metrics are important.They show

66、 you what to focus on.It comes as no surprise that respondents with the most success in content marketing measure their ROI effectively.On the other end of the scale,34%of respondents who were unsuccessful in content marketing dont have any content specialists at all.37The State of Content Marketing

67、.2023 Global ReportFull Content Marketing urvey esultsNow well explore strategy and tactics,and what leads our respondents to content marketing success overall.Look out for the takeaways in each section.Fairly DevelopedFirst StepsAdvanced36%42%22%38The State of Content Marketing.2023 Global ReportCo

68、ntent Marketing trategy ata and InsightsHow would you rate your content marketing strategys maturity/complexity?Researching our audience 47%Search Engine Optimization 46%Publishing more content,increasing posting frequency 45%Improving the quality and value of our content44%Updating and repurposing

69、existing content42%Analyzing our competitors41%Creating more video/visual content40%Collaborating with other teams(e.g.,Sales or Product)38%Website optimization34%Optimizing content for mobile23%Trying new distribution channels17%Diversification/publishing new content types24%39The State of Content

70、Marketing.2023 Global ReportWhat factors lead to success in content marketing?Creating more content and posting more often 55%Improving the quality of our content,making it more valuable 53%Creating more research-driven content 37%Paying more attention to keyword research36%Analyzing search intent f

71、or our content35%Improving technical SEO on our website30%Building topic clusters and content hubs24%Link building and guest posting21%Winning Featured Snippets9%None2%40The State of Content Marketing.2023 Global ReportWhich tactics help the most to boost your ranking?Attracting quality leads with o

72、ur content 45%Creating more content faster(and finding resources for it)38%Generating content ideas 35%Generating enough traffic with our content35%Generating ROI and sales with our content34%Ranking in search engines29%Creating content that resonates with our audience28%Organizing content marketing

73、 processes in our company25%Producing original and high-quality content24%Other1%Hiring highly qualified content marketing talent19%41The State of Content Marketing.2023 Global ReportWhat are the top challenges you face in content marketing?42The State of Content Marketing.2023 Global ReportDocument

74、ing strategy is becoming more important 90%of our respondents say that content marketing is part of their marketing strategy,and 66%say this strategy is documented thats compared to 57%who documented their strategy in 2022.Content marketers are increasingly successfulIf youre just now thinking about

75、 diving into content marketing,you have a97%chance of success:Just 3%of our respondents said their content marketing efforts were unsuccessful Thats aconsiderable improvement over last year,when 9%of respondents said they were unsuccessful You must understand your audience We found that,more and mor

76、e,success in content marketing comes down to understanding your audience and their needs,challenges,and goals Of course,SEO is still akey factor in success,as is aiming for high-quality content and publishing it consistently.This is especially true for smaller businesses of 50 people or fewer and th

77、ose just starting out in content marketing.43The State of Content Marketing.2023 Global ReportPublishing more content boosts organic ranking For companies of all sizes,we see that publishing more content is abig driver of success when it comes to ranking higher organically(55%of responses noted this

78、 as the top tactic)Improving content quality,doing your research,and paying attention to keywords are all also incredibly important This corresponds with the August 2022 helpful content update,which indicates that Google wants your website visitors to have agood user experience and find exactly what

79、 they are looking forLeads are the hardest thing for content marketers Generating leads is the biggest hurdle for content marketers And although creating more content helps improve results,38%of businesses struggle with finding enough resources for producing more,making it the second-most important

80、challenge For the smallest companies (up to 10 people),the biggest struggle is generating traffic with their content10%29%36%30%50%21%5%9%17%Less than 5%15%50%70%8%Over 70%4%44The State of Content Marketing.2023 Global ReportContent Marketing udget InsightsHow much of your total marketing budget do

81、you spend on content marketing?Less than$1,000 27%$3,000$5,000 20%$1,000$3,00019%$5,000$10,00017%$10,000$20,00010%Over$20,0006%Medium increase(11%25%)28%Small increase(up to 10%)25%Remain unchanged21%Large increase(more than 25%)16%I dont know6%Decrease3%45The State of Content Marketing.2023 Global

82、ReportWhat is your average monthly budget for content marketing?How will your content marketing budgets change in 2023?Social media/community building 52%Improving our contents quality 43%Customer and audience research 37%Better content analyticst33%Video content32%SEO26%Growing the content team26%C

83、ontent promotion and distribution23%Product marketing content22%Content design/user experience(UX)17%Events(in-person/hybrid/digital)16%Audio content15%Thought leadership content14%Other advanced visual content(e.g.,data visualization,interactive content)14%AI content marketing tools7%46The State of

84、 Content Marketing.2023 Global ReportHow will your content marketing spend be directed?Yes,but not to a large extent31%Yes,our budgets have decreased and its getting harder to do content marketing 24%No,it doesnt affect our content marketing efforts 23%We are not sure yet13%47The State of Content Ma

85、rketing.2023 Global ReportIs the economy affecting your content marketing budgets?48The State of Content Marketing.2023 Global ReportContent marketing gets asignificant slice of the budget 69%of respondents are spending more than 10%of their total marketing budget on contentMore than half of respond

86、ents spend at least$3,000 amonth on content marketing While the most common response was“less than$1,000,”the more interesting statistic is that 53%of our respondents spend more than$3,000 amonth Note that spending less than$1,000 correlates with having the least content marketing successBudgets wil

87、l increase in 2023 Seeing that 69%plan to increase their budget,we can confidently say content marketing is performing well and not being significantly impacted by threats of recessionsCommunity building will get most investment Social media and community building is atop priority,as is improving co

88、ntent quality,followed by audience research.These are also followed by content analytics,video and SEO.Last year,the top three investment areas were social media,content quality,and content promo,followed by video.Audience research and content analytics have become far more important.That said,bette

89、r content analytics are mostly more important for companies with 51+employeesThe recession isnt having ahuge impact yet 76%say the situation is still not so bad as to affect their content marketing efforts.Even so,it looks like recession will have some impact and may make it harder to do content mar

90、keting for some of our respondents.Video 45%Short-form articles 31%Success stories 28%Long-form blog posts24%Case studies19%Webinars and online events18%Gated content17%Infographics17%White Papers14%Offline events 12%Product guides/manuals11%Research reports11%Data visualizations11%Podcasts11%Print

91、and magazines10%Quizzes6%Other3%49The State of Content Marketing.2023 Global ReportContent roduction InsightsWhich content formats perform best?Researching and adding related keywords in addition to the primary keywords 45%Analyzing and addressing customer questions in our blog posts 38%Adding more

92、visuals(images and video)to the blog posts 33%Doing in-depth search intent analysis before writing content27%Working on link building for our blog posts26%Improving the structure of our blog posts:adding more H tags,lists,etc.24%Making our blog posts more in-depth23%Organizing our blog posts into to

93、pic clusters16%Im not sure11%50The State of Content Marketing.2023 Global ReportWhich tactics help your blog posts rank more highly?Short-form video 43%About our company/product videos 33%Success story videos about customers 32%Product overviews29%How-to videos27%Interviews with industry experts25%W

94、ebinars20%Industry research videos13%Interactive video12%Other 3%51The State of Content Marketing.2023 Global ReportWhich video formats perform best?52The State of Content Marketing.2023 Global ReportFocus on video and written content Once again,when it comes to the most popular content types,video

95、is leading the pack by quite along way,garnering 45%of responses Its followed by short-form articles,success stories,and long-form blog postsKeyword research is still atop tactic Researching related keywords is the top tactic.This is followed by addressing customer questions and adding visuals in yo

96、ur blog posts.Other tactics include exploring what the audience really wants to achieve(known as their search intent)and working on getting links from other sites(link building)Short-form video formats perform best Short-form video(43%)comes in at the top by quite some margin,which is good news as t

97、his format is potentially less of adrain on resources Next,we see that both about our company/product videos and success story videos about customers perform similarly(33%and 32%respectively)Social media(organic)73%Email marketing 53%Social media(paid ads)51%Organic search33%Sponsorships(e.g.,events

98、,webinars,podcasts)29%PR/media outreach28%Influencer marketing25%PPC/paid advertising23%Native advertising/sponsored content11%Guest posts11%Community platforms10%Other1%53The State of Content Marketing.2023 Global ReportContent romotion Insights How do you promote your content?Sharing our content o

99、n social media 56%Optimizing our content for search32%Facebook groups 26%PR/media relations25%Link building19%Articles in third-party publications18%LinkedIn groups17%Reddit16%Influencer and expert partnerships15%Quora 12%Forums8%None of the above4%Other1%54The State of Content Marketing.2023 Global

100、 ReportWhich organic promotion tactics do you use for your content?Facebook 55%Instagram 54%YouTube 38%LinkedIn36%TikTok35%Twitter29%Pinterest13%Other2%55The State of Content Marketing.2023 Global ReportWhich social media channels are best for sharing your content?Social media advertising 66%Paid se

101、arch ads 45%YouTube ads 40%Display ads32%Sponsorships24%Partner emails/newsletters19%Native/sponsored content18%None of the above2%56The State of Content Marketing.2023 Global ReportWhich are the best paid channels for sharing content?57The State of Content Marketing.2023 Global ReportPay attention

102、to paid promotional tactics in 2023 63%of our respondents use paid channels to accelerate their content distribution In our previous survey we found that 35%planned to increase their paid content promo spending;this year,the percentage has risen to 43%Organic social is so popular its almost adefault

103、 option,with 73%selecting this channel.Email(53%)and paid social(51%)are also popular options.Consider how you employ unpaid promotional tactics The most effective organic promotional tactics are social media sharing,optimization for search,and sharing in Facebook groups Pay attention to where you h

104、ave the most engagement While its interesting to see where other businesses were successful,take this with agrain of salt;you will only perform well on asocial media channel where you have an interested audience Facebook takes top spot for the best channel for sharing content,with 55%of responsesSoc

105、ial media channels are your best bet for promoting content Social media ads rise to the top with 66%of responses Paid search(66%)and YouTube ads(40%)follow in second and third places13 specialists 36%410 specialists 25%We dont have a dedicated content team/person 19%1120 specialists14%2135 specialis

106、ts4%More than 50 specialists3%58The State of Content Marketing.2023 Global Reportuilding aContent TeamHow many people do you have in your content marketing team?We have one team/one person that does content marketing for the entire companyAll of the above:we have a centralized content marketing stru

107、cture and various teams also have their own content specialistsDifferent departments/product teams have their own content marketing team/managerWe dont have a specialized content marketing person.Content is created by different team membersOthers23%24%10%1%42%59The State of Content Marketing.2023 Gl

108、obal ReportHow is your content marketing team structured?Marketing Manager 39%Writer/Content Creator 39%Social Media Manager 36%Content Marketing Manager35%Content Marketing Strategist25%SEO Specialist25%Head of Content Marketing23%Designer22%Web Developer18%Email Marketing Specialist15%Project/Camp

109、aign Manager12%Editor12%None of the above6%Data Scientist6%Other4%60The State of Content Marketing.2023 Global ReportHere are the most common in-house content specialistsStay the sameLargerSmaller53%44%2%Do you expect your content marketing team to grow in 2023?61The State of Content Marketing.2023

110、Global Report62The State of Content Marketing.2023 Global ReportContent teams will grow in 2023 When we asked whether respondents planned to grow their content marketing teams,44%are looking to do so,53%planned to stay the same,and just 2%expect to downsizeHaving adedicated content person is importa

111、nt If you are part of the 42%of businesses with only one content specialist,consider adding freelancers/agenciesGraphic design 47%Video design/animation 43%Copywriting 37%Editing/Proofreading31%SEO27%Content marketing strategy25%Analytics/audit15%Localization15%Other1%63The State of Content Marketin

112、g.2023 Global ReportHow Businesses anage Outsourcing and Content Marketing ToolsWhich content services do you outsource?Social media posting tools58%Website analytics tools49%Email marketing software48%SEO tools43%Grammar checker33%Content management system(CMS)30%Content writing and editing tools25

113、%Visual content creation tools22%Team collaboration tools20%AI content tools17%Editorial calendar16%Competitor analysis tools15%Marketing automation platform14%Localization software5%64The State of Content Marketing.2023 Global ReportWhich technologies does your team use to leverage your content mar

114、keting efforts?65The State of Content Marketing.2023 Global ReportOutsourcing can help scale content production According to our results,only 48%of our respondents outsource their content The most commonly outsourced services are graphic design(47%),video design or animation(43%),and copywriting(37%

115、)Social media scheduling tools can save you precious time When it comes to the use of technology,the biggest need seems to be social media scheduling tools:58%of respondents use them If youre not sure which other tools to use,website analytics(49%),email marketing(48%),and SEO(43%)tools are also all

116、 popular options Twice a yearOnce a yearNeverOnce every 2-3 yearsMore than three times a year21%24%16%6%33%66The State of Content Marketing.2023 Global Reporthe Importance of Content AuditsHow often do you conduct content audits?Every time we see that the content has become outdated 50%We usually up

117、date high-performing content as a preventative measure 39%When we see that the rankings/traffic are down36%We rarely update our existing content9%Other1%The engagement went up 53%Our rankings/traffic increased 49%Nothing changed 15%Our rankings/traffic decreased13%The engagement went down12%We didnt

118、 update our content4%67The State of Content Marketing.2023 Global ReportWhen do you usually update your existing content?Which results did you achieve after updating your content?68The State of Content Marketing.2023 Global ReportContent Performance and OIReturn on investment is always ahot topic fo

119、r content marketers.Its important to understand how your efforts are making an impact on the bottom line.In this section,we explore some data insights on content marketing ROIand whats being measured and how.We also ask expert CMO Michael Brenner for his perspective.YesNoIm not sure33%54%13%69The St

120、ate of Content Marketing.2023 Global ReportDo you measure content marketing ROI in your company?Relatively goodAverageHighly effectiveMinimally effectiveNot effective36%42%22%70The State of Content Marketing.2023 Global ReportIn your opinion,how effective is your team in measuring content marketing

121、ROI?Attract more traffic to our website46%Increase brand awareness 45%Generate leads 34%Generate sales/revenue25%Improve customer loyalty and engagement23%Build and nurture a subscriber/follower base17%Promote new products/improve product positioning11%71The State of Content Marketing.2023 Global Re

122、portWhat are your key content marketing goals for 2023?We calculate revenue coming from leads/conversions generated by content marketing67%We calculate revenue generated from organic traffic 48%We calculate how much we managed to save on advertising 24%We calculate revenue coming from non-paid chann

123、els21%Im not sure5%Other1%72The State of Content Marketing.2023 Global ReportHow do you measure content marketing ROI?Google Analytics64%Social media analytics tools 44%SEO tools 34%Salesforce28%Specialized content marketing tools/platforms27%Tableau dashboards14%Im not sure3%Other2%73The State of C

124、ontent Marketing.2023 Global ReportWhich tools do you use to assess content marketing ROI?Social media engagement 61%Organic traffic 52%Email marketing engagement47%Search ranking41%Number of subscribers and followers38%Time on page33%Leads28%Conversion rate/conversions27%Bounce rate22%Content marke

125、ting ROI/revenue17%Media/influencer mentions16%Cost to acquire a lead/subscriber/customer14%Backlinks11%74The State of Content Marketing.2023 Global ReportWhat are the key metrics you use to measure your contents success?Social media engagement 47%Website engagement 42%Organic traffic and rankings37

126、%Leads and conversions33%Email marketing engagement29%Media mentions and backlinks21%Content marketing ROI21%Building a subscriber/follower base20%Successfully promoting a new product/service19%Building a community and trust with our audience16%Other2%75The State of Content Marketing.2023 Global Rep

127、ortWhich content marketing goals/KPIs did you successfully achieve in 2022?The State of Content Marketing.2023 Global Report76takeawaysNot everyone tracks ROIOnly 54%of our respondents track their ROI Only 21%who do so say they are highly effective at it;most(40%)say they are relatively good Revenue

128、 is agood indicator of ROIThe most common ways to calculate ROI are by measuring revenue coming from leads and conversions generated by content(67%)Google Analytics is the top ROI tracking toolGoogle Analytics is the number one tracking tool used,with 64%of responses Not everyone tracks ROI The top

129、metrics to track are as follows:Social media engagement(61%)Organic traffic(52%)Email marketing engagement(47%)Search ranking(41%)The State of Content Marketing.2023 Global Report77The Importance of ROI8 Tips from Michael Brenner1324Content is about reaching audiences you wouldnt normally reach and

130、creating opportunities for them to convert.Create as many touchpoints as possible.Test different conversion strategies,from newsletter strategies to offers embedded in content and downloads.Aim to own the answers to the questions along that buyers journey.Answer them through video,blogs,newsletters,

131、socialwhatever your buyer needs at any given point in their journey.Articulate the customer story.This helps justify the return on investment of content marketing.The marketing attribution of the touches is highly complex,but they can ultimately lead to conversion.The State of Content Marketing.2023

132、 Global Report786Last click attribution misses the bigger picture.Last click attribution credits the last action acustomer takes before making apurchase.It misses out on the entire customer journey and fails to account for other touchpoints with your content they may have had along the way.7Pipeline

133、 influence is an interesting but complex way to measure attribution.In this model,every touchpoint on the buyers journey is counted if it becomes aclosed deal.All touches are then attributed equallyfrom email subscribers,organic visitors,paid search,and event attendeesand are then linked to aconvers

134、ion.This way,we can then see what is influencing purchases.This requires significant technical and marketing operational expertise.Its just key to understand that any kind of attribution is going to be imperfect.8Remember,while that one article might not convert,publishing consistently has alot of v

135、alue and potential impact on the bottom line.5Really effective content marketing strategies attract more customers and convert them at ahigher rate.The State of Content Marketing.2023 Global Report79contentThe State of Content Marketing.2023 Global Report80If content is organic,it attracts website v

136、isitors or social media engagement without sponsorship or advertising.It allows marketers to reach their target audience at no additional fee(other than the cost of producing the content in the first place).Organic content is therefore beneficial for marketers because it brings better ROI.Lets explo

137、re insights from our 2022 study to discover the key characteristics of high-quality and high-performing organic content.The Anatomy of High-uality Organic Content81The State of Content Marketing.2023 Global ReportHow We Handled the ataHow We ompared the ontentWe looked at 500,000 English language ar

138、ticles from all locations.These were published on blogs that had between 30,000 and 500,000 average organic monthly views in 2022,prior to September.Our success metrics were focused on organic(search)traffic,engagement on social media(Facebook),and backlinks(links to the articles from other websites

139、).We took an average of all the metrics and split them into three areas:High-performing(20%),average-performing(60%),and low-performing(20%)articles.We chose the following common characteristics for comparison purposes.Headline types H1 length Heading depth(H2,H3,H4)List presence Image presence Vide

140、o presence Date of publication Publishing frequencyWe then looked at the data to understand whether these features have any impact on the success of the content.Average Unique Monthly Pageviews Average Facebook Shares Average Backlinks Average Time on Page Everything You Need To Know766531219Compari

141、son1161036224Top+Number(e.g.,Top 10)1331544209Guide1430952216How To1229970228Mistakes To Avoid132395619882The State of Content Marketing.2023 Global ReportTypes of rticlesThere are several article types that are more common than others.We looked at how they tend to perform and uncovered some common

142、characteristics.Average Unique Monthly Pageviews Average Facebook Shares Average Backlinks Average Time on Page Where,What,Why?923643201Question919334186Infographic714617147Best Practices611838221Increase Your.with.8572117883The State of Content Marketing.2023 Global ReportThe State of Content Marke

143、ting.2023 Global Report84takeawaysThe“Everything You Need To Know”titles and Comparison articles generate the most organic traffic on average.There could be an opportunity for content marketers here:While these article types get the most traffic,theyre pretty uncommon.In fact,we saw that only 0.4%an

144、d 0.8%of all articles are in this content format.Articles with“Mistakes To Avoid”titles and Guides get the most sharesHow To and Comparison articles attract the most backlinks 85The State of Content Marketing.2023 Global ReportWhat Makes auccessful rticle Its based on original research and data,cust

145、omer research,and collaboration with customer-facing teams,alongside topic and keyword research It has amore complex variety of titles and subheadings.This is known as an H-tag structure,and these articles contain H2s and H3s,or H2s,H3s,and H4s.Its structured to improve the reader experience,having

146、lots of white spaces,bullet points,and lists(ideally 2-4 lists per blog post)Content that generates lots of organic views includes anumber of features:The content is updated every 6 to 12 months,keeping it fresh and useful It provides agreat reader experience.Its easy to follow and read,the tone of

147、voice stays consistent,and the flow is logical.Content length is less important than creating comprehensive content.Topic coverage is extremely important.H2 onlyH2+H3No H2Wrong structure31%25%24%16%H2+H3+H44%No H2Wrong structureH2 onlyH2+H335%27%20%12%H2+H3+H411%H2 onlyH2+H3+H4H2+H3Wrong structure60

148、%59%59%59%No H253%H2+H3+H4H2+H3H2 onlyWrong structure29%28%20%15%No H213%86The State of Content Marketing.2023 Global Reportive Into the DataDistribution of Heading Depth by Performance%of articles this typeMedium PerformanceLow PerformanceHigh PerformanceBelow youll find the results fresh from our

149、research team:No lists1 list/500 words2 lists/500 words3 lists/500 words4 or more lists/500 words68%22%7%2%1%4 or more lists/500 words3 lists/500 words2 lists/500 words5644072682511 list/500 wordsNo lists1554 or more lists/500 words3 lists/500 words2 lists/500 words1 list/500 words1614121111No lists

150、4 or more lists/500 words3 lists/500 words1 list/500 words2 lists/500 words9657554128No lists87The State of Content Marketing.2023 Global ReportNumber of Lists Impact on Performance%of articlesSharesUnique PageviewsBacklinks1 image23 images45 imagesNo images51%24%10%6%7+images5%67 images5%7+images67

151、 images45 images23 images3592512382201 image162No images1007+images67 images45 images1 image1412121223 images10No images37+images67 images23 images1 image5952393545 images33No images988The State of Content Marketing.2023 Global ReportNumber of Images Impact on Performance%of articlesSharesUnique Pag

152、eviewsBacklinksNo videosAt least 1 video92%8%At least 1 videoNo videos313184At least 1 videoNo videos1311No videosAt least 1 video373389The State of Content Marketing.2023 Global ReportNumber of Videos%of articlesSharesUnique PageviewsBacklinks12+months 1 month612 months13 months24%15%13%13%36 month

153、s12%612 months36 months13 months 1 month65%61%61%58%12+months57%1 month36 months13 months612 months27%26%26%22%12+months20%90The State of Content Marketing.2023 Global ReportArticle ageLow PerformanceHigh PerformanceMedium PerformanceOnce per several weeksEvery 46 daysOne article per dayEvery 23 day

154、sOnce a week27%26%26%23%19%Several articles per day16%Several articles per dayOnce a weekEvery 46 daysEvery 23 daysOnce per several weeks63%62%56%56%56%One article per day50%One article per daySeveral articles per dayEvery 23 daysOnce a weekEvery 46 days24%21%21%19%17%Once per several weeks17%91The

155、State of Content Marketing.2023 Global ReportMedian Publishing Frequency Impact on PerformanceLow PerformanceHigh PerformanceMedium PerformanceVery difficultDifficultFairly difficultStandard22%21%17%15%Fairly easy12%Easy12%Very difficultDifficultEasyFairly easy62%60%59%54%Fairly difficult54%Standard

156、52%Fairly easyStandardFairly difficultEasy33%33%30%29%Difficult19%Very difficult17%92The State of Content Marketing.2023 Global ReportReadabilityImpact on PerformanceLow PerformanceHigh PerformanceMedium PerformanceThe State of Content Marketing.2023 Global Report93takeawaysUse avariety of subtitles

157、While the most common article type had only H2 tags,28%of the blog posts in the high-performance group have H2s and H3s.And 29%of them have H2s,H3s,and H4 tags.Include lists in your articlesArticles with 3-4 lists do better across all metrics.On the other hand,articles with no lists are the most com

158、mon(68%)and these under-perform.The State of Content Marketing.2023 Global Report94takeawaysImages and video improve traffic and backlinksArticles with 7 or more images get the most backlinks(a percentage increase of 555%compared to those with no images)and the most unique page views(a 259%increase)

159、.Aim to put in at least 3 images per article where possible.Articles with at least one video also generate 70%more organic traffic than those without.At the same time,only 8%of all blog posts we analyzed had avideo.So,there are lots of untapped opportunities for content marketers.Newer articles perf

160、orm bestThere are fewer low-performing articles under one month old and more in the 12-month old group(15.39%and 23.84%respectively).This could mean running content audits and updating your blog posts will help maintain blog performance.The State of Content Marketing.2023 Global Report95takeawaysThe

161、 more you publish,the betterHow much you post can improve the number of website visitors you get.23.84%of high-performing blogs publish every day.Those that publish every 4-6 days and those that publish every 2-3 days also do well.Readability mattersReadability refers to how easy atext is to underst

162、and and digest.While content should be carefully written for your target audience,the clearer it is,the better.The data shows the more readable an article is,the more likely it is to perform well.Only 16.73%of high-performing blogs were found to be very difficult to read.In contrast,33.45%of high-pe

163、rforming blogs were fairly easy to read.96The State of Content Marketing.2023 Global ReportDifferent anking FactorsIn this section,we look at how article length and the inclusion of research impacts organic search rankings.We took asample of 30,000 articles.One-third was labeled as“high performing,”

164、one-third “medium performing,”and the final third as“low performing.”We looked at the following data:Number of organic positions in top 100 Google results Number of organic positions in top 3 Google results Organic traffic estimatesHighMediumLow111.920.85.5Performance groupHighMediumLow5.531.2Perfor

165、mance groupHighMediumLow277.241.617.5Performance groupHighMediumLow1152902668Performance group97The State of Content Marketing.2023 Global ReportAverage number of keywords an article ranks for in the top 100 results on GoogleOrganic traffic estimateAverage number of keywords an article ranks for in

166、the top 3 results on GoogleText lengthHow Length Affects Organic anking98The State of Content Marketing.2023 Global ReportOur data shows posts that perform better in the rankings tend to be longer.According to Googles guidelines,the length of atext is not aranking factorbut usefulness is.Perhaps,bec

167、ause these findings indicate content thats more comprehensive performs better.If you are wondering how long your blog post should be,focus on the needs of your audience.The optimal length of your blog posts should be determined by the specific requests of your readers and their search intent(the rea

168、son they search for aspecific topic).The simplest way to determine this is by googling your topic or keyword and assessing articles that rank on the first page.99The State of Content Marketing.2023 Global ReportHow Data and Research ffect ankingProviding original research and data is said to increas

169、e your chances at ranking.To test this idea,we looked for articles that include research and data in our larger(500,000 article count)data set.We checked how often the articles contained numbers and how often they appeared on average.We excluded numbers that look like dates and focused on the“filter

170、ed”numbers.We also looked at whether articles contained such words as“data,”“research,”“study,”“infographics,”and“chart.”MediumHighLow23%22%15%Performance groupHighMediumLow14%13%11%Performance groupHighMediumLow9%8%7%Performance groupHighMediumLow4%3%2%Performance groupHighMediumLow0.4%0.4%0.2%Perf

171、ormance group100The State of Content Marketing.2023 Global ReportContains dataContains studyContains chartContains researchContains infographicsHighMediumLow64%58%52%Performance groupHighMediumLow7.95.44.3Performance group101The State of Content Marketing.2023 Global ReportFinally,using avery simple

172、 model,we worked out how often studies appeared in our collection of articles.We found that articles including data tended to be higher performing,with 5%from all articles in the high-performing group having data studies,compared to 2%in the low-performing group.Articles with filtered numbersAverage

173、 number of filtered numbers in the textMedium4.524High2.510Low1.287Performance groupHighMediumLow5%3%2%Performance group102The State of Content Marketing.2023 Global ReportCreating research-driven content can seem challenging.However,you dont necessarily need lots of resources to do so.For example,y

174、ou can run surveys with your followers or have your employees test products to come up with original findings.Number of studies predicted by model%of studies predicted by modelThe State of Content Marketing.2023 Global Report103teamThe State of Content Marketing.2023 Global Report104When youre build

175、ing your content marketing team,its good to understand what the job market looks like.We analyzed key trends in the field to help inform you of positions,salaries,and other key insights.Content Marketing Job arket Trends105The State of Content Marketing.2023 Global ReportHow We Went bout ItWe downlo

176、aded U.S.based jobs from using keywords related to content marketing jobs.From these 85,000 listings,we took amore manageable sample of 10,000 jobs.We put all jobs into two major groups:senior positions and others.Senior positions(33%of the group)include positions like Head,Director,VP,Chief,Lead,an

177、d Executive.Content Marketing ManagerContent Marketing SpecialistContent Marketing DirectorContent StrategistContent CreatorCopywriterContent producerVP of ContentHead of Content Marketing26%8%50%4%1%1%1%4%5%106The State of Content Marketing.2023 Global ReportContent marketing rolesExcellent written

178、 and verbal communication and presentation skills 59%On average,6 years of relevant experience in marketing/PR/social media,including team-leading experience 46%Relevant bachelors degree 44%Proven track record28%Leadership skills26%Strong project management skills,ability to manage multiple projects

179、 simultaneously22%Masters degree preferred17%Strong analytical skills13%Problem-solving skills12%Organizational skills11%Ability to work independently3%107The State of Content Marketing.2023 Global ReportTop Skills,Responsibilities,and Degrees for enior Content arketing PositionsTop skills for senio

180、r content marketing positionsWriting 29%Analytics25%Video 18%SEO14%Content strategy10%Content creation9%Storytelling8%Writing skills7%Content management4%Copywriting3%Editing skills3%Storyteller3%CMS3%Writing and editing skills2%Proofreading2%Content design1%Content writing1%108The State of Content

181、Marketing.2023 Global ReportTop marketing skills for senior content marketing positionsMicrosoft Office 8.20%PowerPoint 6.90%Google Analytics4.87%Excel4.63%Adobe Photoshop4.20%Hubspot3.04%WordPress1.93%Marketo1.93%Canva1.11%Semrush 0.68%Jira0.63%Meltwater0.63%Sprinklr0.53%Eloqua0.48%Google Docs0.39%

182、Google Tag Manager0.39%Hootsuite0.39%Data Studio0.34%Trello0.19%12345678910111213141516171819Netbase0.19%20109The State of Content Marketing.2023 Global ReportTop 20 tech skills for senior positionsDevelop marketing/content/communications/social media strategy 36%Manage team members 16%Close collabo

183、ration with other teams and external experts 15%Business development and business metrics calculation15%Plan and implement marketing/content/brand awareness campaigns15%Lead internal and external activities11%Drive results through data-driven insights9%Handle public relations issues9%Goals setting6%

184、Understanding of graphic design5%110The State of Content Marketing.2023 Global ReportTop responsibilities for senior content marketing positionsMarketing 34.70%Communications 24.23%Design9.31%Journalism7.87%Public Relations7.43%Writing6.37%Advertising5.65%English4.39%Business Administration2.65%Busi

185、ness Development 1.64%Computer Science1.30%Digital Media1.16%Economics0.34%Nonprofit Management0.24%Computer Interaction0.19%Content Production0.19%Human Factors0.05%Behavioral Psychology0.05%111The State of Content Marketing.2023 Global ReportTop degree areas for senior content marketing positionsT

186、he State of Content Marketing.2023 Global Report112takeawaysSenior positions require excellent written and verbal communication and presentation skills(59%).On average,employers ask for six years of relevant experience in marketing/PR/social media,including team-leading experience(46%).And these hir

187、es require arelevant bachelors degree(44%)and aproven track record(28%).Writing was the top marketing skill asked for in the job descriptions(29%),followed by analytics(25%),video(18%),and SEO(14%).The State of Content Marketing.2023 Global Report113takeawaysWhen it comes to tech skills,the biggest

188、request was for Microsoft Office,followed by PowerPoint and Google Analytics.In terms of skills,senior positions are required to use PowerPoint more than Photoshop,suggesting they will spend more time presenting than hands-on creative tasks.The top three responsibilities were to:Develop marketing/co

189、ntent/communications/social media strategyManage team membersCollaborate closely with other teams and external expertsThe top three degree requirements were in Marketing,Communications,and Design.Relevant bachelors degree 43%Excellent written and verbal communication 36%Strong time and project manag

190、ement skills35%On average,3 years of relevant experience in marketing/PR/social media34%Attention to details22%Problem-solving skills12%Work cross-functionally11%Microsoft Office10%Google Analytics9%Ability to manage multiple tasks9%Masters degree preferred8%114The State of Content Marketing.2023 Gl

191、obal ReportTop Skills,Responsibilities,and Degrees for on-Senior Content arketing PositionsTop skills for non-senior content marketing positionsWriting 61%Video 40%Analytics23%SEO20%Copywriting17%Content creation11%Writing skills11%Storytelling9%Content management9%Content strategy 7%Editing skills7

192、%Proofreading6%CMS3%Storyteller2%Writing and editing skills2%Content writing2%Content design2%115The State of Content Marketing.2023 Global ReportTop marketing skills for non-senior content marketing positionsExcel 67.38%Microsoft Office 12.74%Adobe Photoshop 10.52%Google Analytics9.08%PowerPoint8.1

193、4%WordPress6.77%Canva3.71%Hubspot3.62%Hootsuite1.77%Semrush1.59%Marketo1.45%Google Docs1.33%Jira1.19%Google Tag Manager0.75%Sprinklr0.65%Google Sheets0.58%Loom0.49%Airtable0.44%Trello0.37%12345678910111213141516171819Eloqua0.35%20116The State of Content Marketing.2023 Global ReportTop 20 tech skills

194、 for non-senior content marketing positionsManage corporate social media account and content planning 48%Develop,implement,and manage marketing campaigns 10%Close collaboration with other teams9%Internal and external communications6%Data collection and analysis4%Increase brand awareness4%Market rese

195、arch2%Contribute to business goals2%Follow industry trends1%Guide search engine optimization1%117The State of Content Marketing.2023 Global ReportTop responsibilities for non-senior content marketing positionsMarketing 34.65%Communications24.99%Journalism 14.21%Writing13.07%Design12.34%English8.17%A

196、dvertising6.44%Public Relations5.86%Digital Media1.84%Computer Science1.70%Business Administration1.38%Business Development0.65%Economics0.47%Content Production0.44%Computer Interaction0.40%Human Factors0.16%Nonprofit Management0.05%118The State of Content Marketing.2023 Global ReportTop degree sphe

197、res for non-senior content marketing positionsThe State of Content Marketing.2023 Global Report119takeawaysNon-senior positions require:a relevant bachelors degree(43%)excellent written and verbal communication(36%)strong time and project management skills(35%)an average of three years relevant expe

198、rience in marketing/PR/social media(34%).Top marketing skills included:writing(61%)video(40%)analytics(23%)SEO(20%).The State of Content Marketing.2023 Global Report120takeawaysThe top three tech skills were:Excel(in 67%of job postings)Microsoft OfficeAdobe PhotoshopThe top responsibilities were man

199、aging corporate social media accounts:content planning(48%)developing,implementing and managing marketing campaigns(10%)close collaboration with other teams(9%)The top three degrees were:marketingcommunicationsjournalismMax year salaryAverage year salaryMedian year salaryMin year salary$320K$109K$10

200、5K$31KMax year salaryAverage year salaryMedian year salaryMin year salary$250K$62K$62K$20K121The State of Content Marketing.2023 Global ReportSalaries and orking ConditionsWe also looked at the average salaries and working conditions for both senior and non-senior content marketing positions in the

201、U.S.Below you will find the averages,as well as the top and low ends.This should give you guidance if you are building your own team.Senior content marketing positions average salaryNon-senior content marketing positions average salaryIn-houseRemoteHybrid24.5%67.2%8.3%24.3%66.1%9.5%In-houseRemoteHyb

202、rid122The State of Content Marketing.2023 Global ReportType of work for senior content marketing positionsType of work for non-senior positions123The State of Content Marketing.2023 Global ReportLooking at average salaries,there is aconsiderable gulf between senior and non-senior positions.The forme

203、r brings in$109,000 per year,while the latter grosses$62,000.At the highest level,seniors bring in amaximum of$320,000 and non-seniors$250,000.The majority(67%)of senior job listings require the applicant to work in-house.This is closely matched in non-senior roles(66%).Similarly,both hybrid and rem

204、ote work scenarios are offered at similar frequencies to senior and non-senior roles.The State of Content Marketing.2023 Global Report124summaryThe State of Content Marketing.2023 Global Report125Despite ashaky economic outlook in the coming year,things are definitely positive in the world of conten

205、t marketing.Most companies are maintaining or growing their teams.And 97%are finding some degree of success with their content marketing efforts.We believe 2023 is the year to discover your brand voice and tell your own story.Through content marketing,you can come to know and understand your audienc

206、e and its motivations.Andultimatelybuild,grow,and scale your business.Final Words:The State of ontent arketing in 2023The State of Content Marketing.2023 Global Report126 Prioritize audience research:Understanding your audience and their needs is key to succeeding in content marketing.Define and doc

207、ument your content marketing strategy:Guide and keep track of your content marketing as the year progresses.Prioritize content marketing budgets:Be sure to set enough aside to develop and promote your content.Our survey respondents have seen the rewards in the past year.Promote your content creative

208、ly:Video,social,ads,influencersuse the tools that work best for you and get your content in front of as many people as possible.Measure your return on investment:Most companies look at revenue tied to leads generated by their content.To help you move forward,here are the five keys to content marketing success you should come away with from this report:So lets end this report with some wise words from the renowned Peter Drucker:“You cant improve what you dont measure.”