1、TECHNOLOGYINSIGHTS FOR 2023IDG Communications,Inc.2SURVEY TERM DEFINITIONSContent Marketing:A strategic marketing approach focused on creating and distributing valuable,relevant,and consistent content to attract and retain a clearly defined audience and,ultimately,to drive profitable customer action

2、.Success:Achieving your organizations desired/targeted results.Most successful:Respondents who characterized their organizations overall content marketing approach as extremely or very successful(Top 2).See page 6.TABLE OF CONTENTS INTRODUCTION.3 KEY TAKEAWAYS.5 TOP ENTERPRISE PERFORMERS VS.ALL RESP

3、ONDENTS.6 CONTENT CREATION&DISTRIBUTION.7 CONTENT MANAGEMENT&OPERATIONS.19 METRICS&GOALS.23 BUDGETS&SPENDING.28 CHALLENGES.32 LOOKING FORWARD.34 ACTION STEPS BY ROBERT ROSE.36 METHODOLOGY.38 ABOUT.393INTRODUCTIONWelcome to the Technology Content Marketing Benchmarks,Budgets,and Trends:Insights for 2

4、023 report.This report looks back on 2022 and includes expectations for 2023.The research,conducted in July 2022,suggested that content marketing had become more prominent in organizations following the pandemic:76%of technology marketers told us that content marketing had become more important to t

5、heir organization over the last year.Even so,many technology marketers lamented that content marketing needed to become more strategic in their company.Without a strategy,too many content marketers are creating content for the sake of creating content in many cases this could mean responding to ad h

6、oc requests.In addition,many technology marketers told us they wanted better technologies to help with content creation,distribution,measurement,and management.As in the previous year,nearly one in three technology marketers said their organization was extremely or very successful with content marke

7、ting.These marketers,our“top performers,”have certain characteristics that set them apart from their peers(see page 6).To be successful,they prioritize the audiences informational needs over their organizations,differentiate their content from the competitions,and craft content based on specific sta

8、ges of the buyers journey.Importance of TechnologyContent Marketing in the Last Year76%4%20%More important Less important About the sameContent Marketing Institute/MarketingProfsBase:Technology content marketers.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 202

9、2Percentage of Technology MarketersWith a Content Marketing Strategy42%30%23%5%Yes,and it is documented Yes,but it is not documented No,but plan to within 12 months No,with no plansContent Marketing Institute/MarketingProfsBase:Technology content marketers.13th Annual Content Marketing Survey:Conten

10、t Marketing Institute/MarketingProfs,July 20224INTRODUCTIONHow Technology Marketers RateTheir Organizations Overall Level ofContent Marketing Success in Last 12 Months4%26%57%11%2%Extremely successful Very successful Moderately successful Minimally successful Not at all successfulContent Marketing I

11、nstitute/MarketingProfsBase:Technology content marketers.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 2022In a new area of the annual survey,we asked tech marketers if content marketing provides a rewarding and purposeful career path.Eighty-five percent said y

12、es.However,CMIs Content Marketing Career&Salary 2023 Outlook found that the lack of a clear career path in the organizations content marketers work for is a problem.Many content marketers indicated that they were willing to switch companies for better opportunities.Of course,there are tech marketers

13、 who have had the decision made for them because of layoffs.The magnitude of the layoffs varies depending on the source.In a brief follow-up survey in February 2023,CMI found that,among 155 tech marketers who responded:12%had been laid off 49%had not been laid off,but their companies had laid off ot

14、hers 39%reported there were no layoffs at their companiesHow will layoffs and current economic factors impact content marketing for the remainder of 2023?That remains to be seen.But in the meantime,companies that prioritize content marketing and back it with strategies,processes,and resources will s

15、ee the greatest returns on investment.Does Content Marketing Provide You Witha Meaningful/Purposeful Career Path?85%15%Yes NoContent Marketing Institute/MarketingProfsBase:Technology content marketers.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 20225Technolog

16、y marketers focus on quality and telling unique stories to differentiate their content.Those who are excelling with content differentiation attributed it to better-quality content and to covering unique topics and stories.See page 9.In-person events are back.In-person events came back up the list of

17、 content types used in the last 12 months,with 62%reporting they used in-person events to get in front of their audiences versus only 17%(understandably)the previous year.Furthermore,57%expected their organizations investment in in-person events to increase in 2023 compared with their 2022 budget.Se

18、e pages 10 and 31.Investment in video will continue to increase.Eighty-seven percent of technology marketers reported that they used videos in the last 12 months.In addition,84%said their organization will invest/continue to invest in video in 2023,making it the top area of content marketing investm

19、ent.Video was also the top area of investment the previous year.See pages 10 and 35.More technology marketers plan to invest in social media/community building.Fifty-four percent of respondents said their organization would invest in social media/community building in 2023,up from 37%the previous ye

20、ar.See page 35.The use of paid content distribution channels has decreased.The percentage of technology marketers using one or more paid distribution channels decreased to 82%,compared with 93%the previous year.Of those who said they used paid media,88%used paid social media advertising.See page 16.

21、Content technologies are an issue.In a new section of the survey,we asked technology marketers whether their organization has the right technology in place to manage content across the organization.Among those who said no,32%of all respondents said they have the technology but arent using it to pote

22、ntial and 29%said they have not acquired the right technology.See page 21.Technology marketers struggle with creating contentthat appeals to different stages of the buyers journeyand aligning content efforts across sales and marketing.Technology marketers cited these as their top two content marketi

23、ng challenges.Other issues included developing consistency with measurement and communicating internally.See page 33.KEY TAKEAWAYS6Top Technology RespondentsAll Technology RespondentsHas a documented content marketing strategy61%42%Uses content creation/calendaring/collaboration/workflow tools83%72%

24、Has the right technology in place to manage content across the entire organization44%28%Measures content performance93%82%Strongly/somewhat agrees:Diversity and inclusion play an integral role in the organizations content decision-making and creative processes65%51%Organization provides customers wi

25、th a consistent experience across their journey80%62%Organization measures content performance accurately73%47%Always/frequentlyCrafts content based on specific stages of the buyers journey74%58%Prioritizes the audiences informational needs over the organizations87%67%Differentiates their content fr

26、om the competitions78%60%Uses content marketing successfully to:Build/grow credibility/trust92%78%Build/grow loyalty with existing clients/customers78%63%Generate sales/revenue74%48%Build/grow a subscribed audience59%43%How Technology Content Marketing Top Performers*Describe Their Organizations At

27、a GlanceThis chart shows key areas where we observed a gap of at least 10 percentage points between all technology marketersand the top performers among them.TOP PERFORMERSContent Marketing Institute/MarketingProfsChart term definitions:A top performer(aka“most successful”)is a respondent who charac

28、terized their organizations overall content marketing approach as extremely or very successful.Base:Technology content marketers.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 20227CONTENTCREATION&DISTRIBUTION8CONTENT CREATION&DISTRIBUTIONTechnology organization

29、s have to work harder to measure content performance accurately and to provide customers with consistent experiences.Thirty-one percent of respondents indicated that they dont measure content performance accurately.In addition,29%said they dont provide customers with a consistent experience across t

30、heir engagement journey.StronglyAgreeSomewhatAgreeNeither Agree Nor DisagreeSomewhat DisagreeStrongly DisagreeOur organization values creativity and craft in content creation and production.44%39%5%10%2%Our organization provides customers with a consistent experience across their engagement journey.

31、11%51%9%23%6%Diversity and inclusion play an integral role in our organizations content decision-making and creative processes.26%25%29%14%6%Our organization measures content performance accurately.9%38%20%25%6%Content Marketing Institute/MarketingProfsBase:Technology content marketers who answered

32、each statement.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 2022Technology Marketers Opinions About Content Marketing in Their Organizations9Technology marketers who want to differentiate their content should focus on qualityand unique stories.Actively promoti

33、ng content is another important key.How Often Do You Differentiate YourContent From the Competitions?19%41%30%8%2%Always Frequently Sometimes Rarely NeverHow Technology Marketers DifferentiateTheir Content from the Competitions86%74%54%34%32%30%020406080100Produce better-quality contentCover topics/

34、stories that our competitors arent coveringActively promote the content we publish(i.e.,beyond publishing/distributing it)Use formats theyre not usingDo a better job of distributing our contentProduce more contentContent Marketing Institute/MarketingProfsBase:Technology content marketers who always/

35、frequently differentiate their content from the competition.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 2022CONTENT CREATION&DISTRIBUTION10CONTENT CREATION&DISTRIBUTIONTechnology marketers reported using a good mix of content types to interact with audiences.

36、Sixty-two percent reported using in-person events,compared with 17%the previous year.The use of videos increased to 87%from 73%the previous year.The use of other content types remained steady.Content Assets Technology Marketers Created/Used in Last 12 Months94%89%87%83%81%78%68%62%42%40%18%15%6%0204

37、06080100Short articles/posts(fewer than 1,500 words)Case studiesVideos(of any length/format)E-books/white papersVirtual events/webinars/online coursesLong articles/posts(more than 1,500 words)Infographics/charts/data viz/3D modelsIn-person eventsResearch reportsPodcasts and other audio contentLivest

38、reaming contentPrint magazines or booksOtherContent Marketing Institute/MarketingProfsBase:Technology content marketers.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 202211Research reports and virtual events are producing

39、 results.As they did the previous year,technology marketers said research reports and virtual events/webinars/online courses produced the best results for their content marketing in the last 12 months.Content Assets That Produced the Best Resultsfor Technology Marketers in Last 12 Months(Top 4)60%56

40、%50%45%0102030405060Research reportsVirtual events/webinars/online coursesIn-person eventsE-books/white papersContent Marketing Institute/MarketingProfsNote:Respondents were shown a display list of the content types they used in the last 12 months and asked,“Which content assets produced the best re

41、sults for your content marketing in the last 12 months?(Select all that apply.)”Base:Technology content marketers who use each content asset listed.Multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 2022CONTENT CREATION&DISTRIBUTION12Own

42、ed-Media Platforms Technology Marketers Usedto Distribute Content in Last 12 Months97%91%82%73%70%43%28%14%9%020406080100Their organizations websiteBlogEmail(other than newsletter)Email newsletterIn-person or digital eventsMicrosite(e.g.,resource center)Their organizations branded online communitySe

43、parate content brandMobile appTechnology marketers mostly used their own websites,blogs,and email to distribute content.In-person and digital events also topped the list.Content Marketing Institute/MarketingProfsBase:Technology content marketers.Aided list;multiple responses permitted.13th Annual Co

44、ntent Marketing Survey:Content Marketing Institute/MarketingProfs,July 2022CONTENT CREATION&DISTRIBUTION13Nearly all technology marketers surveyed used organic social media to distribute content in the last 12 months.Speaking/presenting at events and media/public relations also topped the list.Organ

45、ic(Nonpaid)Platforms Technology Marketers Usedto Distribute Content in Last 12 Months98%77%70%63%46%22%14%3%020406080100Social media platformsSpeaking/presenting at eventsMedia/public relationsGuest posts/articles in third-party publicationsGuest spots on podcasts,live video,etc.Influencer partnersh

46、ipsListening platformsSMS/text messagesContent Marketing Institute/MarketingProfsBase:Technology content marketers who used organic social media platforms in the last 12 months.Aided list;multiple responses permitted.CONTENT CREATION&DISTRIBUTION14LinkedIn and Twitter were the top organic social med

47、ia platforms technology marketers used.The use of organic social media platforms remained steady when compared with the previous year.Organic(Nonpaid)Social Media Platforms TechnologyContent Marketers Used in Last 12 Months99%81%75%73%49%9%6%5%7%020406080100LinkedInTwitterFacebookYouTubeInstagramMed

48、iumPinterestTikTok OtherContent Marketing Institute/MarketingProfsBase:Technology content marketers who used organic social media platforms in the last 12 months.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022CONTENT

49、CREATION&DISTRIBUTION15Technology marketers rated LinkedIn and YouTube as the most effective organic social media platforms they use.Instagram and Facebook came in lowest,with 47%rating them as not very or not at all effective.ExtremelyEffectiveVeryEffectiveSomewhatEffectiveNot VeryEffectiveNot At A

50、llEffectiveLinkedIn21%42%33%4%0%YouTube8%34%40%17%2%Twitter2%17%45%31%6%Instagram3%9%42%38%9%Facebook2%10%41%38%9%Content Marketing Institute/MarketingProfsBase:Technology content marketers who used the platforms listed in the last 12 months.13th Annual Content Marketing Survey:Content Marketing Ins

51、titute/Marketing Profs,July 2022CONTENT CREATION&DISTRIBUTIONHow Effective Are These Organic Social Media Platforms in Helping YourTechnology Organization Reach Its Content Marketing Goals?16Eighty-two percent of technology marketers said their organization used one or more paid content distribution

52、 channels in the last 12 months,down from 93%the previous year.Among those who used paid channels,the percentage of those using social media advertising/promoted posts increased to 88%from 76%the previous year.SEM/pay-per-click increased to 84%from 77%the previous year.Sponsorships increased to 77%f

53、rom 61%the previous year.Does Your Technology Organization Use Oneor More Paid Content Distribution Channelsfor Content Marketing?18%82%Yes NoPaid Content Distribution Channels Technology MarketersUsed in Last 12 Months88%84%77%52%42%4%020406080100Social media advertising/promoted postsSearch engine

54、 marketing(SEM)/pay-per-clickSponsorships(e.g.,events,booths,workshops)Native advertising/sponsored content(not including social media platforms)Partner emails promoting our contentOtherContent Marketing Institute/MarketingProfsBase:Technology content marketers whose organizations used paid channels

55、 to distribute content in the last 12 months.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022CONTENT CREATION&DISTRIBUTION17Ninety-two percent of technology marketers who used social media advertising in the last year

56、said they used LinkedIn advertising.The use of the paid platforms remained steady,except for:Facebook decreased to 41%from 58%the previous year.Twitter decreased to 20%from 32%the previous year.Paid Social Media Platforms Technology Content MarketersUsed in Last 12 Months92%41%22%20%15%020406080100L

57、inkedInFacebookYouTubeTwitterInstagramContent Marketing Institute/MarketingProfsBase:Technology content marketers who paid to promote content on social media platforms in the last 12 months.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022CONTENT CREATION&DIS

58、TRIBUTION18Technology marketers who used paid social are getting the best results with LinkedIn advertising.Facebook and Instagram had the lowest effectiveness ratings.ExtremelyEffectiveVeryEffectiveSomewhatEffectiveNot VeryEffectiveNot At AllEffectiveLinkedIn12%35%41%10%2%YouTube11%30%46%11%2%Twitt

59、er7%27%51%15%0%Facebook6%22%46%19%7%Instagram3%24%45%21%7%Content Marketing Institute/MarketingProfsBase:Technology content marketers who paid to promote content on the platforms listed in the last 12 months.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022Ho

60、w Effective Are These Paid Social Media Platforms in Helping YourTechnology Organization Reach Its Content Marketing Goals?CONTENT CREATION&DISTRIBUTION19CONTENTMANAGEMENT&OPERATIONS20CONTENT MANAGEMENT&OPERATIONSNinety-two percent of technology marketers said their organization uses analytics tools

61、 to manage content.Social media publishing/analytics tools came in second,at 74%.Technologies Technology Organizations Use to Manage Content92%74%72%71%59%54%45%28%19%14%020406080100Analytics tools(e.g.,web analytics,dashboards)Social media publishing/analyticsContent creation/calendaring/collaborat

62、ion/workflow toolsEmail marketing softwareCustomer relationship management(CRM)systemContent management system(CMS)Marketing automation system(MAS)Sales enablement platformDigital asset management(DAM)systemContent distribution platformContent Marketing Institute/MarketingProfsBase:Technology conten

63、t marketers.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 202221Twenty-nine percent of technology marketers said their organization hasnt acquired the right content management technology.Another 32%said they have the tech

64、nology but arent using it to potential.Content Marketing Institute/MarketingProfsQ:Do you feel that your organization has the right technology in place to manage content across your entire organization?Base:Technology content marketers.Aided list;multiple responses permitted.13th Annual Content Mark

65、eting Survey:Content Marketing Institute/MarketingProfs,July 2022The Right Technology in Place to ManageContent Across the Technology Organization?11%32%28%29%Yes No we have the technology,but arent using it to potential No we havent acquired the right technology UnsureCONTENT MANAGEMENT&OPERATIONS2

66、2Forty percent of technology marketers said their organization translates content into different languages using a variety of methods.Nearly three out of four who translate content also localize it,mostly using in-house teams.In Addition to Translation,Does YourOrganization Also Localize Content?(Lo

67、calization is defined as the process of adapting content tomeet the needs of local culture or target market.)73%27%Yes NoTechnology Organizations Approach to Translation51%37%36%16%4%3%0102030405060In-house team(or regional offices)Enterprise translation service(outsourced human+technology solutions

68、)Ad hoc freelance translators(as needed)Automated translation(technology solutions)OtherUnsureTechnology Organizations Approach to Localization86%25%21%1%2%02040608090In-house team(or regional offices)Ad hoc localization freelancers(as needed)Enterprise translation/localization serviceOtherUnsureCon

69、tent Marketing Institute/MarketingProfsBase:Technology content marketers whose organizations translate content into different languages.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 2022Content Marketing Institute/Marketi

70、ngProfsBase:Technology content marketers whose organizations translate content into different languages.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 2022Does Your Organization TranslateContent Into Different Languages?(T

71、ranslation is defined as the process of changingcontent into another language.)60%40%Yes NoCONTENT MANAGEMENT&OPERATIONS23METRICS&GOALS24METRICS&GOALSEighty-two percent of technology marketers measure content performance.Website traffic(92%)is the metric technology marketers said they look at most o

72、ften.Does Your Technology OrganizationMeasure Content Performance?18%82%Yes NoContent Marketing Institute/MarketingProfsBase:Technology content marketers.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022Metrics Technology Marketers Have Used toTrack Content P

73、erformance in Last 12 Months92%88%88%88%73%72%72%65%54%49%020406080100Website trafficConversionsEmail engagementWebsite engagementSocial media analyticsQuantity of leadsSearch rankingsQuality of leadsEmail subscriber numbersCost to acquire a lead,subscriber,and/or customerContent Marketing Institute

74、/MarketingProfsBase:Technology content marketers who measure content performance.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 202225Technology marketers rely most on conversions when evaluating content performance.Quali

75、ty of leads,website engagement,website traffic,and email engagement rounded out the top five metrics.Metrics Technology Marketers Rely on MostWhen Evaluating Content Performance74%61%55%51%45%39%38%25%24%16%020406080ConversionsQuality of leadsWebsite engagementWebsite trafficEmail engagementQuantity

76、 of leadsSearch rankingsCost to acquire a lead,subscriber,and/or customerSocial media analyticsEmail subscriber numbersContent Marketing Institute/MarketingProfsBase:Technology content marketers who measure the content performance metrics listed.Aided list;multiple responses permitted.13th Annual Co

77、ntent Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022METRICS&GOALS26Sixty-one percent of technology marketers said it was difficult to integrate/correlate data across multiple platforms.Other top challenges included tying performance data back to goals,extracting insights from

78、 data,and lack of organizational goal setting/KPIs to measure against.Challenges Technology Marketers Face With Measuring Content Performance61%53%52%48%19%17%7%6%010203040506070Difficulty integrating/correlating data across multiple platformsDifficulty tying performance data back to our goalsDiffic

79、ulty extracting insights from dataLack of organizational goal setting/KPIs to measure againstLack of trainingLack of communicationOtherWe do not face challenges measuring content performanceContent Marketing Institute/MarketingProfsBase:Technology content marketers who measure content performance.Ai

80、ded list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022METRICS&GOALS27Eighty-five percent of technology marketers said they were using content marketing successfully to create brand awareness.More than three-quarters of survey

81、respondents also reported that theyve successfully used content marketing to educate audiences(81%),generate demand/leads(80%),and build/grow credibility/trust(78%).Content Marketing Institute/MarketingProfsBase:Technology content marketers.Aided list;multiple responses permitted.13th Annual Content

82、 Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022METRICS&GOALSGoals Technology Marketers Have Achieved by UsingContent Marketing Successfully in Last 12 Months85%81%80%78%67%64%63%56%48%43%020406080100Create brand awarenessEducate audience(s)Generate demand/leadsBuild/grow cred

83、ibility/trustNurture subscribers/audiences/leadsDrive attendance to one or more in-person or virtual eventsBuild/grow loyalty with existing clients/customersSupport the launch of a new productGenerate sales/revenueBuild/grow a subscribed audience28BUDGETS&SPENDING29The percentage of technology marke

84、ters spending 25%to 49%of their total marketing budget on content marketing increased to 31%from 23%the previous year.The percentage of those spending 50%or more remained steady.Do You Have Knowledge of YourTechnology Organizations Budget/BudgetingProcess for Content Marketing?43%57%Yes NoPercentage

85、 of Total Marketing Budget Spenton Technology Content Marketing1%2%9%31%25%22%9%1%010203040100%75%-99%50%-74%25%-49%10%-24%5%-9%1%-4%0%Content Marketing Institute/MarketingProfsBase:Technology content marketers who know their organizations budget/budgeting process for content marketing.Aided list.13

86、th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022BUDGETS&SPENDING30Fifty-one percent of technology respondents thought their content marketing budget wouldincrease in 2023.Thirty-eight percent thought their budget would stay the same.Content Marketing Institute

87、/MarketingProfsBase:Technology content marketers who know their organizations budget/budgeting process for content marketing.Aided list.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022How Technology Content Marketing BudgetWill Change in 2023 Compared with 2

88、02218%4%6%33%38%2%Increase more than 9%Increase 1%-9%Stay the same Decrease 1%-9%Decrease more than 9%UnsureBUDGETS&SPENDING31Fifty-seven percent of technology marketers expected their organizations investment in in-person events to increase in 2023.Nearly half expected their investment in digital/v

89、irtual events to stay the same in 2023.IncreaseStay the sameDecreaseWill be a new area of investmentDo not/will not useDigital/virtual events26%47%21%2%4%In-person events57%34%5%1%3%Hybrid events27%34%10%5%24%How Technology Organizations InvestmentWill Change in 2023 Compared With 2022Content Market

90、ing Institute/MarketingProfsBase:Technology content marketers who know their organizations budget/budgeting process for content marketing.Aided list.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2021BUDGETS&SPENDING32CHALLENGES33Sixty-seven percent of technolo

91、gy marketers said they were challenged with creating content that appeals to different stages of the buyers journey.Aligning content efforts across sales and marketing and developing consistency with measurement were also top challenges.Technology Organizations Current Content Marketing Challenges67

92、%50%53%54%42%39%35%24%23%7%2%020406070Creating content that appeals to different stages of the buyers journeyAligning content efforts across sales and marketingDeveloping consistency with measurementCommunicating internally among teams/silosAccessing subject matter experts to create contentAchieving

93、 consistency with messagingDifferentiating our products/services from the competitionsTechnology integrationContinuing to make a business case for content marketingOtherNoneContent Marketing Institute/MarketingProfsBase:Technology content marketers.Aided list;multiple responses permitted.13th Annual

94、 Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022CHALLENGES34LOOKINGFORWARD35Eighty-four percent of technology marketers expected their organizations to invest in video in 2023,compared with 72%the previous year.Events(74%),owned-media assets(73%),and paid media(72%)wer

95、e also expected to be top areas of investment.Those expecting investment in social media/community building increased to 54%from 37%the previous year.LOOKING FORWARDContent Marketing Institute/MarketingProfsBase:Technology content marketers.Aided list;up to seven responses permitted.13th Annual Cont

96、ent Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022Areas of Technology Content Marketing Investment in 202384%74%73%72%54%54%40%27%24%18%020406080100VideoEvents(digital,in-person,hybrid)Owned-media assetsPaid mediaEarned mediaSocial media/community buildingGetting to know audi

97、ences better User experience(UX)designAudio contentContent technologies36ACTION STEPSWhat I find fascinating in this years research is that,yes,its time to feed the giant but we should be careful not to get distracted by the food,and instead focus on our ability to cook.Too often,content marketers g

98、et wrapped up in content creation,rather than their ability to lead the efforts to create.One of my go-to books of the last decade is Rita Gunther McGraths,The End of Competitive Advantage.In that book,she illustrates that all competitive advantage is transient perhaps now more than ever.This fact,s

99、he contends,is understood.But then she asks,“Why hasnt basic strategy practice changed?”As she says:“Most executives,even when they realize that competitive advantages are going to be ephemeral,are still using strategy frameworks and tools designed for achieving a sustainable competitive advantage,n

100、ot for quickly exploiting and moving in and out of advantages.”That last part has the deepest implications for the evolving practice of strategic content marketing in a business.After working with hundreds of enterprise brands over the last 10 years,Ive concluded:Most businesses think about how they

101、 can change content to fit marketings purpose instead of how they might change marketing to fit contents purpose.Content will never be a sustainable competitive advantage or differentiator all content is easily replicable and,at best,only transient in differentiated value.Instead,consider looking at

102、 content operations as the catalyst that can change everything for the content marketing challenges you face.Recognize that you and the activities you perform are the competitive advantage.Your future success hinges on the ability as a team(of 1 or 100)to be dynamic and fluid moving in and out of“ar

103、enas”(as McGrath calls them)of content and creating temporary advantages.Heres the real takeaway:Ask everyone in your business including your CEO if they believe compelling,engaging,useful,and dynamic content-driven experiences will move the business forward.PLAN A PROCESS,NOT A PROJECTROBERT ROSECh

104、ief Strategy AdvisorCMI37If the answer is yes,then the strategic value is in your ability to evolve and coordinate all the activities to repeatedly create those valuable experiences.It is not the content itself or where you distribute it.The content teams job is not to be good at content;their job i

105、s to enable the business to be good at content.Realizing this strategic value presents a to-do list:Businesses must increasingly stop organizing and scaling new marketing teams based on platforms,technologies,or inside-looking-out views of the customer journey.The successful business becomes skilled

106、 and integrated at operating and managing all manners of content-driven experiences.The format and placement of those experiences on multiple channels will always be temporal.Businesses must stop looking at content from a container-first perspective solely designed to support marketing tactics or in

107、itiatives.Instead,businesses must identify content operations as a function,supporting the fluid use of content to fuel better customer experiences.Businesses will win with content marketing when they can constantly reconfigure their activities and manage portfolios of content-driven experiences.Whe

108、n one experience is no longer advantageous to the business,they do not say,“Thats the way weve always done it.”Instead,they healthily disengage and dismantle these experiences.Content strategy=different activities that fit togetherOne of the first signs of trouble in any content marketing approach i

109、s if the first question is,“How do we get more efficient at content?”Getting to efficiency assumes there is a working,standard operation that is providing value.The goal is to change that process to remove the friction.But when theres no repeatable standard operation,focusing on efficiency means try

110、ing to produce the same or more content with the same resources.That rarely works out to be better for the business.The more difficult task is to determine the different activities the business will undertake to create or augment the existing processes,or which activities the business will undertake

111、 differently.Your businesss content capabilities reflect its ability to communicate.And your ability to evolve the activities that impact communication is the only thing that creates any competitive advantage.The content you create will provide you with no sustainable competitive advantage.But a str

112、ategic content operation just might.ACTION STEPS38METHODOLOGY&DEMOGRAPHICSThe Technology Content Marketing Benchmarks,Budgets,and Trends:Insights for 2023 report was produced by Content Marketing Institute(CMI)and sponsored by Foundry.The online survey,from which the results of this report were gene

113、rated,was emailed to a sample of marketers using lists from CMI and MarketingProfs.A total of 1,104 recipients from around the globe representing a range of industries,functional areas,and company sizes replied to the survey during July 2022.This report presents the findings from the 278 respondents

114、 who indicated:Their organization is a technology company,with the majority based in North America.They are a content marketer,involved with the content marketing function,and/or someone to whom content marketing reports.Find all CMI research at of Technology Company(by employees)Technology Role Pre

115、sident/C-level,VP/GM Director Manager Strategist Writer/editor Other27%28%45%38%35%10%8%7%2%10 to 99 100 to 999 1,000+Nature of Technology Organization86%2%12%B2B B2B+B2C Other39Thanks to the survey participants,who made this research possible,and to everyone who helps disseminate these findings thr

116、oughout the content marketing industry.About Content Marketing InstituteContent Marketing Institute(CMI)exists to do one thing:advance the practice of content marketing through online education and in-person and digital events.We create and curate content experiences that teach marketers and creator

117、s from enterprise brands,small businesses,and agencies how to attract and retain customers through compelling,multichannel storytelling.Global brands turn to CMI for strategic consultation,training,and research.Organizations from around the world send teams to Content Marketing World,the largest con

118、tent marketing-focused event,ContentTECH Summit,and CMI virtual events.Our community of 215,000+content marketers shares camaraderie and conversation.CMI is organized by Informa Connect.To learn more,visit .About Informa ConnectInforma Connect is a specialist in content-driven events and digital com

119、munities that allow professionals to meet,connect,learn,and share knowledge.We operate major branded events in Marketing,Global Finance,Life Sciences and Pharma,Construction and Real Estate,and in a number of other specialist markets and connect communities online year-round.About Foundry,an IDG Inc

120、.CompanyFoundry helps companies bring their visions to reality through a combination of media,marketing technologies,and proprietary data on a global scale.Our intent data and martech platforms are powered by data from an owned and operated ecosystem of global editorial brands,awards,and events,all

121、engineered and integrated to drive marketing campaigns for technology companies.Foundry is dedicated to generating and innovating with data,driving demand for technology marketers with 38 offices in markets around the globe.Foundry is a wholly owned subsidiary of International Data Group,Inc.(IDG),the worlds leading tech media,data,research and marketing services company.To learn more about Foundry,visit .ABOUT