The 12 months’s finish tends to immediate reflection on the earlier 12 months and plans for the 12 months forward. Chances are you’ll spend time assessing what labored in your content material program, what didn’t, and what you are able to do otherwise subsequent 12 months.
For those who’re a content material govt or chief, these reflections may affect the place you direct these valuable content material advertising budgets and sources in 2023.
For particular person contributors and managers, these reflections may affect how you are feeling about your present position and future profession strikes.
As you’re taking this time to mirror and plan, use CMI’s latest analysis findings so as to add context to your evaluation and reinforce any choices you make.
What to learn about your content material advertising profession – and your group’s
Our (first) Content material Advertising Profession & Wage 2023 Outlook (registration required) discovered:
As we wrote within the report, many content material entrepreneurs are “poised and able to leap when the best alternative comes alongside – that means the Nice Resignation could also be removed from over.”
- 54% of content material entrepreneurs really feel they need to be paid extra.
- The median wage for U.S.-based content material entrepreneurs who work for an employer (i.e., are usually not self-employed) is $82,738.
- Girls in content material advertising make roughly 80 cents on the greenback in comparison with males – the U.S. median content material advertising wage for girls is $79,891 and for males is $99,265.
- 31% of ladies in content material advertising maintain director-level and above positions, in comparison with 48% of males.
- Simply 23% of content material entrepreneurs report that they’ve a transparent path for development inside their present firm.
- 57% of content material entrepreneurs are both planning to seek out one other job in 2023 or are not sure about their subsequent steps.
- 24% of content material entrepreneurs say they’re extraordinarily or very pressured at work; ladies report increased stress ranges (32% increased than males) and decrease ranges of job satisfaction (11% decrease than males).
Simply 23% in #ContentMarketing say they’ve a path for development of their present firm, says @LisaBeets through @CMIContent. Can we alter this in 2023? Click on To Tweet
What to do to your profession
For those who suspect you’re underpaid, begin by researching what others in your place make, as Ann Gynn advises within the article Content material Entrepreneurs: Right here’s How To Ask for (and Get) the Wage You Need.
Along with CMI’s wage analysis, Ann mentions this wage device from Artistic Circle that reveals common pay by job title and placement. One other analysis choice: Verify the wage bands listed for open content material advertising jobs.
After getting a greater sense of how your pay stacks up, begin making ready a case for a increase primarily based in your latest accomplishments. Ann suggests you think about how your position has modified, the enterprise affect of your work, and any optimistic suggestions you’ve gotten from others at work. Then, resolve what you’ll ask for (and options you may recommend if a wage enhance isn’t attainable).
What to do to your group
First, in case your group lacks a profession ladder for content material roles, collaborate together with your HR companions to develop one. For a head begin on the method, use the framework Robert Rose shared on this article: Don’t Let Content material Advertising Be a Useless-Finish Profession.
Then, prepare for requests for raises. Inflation and the rising significance of content material advertising in organizations (extra on that within the subsequent part) make these requests virtually inevitable.
Advocating to your group could allow you to maintain them round. Current SHRM (Society for Human Assets Administration) analysis discovered that insufficient compensation is the primary consider worker turnover.
The identical analysis discovered the typical compensation enhance in 2023 to be 4.6%, nicely under the inflation charge. Take into consideration what else you are able to do to acknowledge and reward staff (think about choices like further days off, participation in high-profile initiatives, or a change in title).
Lastly, spend a while making ready to reply questions on pay fairness. With extra states adopting wage transparency legal guidelines, staff could discuss extra overtly with one another about their pay.
A latest Harvard Enterprise Overview article shares methods you possibly can put together to debate pay fairness questions, even if you happen to don’t have full management over your group’s salaries. The article suggests researching:
- What components your organization considers to find out salaries
- How the corporate critiques salaries to find out in the event that they’re aggressive (and what’s attainable in the event that they’re not)
- The place your staff’ pay sits throughout the wage bands (and why)
For those who’re hiring subsequent 12 months, don’t take a one-size-fits-all strategy. Tailor your affords to what issues most to the candidate. When contemplating new content material advertising alternatives, CMI’s examine discovered that Child Growth and Gen X staff are most fascinated by discovering a cultural match. In distinction, Millennials prioritize increased compensation and versatile work.
Prepare to debate pay fairness in your #ContentMarketing group in 2023, says @LisaBeets through @CMIContent. Click on To Tweet
What to know when planning your 2023 B2B content material
This 12 months’s annual B2B analysis uncovered some areas the place content material entrepreneurs might have further assist from their organizations. Think about these findings:
- 71% of B2B entrepreneurs say content material advertising has grow to be extra essential to their group within the final 12 months.
- 40% of B2B entrepreneurs have a documented content material advertising technique; one other 33% have a method, but it surely’s not documented, and one other 27% haven’t any technique in any respect.
- Simply 29% of B2B entrepreneurs say their group is extraordinarily or very profitable with content material advertising.
- 64% of those that say their group could be very or extraordinarily profitable with content material advertising have a documented content material advertising technique.
- 47% of B2B entrepreneurs suppose their group will rent or contract content material producers in 2023.
- 46% of B2B entrepreneurs say one group (or particular person) handles all sorts of content material of their group (together with promoting, thought management, brochures, search engine optimisation content material, and many others.).
- 49% of B2B entrepreneurs used in-person occasions within the final 12 months; in-person occasions are additionally the content material sort that produced the perfect content material advertising leads to the earlier 12 months; digital occasions got here in an in depth second, adopted by analysis reviews.
- 57% of B2B entrepreneurs count on funding in social media/group constructing throughout 2023, up from 37% the earlier 12 months.
- 89% of B2B content material entrepreneurs use quick articles/posts, making them the highest sort of content material used; video is available in second, with 75% utilizing video, up from 66% the earlier 12 months.
- 78% of B2B entrepreneurs count on funding in video throughout 2023, up from 69% the earlier 12 months.
Do you’ve got sufficient #Content material sources for 2023? For 46% of B2B entrepreneurs, one group handles all content material (advertisements, thought management, gross sales content material, and many others.), says @LisaBeets through @CMIContent. Click on To Tweet
What to do
Has content material advertising grow to be extra important to your group (because it has for therefore many)? Have you ever gotten price range will increase to assist it? If not, discuss together with your division head in regards to the affect content material advertising has had, together with any latest or deliberate modifications to scope.
This text on How To Clarify Content material Advertising ROI to Win (or Preserve) Purchase-In affords ideas on methods to speak about content material advertising’s affect in phrases executives perceive. (You’ll have precise numbers to substitute for the estimates the article suggests.)
You additionally may need to evaluation your current reporting to be sure you’re displaying leads to methods enterprise leaders discover significant. Bear in mind, it’s not solely in regards to the numbers – it is advisable inform the story behind the numbers. You’ll discover ideas for the way to try this right here: Cease Making These Reporting Errors (If You Need To Preserve Your Content material Price range)
Explaining content material advertising’s worth to the enterprise ought to allow you to get the sources it is advisable plan, create, distribute, and measure content material (together with further in-house or outsourced employees).
If these numbers persuade you to do just one factor, let it’s to doc (or replace) your content material advertising technique. Yearly, our analysis reveals that content material entrepreneurs who really feel their applications are profitable doc their technique – and those that don’t really feel profitable don’t have a documented technique. A written, shareable content material advertising technique will allow you to make a case for the sources it is advisable assist every thing you need to do in 2023 – and can maintain your group on monitor as you execute.
Do this accessible course of to get the technique to create yours: How To Write a 1-Web page Content material Advertising Technique.
What to know to plan your 2023 video technique
Video’s significance in advertising continues to expertise progress throughout all segments (B2B, B2C, nonprofit, and many others.), as our video analysis reveals. Among the many newest findings:
- 73% of entrepreneurs say movies have grow to be extra essential to their enterprise within the final 12 months.
- 69% of entrepreneurs say they principally produce movies in-house.
- 52% of entrepreneurs say movies starting from one to 3 minutes lengthy have been most profitable for his or her content material advertising.
- 31% of entrepreneurs say their key viewers appears to choose video over different content material sorts.
- Simply 12% of entrepreneurs say their group makes use of movies to their full potential.
- 85% of entrepreneurs say they get common or below-average outcomes with their movies.
- 59% of entrepreneurs say the highest factor they would wish to get higher outcomes with video is a video technique.
- 64% of entrepreneurs count on their video price range to extend in 2023 in contrast with 2022.
- 74% of entrepreneurs suppose their group wants to speculate extra in video.
What to do
Now’s the time to combine video into your technique for 2023.
As Andy Crestodina stated in my article in regards to the analysis findings, “Video is a ‘show-me’ medium. With out a technique documenting how you’ll present as a substitute of inform, a clearly outlined consequence, and the sources you require, a lot of your time spent on video received’t bear fruit.”
Assess your video funding throughout 2022. Was it sufficient? If not, will you get extra price range in 2023? If not, how will you profit from the obtainable sources?
Think about your group’s objectives for 2023. If it needs to:
- Enhance thought management: Think about allocating extra price range towards informational movies with executives
- Enhance model consciousness: Think about quick, personalized movies for every social platform on which you need to be lively
- Transfer extra prospects by the customer’s journey: Think about a collection of movies centered on storytelling about your group, its prospects, and the options provided.
Sure, that feels like plenty of movies to supply. However keep in mind, you don’t have to begin each from scratch – and you may flip your movies into different content material codecs. The article How To Repurpose Video Content material for Larger and Higher Outcomes affords many ideas for filling out your content material menu by planning to reuse and repurpose current and new movies.
For extra video technique inspiration, learn the tales and classes from the video advertising initiatives honored within the 2022 Content material Advertising Awards: 4 Methods To Win With Video – the ‘It’ Content material Format for 2023 [Research and Examples]
Make 2023 a strategic success
Statistics alone not often persuade anybody of something. However they will reinforce the tales you inform.
Use these statistics and associated sources to make a case for the sources you want, doc a profitable content material technique, and resolve how large a task video will play in your 2023 plans.
Bookmark this web page for straightforward entry to all CMI analysis research. And subscribe to day by day or weekly alerts to get notified of each new examine.
Cowl picture by Joseph Kalinowski/Content material Advertising Institute
