Right here’s the new tackle the tendencies associated to expertise for content material advertising and marketing, based mostly on responses to the 2023 Contently State of Content material Advertising and marketing Survey.
Virtually all content material groups—94 p.c, actually—use some expertise to facilitate content material creation and supply. That’s in keeping with the 206 advertising and marketing leaders who responded to the survey.
A typical thread connects the preferred applied sciences respondents use at this time, in addition to those they’re planning to spend money on for 2023. And that thread weaves by way of the challenges content material entrepreneurs anticipate to face this 12 months.
That’s, enterprise leaders have excessive expectations for returning to development, although they’re scrutinizing how entrepreneurs spend each greenback.
In consequence, content material advertising and marketing groups are specializing in build up the abilities of their folks and investing in enabling expertise to drive content material influence.
Let’s take a more in-depth take a look at how that reveals up within the findings on expertise.
Put in Tech Emphasizes Collaboration, Publication, and Measurement
The preferred applied sciences for content material advertising and marketing groups make it simpler to collaborate, share data, handle workflows throughout tasks and duties, and push content material out to the market.
These embody content material collaboration instruments like Google Docs, Dropbox, or Sharepoint; adopted by content material administration programs like WordPress; search engine marketing monitoring and measurement options like Semrush or Moz; and mission administration platforms like Asana or Workfront.
These insights into the expertise that content material entrepreneurs use echo the kinds of abilities respondents hope to develop of their groups in 2023. Particularly, a couple of third of respondents say they wish to enhance mission administration abilities of their folks. This is sensible, on condition that higher mission administration abilities—coupled with a mission administration platform to supply transparency and automation—could make groups extra productive.
With clear processes, expectations, and data, content material groups can spend extra time creating and fewer time slowed down in clunky processes.
That theme of doing extra with the identical sources additionally got here by way of once we appeared on the fastest-growing applied sciences in content material advertising and marketing.
As an illustration, we see speedy development within the adoption of content material advertising and marketing platforms in 2023. Eighteen p.c of respondents used one in 2022, and a further 24 p.c plan to deploy one within the coming 12 months. If respondents notice these plans, it might signify a 133 p.c year-over-year development in adoption by this pattern.
What different applied sciences will obtain transcendent development in 2023? Generative AI, particularly for language. That in all probability surprises nobody. Fourteen p.c of respondents say they used generative AI in 2022, and a further 23 p.c plan to deploy it in 2023. That’s a 160 p.c development price! AI modifying instruments like Grammarly probably smoothed the best way, on condition that 40 p.c of respondents already used them in 2022.
Doing extra with the identical sources requires that content material groups up their recreation with sound processes and a purposeful and easy-to-use expertise stack.
Be taught extra about how content material entrepreneurs are investing in folks and expertise within the Contently 2023 State of Content material Advertising and marketing Survey. Click on right here to obtain your copy.
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