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1、2|W PV I P.COMContent Matters 2023 RThe content we create connects us as people.Platforms now allow more people to create richer experiences in less time,which fuels the opportunity to deepen those connections.At WordPress VIP,were driven by the goal of enabling those relationships in meaningful way
2、s.From our inaugural Content Matters report last year,we learned 66%of marketers and content creators wanted to produce more content to achieve their goals.With online attention being harder than ever to catchand retaincreating content that connects with your audience is the key to success.That mean
3、s content marketing isnt just a part of the big-picture marketing strategy anymore.All marketing is content marketing.Content matters:to you,to your audience,to your customers,to your executives.However,the world has changed dramatically since our inaugural report and thats why we wanted to learn ev
4、en more about the state of content marketing and the teams that create,publish,and measure every single day.For our Content Matters 2023 Report,we heard from more than 1,500 respondents across a variety of industries and roles.Heres what we learned:Resources:Teams and budgets are still growing despi
5、te economic uncertainty.In fact,58%expect their content budgets to grow in 2023.Strategy:61%are still creating more content,but focus is shifting to quality over quantity.Some are even turning to artificial intelligence(AI)tools to create content and fill gaps in resources.Though we dont have the da
6、ta on this trend(yet),we expect it to grow in popularity over the next year.Analytics:Measuring performance is key to proving the value of content,yet only 46%actually use data to make strategic decisions.Planning:The future of content is bright,but understanding what works is the spark.And thats on
7、ly getting us started.I invite you to dive into this exclusive survey to learn more about how you stack up against your content marketing peers,and where the future of content marketing is headed.Nick Gernert,CEOWordPress VIP2|W PV I P.COMThe Power of Content3|W PV I P.COMThe power of mediaTypically
8、 out front of content marketing trends,the media industry,which derives revenue largely from selling advertising,has adopted a data-driven editorial mindsetcreating great content that resonates with target audiences.Taking a cue,non-media brands are now adopting similar practices,but with a goal of
9、driving direct sales,conversions,and overall brand recognition.Throughout this report,well call out what media organizations in particular told us about how theyre prioritizing content creation,budgets,strategy,and resources.Learn moreSection I:Teams,Budgets&GoalsTeams5Budgets7Content goals8Resource
10、 challenges10Section II:Strategy&ExecutionContent creation12Content strategy13Content channels14Personalization17Content testing18Strategic challenges19Section III:Analytics&Measuring PerformanceMeasuring content performance21Analytics tools23Analytics challenges25Section IV:The Future of ContentKey
11、 takeaways27Advice for content marketers28Advice for technical marketers29Methodology&Demographics30vTeams,Budgets&GoalsSECTION IThe demand for more content is higher than ever,with no signs of slowing,even amid economic uncertainty.Why is demand so high?How are teams keeping up?The most prevalent c
12、hallenge for marketers this year was limited resources,whether it be people,time,talent,budgets,or all of the above.Getting companies to invest in content marketing internally is not easy.Many people think of content marketing as PR and sales-type blog content.They dont understand how effective cont
13、ent marketing can lead to purchases,build a sales funnel,reach your audience,and retain existing customersall factors that affect sales and monetization.V P OF C ONT E NT M A R KE T I NG1 0|W PV I P.COM5|W PV I P.COMMarketing teams continue to make up only a small percentage of an organizations head
14、count.But those teams largely continue to grow,even despite fears over inflation,rising interest rates,and roller coaster markets.Even more promising,the number of internal content creators has grown substantially compared to 2022.Organizations that prioritize tracking content ROIproving the value o
15、f content and the teams that produce itstand to be in a better position to maintain or even increase their headcount.Change in number of content creators over the past 12 monthsWhy teams are still growingT EA M S47.7%More content creators25.2%Fewer content creators24.9%The same number of content cre
16、ators2.2%I dont know6|W PV I P.COMT EA M SNumber of people creating content202220231-1079%56%11-5014%30%51-2002%10.4%200+2%2.5%202220231-1011-+30%20%10%1-1019%22%25.3%24.3%7%2.3%11-2021-50Number of people on marketing team51-+80604020Change in number of people creating conten
17、t,by yearPercentage of respondentsMarketing team size7|W PV I P.COMPercentage of marketing budget spent on content11-30%35.1%5-10%26.1%31-50%16.4%I dont know9.9%Less than 5%6.1%More than 50%5.8%Good news:budgets are increasingLast year,42%of respondents expected their content marketing budgets to in
18、crease.Based on results from this years survey they did.Despite global economic uncertainty,marketing budgets are expected to increase again next year,proving the essential value of content marketing for organizational success,even in shaky times.For those that expect their budgets to decrease,it is
19、 almost solely due to economic factors.As a declining economy raises concerns,the ability to tie ROI to content will only increase in importance over the next year.B U DGETSContracted content creators and agencies continue to be the most popular budget item,followed by content management tools.Chang
20、e in content budget over the past 12 months49.2%Larger26.2%Stayed the same19.4%Smaller5.1%I dont know58.4%expect content budgets to increase in 20238|W PV I P.COMMost effective content type for driving revenueAdvertising placements18%Selling content products17%Drive traffic to products for sale14%Co
21、ntent paywalls/subscriptions14%Sponsored content11%Drive traffic to sales team11%Retain and expand existing customers7%Donations5%Affiliate sales3%Tying content to ROIAs the economy and business goals shifted over the past year,the need to drive revenue through content became increasingly important.
22、Despite brand awareness remaining the top purpose for creating content,generating revenue and sales jumped from#5 to#2 in this years survey.Its clear:when you have revenue goals tied to content,senior leadership is more likely to understand the value of your content marketing efforts.If youre strugg
23、ling to get leadership buy-in,tie your content goals back to revenue to prove value.Additionally,in times of economic recession,customer retention and expansion become crucial to business success.Only 33%of people use content to build loyalty with existing customers,so we expect this to increase ove
24、r the next year,along with the percentage of those who use content to nurture leads as the quantity of leads decline.C O NTENT GOALSteams with leadership buy-in have revenue goals tied to contentAdvertising placements remain the#1 most effective revenue driver.With the need for revenue from content
25、marketing increasing,we expect a larger portion of budgets to be dedicated to advertising next year.Organizations where leadership understands the value of content91.6%Have content revenue goals8.4%No content revenue goals9 in 109|W PV I P.COMC O NTENT GOALSPurpose of content marketingCreate brand a
26、wareness41%Generate sales/revenue38%Generate demand/leads38%Build credibility/trust38%Build loyalty with existing customers33%Support the launch of a new product30%Educate audience27%Drive traffic to ads26%Build a subscriber audience26%Nurture leads22%Drive attendance to events21%Media organizations
27、 create content with the goal of generating revenue,but also to earn the loyalty(and retention)of customers.Their content goals are much more evenly distributed than non-media organizations,proving each audience touch point matters when it comes to the buying process.Purpose of content for mediaGene
28、rate sales/revenue42.1%Educate audience40.7%Create brand awareness40.0%Drive traffic to ads37.9%Build credibility/trust37.1%Build loyalty with existing customers37.1%Generate demand/leads36.4%Drive attendance to events32.9%Build a subscriber audience32.1%Support the launch of a new product27.9%Nurtu
29、re leads22.1%What about media?Keeping revenue top of mind82%say the importance of using content as a revenue driver has increasedR ES O U RC E CHALLEN GESBiggest content challengeResourcesPeople,talent,time,budget,and other resource limitations44.4%EconomyStruggles related to a slowing economy and p
30、andemic-related challenges16.0%AnalyticsProving results,measuring ROI,and other analytics-related issues12.3%CompetitionBreaking into a saturated or well-established market11.8%LeadershipA lack of leadership buy-in or ineffective leadership4.0%QualityProducing high-quality content3.7%EngagementLack
31、of audience engagement,lead generation,and revenue created by content2.9%StrategyTrouble forming an effective content strategy and follow-through1.9%VideosGenerating and distributing video content1.3%The biggest challenge is overwhelmingly a lack of resources.The struggle for content marketing teams
32、 seems to be keeping up with demandthey need more time,more people,or both.More time,please!1 0|W PV I P.COM E D I TO R“Hiring talent is absolutely the biggest challenge.”Strategy&ExecutionSECTION IIWith demand for content at an all-time high,marketers are expected to plan,create,and distribute more
33、 content,even if they cant keep up.Fortunately,were seeing a shift in the amount of content being created,publishing channels,and methods of distribution.Today,the lack of a clear strategy is one of the biggest challenges for B2B marketers.Without a clear strategic plan,it is difficult to determine
34、where to go next,how to execute,and what the potential outcomes are.”V P OF C ONT E NT M A R KE T I NG1 2|W PV I P.COMTrending:quality over quantityYes,overall,more content is being created than last year,but the percentage of organizations creating more content dropped a bit from 66%to 61%.Interest
35、ingly,18%are producing less content(compared to just 9%in 2022),possibly focusing on quality over quantity.Prioritizing content is necessary in a time of limited resources.So,how do you decide which content to create?Many organizations are going straight to the source and surveying customers and pro
36、spects about what content they want to see.We know analyzing content data is the best,most effective way to decide what content to create that will generate the best results.But despite the clear connection between content analytics and leadership buy-in,only 36%use data for making decisions.We expe
37、ct this percentage to increase as the need for revenue-driving content becomes more important.As for formats,multimedia content creation has skyrocketed with video and audio both increasing in importance over the past year.Social media and community building overtook blogs as the most popular type o
38、f content marketing.This makes sense,with most teams struggling to keep up with demand.Not only is social media often faster and easier to produce,but much of community building is actually user-generated content,requiring fewer internal resources.C O NTENT C REAT IONChange in amount of content crea
39、ted over the past 12 monthsContent marketing activitiesSocial media posts and online community-building17.8%Blog posts/articles14.7%Videos13.2%Email newsletters11.8%Events/webinars9.6%Podcasts/audio8.8%Infographics6.9%Case studies6.2%White papers/ebooks/guides6.2%Interactive tools/calculators2.8%Use
40、r-generated content2.0%61.6%More18.6%The same18.3%Less1.4%I dont know1 3|W PV I P.COMvC O NTE NT STR ATE GYEditorial organizations made the shift to video-first content years ago.The amount of video content increased drastically,but there was never quite the full-blown pivot that was expected.Now,we
41、re seeing marketing organizations follow the lead of media.The types and amount of content being created by editorial organizations are similar to non-editorial ones,which means content marketers are catching up to multimedia content trends made popular by news outlets.However,media organizations pr
42、ioritize content analytics and web data when deciding what to create,emphasizing the importance of tying metrics to content goals.“Video has been our toughest nut to crack.Its expensive,and its hard to find the right people to help you bring your vision to life.”D IRECTOR OF M ARK ETINGWhat about me
43、dia?Video continues to top the marketing wish list0.0%10.0%20.0%30.0%40.0%50.0%Percentage of respondentsContent analytics/intelligenceMedia46.4%Non-media45.9%Analyzing web data/intentsMedia40.7%Non-media44.5%SEO researchMedia40.7%Non-media38.9%Anecdotal evidence of interestMedia37.9%Non-media30.2%Re
44、quests from other teamsMedia37.9%Non-media42.2%Customer/prospect surveysMedia33.6%Non-media49.5%Requests from executivesMedia32.1%Non-media33.9%Source of content strategy decisionsHow to create more marketing videos2 8|W PV I P.COMC O NTE NT C H A NNE LSTypes of content for mediaBlog posts/articles1
45、7.5%Social media posts16.4%Videos14.4%Email newsletters14.0%Podcasts/audio11.3%Infographics8.9%Events/webinars8.5%White papers/ebooks/guides5.5%Case studies4.7%User-generated content2.7%Interactive tools/calculators2.0%What about media?Owned channels top the chartsThe types of content created have v
46、aried this year over last,but distribution channels have not.This years results mirror those from our 2022 report.Despite the importance of advertising placements for revenue,owned channels continue to top the distribution list.Why?Because its easier to publish content and track performance within y
47、our owned channels.Proving the value of content is a top concern for most marketers,guiding their strategy and actions.If they can see the performance,they can prove the value.Content distribution channelsOwn website/blog61.0%Organic social media56.9%Emails to in-house list of recipients52.2%Paid so
48、cial media ads51.9%Paid search ads33.7%Paid third-party content placements (email newsletters,ad placements)27.5%Events25.3%Influencers23.2%Press releases20.8%Guest posts on other blogs17.7%Third-party podcasts (advertising or guest spots)13.3%Podcast directories3.3%A look at paid channelsare they w
49、orth it?Topping the list of biggest revenue sources,paid channels offer a direct connection to proving ROI.Look for opportunities to expand in your market with paid options like influencer marketing,partnerships,and sponsorships.1 4|W PV I P.COM1 5|W PV I P.COMLets get socialWith social media toppin
50、g the list of popular content types,its no surprise more people are posting on more social platforms than last year.Facebook,Twitter,and LinkedIn continue to be the top three organic and paid social channels for both B2B and B2C organizations.Of course,the real wild card in that trio is Twitter:our
51、survey deployed at the beginning of the platforms meltdown and subsequent abandonment by large-scale advertisers and droves of users.When we look back in 12 months,will we see Twitter tank below Instagram as a paid media platform?Unsurprisingly,multimedia-focused channels like YouTube and TikTok hav
52、e gained popularity,especially among B2C organizations.C O NTENT C HAN N ELS:SOCIAL M ED IAPreferred social media platforms by company type10.0%20.0%TwitterB2C 27.6%B2B 22.3%Both 17.7%Nonprofit 2.4%FacebookB2C 24.8%B2B 20.6%Both 19.8%Nonprofit 2.9%LinkedInB2C 17.5%B2B 22.3%Both 15.0%Nonprofit 2.5%Yo
53、uTubeB2C 20.3%B2B 17.9%Both 15.4%Nonprofit 2.3%TikTokB2C 17.1%B2B 8.8%Both 9.7%Nonprofit 0.8%InstagramB2C 9.2%B2B 10.7%Both 10.7%Nonprofit 2.0%TumblrB2C 1.4%B2B 0.8%Both 2.0%Nonprofit 0.0%1 6|W PV I P.COMPreferred platform for paid social adsFacebook34.4%Twitter29.6%YouTube25.3%LinkedIn25.2%TikTok17
54、.1%Instagram13.2%Tumblr1.5%Other0.5%Preferred social media management toolNo tool(post directly on social platforms)22.9%Hootsuite20.8%Sprout Social20.2%Buffer13.9%Oktopost11.2%Other/I dont know9.2%HubSpot1.8%Preferred social media platformTwitter42.9%Facebook42.3%LinkedIn35.2%YouTube34.0%TikTok22.0
55、%Instagram21.1%Tumblr2.6%Other1.3%C O NTENT C HAN N ELS:SOCIAL M ED IA1 7|W PV I P.COMLets get personalA large part of content strategy involves giving your audience exactly what they want,which is why content personalization is one of the biggest topics in marketing right now.Yet,a quarter of teams
56、 still dont have a strategy in place.Respondents“arent sure where to start,”noting the process cumbersome.The number of people who want to create more content is drastically lower for those doing personalization.This is likely due to personalization efforts being successful enough to warrant a decre
57、ase in content production,aligning with the quality vs.quantity trend.A strong personalization strategy allows organizations to engage with their audience more effectively with less content.There are many emerging personalization and localization technologies to make personalization easier,like Sale
58、sforce and Parse.lys content API.These tools will help your team make smarter,stronger content connections.P ER S O NA L I Z AT IONDesired amount of content based on personalization strategyDoes your company have a content personalization strategy?Tools used for personalization78.6%Yes16.9%No4.6%I d
59、ont know47.3%Salesforce23.4%Parse.ly21.8%Adobe6.4%Other1.1%HubSpotDoing personalization28.8%18.4%33.0%3.7%3.4%12.6%Not doing personalizationMoreThe sameLessTeams with a personalization strategy are creating less contentAnticipated change in amount of content created in 2023Read more about personaliz
60、ation for enterprise WordPress1 8|W PV I P.COM13.2%14.1%Is testing worth it?To create more resonant content,three in four marketers are running tests(like A/B and headline testing).If the goal is to create higher-quality content(rather than just producing large quantities),strategies like testing sh
61、ould support this effort.Surprisingly,however,the opposite is happening:54%of those testing content actually want to produce more.This leads us to believe that testing is not producing effective enough results to relieve the rising demand for personalized content.Now that weve seen how successful a
62、personalization strategy can be,we expect many teams to shift their focus there rather than testing.C O NTENT TEST IN GThe connection between content testing and productionDo you test your content?Yes73.4%No20.7%I dont know5.9%How often do you test your content materials?Once per month39.4%Once per
63、week36.9%Once per day or more11.6%Twice9.1%Once2.4%Not at all0.6%“Our testing is inconsistent and sporadic,not systematic.We havent seen much success with it.”S E N I O R UX CO N T E N T ST R AT E G I STTests contentDoes not test content53.9%10.5%4.3%4.0%Want to create moreWant to create the same am
64、ountWant to create less1 9|W PV I P.COMDistributionResourcesPersonalizationThe sheer lack of time continues to be the biggest struggle for building and maintaining a healthy content strategy.Besides limited bandwidth,many teams have a hard time finding strong writers.We battle with this at WordPress
65、 VIP,so weve started experimenting with AI for basic copywriting tasks to free our writers for more important tasks.Omnichannel publishing is time consuming,but its also an important part of a healthy content strategy.Balancing the need for more content on more channels is one of the biggest challen
66、ges,especially for channels like social media and activities like community building.Marketers dont have the time to dedicate to measuring their content performance well enough to inform a data-driven strategy,which makes focusing on personalization more of an afterthought.The ones who are measuring
67、 performance and dedicating time to personalization are seeing good returns:creating less content but with higher quality and impact.STR ATEGI C C HALLEN GES“We just dont have enough bandwidth to tackle everything we want to do.”“Communities are crucial because they promote participation.They are in
68、cubators of brand awareness,loyalty,and trust.But they are also costly,so marketers need to refine their methods to properly construct them,which is something we struggle with.”“Sometimes it takes more than half a day to fiddle around with the test environment,and the test execution takes only five
69、or 10 minutes to complete.The setup of the test environment is so important that it is sometimes directly related to the quality of test case execution.”M A R K ETI NG ASSISTAN TMA NAG E R O F C ONT E NT M A R KE T I NGD I R E CTOR/V P OF C ONT E NT M A R KE T I NGStrategic challengesAnalytics&Measu
70、ring PerformanceSECTION IIITracking the performance of content continues to be one of the biggest hurdles for marketers in 2023.With the increasing importance of measuring content ROI,having an analytics tool and strategy that everyone on your team can use(and follow)to prove the value of content is
71、 critical.M A NAGE R OF C ONT E NT M A R KE T I NG“We create a lot of content.But we dont focus on why were creating it and we dont do a good job of measuring its success.I think creating slightly less content based on a more complete strategy tied to our customer journey would serve us better.But w
72、ithout good measurements,theres no way to really tell.”2 1|W PV I P.COMMetrics matterIf youre on the hook to drive revenue with content,youre also incentivized to measure your progress and impact.So,it makes sense most teams that have content marketing revenue goals tend to clearly understand the pe
73、rformance of their content.The most interesting result to us,however,was that the number of people who measure their content performance and have a clear understanding of how its performing jumped to 76%a 25%increase over last year.But as we saw,only 46%actually use analytics to decide what content
74、to create.Its no surprise teams lacking in data are also struggling with resources,due to the strong positive correlation between content performance and leadership buy-in.M EA S U R I NG C ON T EN T PERFORM AN CEThe connection between content revenue goals and analytics63%24%of those with content r
75、evenue goals have a clear understanding of content performance,compared to only 10%of those without revenue goalsof those who measure their content still dont have a clear picture of performance,regardless of goals2 2|W PV I P.COMM EA S U R I NG C ON T EN T PERFORM AN CEAre you tracking the right me
76、trics?Content metrics trackedRole responsible for reporting on content metricsMarketing 30.0%Dedicated analyst24.5%Executives19.6%Sales14.5%Customer success8.0%Product2.7%Email engagement(opens,clicks)Pageviews65.8%55.2%54.9%51.1%47.2%43.9%31.2%28.9%16.4%13.8%Social media engagementWebsite engagemen
77、tConversionsSearch rankingsMarketing qualified lead metricsEmail subscriber numbersMedia coverageCost to acquire a lead/customerThough generating revenue was one of the biggest goals this year,many teams arent tracking conversion and lead metrics.And even if youre tracking bottom-funnel metrics,you
78、need to evaluate all the metrics that play a role in meeting your revenue goals to tie ROI to your content.Reset your analytics strategy by working backward from your leads or subscriptions,and identify what correlates most with those conversions such as pageviews,engaged time,or recirculation rate.
79、2 3|W PV I P.COM100%75%50%25%0%Google Analytics vs.Parse.lyGoogle Analytics(GA)is by far the most-used web analytics tool.But we continue to see customers struggle with its complexity,especially non-technical users.With the upcoming shift from Universal Analytics to Google Analytics 4,the concern is
80、 only growing.Twenty-four percent of those who measure their content still dont have a clear picture of performance,likely due to the complexity of popular analytics tools.While many customers use Parse.ly and Google Analytics in tandem,they prefer the user-friendliness of Parse.ly for making critic
81、al content analytics available to everyone with a stake in content performance.This aligns with what we found from survey respondentsteams using Parse.ly have more people making data-driven decisions around their content strategy compared to teams using GA.This means they have an easier time proving
82、 the value of their content and gaining leadership buy-in.A NA LY TI C S TOOLSTools used to measure content metricsGoogle Analytics76.8%39.0%30.0%11.0%4.0%Adobe AnalyticsParse.lyChartbeatOther(Hubspot,SEMrush,etc.)2 4|W PV I P.COMA NA LY TI C S TOOLSWhere Parse.ly usage tops Google AnalyticsResponde
83、nts prefer tracking these metrics in Parse.ly50%40%30%20%10%0%Parse.lyGATop 5 tasks in GA:1Pageviews2Tracking ad spend*3Search Console*4Audience demographics5Link clicksTop 5 tasks in Parse.ly:1Historical analysis2Pageviews3Link clicks4Data science on web properties5Big-picture reporting*Only availa
84、ble in Google AnalyticsHistorical analysisReal-time analytics31.1%46.8%44.5%32.6%34.2%27.2%38.6%39.0%30.0%28.7%28.5%37.3%27.7%22.7%25.1%24.8%15.4%20.4%14.6%19.0%17.5%9.8%12.8%22.7%Link clicksReferral trafficConversionsCampaign trackingData science on web propertiesDay-to-day content managementPost-l
85、evel metricsOmnichannel engagementSelf-serve data for non-analystsAuthor and topic analysis2 5|W PV I P.COMA NA LY TI C S C HALLEN GESThe complexity of tools makes gathering meaningful insights difficult.The switch to Google Analytics 4 is creating problems,especially for proving the value of conten
86、t.Content analytics are complicated Narrowing down the top challenges with measuring content performance is complicated.Limited time and resources continue to be major factors,hindering teams from tracking data.Whether youre trying to tie ROI to content,or simply trying to make sense of your analyti
87、cs tool,content analytics can be tough.Based on our survey,here are the top three analytics issues for marketers.“Trying to cobble together metrics from different tools to try and get a picture of whats actually driving engagement takes up a lot of our time.”“We currently use GA,but GA4 doesnt suit
88、our needs and other platforms may be out of our budget.”“We struggle to ensure that the right people are working with the analytical tools to efficiently address data quality and performance.”“Creating buy-in among stakeholders is definitely one of our top priorities.”“I dont understand Google Analy
89、tics,and the SEO specialist is too technical to water it down.”“We have a hard time tying back our top-line engagement metrics from Google Analytics to the rest of the buyer journey,conversions,and which content is continually bubbling up across touchpoints.”I only use GA,and I barely know how to!“T
90、racking the activity of leads in Google Analytics,and what series of pages they have viewed/interacted with before converting,seems impossible.”S E NI OR C ONT E NT M A R KE T E RD I R E CTOR OF PROD U CTV P OF M A R KE T I NGD I R E CTOR OF M A R KE T I NGM A R KE T I NG M A NAGE RM A NAGE R OF C O
91、NT E NT M A R KE T I NGM AN AG E R O F C O N T E N T MARK E T I N GM AN AG E R O F C O N T E N T MARK E T I N G123Getting team buy-in,both in marketing and in senior leadership,creates barriers.The Future of ContentSECTION IVNI C K GE R NE RT,C E O,WOR D PR E S S V I PIf this report proves anything,
92、it is the power of content and the teams that create it.To summarize,there are five main takeaways that will inform the strategies of content teams in 2023.“.content marketing isnt just a part of the big-picture marketing strategy anymore.All marketing is content marketing.”5 4|W PV I P.COMTHE F U T
93、U R E OF CON T EN TMore people are still creating more content,but the focus is on quality over quantity due to unyielding demand.Teams and budgets are still growing despite economic uncertainty,showing just how valuable content is to a brands goals.Understanding content performance is key to provin
94、g its value to leadership and,therefore,increasing resources.The more people on your team using content analytics to make data-driven decisions,the more successful your strategy will be.Personalization is the new SEO.Of course,SEO is still a valuable part of a content marketing strategy,but maintain
95、ing an effective personalization strategy is one of the major ways to distinguish yourselves from the competition.The future of content is bright,but data will be the spark.Key takeaways123452 7|W PV I P.COM5 6|W PV I P.COMMost leadership now understands how valuable content is.Capitalize on this by
96、 asking for more resources to support your strategy.Fast and easy content is becoming more important.Prioritize valuable content and channels that drive traffic,like social media and user-generated content communities.Get more people making data-driven content decisions.If youve been relying on some
97、one else to report on your content performance,start getting involved yourself.The need for more revenue means more people will be incentivized to track the impact of their work.Advice for content marketers123THE F U TU R E OF CON T EN T2 8|W PV I P.COM5 8|W PV I P.COMExpect more demands for content
98、 publishing methods on owned channels,including video,interactive website content,and potential traffic spikes.Encourage stakeholders to start looking at the data themselves,not sit passively waiting for you to share content performance reports.Invest in strong personalization technologies and strat
99、egies.Your existing CMS and/or analytics tools may already have these capabilities on board(like WordPress VIP and Parse.ly).If youre unfamiliar with them,dont be afraid to ask for a demo or training.Advice for technical marketers123THE F U TU R E OF CON T EN T2 9|W PV I P.COM6 0|W PV I P.COMProving
100、 the value of contentAs we did for our inaugural Content Matters survey and report,we wanted to understand the role content and content marketing play in todays organizations.That meant uncovering how businesses are using content for growth,how theyre prioritizing content creation and channels,the a
101、nalytics tools theyre using,and the trends they see heading into 2023.We sent out digital surveys,designed and built on the Crowdsignal platform,in November 2022.We asked a series of content marketing-focused questions related to marketing activities and budgets,marketing technologies,distribution c
102、hannels,metrics,and revenue.There were 1,554 unique respondents across various roles,industries,company types and geographic location(84%from the United States).M ETHO DO LO GY&D EM OGR APHICSIndustryCompany sizeRoleCompany type0-5017.3%51-20029.4%201-40022.5%.8%.8%10001+2.6%I
103、dont know0.6%Manager of content marketing17%Director/VP of content marketing16%Director/VP of marketing (not content marketing)12%Manager of marketing (not content marketing)10%Individual contributor (content marketing)9%CMO8%Other C-level7%Analyst5%Individual contributor (not content marketing)4%Ed
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105、Energy,utilities,telecommunications6%Agriculture,forestry,mining6%Healthcare,pharmaceutical,life sciences5%Consumer packaged goods4%Transportation,logistics3%Hospitality,food,travel3%Sports2%Other(nonprofit,insurance,construction)2%Public sector,government1%About WordPress VIPCreating better custome
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