1、1MANUFACTURINGINSIGHTS FOR 20232TABLE OF CONTENTSm INTRODUCTION.3m KEY TAKEAWAYS.6m STAFFING&OPINIONS.7m CONTENT CREATION&DISTRIBUTION.10m CONTENT MANAGEMENT&OPERATIONS.19m METRICS&GOALS.23m BUDGETS&SPENDING.28m CHALLENGES.32m LOOKING FORWARD.34m ACTION STEPS BY ROBERT ROSE.36m METHODOLOGY.38m ABOUT

2、.39SURVEY 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.Success:Achieving your organizations desired/ta

3、rgeted results.3INTRODUCTIONWelcome to the Manufacturing Content Marketing Benchmarks,Budgets,and Trends:Insights for 2023 report.This report looks back on the last 12 months and includes expectations for 2023.Last years theme,The Sleeping Giant Awakes,explored how the pandemic changed the way organ

4、izations perceive content marketing.We found that content marketing took a more prominent role as organizations lost the ability to meet face to face with prospects and customers.Has that momentum continued?Well,71%of manufacturing marketers told us that content marketing has become more important t

5、o their organization over the last year.But with the increase in importance and growth comes a need for more resources.When we asked,“If you could change one thing about content marketing in your organization,what would that be?”many of those same marketers told us they are still fighting for more s

6、taff,more budget,and better access to subject matter experts.Importance of ManufacturingContent Marketing in the Last Year71%6%23%More important Less important About the sameContent Marketing Institute/MarketingProfsBase:Manufacturing content marketers.13th Annual Content Marketing Survey:Content Ma

7、rketing Institute/MarketingProfs,July 20224INTRODUCTIONFurthermore,the year-over-year needle is stuck at around only 32%of manufacturing marketers having a documented content marketing strategy.Without a strategy,too many content marketers are creating content for the sake of creating content in man

8、y cases this could mean responding to ad hoc requests.For content marketing to be truly effective,it needs a strategy with resources behind it.Too many content marketers are operating either alone or with a small staff trying to do too much.In fact,62%of all manufacturing marketers surveyed told us

9、that one person(or group)in their organization is responsible for all types of content produced.Its unsurprising,then,that the year-over-year needle has also been stuck on overall success with around 25%of those surveyed saying their organizations are extremely or very successful with content market

10、ing.Percentage of Manufacturing MarketersWith a Content Marketing Strategy32%24%34%10%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:Manufacturing content marketers.13th Annual Content Marketing Sur

11、vey:Content Marketing Institute/MarketingProfs,July 2022How Manufacturing Marketers RateTheir Organizations Overall Level ofContent Marketing Success in Last 12 Months3%5%22%56%15%Extremely successful Very successful Moderately successful Minimally successful Not at all successfulContent Marketing I

12、nstitute/MarketingProfsBase:Manufacturing content marketers13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 20225All of this is not to say that manufacturing marketers are unhappy.In fact,78%told us they feel that content marketing provides a rewarding and purpose

13、ful career path.Its just not always with the company in which theyre currently working.CMIs recent Content Marketing Career&Salary 2023 Outlook found that the lack of a clear career path in the organizations content marketers work for is a real problem.And many content marketers are willing to switc

14、h companies for better opportunities.Our annual research suggests that content marketers would be happier in their current roles if their organizations prioritized content marketing,backed it with strategies and resources,and invested in technologies to help them do their jobs faster and more effici

15、ently.If one theme emerged from this years annual research it was this:Its time for organizations to finally give content marketing the investment it deserves,staff it accordingly,and reap the rewards.The sleeping giant is awake.Now its time to feed it.INTRODUCTIONDoes Content Marketing Provide You

16、With aMeaningful/Purposeful Career Path?78%22%Yes NoContent Marketing Institute/MarketingProfsBase:Manufacturing content marketers.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 20226KEY FINDINGSNearly half of those surveyed think their organization will hire or

17、 contract for content producers in 2023.Forty-six percent of respondents told us they expect their organization to hire or contract for content producers in 2023(e.g.,writers,designers,videographers).This should come as a relief to content marketers who are stretched too thin.See page 8.Manufacturin

18、g marketers who differentiate their content cite two key things.Those who are excelling with content differentiation say they produce better quality content and cover topics/stories their competitors dont.See page 11.In-person events are back.In-person events came roaring up the list of content type

19、s used in the last 12 months,with 60%reporting they used in-person events to get in front of their audiences versus only 28%(understandably)the previous year.Furthermore,55%expect their organizations investment in in-person events will increase in 2023 compared with their 2022 budget.See pages 12 an

20、d 31.Investment in video will continue to increase.Ninety percent of manufacturing marketers reported that they used videos in the last 12 months.They also said video produced the best results for their content marketing.In addition,80%said their organization will invest/continue to invest in video

21、in 2023,making it the top area of content marketing investment.Video was also the top area of investment the previous year.See pages 12,13,and 35.More manufacturing marketers plan on investing in social media/community building.Sixty-seven percent of respondents said their organization would invest

22、in social media/community building in 2023,up from 40%the previous year.See page 35.The use of paid content distribution channels has decreased.The percentage of manufacturing marketers using one or more paid distribution channels decreased to 73%,compared with 85%the previous year.Of those who are

23、using paid channels,83%use paid social media.See page 17.Content technologies are an issue.In this new section of the survey,we asked content marketers whether their organization has the right technology in place to manage content across the organization.Only 27%said yes.Among those who said no,28%o

24、f all respondents said they have the technology but arent using it to potential and 39%said they have not acquired the right technology.Seven percent of all respondents were unsure.See page 21.Manufacturing marketers struggle with creating content for the buyers journey,aligning content efforts acro

25、ss sales and marketing,and communicating internally among teams/silos.Manufacturing marketers cited these as their top three current content marketing challenges.Other issues included consistency with measurement and accessing subject matter experts to create content.See page 33.MANUFACTURINGINSIGHT

26、S FOR 20237STAFFING&OPINIONS8STAFFING&OPINIONSMany manufacturing marketers wear too many hats.The majority of those surveyed said one person(or group)in their organization is responsible for all types of content but help with content creation may be on the way in 2023.Which of These Roles Do You Thi

27、nk Your ManufacturingOrganization Will Hire or Contract for in 2023?46%24%19%01020304050Content producers (writers,designers,photographers,videographers)Content marketers (who create and manage contentmarketing programs to attract an audience)Community managers/social media specialistsContent Market

28、ing Institute/MarketingProfsBase:Manufacturing content marketers.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 202261%said one group(or person)is responsible for handling all types of content in their organization(including advertising,thought leadership,brochu

29、res,SEO content,etc.)*This figure was lower for large companies employing 1,000 or more(47%).Base:Manufacturing content marketers.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 20229STAFFING&OPINIONSManufacturing organizations have to work harder to provide buye

30、rs with consistent experiences and to measure content performance more accurately.Forty-four percent indicated that they dont provide customers with a consistent experience across their engagement journey.In addition,45%said they dont measure content performance accurately.StronglyAgreeSomewhatAgree

31、Neither Agree Nor DisagreeSomewhat DisagreeStrongly DisagreeOur organization values creativity and craft in content creation and production.31%42%11%13%4%Our organization provides customers with a consistent experience across their engagement journey.12%36%8%32%12%Diversity and inclusion play an int

32、egral role in our organizations content decision-making and creative processes.14%28%29%15%13%Our organization measures content performance accurately.5%29%22%33%12%Content Marketing Institute/MarketingProfsBase:Manufacturing content marketers who answered each statement.13th Annual Content Marketin

33、g Survey:Content Marketing Institute/MarketingProfs,July 2022Manufacturing Marketers Opinions About Content Marketing in Their OrganizationsMANUFACTURINGINSIGHTS FOR 202310CONTENTCREATION&DISTRIBUTION11CONTENT CREATION&DISTRIBUTIONManufacturing marketers who want to differentiate their content shoul

34、d focus on quality and unique stories.Eighty percent of those who always/frequently differentiate their content said they do so by producing better quality content than their competitors.How Often Do You Differentiate YourContent From the Competition?13%33%35%17%2%Always Frequently Sometimes Rarely

35、NeverHow Manufacturing Marketers Differentiate TheirContent From the Competition80%74%49%46%020406080100Produce better quality contentCover topics/stories that our competitors arent coveringActively promote the content we publish(i.e.,beyond publishing/distributing it)Use formats theyre not usingCon

36、tent Marketing Institute/MarketingProfsBase:Manufacturing content marketers who always/frequently differentiate their content from the competition.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 202212CONTENT CREATION&DISTRIBUTIONIn-person events are back and the

37、 use of video continues to soar.Sixty percent reported using in-person events,compared with only 28%the previous year.The use of videos increased to 90%from 86%the previous year.Content Assets Manufacturing Marketers Created/Used in Last 12 Months90%86%61%60%57%56%49%46%29%21%21%11%7%020406080100Vid

38、eos(of any length/format)Short articles/posts(fewer than 1,500 words)Infographics/charts/data viz/3D modelsIn-person eventsVirtual events/webinars/online coursesCase studiesLong articles/posts(more than 1,500 words)E-books/white papersPrint magazines or booksLivestreaming contentPodcasts and other a

39、udio contentResearch reportsOtherContent Marketing Institute/MarketingProfsBase:Manufacturing content marketers.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 202213CONTENT CREATION&DISTRIBUTIONVideo is producing results.M

40、anufacturing marketers said videos produced the best results for their content marketing in the last 12 months(57%).Manufacturing Content Assets That Produced the Best Results in Last 12 Months57%31%31%23%23%00VideosShort articles/posts(fewer than 1,500 words)In-person eventsCase studiesV

41、irtual events/webinars/online coursesContent 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 results for your content marketing in the last 12 months?(Select all that a

42、pply.)”Base:Manufacturing content marketers who use each content asset listed.Multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 202214Owned-Media Platforms Manufacturing Marketers Usedto Distribute Content in Last 12 Months96%74%65%59%5

43、9%31%24%020406080100Their organizations websiteEmail newsletterEmail(other than newsletter)BlogIn-person or digital eventsMicrosite(e.g.,resource center)Their organizations branded online communityCONTENT CREATION&DISTRIBUTIONManufacturing marketers mostly use their own websites and email to distrib

44、ute content.Nearly three out of four use email newsletters to distribute content.The percentage of those using blogs increased to 59%from 50%the previous year.Content Marketing Institute/MarketingProfsBase:Manufacturing content marketers.Aided list;multiple responses permitted.13th Annual Content Ma

45、rketing Survey:Content Marketing Institute/MarketingProfs,July 2022CONTENT CREATION&DISTRIBUTION15CONTENT CREATION&DISTRIBUTIONMore manufacturing marketers are writing guest posts/articles for third-party publications.The use of guest posts increased to 47%from 26%the previous year.Organic(Nonpaid)P

46、latforms Manufacturing Marketers Usedto Distribute Content in Last 12 Months96%61%54%47%30%24%020406080100Social media platformsMedia/public relationsSpeaking/presenting at eventsGuest posts/articles in third-party publicationsInfluencer partnershipsGuest spots on podcasts,live video,etc.Content Mar

47、keting Institute/MarketingProfsBase:Manufacturing content marketers.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 202216CONTENT CREATION&DISTRIBUTIONThe use of organic social media platforms hasnt changed much from the pr

48、evious year.We did,however,see the use of Facebook decrease by 7 points(79%this year vs.86%the previous year).Organic(Nonpaid)Social Media PlatformsManufacturing Content Marketers Used in Last 12 Months95%80%79%70%64%020406080100LinkedInYouTubeFacebookTwitterInstagramContent Marketing Institute/Mark

49、etingProfsBase:Manufacturing 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 Marketing Institute/MarketingProfsBase:Manufacturing

50、content marketers who used organic social media platforms in the last 12 months.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 202262%of manufacturing marketers said organic LinkedIn was extremely or very effective at helping their organization meet its content

51、 marketing goals,making it the most effective platform they used.17CONTENT CREATION&DISTRIBUTIONThe use of paid content distribution decreased to 73%from 85%the previous year.This suggests that manufacturing companies moved money from top-of-the-funnel paid awareness activities in the pandemic econo

52、my to mid-funnel awareness activities,lead generation,and direct advertising.Does Your Manufacturing Organization Use One or More Paid Content Distribution Channelsfor Content Marketing?27%73%Yes NoPaid Content Distribution Channels Manufacturing MarketersUsed in Last 12 Months83%66%66%51%45%2%02040

53、6080100Social media advertising/promoted postsSearch engine 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:Manufact

54、uring content marketers whose organizations used paid channels to distribute content in the last 12 months.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 202218CONTENT CREATION&DISTRIBUTIONFewer manufacturing marketers in

55、vested money in paid advertising on Facebook.The use of Facebook advertising decreased to 63%from 76%the previous year.The others remained steady.Paid Social Media Platforms ManufacturingContent Marketers Used in Last 12 Months75%63%31%30%020406080LinkedInFacebookYouTubeInstagramContent Marketing In

56、stitute/MarketingProfsBase:Manufacturing content marketers whose organizations used paid content promotion in the last 12 months.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022MANUFACTURINGINSIGHTS FOR 202319CONTENTMA

57、NAGEMENT&OPERATIONS20CONTENT MANAGEMENT&OPERATIONSAs in the previous year,analytics tools are the top content management technology manufacturing marketers use.Social media publishing/analytics tools came in second,at 72%.Technologies Manufacturing Organizations Use to Manage Content78%72%59%54%49%3

58、9%34%29%020406080100Analytics tools(e.g.,web analytics,dashboards)Social media publishing/analyticsEmail marketing softwareContent creation/calendaring/collaboration/workflowCustomer relationship management(CRM)systemContent management system(CMS)Digital asset management(DAM)systemMarketing automati

59、on system(MAS)Content Marketing Institute/MarketingProfsBase:Manufacturing content marketers.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 202221CONTENT MANAGEMENT&OPERATIONSSixty-seven percent of manufacturing marketers

60、said their organization either hasnt acquired the right content management technology or has the technology but isnt using it to potential.This suggests that too many manufacturing companies:Are developing tech stacks without a strategy(i.e.,letting features and functions drive the strategy rather t

61、han the other way around)Dont appreciate the level of complexity in not just implementing martech tools but also managing and maintaining themContent Marketing Institute/MarketingProfsQ:Do you feel that your organization has the right technology in place to manage content across your entire organiza

62、tion?Base:Manufacturing content marketers.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/MarketingProfs,July 2022The Right Technology in Place to ManageContent Across the Manufacturing Organization?7%28%27%39%Yes No we have the technology,but

63、 arent using it to potential No we havent acquired the right technology Unsure22Fifty-nine percent of manufacturing marketers said their organization translates content into different languages using a variety of methods.The majority uses an enterprise translation service.CONTENT MANAGEMENT&OPERATIO

64、NSManufacturing Organizations Approach to Translation51%43%37%25%6%00Enterprise translation service(outsourced human+technology solutions)In-house team(or regional offices)Ad hoc freelance translators(as needed)Automated translation(technology solutions)UnsureContent Marketing Institute/M

65、arketingProfsBase:Manufacturing 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 Manufacturing OrganizationTranslate Content Into

66、 Different Languages?(Translation is defined as the process of changingcontent into another language.)41%59%Yes NoMANUFACTURINGINSIGHTS FOR 202323METRICS&GOALS24METRICS&GOALSNearly three out of four manufacturing marketers measure content performance.Website traffic(88%),website engagement(85%),soci

67、al media analytics(83%),and email engagement(82%)are the metrics manufacturing marketers look at most often.Does Your Manufacturing OrganizationMeasure Content Performance?28%72%Yes NoContent Marketing Institute/MarketingProfsBase:Manufacturing content marketers.13th Annual Content Marketing Survey:

68、Content Marketing Institute/Marketing Profs,July 2022Metrics Manufacturing Marketers Have Used toTrack Content Performance in Last 12 Months88%85%83%82%75%57%57%55%48%38%5%020406080100Website trafficWebsite engagementSocial media analyticsEmail engagementConversionsEmail subscriber numbersQuantity o

69、f leadsSearch rankingsCost to acquire a lead,subscriber,and/or customerQuality of leadsOtherContent Marketing Institute/MarketingProfsBase:Manufacturing content marketers who measure content performance.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing In

70、stitute/Marketing Profs,July 202225METRICS&GOALSManufacturing marketers rely most on social media analytics when evaluating content performance.Website traffic,conversions,and website engagement round out the top four metrics.Metrics Manufacturing Marketers Rely on MostWhen Evaluating Content Perfor

71、mance52%48%46%44%32%27%25%22%19%8%0204060Social media analyticsWebsite trafficConversionsWebsite engagementEmail engagementQuantity of leadsQuality of leadsSearch rankingsCost to acquire a lead,subscriber,and/or customerEmail subscriber numbers Content Marketing Institute/MarketingProfsBase:Manufact

72、uring content marketers who measure the content performance metrics listed.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 202226METRICS&GOALSIts difficult for many manufacturing marketers to connect content,experiences,da

73、ta,and measurement across platforms.The top challenge manufacturing marketers face with measuring content performance is difficulty integrating/correlating data across multiple platforms(48%).Challenges Manufacturing Marketers Face With Measuring Content Performance48%47%43%43%27%20%8%7%01020304050D

74、ifficulty integrating/correlating data across multiple platformsDifficulty extracting insights from dataLack of organizational goal-setting KPIs to measure againstDifficulty tying performance data back to our goalsLack of trainingLack of communicationOtherWe do not face challenges measuring content

75、performanceContent Marketing Institute/MarketingProfsBase:Manufacturing content marketers who measure content performance.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 202227METRICS&GOALSEighty-five percent of manufactur

76、ing marketers are using content marketing successfully to create brand awareness.Manufacturing marketers say the top three goals content marketing helps them achieve are creating brand awareness,building credibility/trust,and educating the audience.Goals Manufacturing Marketers Have Achieved by Usin

77、gContent Marketing Successfully in Last 12 Months85%67%66%65%60%59%50%44%44%38%4%020406080100Create brand awarenessBuild/grow credibility/trustEducate audience(s)Build/grow loyalty with existing clients/customersGenerate demand/leadsSupport the launch of a new productNurture subscribers/audiences/le

78、adsDrive attendance to one or more in-person or virtual eventsGenerate sales/revenueBuild/grow a subscribed audienceNone of the aboveContent Marketing Institute/MarketingProfsBase:Manufacturing content marketers who measure the content performance metrics listed.Aided list;multiple responses permitt

79、ed.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022MANUFACTURINGINSIGHTS FOR 202328BUDGETS&SPENDING29Approximately one in four manufacturing marketers reported that their organization spends 25%to 49%of their total marketing budget on content marketing.Anoth

80、er 62%reported that they spend less than 25%.Do You Have Knowledge of YourManufacturing OrganizationsBudget/Budgeting Processfor Content Marketing?32%68%Yes NoPercentage of Total Marketing Budget Spenton Manufacturing Content Marketing2%4%7%26%22%19%17%4%0102030100%75%-99%50%-74%25%-49%10%-24%5%-9%1

81、%-4%0%Content Marketing Institute/MarketingProfsBase:Manufacturing content marketers who know their organizations budget/budgeting processfor content marketing.Aided list.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022BUDGETS&SPENDING30Forty-two percent of

82、respondents think their content marketing budget will increase in 2023.In 2021,64%expected their 2022 content marketing budget to increase.In 2022,only 42%think their 2023 budget will increase,suggesting caution in an unpredictable economy.Content Marketing Institute/MarketingProfsBase:Manufacturing

83、 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 Manufacturing Content MarketingBudget Will Change in 2023 Compared With 202238%47%2%0%9%4%Increase m

84、ore than 9%Increase 1%-9%Stay the same Decrease 1%-9%Decrease more than 9%UnsureBUDGETS&SPENDING31Fifty-five percent of manufacturing marketers expect their organizations investment in in-person events to increase in 2023.Expected investment in digital/virtual events decreased to 10%from 27%the prev

85、ious year.Still,53%expect investment to stay the same.The most notable differences were with hybrid events:Only 2%expect investment to increase(down from 31%the previous year)and 39%said they will not/do not use hybrid events at all,compared with 29%the previous year.Hybrid events arent going away,t

86、hough:46%expect their investment to stay the same.BUDGETS&SPENDINGIncreaseStay the sameDecreaseWill be a new area of investmentDo not/will not useDigital/virtual events10%53%9%0%29%In-person events55%27%11%0%7%Hybrid events2%46%9%4%39%How Manufacturing Organizations InvestmentWill Change in 2023 Com

87、pared With 2022Content Marketing Institute/MarketingProfsBase:Manufacturing 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 2021MANUFACTURINGINSIGHTS FOR 202

88、332CHALLENGES33Creating content for the buyers journey,aligning sales and marketing,and internal communication are important challenges manufacturing marketers face.Technology and teamwork will be key to making advances in these areas in 2023.Manufacturing Organizations Current Content Marketing Cha

89、llenges62%58%56%47%41%36%32%27%020406080Creating content that appeals to different stages of the buyers journeyAligning content efforts across sales and marketingCommunicating internally among teams/silosDeveloping consistency with measurementAccessing subject matter experts to create contentAchievi

90、ng consistency with messagingDifferentiating our products/services from the competitionsContinuing to make a business case for content marketingContent Marketing Institute/MarketingProfsBase:Manufacturing content marketers.Aided list;multiple responses permitted.13th Annual Content Marketing Survey:

91、Content Marketing Institute/Marketing Profs,July 2022CHALLENGESMANUFACTURINGINSIGHTS FOR 202334LOOKINGFORWARD35Investment in video will continue to grow.Eighty percent of manufacturing marketers said their organization will invest/continue to invest in video in 2023.Video was also the top area of in

92、vestment the previous year.We saw a notable decrease in those planning to invest in events(58%this year vs.68%the previous year).We saw notable increases in those planning to invest in:Owned-media assets(69%vs.59%the previous year)Social media/community building(67%vs.40%the previous year)LOOKING FO

93、RWARDContent Marketing Institute/MarketingProfsBase:Manufacturing content marketers.Aided list;up to seven responses permitted.13th Annual Content Marketing Survey:Content Marketing Institute/Marketing Profs,July 2022Areas of Manufacturing Content Marketing Investment in 202380%69%67%61%58%44%32%20%

94、020406080VideoOwned-media assetsSocial media/community buildingPaid mediaEvents(digital,in-person,hybrid)Earned mediaGetting to know audiences betterUser experience(UX)design36ACTION STEPSWhat I find fascinating in this years research is that,yes,its time to feed the giant but we should be careful n

95、ot to get distracted by the food,rather than our ability to cook.Too often,content marketers get 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

96、illustrates that all competitive advantage is transient perhaps now more than ever.This fact,she contends,is understood.But then“why,”she asks,“hasnt basic strategy practice changed?”As she says:“Most executives,even when they realize that competitive advantages are going to be ephemeral,are still u

97、sing strategy frameworks and tools designed for achieving a sustainable competitive advantage,not 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

98、 of enterprise brands over the last 10 years,Ive concluded:Most businesses think about how they 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 e

99、asily replicable and,at best,only transient in differentiated value.Instead,consider looking at 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 succ

100、ess hinges on the ability as a team(of 1 or 100)to be dynamic and fluid moving in and out of“arenas”(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 cont

101、ent-driven experiences will move the business forward.PLAN A PROCESS,NOT A PROJECTROBERT ROSEChief 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 i

102、tself or where you distribute it.The content teams job is not to be good at content;their job is 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,technolog

103、ies,or inside-looking-out views of the customer journey.The successful business becomes skilled 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 a

104、t content from a container-first perspective solely designed to support marketing tactics or initiatives.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

105、constantly reconfigure their activities and manage portfolios of content-driven experiences.When 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 ac

106、tivities that fit togetherOne of the first signs of trouble in any content marketing approach is 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

107、 the friction.But when theres no repeatable standard operation,focusing on efficiency means trying 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 undert

108、ake to create or augment the existing processes,or which activities the business will undertake 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 advant

109、age.The content you create will provide you with no sustainable competitive advantage.But a strategic content operation just might.ACTION STEPS38METHODOLOGY&DEMOGRAPHICSThe Manufacturing Content Marketing Benchmarks,Budgets,and Trends:Insights for 2023 report was produced by Content Marketing Instit

110、ute(CMI)and cosponsored by GlobalSpec and 6sense.The online survey,from which the results of this report were generated,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,a

111、nd company sizes replied to the survey during July 2022.Additional fielding to manufacturing marketers took place via LinkedIn and CMI emails during September 2022.This report presents the findings from the 85 respondents who indicated:Their organization is a for-profit manufacturing company(78%indi

112、cated B2B,19%indicated both B2B+B2C,and 2%indicated B2C,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 thanks to MarketingProfs for their assistance with the

113、annual survey and the B2B and B2C reports.Size of Manufacturing Company(by employees)Manufacturing Role Small(10-99 employees)Micro (1-9 employees)Medium(100-999 employees)Large(1,000+employees)President/C-level-VP/GM Director Manager Writer/editor Strategist Associate Other 20%2%39%39%20%45%6%11%7%

114、8%3%39Thanks to the survey participants,who made this research possible,and to everyone who helps disseminate these findings throughout the content marketing industry.About Content Marketing InstituteContent Marketing Institute(CMI)exists to do one thing:advance the practice of content marketing thr

115、ough online education and in-person and digital events.We create and curate content experiences that teach marketers and creators from enterprise brands,small businesses,and agencies how to attract and retain customers through compelling,multichannel storytelling.Global brands turn to CMI for strate

116、gic consultation,training,and research.Organizations from around the world send teams to Content Marketing World,the largest content marketing-focused event,ContentTECH Summit,and CMI virtual events.Our community of 215,000+content marketers shares camaraderie and conversation.CMI is organized by In

117、forma Connect.To learn more,visit .About Informa ConnectInforma Connect is a specialist in content-driven events and digital communities that allow professionals to meet,connect,learn,and share knowledge.We operate major branded events in Marketing,Global Finance,Life Sciences and Pharma,Constructio

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119、hnical professionals relies on the GlobalSpec family of brands as a trusted resource for content,community,and engagement at all stages of the research,design,and purchasing process.Our clients count on us to deliver deep industry intelligence,customized marketing programs,and measurable campaign pe

120、rformance.For more information about GlobalSpec,visit 6sense6sense reinvents the way organizations create,manage,and convert pipeline to revenue.6sense Revenue AI captures anonymous buying signals,targets the right accounts at the ideal time,and recommends the channels and messages to boost revenue

121、performance.Removing guesswork,friction,and wasted sales effort,6sense empowers sales,marketing,and customer success teams to significantly improve pipeline quality,accelerate sales velocity,increase conversion rates,and grow revenue predictably.6sense has been recognized for its market-defining technology by Forbes Cloud 100,Gartner,and Forrester,and for its strong culture by Glassdoor,Inc.Magazine,and Comparably.For more information,visit 6sense or follow us on LinkedIn and Twitter.ABOUT