Mastering Content material Advertising and marketing Administration in 2023: Survey Outcomes

Content material advertising and marketing is simply about creating copy, proper? 


Clearly, crafting the messaging for manufacturers is a staple process — with out the all-important phrases inside a marketing campaign, there could be little or no to entice potential clients with. However, the best way entrepreneurs handle content material manufacturing, storage and knowledge evaluation is extraordinarily necessary for achievement. With out content material administration, advertisers might have a troublesome time constructing, organizing and modifying content material to achieve their targets. 

So, how are business professionals dealing with their content material administration in 2023, and what components of this course of (or a whole lack of a course of) are probably holding advertisers again?

To seek out out the reply to our questions and uncover the place administration gaps might lie, we performed a survey that was despatched to and answered by over 120 advertising and marketing professionals. 

Listed here are among the foremost developments that we seen relating to the respondents’ content material administration practices: 

Key Findings

  1. Content material matter ideation processes are diverse. 66% of respondents mentioned they use a shared cloud-based doc to trace content material matter concepts. 
  2. Reporting is a vital ingredient of content material advertising and marketing, and 55% of entrepreneurs’ firms current marketing campaign outcomes month-to-month or bi-monthly.  
  3. There are a number of various instruments out there to entrepreneurs for managing content material advertising and marketing campaigns, making it troublesome to streamline procedures. Solely 14% of pros mentioned they use one administration platform that does all the pieces they want. Of the 86% who mentioned they use a number of instruments, the bulk (two-thirds) mentioned they need that they had a single software to consolidate content material administration.
  4. Though there are a number of challenges that entrepreneurs face throughout the content material advertising and marketing course of, 50% of respondents mentioned probably the most troublesome facet is guaranteeing the created content material ties to a objective. 
  5. Content material advertising and marketing success appears completely different for everybody, however consistency, analysis, strategic ideation and group had been listed as among the most important elements for a job nicely performed.

Who Did We Ballot?

We’re going to dive deeper into every of our key findings, however earlier than we begin, let’s get a snapshot of who answered our survey questions. 

The 120+ professionals are all within the advertising and marketing business in some capability. We acquired solutions from executives (35% of respondents), content material entrepreneurs (30%), digital entrepreneurs (17%), web optimization entrepreneurs (14%) and different promoting positions exterior of those classes (4%). 

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On the subject of the entire content material advertising and marketing course of — from ideation to launch — it’s all fingers on deck for some firms whereas others require fewer folks, relying on the scale of the company. 43% of respondents have 1 to three folks concerned within the content material advertising and marketing efforts, 40.5% have 4 to six workers as a part of the method, 9% have 7 to 9 folks and seven% have 10 or extra entrepreneurs within the ring. 

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Irrespective of the quantity of promoting professionals the respondents have on their crew, the promoting creation course of takes time. When taking a look at every step — content material ideation, content material creation, publishing, selling content material and measuring efficiency — respondents spent the least period of time, on common, on the content material ideation, publishing and measuring efficiency. On common, respondents spent anyplace from 0 to twenty hours finishing these levels. Essentially the most time spent in these phases was in content material creation and selling content material, with the common being anyplace from 20 to 60+ hours complete. 

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The respondents wish to serve their audience with a wide range of completely different content material varieties. On common, the most-created varieties of content material on a month-to-month foundation are blogs, emails, social posts and graphics, with eBooks, white papers, movies and webinars being made a bit much less ceaselessly. 

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Able to take a peek at our key findings? Let’s go!

Takeaway 1: 66% of Respondents Use a Shared Cloud-Primarily based Doc To Observe Content material Subject Concepts

Content material creation has many shifting elements, and the ideation part could make or break a challenge lengthy earlier than a single phrase is written. Respondents use a number of strategies for creating and managing new content material matter concepts: a shared cloud-based doc (55%), a cloud-based software program platform (10%), Microsoft Phrase (9%), an electronic mail thread (7%) and a bodily pocket book (1%). About 16% of the entrepreneurs said that their firm has no particular course of when developing with content material matters. 

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After the content material is created and able to be shared, 26% have a content material calendar that they use constantly that works nicely for them, and 38% use one for many however not all of their publishing. The remainder of the group both has a content material calendar however hardly ever follows it (19%) or avoids utilizing one altogether (17%). 

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The world isn’t quick on strategies for managing content material advertising and marketing efforts, however what are the most-used techniques amongst our respondents? A big share use challenge administration software program (48%), adopted by different prime choices, together with a spreadsheet (37%) or a shared digital calendar (11%).

Content marketing management survey graph results

Takeaway 2: 55% of Entrepreneurs’ Corporations Current Marketing campaign Outcomes Month-to-month or Bi-monthly

One step of the content material administration course of that doesn’t typically get the credit score or time it deserves is reporting — an important method for entrepreneurs to find out if their efforts are profitable or not. As talked about above, 55% of these surveyed report their marketing campaign outcomes on a month-to-month or bi-monthly foundation. That mentioned, 9% of promoting professionals responded that they don’t report on their findings in any respect.  

It’s additionally attention-grabbing to notice that reporting isn’t the one diverse a part of content material administration — the storage of revealed property additionally has a number of completely different approaches. Of the 120+ respondents, 55% maintain all accomplished content material in a shared cloud-based file. Different locations the place revealed items are stored embody:

  • 17% Content material administration software program.
  • 15% – Scattered throughout a number of locations.
  • 6% – Somebody’s pc.
  • 5% – Cloud-based software program.
  • 3% – E mail.
  • 1% Not saved anyplace.
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Takeaway 3: Solely 14% of Professionals Use One Administration Platform That Does All the pieces They Want

When doing a fast on-line seek for advertising and marketing administration instruments, you’ll be met with hundreds of choices. What number of of those instruments are at present being utilized by the respondents all through their content material creation course of?

Surprisingly, solely 14% of pros use only one administration useful resource that does all of the planning, monitoring and efficiency evaluation. A lot of the respondents make use of anyplace from 2 to five techniques to get the job performed (79%). 

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For people who said that they solely use one software, these are probably the most generally used:

  • Buffer.
  • Hubspot.
  • MissingLettr.
  • Pardot.
  • Smartsheet.
  • Groups.
  • Phrase.

For the opposite chunk of the surveyed group that makes use of a number of platforms, we requested them in the event that they’d want to chop again to just one software. 66% said that having a consolidated useful resource could be most popular. 

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Takeaway 4: 50% of Respondents Stated the Most Tough Side of Content material Advertising and marketing Is Guaranteeing the Created Content material Ties to a Purpose

Content material advertising and marketing comes with its fair proportion of challenges, the principle one being the power to jot down content material that works towards a selected objective. In reality, 50% of the respondents mentioned this was the toughest a part of writing copy for his or her business. That is notably necessary (and probably detrimental) when utilizing content material as the principle outreach to achieve traction with a audience — with out a objective in thoughts, the content material is certain to overlook the mark, each time. 

Different reported issues with the content material advertising and marketing course of embody collaboration amongst a number of stakeholders (48%), maintaining duties on schedule to satisfy challenge deadlines (41%) and guaranteeing content material is on-brand and on-brief (34%). 

Content marketing management survey graph results

Takeaway 5: Consistency, Analysis, Strategic Ideation and Group Had been Listed As A number of the Most Important Components for Content material Advertising and marketing Success.

60% of the surveyed entrepreneurs are both happy or very happy with their firm’s content material advertising and marketing outcomes. It is a massive share, however it additionally implies that 40% of the group isn’t experiencing that very same stage of confidence. To triumph in content material advertising and marketing efforts, the respondents mentioned a very powerful elements are consistency, analysis, strategic ideation and group. 

Content marketing management survey graph results

How can entrepreneurs discover extra success inside their firms? Through the use of a administration system that brings all of the levels collectively into one, well-oiled machine. However, what’s most necessary to our respondents when in search of one of these software? Ease of use, cloud-based software program, environment friendly collaboration, workflow administration and optimized group had been all excessive on the checklist of must-have useful resource skills. 

“Flexibility is a very powerful function {that a} content material administration software ought to have,” Tom Leighton from Sofary famous.

“The appropriate software is one which’s capable of adapt to the altering wants of what you are promoting because it expands. This implies it ought to be capable to deal with a big quantity of content material, management a number of varieties of content material and assist a number of customers and groups. A versatile and scalable content material administration software can prevent money and time in the long term by eliminating the necessity to continually swap between completely different instruments and platforms as what you are promoting grows. It additionally makes it simpler to handle and monitor the efficiency of your content material and to scale up or down your advertising and marketing efforts as wanted.”

Wrapping Up

Content material advertising and marketing is consistently evolving, making administration system all of the extra necessary for advertising and marketing groups. In accordance with our outcomes, profitable content material advertising and marketing comes from constantly writing and speaking together with your readers, researching what folks wish to know, filling in these content material gaps with strategic planning and ideation, and maintaining your content material course of organized and streamlined — components {that a} strong content material advertising and marketing administration software program ought to be capable to ship to customers. 

When you aren’t utilizing a content material administration software to maximise processes and ship improved outcomes, then it could be time so as to add one to your useful resource toolbelt as quickly as you click on out of this web page.