Key Insights from the 2023 Content Marketing Industry Survey
As a software development agency invested in effective content marketing, we analyzed the 2023 Content Marketing Industry Survey from Semrush to identify key trends and benchmark our strategy. With over 1,700 marketers surveyed, this report offers valuable insights into what works today.
Here are the top trends and takeaways we’ll be applying to refine our agency’s approach:
#1: Document Your Strategy
Of the most successful content marketers, 80% have a documented content strategy. For us, this validates our commitment to crafting an annual strategic content marketing plan based on target personas, topics, and KPIs. It ensures alignment across our blog, videos, whitepapers, and other assets.
#2: Double Down on High-Quality Content
With Google’s helpful content update rewarding pages that satisfy users, we need to obsess over providing practical, useful content. We’ll focus on topics where we have distinct expertise and can offer original research or insights. Our goal is to create content that truly answers our audience’s questions and helps them meet their goals.
#3: Get Creative with Promotion
Too often, brands stick to the basics of social media and email to distribute content. But the top performers also leverage strategies like influencer marketing, paid social, PR, and even community building. In 2023, we’ll test new channels like sponsoring niche events, syndicating our blog posts as guest articles, and exploring LinkedIn’s closed groups.
#4: Grow the Team
Most successful content marketers have teams of at least 4 specialists. With only 2 dedicated content marketers currently, we have room to grow. Hiring another writer and a multimedia specialist would allow us to produce more assets and expand into video and podcasts. We’ll make the case for adding headcount in 2023.
#5: Prove the ROI
With budgets tightening, quantifying content marketing ROI is crucial. We track basic metrics like traffic and leads, but we need to get better at attributing revenue and pipeline influence. We plan to work cross-functionally to connect content performance data with our CRM and sales processes. This will help us showcase our content’s monetary value.
#6: Master Video
Video dominates in terms of engagement and conversions. But most of our content is currently long-form text. In 2023, we’ll significantly ramp up short-form video production—spotlighting customer success stories, thought leadership interviews, and technical explainers. We may even consider acquiring a video-first content brand to accelerate growth.
#7: Listen to Your Audience
Ultimately, creating content that resonates requires truly understanding your audience’s pain points and goals. This year, we’ll actively participate in our users’ community forums and social conversations. Building trusting relationships will provide insights to create content that solves real problems vs. what we assume they want.
By learning from the strategies of the most successful content marketers, we’re confident we can take our agency’s efforts to the next level this year. What trends stand out to you from the 2023 survey? How do you plan to adapt your content approach? Let’s connect to discuss how we can help tell your software company’s story.
Evolve Your Content Marketing for Maximum Impact
The content marketing landscape is constantly shifting. Without vigilant strategy refinement, even top-performing efforts can stagnate or decline.
Don’t let your content marketing miss key opportunities to drive growth. By partnering with Humming Studios, we help forward-thinking brands like yours:
- Audit existing content and identify gaps to fill
- Research your audience for deeper insights
- Set data-driven goals and document strategic plans
- Produce engaging, high-quality assets across formats
- Promote content through both paid and organic channels
- Connect content efforts to business KPIs like revenue
- Build future-proof teams, processes, and technologies
Let our content experts assess your current program and chart a course for 2023 success. We’ll uncover areas of opportunity and handle execution of strategic upgrades.
Schedule a free consultation today to get started.
Let’s prepare your content marketing to thrive this year.
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