Written by: Vickie Sullivan  |  January 03, 2023

Content Marketing Trends for 2023

I hope everybody had a joyous holiday! If you’re still developing your content marketing plans for 2023, the Content Marketing Institute and MarketingProfs published a study (pdf) about Corporate America’s plans that might help you.

Key content marketing findings that impact thought leaders the most:

• Traditional opportunities are drying up. Not only do over 70% think content marketing is more important this year, but B2B marketers are hiring more in-house help. Influencers and subject matter experts are last on their list, with only 16% reporting that they are hiring here. Translation: Content creation is going inhouse as these companies hire more writers and videographers.

• More competition in speaking. What produced the best results: in-person events at 48% with virtual events a dead heat at 47%. (Last on the list: magazines or books at 18%.) That’s why marketers are hitting the speaking circuit, as 64% used events to distribute content last year. Watch for these folks to compete with thought leaders in the association market.

Listen: Take Advantage of Big Changes Coming Up for Marketing Meetings in 2023  

Bottom line: Corporate America is entering a “DIY” phase in their content marketing game. Look for more events that feature an in-house roster with (maybe) one outside speaker to generate excitement.

Now Read This:

• Does Your Content Meet Buyers’ Needs?
• Springboard Marketing: Leveraging Your Expertise into an Empire