March 23, 2023

Content material advertising and marketing is extra profitable than ever in 2023. 

How do we all know? By surveying 1,700 entrepreneurs and enterprise homeowners about their efforts on this space. 

They have been beneficiant sufficient to provide us their suggestions as soon as once more. Because of this, we now have compiled this information into the excellent State of Content material Advertising and marketing: 2023 International Report. 

Beneath, you’ll discover over 100 content material advertising and marketing statistics that showcase an important trade tendencies and benchmarks.

With out additional ado, let’s get began.  

Content material Advertising and marketing Technique Statistics 

As Semrush Director of Natural Search Kyle Byers acknowledged, “Understanding what your viewers wants and values shall be your key to content material advertising and marketing success in 2023.” 

He’s proper. Our statistics present that that is one among many important elements influencing content material advertising and marketing success. 

When requested “What elements result in success in content material advertising and marketing,” here’s what the survey respondents needed to say: 

  • 47% analysis their viewers 
  • 46% carry out SEO (search engine optimisation) 
  • 45% are publishing extra content material and publishing extra ceaselessly
  • 44% mentioned enhancing the standard and worth of their content material has led to success 
  • 42% mentioned updating current content material has boosted their content material advertising and marketing worth 
  • 41% mentioned analyzing their opponents influenced the success of their technique 
  • 40% mentioned creating extra visible, and video content material improved their content material advertising and marketing 

Along with these needed content material advertising and marketing parts, respondents had loads to say about which techniques enhance content material rating essentially the most: 

  • 55% create extra content material and publish extra ceaselessly 
  • 53% are specializing in enhancing the standard of their content material 
  • 37% are prioritizing research-driven content material 
  • 36% mentioned they’re enhancing their technical search engine optimisation 
Tactics for boosting Google ranking


Content material high quality and frequency are top-of-mind in 2023. It’s not sufficient to churn out long-form publish after long-form publish with out analysis. Cautious planning and information evaluation will show you how to rank greater than your opponents who aren’t doing these issues. 

Content material Advertising and marketing Budgets

Funds will play a major function in content material advertising and marketing this 12 months. Michael Brenner, CEO at Marketing Insider Group, predicts, “Proving return on funding shall be a principal purpose” in 2023. 

With that in thoughts, here’s what respondents needed to say about their month-to-month content material advertising and marketing budgets: 

  • 27% spend lower than $1,000 
  • 19% spend $1,000-$3,000 
  • 20% spend $3,000-$5,000 
  • 17% spend $5,000-$10,000
  • 10% mentioned they spend $10,000-$20,000
  • 6% mentioned they spend over $20,000 

These statistics recommend many entrepreneurs, companies, and businesses are hesitant to spend massive sums on advertising and marketing. 

However some promising tendencies are rising for 2023. 

69% of companies plan to extend their content material advertising and marketing budgets in 2023—that’s fairly spectacular. 

The highest responses have been: 

  1. A medium improve of 11%-25% in spending (28% of respondents)  
  2. A slight improve of as much as 10% in spending (25% of respondents) 
  3. The funds will keep the identical (21% of respondents) 
  4. A major improve of greater than 25% (16% of respondents) 
  5. Surprisingly, solely 3% of respondents mentioned they’d lower their content material advertising and marketing budgets


So, even with a possible world recession looming over many companies, entrepreneurs have recognized that spending extra, not much less, on their content material advertising and marketing is a vital enterprise choice in 2023. 

Content material Manufacturing and Content material Groups 

Julia McCoy, VP of Advertising and marketing at Content at Scale, predicts, “Companies will search for reliability over novelty.” 

She continues:

AI instruments like ChatGPT will assist manufacturers scale manufacturing however generate tons of low-quality content material. Manufacturers will want authentic, human-researched content material to face out.

Julia McCoy, VP of Advertising and marketing – Content material at Scale

So, content material generated by dependable human content material specialists and content material groups—whether or not it’s an in-house useful resource or an company—remains to be a great funding. 

A human contact is required to do extra than simply write. When requested which techniques greatest assist propel weblog content material within the SERPs, respondents ranked them: 

  1. Researching and including associated key phrases along with main key phrases (45% of respondents) 
  2. Analyzing and addressing buyer questions of their weblog posts (38% of respondents) 
  3. Including extra visuals—akin to pictures and movies—to their blogs (33% of respondents) 
  4. Doing in-depth search intent evaluation earlier than writing (27% of respondents) 
  5. Engaged on hyperlink constructing for his or her weblog posts (26% of respondents) 

As McCoy says, AI can solely take your content material thus far. 

So, what else does a content material workforce do? Check out a number of the content-related tasks our analysis recognized: 

Top responsibilities for non-senior content marketing positions

The numbers make sense. AI instruments may also help refine content material manufacturing, however they don’t innovate. 

For instance, ChatGPT’s data comes from the web before 2021. And 48% of non-senior content material workforce members are answerable for the planning and strategic parts of social media and different belongings. 


Having somebody who can optimize posts by including in movies, conducting consumer search intent analysis, and different nuanced content-related duties is significant to producing the sort of content material your customers need to learn. 

Content material Promotion 

Figuring out a profitable amplification technique on your content material in 2023 will contain a multi-faceted method. 

Our survey respondents cited a number of channels which have the best impression in relation to content material attain. 

A few of these could also be a shock, whereas others is perhaps issues your online business is already utilizing: 

  • 73% use social media (natural posting) 
  • 53% use e-mail advertising and marketing 
  • 51% spend money on paid social media adverts 
  • 33% spend money on natural analysis 
  • 29% prioritize sponsorships (occasions, webinars, podcasts) 
  • 28% use PR and media outreach 
  • 25% leverage influencer advertising and marketing 
  • 11% use visitor posting for his or her content material promotion 

With regards to natural promotion channels, our analysis additionally confirmed that social media is the most well-liked tactic (56%). 

Organic content promotion tactics - content marketing statistics

Curiously, ptimizing content material for search is in second place with 32% of respondents. 

It additionally appears that entrepreneurs are starting to see the worth in optimizing their content material for mixture websites like Reddit (16% use this as a promotion tactic). 

These mixture websites depend on user-generated content material, which is usually seen as extra reliable in prospects’ eyes. 

In 2020, Reddit hit 52 million every day lively customers, up 44% YoY. As its recognition grows, so will the variety of searchers utilizing the positioning to search for trustworthy product and repair critiques. 


Total, we noticed that 63% of respondents use paid channels to speed up their content material distribution. However natural promotion remains to be related, particularly on social media. 

73% of respondents shared they use natural social media channels to advertise their content material. 

But another excuse to make room in your funds for a holistic content material advertising and marketing technique. Nobody factor—natural or paid content material advertising and marketing—will show you how to enhance the sign in your content material. 

Our high tip: Method your promotional efforts from a number of angles to get the most effective ROI in your advertising and marketing spending. 

Content material Audits 

Content material audit—a phrase that may generally strike concern within the coronary heart of a marketer. 

However content material audits don’t should be terrifying, particularly when you will have the fitting instruments and information to refine your method. 

These we surveyed noticed enhancements in a few key areas after performing a content material audit, akin to: 

  • 53% in engagement price 
  • 49% in rankings and site visitors 
Results of content audits

Moreover, the frequency of audits diverse amongst respondents: 

  • 33% do an audit twice yearly 
  • 24% do just one yearly audit 
  • 21% do an audit greater than thrice a 12 months 
  • 16% by no means do content material audits 
  • Solely 6% do content material audits each two to 3 years 

Out of the businesses reporting they have been most profitable in content material advertising and marketing in 2022, 61% carried out audits greater than twice a 12 months. 

So, how do you have to decide your content material auditing frequency? 

You might discover that your online business solely generates sufficient content material to warrant one audit a 12 months. Or perhaps you will have a big ecommerce web site that requires loads of content material audits and upkeep. 


In 2023, there isn’t a one-size-fits-all method to content material auditing.

You might need to experiment to seek out the fitting frequency and depth on your audits. Whereas a content material audit not often wastes time, it might probably pressure your advertising and marketing funds. 

Be conscious of how a lot time and what number of sources you make investments on this effort. 

Content material Efficiency

Measuring the efficiency of your content material is virtually non-negotiable. Particularly in case you have a good funds or a small in-house workforce accountable for creating and publishing content material for your online business. 

On this occasion, making certain your content material is performing nicely will make it simpler to justify extra spending in your content material advertising and marketing technique. 

No matter firm measurement, of those who reported excessive success in content material advertising and marketing, 70% mentioned they do certainly measure content material advertising and marketing ROI. 

Nonetheless, within the general survey outcomes, solely 54% of all companies have interaction on this apply.

Content marketing ROI

And 61% of respondents consider they’re no less than above common at measuring their ROI.

Content marketing ROI

Measuring efficiency goes hand in hand together with your intentions on your content material. Respondents to our survey had some sensible objectives for his or her content material advertising and marketing. 

2023 content marketing goals

How they measure that ROI was additionally an fascinating discover. Have a look:

Methods for measuring content marketing ROI

It appears most respondents do a simple calculation of income vs. measuring leads and conversions generated by content material advertising and marketing (67%). 

Nonetheless, 24% of respondents are properly what content material advertising and marketing can do for his or her promoting funds. 


The vast majority of profitable firms consider they’re successfully measuring their ROI. For those who’re not measuring it but, you need to be in 2023.

Firms are additionally spreading out their ROI efforts amongst content material advertising and marketing, advert spend, and natural channels.

This means that taking a multi-faceted method to measuring ROI may also help you make higher selections about the place to take a position your spend.   

Likelihood is your opponents shall be specializing in these areas as nicely. 

Content material Optimization 

Content material optimization is a combination of artwork, science, and a few stellar search engine optimisation practices. 

Let’s concentrate on search engine optimisation. How a lot is your online business investing month-to-month on this tactic? The newest analysis from BrightEdge exhibits that 53% of companies get their general internet site visitors from natural search. 

The 2023 State of Content material Advertising and marketing report additionally discovered that some articles carry out higher than others, primarily based on what kind of widespread question or SERP characteristic the content material is optimized for. 

Article types and organic traffic

We reviewed half one million English language articles with 30,000 to 500,000 common month-to-month natural views by way of September 2022. 

Looking at natural site visitors, social media engagement, and backlinks, we averaged the metrics and break up them into three areas: high-performing (20%), average-performing (60%), and low-performing (20%) articles.

The report additionally discovered that newer, more energizing content material performs higher in search. 27% of high-performing content material was a month or much less previous. 

Article age and content performance

Readability was additionally an important efficiency indicator. Right here’s a have a look at the readability stage for every of these.

Readability and content performance

Excessive-performing content material presents both an ordinary studying expertise or a reasonably simple one. 

So, merely stuffing content material right into a weblog for the sake of size will most likely find yourself hurting your content material efforts. 

Take note of the reader’s expertise and supply solely the data they search. This gives the most effective readability. 


The “All the things You Want To Know” titles and comparability articles generate essentially the most natural site visitors on common. 

This presents a chance: Whereas these article varieties get essentially the most site visitors, they’re unusual. Solely 0.4% and 0.8% of all articles are written on this content material format. 

The info additionally exhibits the extra readable an article is, the extra probably it’s to carry out nicely. Solely 17% of high-performing blogs have been discovered to be very troublesome to learn. In distinction, 33% of high-performing blogs have been pretty simple to learn.  

These outcomes spotlight the significance of craftiness in content material optimization. For those who gear your content material towards answering your viewers’s search requests extra completely than your opponents, you’ll win their consideration first. 

Content material Advertising and marketing Jobs 

Are you able to construct up your inside content material advertising and marketing workforce? Or are you seeking to get a greater understanding of what the job market seems like for content material? Our report has some information it would be best to see. 

Utilizing keyword-related searches inside, we compiled and refined over 85,000 job listings right into a extra centered group of 10,000 job listings. 

Of these 10,000 listings: 

  • 50% have been content material advertising and marketing supervisor roles
  • 26% have been content material advertising and marketing specialists 
  • 8% have been content material advertising and marketing director roles 
  • 5% have been content material strategist roles
  • 4% have been copywriter roles 

The highest three fascinating {qualifications} amongst senior-level content material advertising and marketing positions have been:

  • Glorious written and verbal communication
  • 6 years of related expertise 
  • Related bachelor’s diploma 

Equally, the highest {qualifications} for non-senior advertising and marketing jobs have been:

  • Related bachelor’s diploma
  • Glorious written and verbal communication
  • Sturdy time and challenge administration abilities
  • Three years of related expertise

Senior positions had a heavy writing (29%) and analytics (25%) focus, whereas writing (61%) and video (40%) topped the abilities requested for non-senior positions.

Top marketing skills for senior content marketing positions
Top marketing skills for non-senior content marketing positions


Each senior and non-senior positions require robust writing abilities first and powerful analytic abilities second. 

In case you are constructing an inside content material advertising and marketing workforce, search for candidates expert in each content material creation and strategic considering. 

Firms that prioritize each of those abilities understand how important they’re to serving to them attain their objectives. You’ll be sensible to do the identical.  

B2B Content material Advertising and marketing 

For B2B companies particularly, our respondents cited creating and posting extra content material (52%) and enhancing content material (51%) as the highest techniques for gaining extra natural site visitors to their websites.

Content ranking tactics for B2B companies in 2023

Regardless of their efforts, B2B companies do face challenges.

Top content marketing challenges of B2B companies in 2023

Attracting high quality leads with B2B content material got here in as the highest problem amongst respondents (54%). 

This indicators B2B companies aren’t all for creating content material for simply anybody—they need their content material to resonate with certified prospects. 

Understanding this particular purchaser’s journey will assist enhance ROI as nicely. 


There’s loads of alternative to realize a aggressive edge together with your content material advertising and marketing for those who’re a B2B enterprise. 

A lot lower than half of the respondents concentrate on viewers analysis—so you must. 

Even much less (18%) mentioned consumer expertise was an essential funding in 2023. 

Make the most of the place your opponents are missing. Put sources into enhancing your content material to satisfy your viewers’s wants and enhance your web site for higher UX. 

B2C Content material Advertising and marketing 

This 12 months, B2C firms are centered on the place their leads are coming from. 

  • 64% of respondents reported calculating income that their content material advertising and marketing generates
  • 51% reported measuring natural site visitors 
  • 19% reported calculating income from non-paid channels 

Maybe because of this B2C content material advertising and marketing is seeing fascinating funding tendencies in 2023. 

Here’s what respondents on this enviornment needed to say about the place they are going to be placing their cash within the coming 12 months: 

Content marketing investment areas for B2C companies

Based mostly on these numbers, rising a social media presence and constructing a brand-loyal group are the place the large investments shall be in 2023. 

As well as, B2C firms are using no less than some specialists to make sure content material advertising and marketing techniques are carried out successfully.

Content marketing team size in B2C

38% of respondents mentioned they’d a devoted workforce of 1 to 3 specialists doing their content material advertising and marketing. 25% had 4 to 10 specialists doing this work. 

These are even greater numbers than devoted advertising and marketing businesses—solely 37% of company respondents mentioned they’d one to 3 specialists, and solely 21% mentioned they’d 4 to 10 specialists. 


Whereas buyer and viewers engagement is essential in B2C content material advertising and marketing, social media is much and away the place the place most entrepreneurs shall be placing their {dollars} to work. 

For those who don’t have a robust social media presence or solely occasionally publish or reply to buyer feedback, look into social media toolkits that may assist. Or take into account hiring a social media supervisor to do the footwork for you. 

As well as, many B2C companies spend money on devoted groups to do their content material advertising and marketing work (over 38% mentioned they’d one to 3 specialists). So, be sure to have sufficient specialists on your content material to be efficient.


It’s most likely not stunning to learn that 71% of company respondents mentioned they’ve a documented content material advertising and marketing plan in place. 

It is sensible. Particularly when you think about how ceaselessly they’ve to elucidate their methods to their shoppers.

You may, nevertheless, be shocked to study that solely 28% of these surveyed believed their content material advertising and marketing technique was mature or complicated. 

That mentioned, businesses nonetheless have formidable objectives for 2023. 

Content marketing goals in 2023 for agencies

49% recognized growing model consciousness as their high 2023 aim. Simply over half of businesses surveyed additionally deliberate to measure their ROI (54%).

Measuring content ROI in Agencies


2023 is the 12 months to put in writing your content material advertising and marketing technique down for those who haven’t already achieved so. In truth, primarily based on the info, you could possibly achieve a severe aggressive edge for those who method shopper content material advertising and marketing work holistically.

This demonstrates maturity and complexity in a method few businesses are reportedly doing. 

Incomes your shoppers’ belief is one benefit of this apply. Grow to be the consultants and present them that their content material advertising and marketing technique is in good fingers.  

Small Enterprise Content material Advertising and marketing 

Small companies (1-10 workers) normally should streamline their content material advertising and marketing technique to serve their prospects higher and cut back overhead prices. 

Like nearly each different kind of enterprise, small companies face their very own distinctive challenges. 

When surveyed, here’s what they needed to say concerning the impression of present world financial circumstances and the way a possible recession may impression their content material advertising and marketing technique: 

Small businesses and how crisis impacts their content marketing

Small companies additionally acknowledge that they have to bolster their advertising and marketing budgets in 2023. 

Content marketing budgets in small businesses

Simply two-thirds of respondents mentioned they’d be making no less than some type of improve to their present funds. 


Opinions appear to be break up on whether or not the present world local weather impacts small enterprise content material advertising and marketing. 

Simply over 25% mentioned no, whereas slightly below 25% mentioned sure, it has made them lower their content material advertising and marketing budgets. Regardless, the bulk remains to be making a rise this 12 months.

Finally, it can come all the way down to your backside greenback. Determine what sort of content material to spend money on primarily based on what has carried out for you prior to now. After you have that decided, concentrate on constructing your 2023 content material advertising and marketing plan.

Get Prepared for the 12 months Forward—Learn the Full Report 

Hopefully, by now you’re excited to start out or enhance your content material advertising and marketing technique for 2023. 

For those who plan to bulk up your content material, publish extra ceaselessly, or add to the variety of channels you utilize for content material amplification, you’ll be in nice firm. 

These 100+ statistics have been only a begin. 

The total State of Content material Advertising and marketing: 2023 International Report has lots of of metrics that can assist you construct a content material advertising and marketing technique personalized to your online business wants. 

Get a head begin on the competitors by downloading your copy of the report in the present day.