The State Of Content Marketing In 2023 [Stats & Trends to Watch]

As a Marketer, Taking Advantage content marketing In your strategy, this means planning, creating and sharing content to attract and delight your target audience.

A woman writes content marketing statistics and trends on a clear board with a marker.

An engaging content marketing strategy creates brand awareness, persuades customers to take action, and drives revenue.

Content marketing includes a variety of platforms, channels and types of media – such as social media, videos and blogs. And as new content platforms emerge, so do new trends and technologies that are changing the way businesses reach consumers.

Keeping up with the latest changes in the content marketing landscape can seem daunting, but it’s essential to keeping your brand current and competitive. In this post, discover key statistics about the state of content marketing in 2023 and trends to watch throughout the year.

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Content Marketing Statistics to Know

  • marketers say Sales, web traffic and social engagement One of the most important metrics to measure the effectiveness of their content marketing strategy.
  • 91% Businesses use video as a marketing tool.
  • use instagram 65% social media marketersRight behind Facebook at 67%.
  • Contains short articles/posts and videos top two content types Used by B2C marketers over the past 12+ months.
  • 22% Marketers say that Instagram has the highest growth potential in 2023 than any other platform.
  • Gen Z ranked Instagram as their favorite social media app 2022,
  • 50% Millennials trust product recommendations from influencers.
  • 44% Marketers say that the most important advantage of working with smaller influencers is that it is less expensive.

Content Marketing Trends to Watch in 2023

1. Short-form video to take center stage in 2023.

Short-form videos are the hottest trend among marketers, has the highest ROIAnd 2023 will see the highest growth. Marketers plan to invest more in short-form video than any other trend.

In fact, 90% marketers Using short-form video will increase or maintain their investment in 2023, and 21% plan to take advantage of short-form video for the first time in that same year.

Graph showing which marketing trend has the highest ROI with short-form video content at number one.

Match it with the videos consumers love to watch 73% consumer Prefer to watch short videos to learn about a service or product.

This consumer behavior has made video the primary form of media used within any content strategy for the fourth year in a row.

2. More brands will emphasize their values ​​in their marketing materials.

A recent study commissioned by google cloud Found that 82% of buyers want a brand’s values ​​to align with theirs. Furthermore, the same study found that 75% of consumers would part with a brand on conflicting values.

So, it’s no surprise that 30% of marketers are creating content that reflects their brand’s values, making it one of the hottest trends in marketing. The trend has the 5th highest ROI and will see growth in 2023.

Graph showing how marketers are changing their investments in 2023, and creating content that showcases your values ​​is among the investments.

The COVID-19 pandemic plays a role in the increased importance of values ​​in marketing, according to Giusy Buonfantino, Vice President of Consumer Packaged Goods at Google Cloud.

“COVID-19 has inspired people to reflect on their priorities, pursuing concepts such as community service, equity and sustainability,” Buonfantino said in a statement. blog post Sharing the above findings.

Buonfantino says today’s consumers aren’t just looking for savings or convenience; They also want to feel good about spending their money with a company whose values ​​align with theirs.

According to a Google Cloud study, sustainability is a value most consumers (52%) are interested in. Consumers want to know how companies manage their resources and whether their ingredients are responsibly sourced.

3. Influencer marketing will continue to be important for reaching audiences online.

According to the Digital Marketing Institute, nearly half of consumers rely on recommendations from influencers to determine the products they want to buy.

Ahead, 1 in 4 marketers Influencer marketing is taking advantage and it provides the second highest ROI of any trend.

Influencer marketing is expected to see significant growth in 2023, with 17% of marketers planning to invest in it for the first time. So, why is influencer marketing so beneficial?

According to Nielsen Scarborough, 42% of Americans seek the advice of others for purchasing decisions, and they seek advice from relevant sources.

Influencers are seen as more trustworthy than brands and companies and they use their relatability to build tighter bonds with their audiences.

So, if you want to humanize your brand and build a deeper connection with consumers – influencer marketing is the way to go.

4. Fun, trendy and relevant content is key in 2023.

Related content will grow significantly in 2023 46% social media marketers Will take advantage of it for the first time. Of those who use it, 49% plan to increase their investments, and 43% keep investing the same amount.

Additionally, fun content will see the second highest investment of any content type in 2023, and 33% of social media marketers plan to use it for the first time next year.

If you’re not sure what’s trending among the audience or what’s getting the most laughs this year, don’t be afraid to lean on influencers.

In addition to being relatable, influencers are constantly tapping into what their audiences care about and what makes them laugh.

5. Social media is the best way to reach Gen Z.

Social media is the #1 channel for reaching Gen Z consumers. we found that 93% of Gen Z spend an average of four hours a day on social media, and 57% of Gen Z people have discovered a new product on social media within the past three months.

Ahead, 28% of Gen Z consumers Purchased a product through a social media app. Additionally, social media is the marketing channel Gen Z consumers often search for new products, and it is their preferred channel for product discovery.

Graph showing the top 7 channels Gen Z prefers to discover new products. So, which social media platforms does Gen Z use the most? According to our data, YouTube, Instagram and Tiktok are in the top 3.

Graph showing YouTube as the most used social media app by Gen Z.

6. Strategic SEO strategy is a must.

SEO is not new in marketing, but it still has an important place in content marketing strategies – especially for web content. 29% of marketers use a website to attract and convert leads.

SEO has the 4th largest ROI, and most marketers use it (88%) will increase or maintain their investment in 2023.

And SEO is third in terms of short-form video and influencer marketing where marketers invest the most money in 2023.

stay up to date on your industry

It is always essential to stay up-to-date on what is happening in your industry; Being aware of these trends is one way to do this.

If you choose to leverage one of these trends in your marketing strategy, make sure it is relevant to your business needs and will help you achieve your goals.

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