April 13, 2024

Content material advertising is extra profitable than ever in 2023. 

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

They have been beneficiant sufficient to provide us their suggestions as soon as once more. In consequence, we’ve got compiled this knowledge into the great State of Content material Advertising and marketing: 2023 International Report. 

Under, you’ll discover over 100 content material advertising statistics that showcase a very powerful business developments 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 said, “Understanding what your viewers wants and values can be your key to content material advertising success in 2023.” 

He’s proper. Our statistics present that that is considered one of many important components influencing content material advertising success. 

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

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

Along with these essential content material advertising elements, respondents had quite a bit to say about which techniques enhance content material rating probably the most: 

  • 55% create extra content material and submit extra often 
  • 53% are specializing in enhancing the standard of their content material 
  • 37% are prioritizing research-driven content material 
  • 36% stated they’re enhancing their technical search engine marketing 
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 submit after long-form submit with out analysis. Cautious planning and knowledge evaluation will enable you to rank increased than your opponents who aren’t doing these issues. 

Content material Advertising and marketing Budgets

Price range will play a big position in content material advertising this 12 months. Michael Brenner, CEO at Marketing Insider Group, predicts, “Proving return on funding can 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 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% stated they spend $10,000-$20,000
  • 6% stated they spend over $20,000 

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

However some promising developments are rising for 2023. 

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

The highest responses have been: 

  1. A medium enhance of 11%-25% in spending (28% of respondents)  
  2. A slight enhance of as much as 10% in spending (25% of respondents) 
  3. The funds will keep the identical (21% of respondents) 
  4. A major enhance of greater than 25% (16% of respondents) 
  5. Surprisingly, solely 3% of respondents stated they might lower their content material advertising 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 is an important enterprise determination 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 unique, 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 funding. 

A human contact is required to do extra than simply write. When requested which techniques finest 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—similar 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 to this point. 

So, what else does a content material group do? Check out among the content-related obligations our analysis recognized: 

Top responsibilities for non-senior content marketing positions

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

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


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

Content material Promotion 

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

Our survey respondents cited a number of channels which have the best influence in terms of content material attain. 

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

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

In terms of natural promotion channels, our analysis additionally confirmed that social media is the most well-liked tactic (56%). 

Organic content promotion tactics - content marketing statistics

Apparently, 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 day by day energetic customers, up 44% YoY. As its reputation grows, so will the variety of searchers utilizing the location to search for sincere 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 technique. Nobody factor—natural or paid content material advertising—will enable you to enhance the sign in your content material. 

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

Content material Audits 

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

However content material audits don’t should be terrifying, particularly when you may have the suitable instruments and data to refine your strategy. 

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

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

Moreover, the frequency of audits assorted 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 in 2022, 61% carried out audits greater than twice a 12 months. 

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

Chances are you’ll discover that your enterprise solely generates sufficient content material to warrant one audit a 12 months. Or possibly you may have a big ecommerce web site that requires a variety of content material audits and upkeep. 


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

You might need to experiment to search out the suitable frequency and depth in your audits. Whereas a content material audit hardly ever wastes time, it could actually pressure your advertising 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 group in command of creating and publishing content material for your enterprise. 

On this occasion, guaranteeing your content material is performing nicely will make it simpler to justify further spending in your content material advertising technique. 

No matter firm dimension, of those who reported excessive success in content material advertising, 70% stated they do certainly measure content material advertising ROI. 

Nevertheless, within the general survey outcomes, solely 54% of all companies interact on this follow.

Content marketing ROI

And 61% of respondents imagine they’re a minimum of above common at measuring their ROI.

Content marketing ROI

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

2023 content marketing goals

How they measure that ROI was additionally an attention-grabbing 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 (67%). 

Nevertheless, 24% of respondents are properly taking a look at what content material advertising can do for his or her promoting funds. 


The vast majority of profitable firms imagine they’re successfully measuring their ROI. When you’re not measuring it but, you ought to be in 2023.

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

This means that taking a multi-faceted strategy to measuring ROI might help you make higher selections about the place to speculate your spend.   

Likelihood is your opponents can 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 marketing practices. 

Let’s deal with search engine marketing. How a lot is your enterprise investing month-to-month on this tactic? The latest analysis from BrightEdge exhibits that 53% of companies get their general net visitors from natural search. 

The 2023 State of Content material Advertising and marketing report additionally discovered that some articles carry out higher than others, based mostly on what kind of widespread question or SERP function 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 September 2022. 

Looking at natural 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 a significant efficiency indicator. Right here’s a have a look at the readability degree for every of these.

Readability and content performance

Excessive-performing content material gives both a typical 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 provide solely the knowledge they search. This gives the most effective readability. 


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

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

The information additionally exhibits the extra readable an article is, the extra possible it’s to carry out nicely. Solely 17% of high-performing blogs have been discovered to be very tough 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. When you 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 group? Or are you seeking to get a greater understanding of what the job market appears like for content material? Our report has some knowledge it would be best to see. 

Utilizing keyword-related searches inside Indeed.com, 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 supervisor roles
  • 26% have been content material advertising specialists 
  • 8% have been content material advertising 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 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 jobs have been:

  • Related bachelor’s diploma
  • Glorious written and verbal communication
  • Robust time and undertaking administration expertise
  • 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 expertise first and powerful analytic expertise second. 

If you’re constructing an inside content material advertising group, search for candidates expert in each content material creation and strategic pondering. 

Corporations that prioritize each of those expertise know the way essential they’re to serving to them attain their objectives. You’ll be clever 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 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 thinking about 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 if you happen to’re a B2B enterprise. 

A lot lower than half of the respondents deal with viewers analysis—so you must. 

Even much less (18%) stated person expertise was an essential funding in 2023. 

Benefit from 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 generates
  • 51% reported measuring natural visitors 
  • 19% reported calculating income from non-paid channels 

Maybe that is why B2C content material advertising is seeing attention-grabbing funding developments 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 neighborhood are the place the large investments can be in 2023. 

As well as, B2C firms are using a minimum of some specialists to make sure content material advertising techniques are carried out successfully.

Content marketing team size in B2C

38% of respondents stated that they had a devoted group of 1 to 3 specialists doing their content material advertising. 25% had 4 to 10 specialists doing this work. 

These are even larger numbers than devoted advertising businesses—solely 37% of company respondents stated that they had one to 3 specialists, and solely 21% stated that they had 4 to 10 specialists. 


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

When you don’t have a robust social media presence or solely occasionally submit 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 put money into devoted groups to do their content material advertising work (over 38% stated that they had one to 3 specialists). So, make certain to have sufficient specialists in your content material to be efficient.


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

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

You would possibly, nonetheless, be stunned to study that solely 28% of these surveyed believed their content material advertising technique was mature or advanced. 

That stated, businesses nonetheless have formidable objectives for 2023. 

Content marketing goals in 2023 for agencies

49% recognized rising 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 write down your content material advertising technique down if you happen to haven’t already executed so. The truth is, based mostly on the info, you possibly can acquire a severe aggressive edge if you happen to strategy shopper content material advertising work holistically.

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

Incomes your shoppers’ belief is one benefit of this follow. Turn into the consultants and present them that their content material advertising technique is in good fingers.  

Small Enterprise Content material Advertising and marketing 

Small companies (1-10 workers) normally should streamline their content material advertising 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 influence of present world financial circumstances and the way a possible recession would possibly influence their content material advertising technique: 

Small businesses and how crisis impacts their content marketing

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

Content marketing budgets in small businesses

Simply two-thirds of respondents stated they’d be making a minimum of some form of enhance 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. 

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

In the end, it should come all the way down to your backside greenback. Work out what sort of content material to put money into based mostly on what has carried out for you prior to now. Upon getting that decided, deal with constructing your 2023 content material advertising plan.

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

Hopefully, by now you might be excited to start out or enhance your content material advertising technique for 2023. 

When you plan to bulk up your content material, submit extra often, or add to the variety of channels you utilize for content material amplification, you can 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 will help you construct a content material advertising technique personalized to your enterprise wants. 

Get a head begin on the competitors by downloading your copy of the report immediately.