Mastering Content Marketing Management in 2023: Survey Results

Content marketing is all about creating copy, right?

Wrong.

It’s clear that creating the messages for brands is a major task – without the all-important words within a campaign, there would be very little to attract potential customers with. But the way marketers manage content production, storage and data analysis is critical to success. Without content management, advertisers can have a difficult time building, organizing and editing content to achieve their goals.

So how are industry professionals handling their content management in 2023, and what elements of this process (or complete lack of a process) might be holding advertisers back?

To find out the answer to our questions and discover where management gaps may lie, we conducted a survey that was sent to and answered by more than 120 marketing professionals.

Here are some of the main trends we noticed regarding respondents’ content management practices:

Key findings

1. Content topic ideation processes are varied. 66% of respondents said they use a shared cloud-based document to brainstorm ideas for content topics.
2. Reporting is an essential element of content marketing, and 55% of marketers’ companies present campaign results monthly or bi-monthly.
3. There are a variety of different tools available to marketers to manage content marketing campaigns, making it difficult to streamline procedures. Only 14% of professionals said they use one management platform that does everything they need. Of the 86% who said...