Even marketers at tech companies don’t have an edge when it comes to content management technology.
Slightly more than one in four (28%) say they have the right tech to manage content across the organization. But most haven’t acquired the right tech (29%) or have the tech but aren’t using its potential (32%). (And 11% aren’t sure about it all.)
That’s one of the findings in CMI’s newly released Technology Content Marketing Benchmarks, Budgets, and Trends: Insights for 2023. Sponsored by Foundry, an IDG, Inc. company, the survey encompasses responses from 278 tech marketers in our July 2022 content marketing questionnaire.
Where tech marketers plan to invest
Tech marketers’ use of tech mirrors B2B marketers as a whole in their planned investments for this year. Video tops the most popular investment, with 84% of technology marketers expecting their organization would invest in it this year. Other most frequently cited investments include:
- Events 74%
- Owned media assets 73%
- Paid media 72%
- Earned media 54%
- Social media/community building 54%
- Fewer than half expected investment in getting to know audiences better (40%), UX design (27%), audio content (24%), and content technologies (18%)
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By: Lisa Murton Beets
Publication Date: 2023-03-22