1、1MANUFACTURINGINSIGHTS FOR 20232TABLE OF CONTENTSm INTRODUCTION.3m KEY TAKEAWAYS.6m STAFFING&OPINIONS.7m CONTENT CREATION&DISTRIBUTION.10m CONTENT MANAGEMENT&OPERATIONS.19m METRICS&GOALS.23m BUDGETS&SPENDING.28m CHALLENGES.32m LOOKING FORWARD.34m ACTION STEPS BY ROBERT ROSE.36m METHODOLOGY.38m ABOUT

2、.39SURVEY TERM DEFINITIONSContent Marketing:A strategic marketing approach focused on creating and distributing valuable,relevant,and consistent content to attract and retain a clearly defined audience and,ultimately,to drive profitable customer action.Success:Achieving your organizations desired/ta

3、rgeted results.3INTRODUCTIONWelcome to the Manufacturing Content Marketing Benchmarks,Budgets,and Trends:Insights for 2023 report.This report looks back on the last 12 months and includes expectations for 2023.Last years theme,The Sleeping Giant Awakes,explored how the pandemic changed the way organ

4、izations perceive content marketing.We found that content marketing took a more prominent role as organizations lost the ability to meet face to face with prospects and customers.Has that momentum continued?Well,71%of manufacturing marketers told us that content marketing has become more important t

5、o their organization over the last year.But with the increase in importance and growth comes a need for more resources.When we asked,“If you could change one thing about content marketing in your organization,what would that be?”many of those same marketers told us they are still fighting for more s

6、taff,more budget,and better access to subject matter experts.Importance of ManufacturingContent Marketing in the Last Year71%6%23%More important Less important About the sameContent Marketing Institute/MarketingProfsBase:Manufacturing content marketers.13th Annual Content Marketing Survey:Content Ma