Year: 2022

The 12 months’s finish tends to immediate reflection on the earlier 12 months and plans for the 12 months forward. You might spend time assessing what labored in your content material program, what didn’t, and what you are able to do otherwise subsequent 12 months.

For those who’re a content material govt or chief, these reflections would possibly affect the place you direct these treasured content material advertising and marketing budgets and assets in 2023.

For particular person contributors and managers, these reflections would possibly affect how you are feeling about your present function and future profession strikes.

As you are taking this time to replicate and plan, use CMI’s current analysis findings so as to add context to your evaluation and reinforce any choices you make.

What to find out about your content material advertising and marketing profession – and your group’s

Our (first) Content material Advertising Profession & Wage 2023 Outlook (registration required) discovered:

As we wrote within the report, many content material entrepreneurs are “poised and able to leap when the precise alternative comes alongside – that means the Nice Resignation could also be removed from over.”

• 54% of content material entrepreneurs really feel they need to be paid extra.
• The median wage for U.S.-based content material entrepreneurs who work for an employer (i.e., should not self-employed) is $82,738.
• Girls in content material advertising and marketing make roughly 80 cents on the greenback in comparison with males – the U.S. median content material advertising and marketing wage

Have you ever heard quite a bit about ChatGPT these days?

I believed so.

In case you haven’t (perhaps you’ve been too tied up with vacation buying or closing the fourth quarter), ChatGPT is a prototype synthetic intelligence chatbot developed by OpenAI that’s gotten a variety of media and social media protection. This class of generative AI know-how receives prompts from customers, then generates new textual content or photos (primarily based on the info set used to coach the mannequin) in response.

Which means if you happen to’re a software program engineer, you’ll be able to ask it to jot down (or verify) your code for you. Should you’re a author, you may ask it to jot down a weblog put up on know-how (cheap) or a historical past of London within the fashion of Dr. Seuss (Why? As a result of you’ll be able to). Should you’re a pupil, you may use it to jot down a school utility essay. You get the concept.

The outcomes are spectacular – form of. However I’ll come again to that.

The response to ChatGPT’s launch final week (like different latest developments in AI for picture creation and manipulation) has run the total spectrum of the Kubler-Ross levels of grief: denial, anger, bargaining, melancholy, and acceptance.

Some say ChatGPT will basically “change every little thing in advertising, eternally.” Others say it has “handed the tipping level,” and we should discover it. One author even referred to it as a “pocket nuclear bomb …

How do you measure content’s impact on the bottom line? That’s the question on every manager’s mind during budgeting season. And for the content marketing directors of the world, this is one of the most challenging parts of the job.

“What metrics will matter to the C-Suite?” “How can I show the value of my content and get more budget to produce better assets?” There’s a reason why everyone asks these questions ­– and why they are so difficult to answer. Let’s dive in together to unpack them.

Why is it so difficult to measure the impact of content?

Chances are your boss doesn’t “get” content. They don’t truly understand why you can’t give them solid metrics to prove why content matters or what impact it has on your brand’s top and bottom lines. (If you’re in that boat right now, I feel for you, friend.)

Let’s break down why it’s so difficult to measure content’s impact on your business, even though we all know that content is key to a successful buyer’s journey. What content is most effective content may differ for B2B and B2C markets, but the concept remains the same: better information and branding attract more engagement, interaction, and buyers.

But determining just how much impact your content makes isn’t always as easy as measuring the effectiveness of a campaign.

How can I show the value of my content marketing and get more budget to produce better assets? Contently’s @BGocklin has the answer #sponsored #MarketingAnalytics #ContentMarketing Click

Individuals like to hate Steven Singer.

That “hate” is so pervasive that the jewellery retailer’s web site is: IHateStevenSinger.com. The corporate is so dedicated to celebrating the “hate” that it doesn’t even personal the area StevenSinger.com.

What’s behind all that “hate” pervading Philadelphia radio and satellite tv for pc airwaves? (The corporate says it’s the longest-running advertiser on The Howard Stern Present.) It’s the story of buyer suggestions (probably apocryphal) that launched a advertising marketing campaign that’s lasted for years.

It’s additionally a narrative concerning the energy of contrarian considering – a useful reminder for content material entrepreneurs.

@IHSS (I Hate Steven Singer) exhibits the facility of contrarian considering, a helpful #ContentMarketing lesson, says @AnnGynn through @CMIContent. Click on To Tweet

Contrarian technique stands out in a gift-driven market

The web site’s Historical past web page recounts the origin story: A Steven Singer buyer returned 20 years after shopping for an engagement ring to purchase one other diamond ring for his or her anniversary. About 9 months later, the couple returned to the jewellery retailer to point out off their new child. The spouse exclaimed, “I like Steven Singer,” to which the husband responded, “Right here we go once more. We’re up all evening with feedings and diaper modifications. I HATE Steven Singer.”

(Right here’s the audio rationalization used of their commercials.)

Picture supply

Steven Singer Jewelers turned that humorous remark right into a model viewpoint.

A weblog publish known as Why Hate Steven Singer explains recounts why huge retailer