Know-how Content material Advertising and marketing Analysis 2023


Even entrepreneurs at tech firms don’t have an edge in the case of content material administration expertise.

Barely multiple in 4 (28%) say they’ve the appropriate tech to handle content material throughout the group. However most haven’t acquired the appropriate tech (29%) or have the tech however aren’t utilizing its potential (32%). (And 11% aren’t positive about all of it.)

That’s one of many findings in CMI’s newly launched Know-how Content material Advertising and marketing Benchmarks, Budgets, and Tendencies: Insights for 2023. Sponsored by Foundry, an IDG, Inc. firm, the survey encompasses responses from 278 tech entrepreneurs in our July 2022 content material advertising and marketing questionnaire.

61% of tech entrepreneurs don’t have the appropriate tech or don’t use it to its potential, in accordance with @CMIContent #analysis by way of @LisaBeets. Click on To Tweet

The place tech entrepreneurs plan to take a position

Tech entrepreneurs’ use of tech mirrors B2B entrepreneurs as an entire of their deliberate investments for this 12 months. Video tops the preferred funding, with 84% of expertise entrepreneurs anticipating their group would put money into it this 12 months. Different most ceaselessly cited investments embrace:

  • Occasions 74%
  • Owned media property 73%
  • Paid media 72%
  • Earned media 54%
  • Social media/group constructing 54%

Fewer than half anticipated funding in attending to know audiences higher (40%), UX design (27%), audio content material (24%), and content material applied sciences (18%).

Areas of technology content marketing investment in 2023.

Constructing group is extra necessary than ever

Whereas video stays the preferred, funding in social media/community-building noticed a giant bounce with 54% choosing the class – over 46% greater than the earlier 12 months. Think about these plans with a major curiosity in occasions (74%), and it seems to be like tech entrepreneurs are prioritizing relationship-building in 2023.

Greatest #ContentMarketing funding leap in 2023 for tech entrepreneurs? Social media and community-building, in accordance with @CMIContent #analysis by way of @LisaBeets. Click on To Tweet

“Whenever you concentrate on constructing a group, you’re creating an area the place your viewers feels heard, valued, and understood,” says Lorenzo Mitil, CMI’s social media supervisor. “That type of setting encourages engagement and conjures up individuals to come back again for extra.”

Demandbase embraces that philosophy. A couple of 12 months in the past, it launched a group known as Income Circle for individuals who have vice-president-level roles (or increased) in gross sales and advertising and marketing. The group hosts unique digital and in-person occasions (alongside different firm occasions). Demandbase Social and Influencer Advertising and marketing Director Justin Levy says the large attract personal communities like Income Circle is networking alternatives with different members, particularly as layoffs improve. “The group turns into its personal universe, with its personal targets hooked up which are separate from – however complementary to – these of our group,” Justin says.

Plans for hybrid occasions evolve

Whereas occasions as a content material advertising and marketing device are common, the specifics for tech entrepreneurs are attention-grabbing. Not surprisingly, over half (57%) count on their group to extend spending on in-person occasions in contrast with the earlier 12 months. Given the curiosity in digital and hybrid occasions in the course of the prime pandemic years, it’s exceptional that tech entrepreneurs nonetheless plan to take a position extra in digital/digital occasions (26%) and hybrid occasions (27%). Apparently, almost as many (24%) say they received’t use hybrid occasions in 2023 (solely 3% received’t use in-person occasions, and 4% received’t use digital or digital occasions).

How technology organizations' investment will change in 2023 compared with 2022.

“The pandemic proved that the serendipity discovered within the sudden moments at an in-person occasion isn’t replicable elsewhere,” says Nicole Peck, vice chairman and basic supervisor of North American occasions at Foundry. “When carried out accurately, occasion participation permits a model to attach with its clients in an genuine method, offering much-needed, emotionally solid relationships.”

Fewer tech entrepreneurs will do hybrid occasions in 2023, in accordance with @CMIContent #analysis by way of @LisaBeets. Click on To Tweet

What does 2023 maintain?

Neighborhood-building by and for tech entrepreneurs couldn’t come at a greater time.

Information of such widespread layoffs within the tech trade could have prospects and clients questioning about all the things from service ranges to product roadmaps to the fundamental survival of your model. (In response to, tech firms laid off almost 161,000 workers worldwide in 2022 and almost one other 120,350 between Jan. 1 and March 1, 2023.)

In February, we requested CMI viewers members who work for tech firms how they’re faring. Of the 155 who responded, solely 12% mentioned they’d been laid off. Virtually half (49%) labored for firms that laid off workers however not them, and 39% mentioned their firm hadn’t laid off anybody.

For these tech entrepreneurs who witnessed layoffs, about half mentioned their workloads elevated (typically with out a rise in pay), and one-third mentioned they haven’t been affected a lot or in any respect as a result of the workers reductions occurred elsewhere within the firm. Of the group that noticed layoffs, 10% p.c mentioned their groups have pivoted, modified processes, and so forth., and a handful have been moved to totally different groups, equivalent to product advertising and marketing.

How safe do these employed really feel about their future with the corporate? Most felt unlikely they’d get laid off within the subsequent 12 months.

Though the pattern dimension for the group who had been laid off was small, almost all had secured one other full-time job or freelance work. A couple of emphasised how tough it was, although, given the present aggressive local weather for job seekers. (Should you’ve been laid off, think about these ideas that can assist you discover your subsequent alternative.)

Navigating the tech marketer panorama

These outcomes supply solely a glimpse of what tech entrepreneurs informed us. To study extra about content material creation, content material advertising and marketing practices, and extra, learn the total report. You’ll additionally discover out what top-performing tech entrepreneurs do in another way, which may maybe inform your technique for the remainder of 2023.

Get the most recent Content material Advertising and marketing Institute analysis experiences whereas they’re scorching – subscribe to the e-newsletter. 


Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute



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