{"id":29881,"date":"2023-10-13T15:50:24","date_gmt":"2023-10-13T15:50:24","guid":{"rendered":"https:\/\/www.verblio.com\/?page_id=29881"},"modified":"2023-11-15T21:46:49","modified_gmt":"2023-11-15T21:46:49","slug":"digital-content-survey","status":"publish","type":"page","link":"https:\/\/www.verblio.com\/digital-content-survey","title":{"rendered":"Verblio’s 2023 Digitial Content Survey Results"},"content":{"rendered":"\n\n\t\t\t\t\"verblio_violet-_writers\"\n

<\/span>\n\t\tVerblio’s 2023\n\t<\/span><\/h1>\n

<\/span>\n\t\tDigital Content Report\n\t<\/span><\/h1>\n
\n\t\tIntroduction\n\t<\/h6>\n\t

We surveyed over 100 content marketers-at agencies, freelance, and in-house-to get a pulse on the state of digital content.<\/p>\n\t

The results reflect what we all know: the market is in flux. AI is everywhere. Content marketing is getting harder.<\/p>\n\t

Read on to reveal the processes, challenges, and secrets to successful digital content in 2023.<\/p>\n

<\/span>\n\t\tWHAT’s Covered:\n\t<\/span><\/h2>\n\t

State of the State<\/a><\/p>\n\t

Digital content in 2023<\/a> \u00a0<\/h5>\n
The future of seo<\/a> \u00a0<\/h5>\n\t

Artificial Intelligence<\/a><\/p>\n\t

Who’s leading the pack<\/a> \u00a0<\/h5>\n
What’s most annoying about it\u00a0<\/a><\/h5>\n\t

Year over Year Trends<\/a><\/p>\n\t

Cost cutting<\/a> \u00a0<\/h5>\n
Biggest changes<\/a> \u00a0<\/h5>\n

<\/span>\n\t\tThe state of the state\n\t<\/span><\/h2>\n\t\t\t\t\"verblio_violet-_scale\"\n\t

Digital content in 2023<\/p>\n\t

According to survey data, 18 percent of marketers say their job has been smooth sailing over the last year. We’re thrilled for the people in that group. If that is absolutely not you, though, know you’re not alone.<\/p>\n\t\t\t\t\"graph-1-report-2023\"\n\t

Between economic factors impacting businesses as a whole, and content teams in particular working with reduced budgets, <\/p>\n

Over 70 percent of marketers have been impacted by financial shifts over the last year.<\/p>\n

Add in the AI bomb that’s blown up everything in content since the release of ChatGPT last November, and marketers see the current state of affairs as signs of a lasting shift in the industry, not just a blip on the radar:<\/p>\n\t\t\t\t\"graph-2-report-2023\"\n\t

Freelancers are the most certain there will be no return to our regularly scheduled programming within the next year.<\/strong><\/p>\n

That doesn’t mean all the old strategies should be abandoned, however.<\/p>\n

100% of respondents from agencies think that SEO will remain important in the near term.<\/p>\n\t\t\t\t\"graph-3-report-2023\"\n\t

Regardless of how much the economy and AI have changed things, marketers still believe search will play a significant role in their content in the near-term.<\/strong><\/p>\n

Now, let’s dig deeper into how that content for search gets made:<\/p>\n\t\t\t\t\"graph-4-report-2023\"\n\t

Most agencies and in-house marketers are creating the majority of their content in-house.<\/p>\n

That number has dropped a few percentage points, though, from 73 percent in 2022 to 69 percent in 2023.<\/p>\n

When it comes to the content they are outsourcing, though, agencies and in-house teams have very different priorities:<\/p>\n\t\t\t\t\"graph-5-report-2023\"\n\t

For agencies, style guide and SEO adherence are by far the most important factor when outsourcing. For in-house marketers, though, it’s deep subject matter expertise.<\/p>\n

It’s also worth noting that agencies are twice as likely as in-house marketers to care about their content being written a human.<\/strong><\/p>\n

Which brings us to our next topic…<\/p>\n

<\/span>\n\t\tArtificial Intelligence\n\t<\/span><\/h2>\n\t\t\t\t\"illustrations_color-bg_AI-suit-light-1-no-hc\"\n\t

Who’s using AI and how<\/p>\n\t

Over half of in-house marketers (52.5%) say they’re under pressure from their boss to use AI to produce content faster and cheaper.<\/strong><\/p>\n

When it comes to AI usage and their confidence around the technology, agencies are leading the pack.<\/p>\n\t\t\t\t\"graph-6-report-2023\"\n\t\t\t\t\"graph-7-report-2023\"\n\t

An important part of understanding how to use AI in content creation, though, means knowing its weaknesses.<\/p>\n\t\t\t\t\"graph-8-report-2023\"\n\t

Across all segments,<\/p>\n

The biggest problem marketers have with AI content is that it isn’t always factually accurate.<\/p>\n

After that, responses are split:<\/p>\n