n 2022, our Content Metters Martech Tends Report reveded just how cental marketingtechnology was to the dscipline acrossindustries and orgarlzation types.We tound the veryact of content creation was bound up In msrteting technology:89% of args in our surveyintegrated martech toolsdrecty with their content management system CMS) There was ahunger for great solutionsand seamless tods integ ation.
Now, in 2023, our findngs show thst orgarbstlons have aned even more fulyinto thetrends that emerged in 2022, with bhglmpacts on content investment and expectations.
Nowhere is that more ewdent than with artificlallntellgence.We asked respondents howtheyre currently using and what they expect from.generathe Al. What they shared revealedanindustry that hasaheady embraced this technology. whle remsining thoughttul sbout itsImpacts bothmlcroleg. workplace effidencyland macoleg.ethics andmoralityl
Esewhere, we see data-dt hen cutures dominating the landscape-orgarlzations
increasngly expect content to dive measurable busihess outcomes Here the platorms andtools they use to build their tech stacks realy do count, especlaly when secuing executhebuy-in and budget We found this is particularty evident with the andytlcs tools orgarlzationsare adopting to showcase the impact of content
Fndly we sso sawa surge of adoption n various categorles—personslzstion,multvariatetesting. dgital asset management—making themnear-ublquiltous.
As youlread content has never mattered more—and the tools that comprise anorganlzation’s mareting tech stackhave never been more important
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