State of Content 2023: These Are the Most Important Content Trends

1. The State of Content 2023
2. The main trends from the State of Content 2023
3. Conclusion: You can take a lot from the State of Content 2023

The current and foreseeable economic situation forces many companies to take action. Therefore, it would be reasonable to assume that companies will drastically reduce their marketing campaigns for the year 2023. In fact, the State of Content 2023 shows a different picture: Both B2B and B2C companies do not want to publish less content, but to work even more efficiently in the future. You will learn how they plan to achieve this in this article.

The State of Content 2023

Bynder centralizes content in the marketing tech ecosystem and automates processes, allowing teams to create, share, store and distribute content in a scalable and resource efficient way. The Dutch company thus offers an ISO-certified and GDPR-compliant solution for all companies who want to deliver better content experiences to their customers.

To find out how companies are dealing with the recession, Bynder conducted a survey in collaboration with the independent market research company PureSpectrum. The result is the State of Content 2023.

The four main insights from the talks with marketers are:

Content is and remains their number one.

⁠⁠Picture: State of Content 2023 - Company Goals
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Investments in digital ecosystems (CMS, DAM, PIM, integrations and E-Com) are absolutely necessary.

⁠Picture: State of Content 2023 – Technologies
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⁠The use of technologies for the creation and distribution of personalized content is becoming increasingly important.
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⁠⁠⁠Picture: State of Content 2023 – Localization and Personalization

An important step is the reuse of content.
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⁠Picture: State of Content 2023 – Content Reuse

The main trends from the State of Content 2023

The State of Content 2023 shows: One should not save on content even in times of crisis, because it is and remains the door opener to (new) customers. Companies are now investing in technologies that increase their efficiency and save their resources. This way, they can shorten lead times, for instance, without increasing internal manpower or resorting to external agencies. Most companies said they want to save costs for content production by consolidating technology systems, reusing content, reducing agency spending, increasingly publishing content on their own channels, and delaying hiring creatives.

Picture: State of Content 2023 – Cost Savings

Companies want to adjust various parameters to increase their efficiency. The top priority for the majority is to improve their localization and personalization. They consider consistent, cross-platform content experiences as particularly important. Their goals also include a shorter time to market and the acceleration of digital transformation.

Picture: State of Content 2023 – Content Goals

What could this digital transformation look like? We will take a closer look at it using the example of Bynder. The tool includes a digital ecosystem and features for content creation, management, and distribution. It creates structures and processes, which simplify, for example, the access and recycling of existing content. A high degree of individualization is particularly important to the respondents. The tools have to ensure that employees - regardless of their position and expertise - can quickly and easily generate, process, and distribute brand-compliant content.

Digital asset management platforms like Bynder come into play when marketing teams aspire to creative automations and there is a rebranding, a geographic expansion, or the introduction of new products. They help you lower your content costs, increase your efficiency, boost your company's growth, and successfully carry out mergers and acquisitions.

The most important features of a digital asset management platform are:

• Digital Asset Management (DAM): centralizing and organizing all digital media files for shared use

• Creative Workflow: collaborating and communicating with internal and external colleagues

• Studio: creating, editing, managing, distributing, and analyzing videos

• Print Brand Templates: creating content in accordance with brand guidelines

• Digital Brand Templates: transferring files from programs like Photoshop and Sketch into brand-compliant templates

• Brand Guidelines: creating and editing marketing and design guidelines

• Content Workflow: replacing feedback loops and document anarchies with synergetic workflows

• Analytics: conducting KPI measurements and creating evaluations

• Plug-ins and Integrations: integrating plug-ins and connecting with other tools

Conclusion: You can take a lot from the State of Content 2023

Picture: State of Content 2023 – Content Investments

We don't know exactly what is coming our way, but one thing is clear: The future is full of challenges that companies need to master in order to maintain or even strengthen their market position and competitiveness. The respondents to the State of Content 2023 largely agree on the path they will take through the crisis: The use of the right technologies is essential. Only 5% of respondents from the 'consumer goods and services' category and 10% of respondents from the 'IT, technical and communication' category said that due to economic challenges they have to significantly reduce their content investments. A proud 75% and 76% respectively are investing in their content as usual or are even increasing their budget.

There are many great digital asset management platforms that can help you make your content process more effective. OMR Reviews has listed them for you. You can find them, complete with product descriptions and user reviews, under the category Digital Asset Management (DAM). Bynder was named as leading in the Forrester Wave™ Digital Asset Management for Customer Experience, Q1 2022 report thanks to its user-friendliness and range of functions and was awarded the first place in the 2023 G2 Grid Reports for Digital Asset Management.