Content Matters 2023 Salary Report

It’s no stretch to assume fluency in content marketing benefits both employees and leadership, attracting top talent to organizations where such skills are highly valued and utilized effectively.

But does that fluency translate into higher salaries across the board? And can using popular analytics platforms to measure content performance have an impact?

We wanted to find out. So we crunched the numbers from our Content Matters 2023 Report, a survey of 1,500+ marketers across industries, company size, geography, roles, and titles.

What we found should be good news to marketers “doing more with less” and loading content analytics into their martech toolkits.

Tired of feeling undervalued for your content marketing skills?

Take a data-driven approach to proving your worth.

Our report found organizations that understand the value of content marketing pay their employees more than those that don’t.

Plus, companies that use analytics platforms to track content performance pay higher salaries as well, demonstrating the importance of tracking content ROI.

It pays to be understood.

Organizations where leadership understands the value of content marketing pay more than those that don’t—suggesting top talent flocks to organizations where their skills are appreciated.

It pays to analyze content.

Companies using analytics platforms pay higher salaries—implying tracking content ROI helps employees demonstrate value to their employers.

It pays to work smarter.

In 2023, content professionals producing less content actually reported higher salaries vs. 2022—hinting that employers prioritize quality, premium content over achieving results through sheer volume.

Salaries and budget outlook

The good news is that 58% percent of respondents to our survey believe company budgets will increase this year.

Other key takeaways and hot takes:

• Higher wage earners likely have more insight into a company’s financial outlook and operations
• Wage earners holding a negative view about a company’s budget outlook reported earning $10,000 more than optimists
• When budgets tighten, adopting a data-driven mindset will become essential to prove the efficacy of content marketing and those who drive it

Survey says: Organizations that understand the value of content marketing and use analytics platforms to track content performance pay higher salaries.

– Content Matters 2023 Salary Report

How do you stack up?

Adopting a data-driven mindset to track content marketing efforts can lead to higher salaries for marketing teams—but that requires access to robust tech resources.

Other key takeaways and hot takes:

• Bigger is better—salaries grew almost 30% for those on marketing teams of 100+
• Marketing teams between 1 and 20 in size were challenged, seeing no salary growth or even decreases
• Investing in analytics platforms can help content creators draw a direct line to their value to the organization