STAFFING & OPINIONS Many content marketers wear too many hats. Nearly half of those surveyed said one person (or group) in their organization is responsible for all types of content – but help with content creation may be on the way in 2023. Which of These Roles Do You Think Your B2B Organization Will Hire or Contract For in 2023? Content producers (writers, designers, 47% photographers, videographers) Content marketers (who create and manage content 25% marketing programs to attract an audience) 46% Community managers/social media specialists 22% Sales marketing experts (who create and manage said one group (or content designed to enable sales teams) 17% person) is responsible User experience (UX) designers/specialists 17% for handling all types of content in their Content strategists (who create standards and 16% organization (including guidelines, and manage content as a business asset) advertising, thought Subject matter experts (influencers or those who 16% leadership, brochures, can create unique voices for the company) SEO content, etc.).* None of the above 14% Unsure 13% *This figure was higher for small companies (51%) and lower for large companies (30%). 0 10 20 30 40 50 Content Marketing Institute/MarketingProfs Base: Content marketers. 13th Annual Content Marketing Survey: Content Base: Content marketers. Marketing Institute/MarketingProfs, July 2022 13th Annual Content Marketing Survey: Content Marketing Institute/MarketingProfs, July 2022 10