In 2022, our Content Matters Martech Trends Report revealed just how central marketing  technology was to the discipline across industries and organization types. We found the very  act of content creation was bound up in marketing technology: 89% of orgs in our survey  integrated martech tools directly with their content management system (CMS). There was a  hunger for great solutions and seamless tools integration.

Now, in 2023, our findings show that organizations have leaned even more fully into the  trends that emerged in 2022, with big impacts on content investment and expectations. 

Nowhere is that more evident than with artificial intelligence. We asked respondents how  they’re currently using, and what they expect from, generative AI. What they shared revealed  an industry that has already embraced this technology, while remaining thoughtful about its  impacts both micro (e.g., workplace efficiency) and macro (e.g., ethics and morality).

Elsewhere, we see data-driven cultures dominating the landscape—organizations  increasingly expect content to drive measurable business outcomes. Here, the platforms and  tools they use to build their tech stacks really do count, especially when securing executive  buy-in and budget. We found this is particularly evident with the analytics tools organizations  are adopting to showcase the impact of content. 

Finally, we also saw a surge of adoption in various categories—personalization, multivariate  testing, digital asset management—making them near-ubiquitous.

As you’ll read, content has never mattered more—and the tools that comprise an  organization’s marketing tech stack have never been more important.