Content leaders share their top predictions and plans for the year ahead.

1. 2023 Content Predictions and Plans

2. “Designing content fit for purpose and helpful to people at
the moment of need remains critical every year. It will be so
this year. Understanding how the consumerization of
technology affects the expectations of business
audiences and technology users (mobile-first of years prior,
cloud computing model now, and AI and augmented/mixed
reality of coming years) will remain a focus. Measuring the
performance of all content types and deriving actionable
insights that can be easily operationalized needs attention
every year, and will again this year. Finally, doing an even
better job of making our content easy to find and eliminating
confusing and duplicative content will be a priority.”
2023 Content Predictions and Plans
Jerele Neeld
VP of Content Design +
Development
Dell
Addressing New Expectations with More Measurement

3. “Successful leaders will make big progress in balancing the
creative and technical sides of content in new ways to
create more value at a larger scale. Content at a finer
granularity will need to serve a wider range of purposes in
end-to-end experiences tailored to sophisticated customers.
Content also will need to communicate brand purpose that
genuinely, uniquely, and repeatedly inspires employees and
customers (even in B2B contexts). Understanding content
performance by assembling intelligence with content
analytics and effectiveness evaluations will go from ‘nice-
to-have’ to ‘must-have’ as every dollar is scrutinized. And the
really successful will view implementing content
technology well as key to making this balance possible.”
2023 Content Predictions and Plans
Colleen Jones
Founder + President
Content Science
Balancing Purpose, Performance, and Possibilities

4. “What a time to be alive and in content marketing!
Technologies like generative AI are giving us new tools to
create and scale content, while digital and social continue to
help us make experiences deeper, more engaging and
available to our audiences. It’s the march of progress we’ve
seen in our industry for years (and many times across
history), but the rapid acceleration from idea to market
readiness makes these advances feel more real and – and
really disorienting – for content teams. That’s why as we
enter a new year the role of content strategy remains
vitally important. We keep our organizations focused on
people: educating, influencing and inspiring our audiences
and organizations. Let’s welcome the robots and put them to
work by making us better at creating meaningful value,
not just more stuff.”
2023 Content Predictions and Plans
Wade Coleman
VP of Content Strategy
Fiserv
Progressing Content Strategy with AI

5. “AI has the potential to help us create better content. It can
sound a bit scary, and some writers and editors are
understandably a bit concerned. However, tools like ChatGPT
are just that, another tool in our content toolbelt. For now,
at least, these tools do not understand the empathy and
humanness that skilled writers possess to create content that
connects and resonates with other humans. AI is an exciting
and disruptive technology that is here to stay. As content
professionals, we will need to put in the work to harness
AI to create engaging customer experiences.”
2023 Content Predictions and Plans
DeAnn Wright
Director, Content Strategy
& Design
Juniper Networks
Harnessing AI To Improve Customer Experiences

6. “ChatGPT will be used for all marketing copy. I jest... kind of.
But in all seriousness, if content creation becomes more
automated, and anyone (or anything) can create it, our job
becomes more how to strategize and execute against it,
which (so far) hasn't been outsourced to AI.”
2023 Content Predictions and Plans
Erin Everhart
Director, eCommerce &
Personalization
Arby's / Inspire Brands
AI Creators, Human Strategists

7. “In challenging economic times, we see a growing focus on
demonstrating the value of content in de-risking projects
and driving ROI. With a new position in our organization and
growing access to business analytics, we plan to build
enterprise-level processes that drive cohesion and
emphasize consistency. All while ensuring our content
remains inclusive, in language and practice.”
2023 Content Predictions and Plans
Jonelle Wilkinson-Seitz,
Colby Phillips,
Meredith Deaver
AT&T
Driving ROI with Enterprise Content Operations

8. “The mar-tech, creative-tech, and content-tech boom will
continue to grow in 2023. Content teams will need to keep up
with all the new tools and solutions being developed, but they
will also need to embrace them. Even three years ago, best
practices are no longer best practices due to the rate of
change in the world; the pandemic proved that. The
forward-thinking content team will leverage technology to
become more efficient in their quality content creation,
not just produce more content.”
2023 Content Predictions and Plans
Steven Pritt
VP of Content Marketing COE
Thomson Reuters
Embracing the Multi-Tech Boom

9. “Many longstanding nonprofits, institutions, and organizations
will continue to work toward modernization of their
websites and digital content strategies. We are starting to
see organizations such as these—sometimes with fewer staff
and smaller budgets—looking toward implementing newer
tools and technologies that they were previously hesitant to
invest in, to help them scale and sustain their content
operations. This will be particularly important with a potential
economic downturn on the horizon.”
2023 Content Predictions and Plans
Elizabeth Mendes
Senior Associate Content
Science
Modernizing Nonprofit Digital Strategies

10. “Both content creators and content channel designers /
developers will continue to focus on making content more
inclusive, with particular attention going to word usage,
cultural language bias, content localization, and the
accessibility of content experiences. And what falls under
the umbrella of “accessibility” will continue to grow, with
content planners and strategists paying increasingly more
attention to how to leverage multiple modalities and
rhetorical approaches to make content more accessible and
useful to neurodiverse audiences.”
2023 Content Predictions and Plans
Toni Mantych
Sr Content Director
ServiceNow
Making Voice Inclusive and Accessible

11. “Health organizations committed to diversity, equity and
inclusion must examine whether or not their process for
creating content is in alignment with these principles.
When writing for ethnically diverse audiences, teams must go
beyond translation and explore the benefits of
transcreation. In doing so content is more likely to resonate
because it reflects a voice that captures the cultural nuances
and generational customs that so often influence individual
and community health and wellness.”
2023 Content Predictions and Plans
Juviza Rodriguez
Sr Director Consumer Health
March of Dimes
Beyond Translation to Transcreation

12. “We'll see increased focus on first-party data, especially as
Google works to phase out third-party cookies on Chrome by
the end of the year. This means that organizations will have
to get better at collecting and using their own data to
develop and deliver content that builds trust and deepens
relationships with customers.”
2023 Content Predictions and Plans
Angie Vaughn
Senior Analyst
Content Science
Prioritizing First-Party Data

13. “Top of mind for me is managing content for personalization
at scale, which encompasses many things within content
strategy, content ops, and content engineering—content
modeling and structure, authoring experience and
change management, localization—as well as working with
technical teams, and then orchestrating and building user
experiences with the content built for personalization. There
are several vendors doing neat things especially with
authoring experience and orchestration. In the year ahead, I
think sophisticated personalization capabilities will have
a lower barrier to entry. I’m also kind of hoping to see some
new specialty roles develop to support these new
capabilities.”
2023 Content Predictions and Plans
John Collins
Sr Content Architect
Atlassian
Orchestrating Sophisticated Personalization

14. “My content focus for 2023 is clearly defining and
articulating company vision, then aligning the
communication of that vision both internally and externally.
Content teams often focus the majority of their efforts on the
external message. But neglecting your internal audience is
a missed opportunity.
If employees understand and buy into the vision you're
trying to achieve, they can be some of your strongest
advocates in communicating to your prospects, customers,
and partners. That internal reinforcement and feedback loop
helps build content that truly resonates with all our audiences,
strengthening our story about the value we bring across our
ecosystem.”
2023 Content Predictions and Plans
Alyssa Fox
Sr VP of Marketing,
The Capstreet Group
Communicating Vision to All Audiences

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