• by Ray Schultz , April 24, 2023

Content marketers predict that AI writing tools will replace live writers, according to 2023 Content Marketing and Generative AI Outlook, a study by BMV.

Of those polled, 40% say junior writers will be replaced and 29% say all writers will within five years. Another 31% say it won’t happen at all. 

At the same time, 58% believe AI-generated content will be penalized by search engines. As AI chatbots are integrated into search, content marketers say they are: 

• Extremely concerned—21% 
• Moderately concerned—21% 
• Somewhat concerned—24%
• Slightly concerned—17%
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• Not at all concerned—17%

Of the companies polled, 45% are increased their content marketing budgets, 26% are decreasing them and 29% are staying the same. 

They are working on: 

• Increasing engagement on social media—38%
• Increasing content on the company website—36%
• Increasing content on social media channels—36%
• Increasing inbound traffic—35%
• Improving search engine rankings/SERP—34%
• Distributing/building awareness—33% 
• Increasing backlinks—32% 

B2B content producers are focused on these formats in 2023:

• Demand + Lead Generation Blog Posts—39% 
• Photos/Graphics/Visuals—34%
• Short-form Videos—31% 
• Email/Newsletter Content—30% 
• Whitepapers/Case studies/eBooks—30%
• Long-form Videos—30%
• Audio Content/Podcasts—29% 

On the B2C side, they are producing: 

1. Demand + Lead Generation Blog Posts—30%
2. Photos/Graphics/Visuals—36%
3. Short-form Videos—31% 
4. Email/Newsletter Content—36% 
5. Whitepapers/Case studies/eBooks—33% 
6. Long-form Videos—35%
7. Audio Content/Podcasts—26%

BMV surveyed 1,000 content marketers in Q1.