Content marketing is having a moment. U.S. companies will spend in the neighborhood of 50 billion dollars on content marketing this year, and that number is growing fast. But as the marketing budgets get bigger, so do the stakes. Brands are spending the time and money to publish more, but that begs a crucial question: How effective is our content?
Well, with a little help from Adweek, we surveyed 745 marketers to find out.
For those marketers to thrive over the long-term, they’re going to need to tie their content to business results. That means establishing clear goals and devoting enough resources to hit those goals. For example, a quarter of marketers are now devoting more than 50 percent of their budgets to content, and we expect that number to increase as brands look to drive return on investment (ROI) and lifetime customer value (LTV). They’re also quickly realizing that original content creation trumps licensed content, with 68 percent backing original content over licensed.
If last year was about experimentation, then the rest of this year will be about refinement.
In our free new e-book, “How Much of Your Content Marketing Is Effective?” we use the results from our original study to investigate how marketers measure success, track what resources they allocate for content creation, and take a look at their most significant day-to-day challenges. Dig into our key findings. Download the report below.