According to our annual content marketing research, organizations are investing about one-third of their marketing budgets on content marketing — and the majority are planning to increase their spend in the next year. While this seems like good news, our research also found that fewer than half of marketers consider themselves to be effective in the content efforts they produce.
So why aren’t these increased investments resulting in greater confidence and success? The principles of content marketing are sound, and people know that it should (and does) work — when done right. The problem is that content is a complex asset. It touches so many departments in your organization and needs to be repurposed across so many social channels, that it’s difficult to know just what the “right” decisions are. Continue Reading