Senior marketers say that if they were given additional budget for their content efforts, they would spend it on channel diversity, creative development, martech tools, and paid media, according to recent research from PAN Communications and Heinz Marketing.
The 2019 Content Fitness Report was based on data from a survey of more than 100 marketing leaders who work for businesses at various levels of maturity.
Some 30% of respondents say they would spend additional content marketing budget on improving their channel diversity by adding content such as videos, podcasts, and webinars.
Next, 28% say they would boost their creative development by adding more staff/resources; 28% would invest in marketing tools to track content gaps, engagement, leads, and ROI; and 12% would buy more paid media/syndication to promote content.
Some 69% of marketing leaders say they are not confident that they can measure the ROI of their content strategy, and 44% say their content marketing efforts are not being attributed to revenue.
About the research: The 2019 Content Fitness Report was based on data from a survey of more than 100 marketing leaders who work for businesses at various levels of maturity.
Continue reading "How Marketers Would Spend Additional Content Budget" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Content:
- No Time to Create Content? Turn One Webinar Into Nine Marketing Pieces in Less Than 14 Days... Without Killing Yourself
- Storytelling in B2B: Bobby Lehew on Marketing Smarts [Podcast]
- A 17-Step Process for Creating High-Performing Articles [Infographic]
- Why Do B2B Marketers Need an Agile CMS?
- Webinar Benchmarks: Promotion and Attendance Trends