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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.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji