The proportion of major advertisers that say they are strongly committed to content marketing has doubled over the past two years, according to recent research from the Association of National Advertisers (ANA) and The Content Council.
The report was based on data from a survey of 126 senior-level marketers from the US and Canada who work for businesses with annual revenue of $8.1 billion, on average.
Some 52% of respondents say their firm is strongly committed to content marketing, up from 26% who said the same two years ago.
Moreover, 78% of respondents expect their firm's commitment to content marketing to be strong two years from now.
Documented content strategies
Although most big advertisers say they are strongly committed to content marketing, some 52% say they do not have a clearly documented content strategy.
In-house vs. outsourced
Two years ago, two-thirds of content marketing budgets went to in-house efforts. That's dropped to 63%, and respondents expect the share to dip slightly to 62% two years from now.
About the research: The report was based on data from a survey of 126 senior-level marketers from the US and Canada who work for businesses with annual revenue of $8.1 billion, on average.
Continue reading "How Committed Are Big Advertisers to Content Marketing?" ... 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:
- Does Including Video on Site Landing Pages Boost Conversions?
- Struggling to Write Effective Whitepapers? Here Are Five Steps for Planning One
- 12 Boosts for Speeding Up Your Content Campaign Delivery [Infographic]
- Growing and Changing: The Evolution of the Podcast Audience
- Five Quick Video SEO Tips to Help More People Find Your Content