Content marketing may be a popular tactic. But don’t think brands are planning to throw more time and money at it this year.
While 68% are moderately boosting their content budgets, only 19% will make significant increases, according to Content Marketing Engagement Survey Summary Report, a study by Ascend2.
But one could see that as good news: Add it up, and 87% are increasing their content budgets, the report notes. The term “budget” includes time, resources and expenses.
What’s more, only 13% are planning decreases and 5% are significant ones.
What’s more, 39% rate themselves as very successful at content marketing engagement — or best in class. Another 56% say they are somewhat successful, and only 5% feel they are failing at it.
Email newsletters come in a distant fourth among the most trusted forms of content — at least according to marketers.
Asked which types of content are the most trusted by their target audiences, 60% cite research/case studies. Second are photos/infographics (34%), followed by blog posts/articles (31%).
Email/e-newsletters are tied with videos/motion graphics at 30% apiece. Next are webinars/online events (28%) and traditional/digital PR (23%). It’s not clear how the respondents determine trust.
The biggest direct results of increasing content marketing engagement are increases in:
But those achievements differ slightly from the primary goals, at least in terms of order. The main objectives are:
Given the slight disparity between the No. 1 goal and the No. 1 challenge and the fact that 95% claim some level of success, one might wonder how success is measured. We’re happy to report that the top metric is leads generated, not the number of opens.
As to how they do it, 63% use a combination of outsourced and in-house resources, 24% use in-house resources only and 12% rely totally on outsourcing.
Ascend2 and its Research Partners surveyed 301 marketing influencers.