Study Pinpoints Growing Pains for Content Marketing as Usage Expands

According to a new study by Contently, content marketing continues to mature and is poised for continued investment, refinement and growth in 2016. However, insufficient time and budget may be holding back potential successes.

In 2015, marketers produced 73 percent more content than they did in 2014. Half of the respondents reported having two or more people dedicated to content, however, about two-thirds dedicate less than a quarter of their marketing budget to content and 37 percent reported time was the biggest hurdle to producing effective content.

As a result, 51 percent of marketers rated their content’s effectiveness as average, not very effective or not at all effective.

When it comes to measuring the effectiveness of content, lead conversion (32 percent), social shares and likes (19 percent), and pageviews (16 percent) are the most commonly used metrics. However, these metrics don’t necessarily inspire confidence; a quarter of the respondents said they are not very confident that their metrics are measuring business results.

Getting content to customers – whether by email or social media – is a growing focus. Forty-one percent of respondents spend up to $1,000 per month on paid distribution efforts (i.e. Facebook ads, Outbrain, Taboola, etc.).

“As billions of dollars surge into content marketing, the stakes are only going to get bigger in the coming year as marketers try to justify bigger budgets and drive more substantial results,” wrote the authors of the report.

Marketers to Increase Investment in Content

A Marketwired study found widespread adoption and implementation of content marketing strategies. Close to 80 percent already have a content marketing program in place and the majority (64 percent) intend to increase their efforts in 2016.

In order to promote and amplify content efforts, 62 percent of respondents consult influencers and brand advocates.