As marketers look ahead to the future, new research continues to suggest that they have shifted their focus to content marketing.
Chief Marketer and Oracle recently teamed up to publish “The Modern Marketer Benchmark Survey” and found that nearly two-thirds (64 percent) of marketers are leveraging content marketing more than they were two years ago. When asked which marketing channels they will be focusing on over the next 12 months, respondents overwhelming said content marketing (49 percent). This was tied with customer experience (49 percent), followed by account-based marketing (31 percent) and event marketing (28 percent).
As they shift their priorities toward content marketing, the survey shows that marketers are also measuring the same or more areas of their campaigns than they did two years ago. About 48 percent said they are measuring them more, while 28 percent stated that they are at least measuring them the same.
B2B Marketers and the Investment in Content Marketing
When it comes to content marketing, research shows that B2B marketers, in particular, are highly committed to this particular tactic.
The Content Marketing Institute, MarketingProfs and Conductor published the “B2B Content Marketing 2019 Benchmarks, Budgets and Trends – North America” report and found that 93 percent of the most successful B2B marketers say that their organization is extremely/very committed to content marketing.
Seventy-two percent of the most successful B2B marketers measure their content marketing ROI, and 55 percent expect their content marketing budget to increase in 2019.