One-Third of Marketers Increased Their Content Marketing Spend in 2018

As marketers continue to look for new ways to reach out to their target audiences, new research shows that they are still dedicated to content marketing as a way to resonate with their customers.

Advertiser Perceptions recently conducted a survey of 300 marketers and discovered that one-third of them increased their spending on content marketing this year. About 53 percent are spending the same, while only 8 percent are spending less.

“This part of the marketplace is not going away,” says Randy Cohen, CEO of Advertiser Perceptions. “There is optimism. More people are trying to fit content into what they’re doing.”

Out of the various types of content marketing, the majority of respondents (51 percent) stated that they are using digital native advertising. Twenty percent cited thought leadership, while 12 percent named ebooks and white papers.

B2B Marketers and Their Dedication Toward Content Marketing

Previous research shows that the most successful B2B marketers, in particular, are extremely dedicated to content marketing as a way to reach out to their target audience.

The Content Marketing Institute, MarketingProfs and Conductor recently published the “B2B Content Marketing 2019 Benchmarks, Budgets and Trends – North America” report and discovered that 93 percent of the most successful B2B marketers say that their organization is extremely/very committed to content marketing.

Just 35 percent of the least successful B2B marketers claim they are dedicated to content marketing.

About 72 percent of the most successful B2B marketers measure their content marketing ROI, and 55 percent expect their content marketing budget to increase in the coming year.