Report: Content Marketing Remains a Staple for Marketers, Even Amidst COVID-19

Despite some of the challenges that come with content marketing, new research suggests that most marketers remain dedicated to this tactic, even amid the COVID-19 pandemic.

Chief Marketer recently published its “COVID-19 Marketing Outlook” report, and statistics showed that before the pandemic began, most marketers (48%) said that content marketing was going to consume more of the marketing budget this year than it did in 2019. Following the COVID-19 outbreak, the majority of marketers (39%) still said the same in regards to this tactic, suggesting that it has remained a key area of investment.

In terms of ROI, most marketers (41%) said that content marketing was at the top of the list before the pandemic began, followed by paid advertising (40%) and events (33%). After the pandemic started, the majority of marketers (47%) still said that content marketing led the way in ROI.

Digital Asset Management and Content Marketing

Content marketing has not always been an easy tactic for marketers, and previous research suggests that this may be because of poor digital asset management (DAM).

Brandfolder and Demand Metric released the “State of Digital Asset Management” report, and data showed that 51% of marketers waste money producing or recreating assets that go unused because people don’t know they exist or can’t find them. About 46% waste time downloading and uploading assets into different tools.

Those who have a DAM platform in place now spend 28% less time each week searching for assets, highlighting the potential benefits for content marketers, in particular.

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John Yeung — John Yeung, Digital Marketing Manager, Stratford University

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