Report: Marketing Professionals Lack Content Creation Resources

Marketing professionals are heavily focused on generating content, but new research shows that they still lack the resources they need to make it a fruitful component of their strategy.

The “2016 Content Report” from Rundown has discovered that just 28 percent of content ideas are backed by research and data. About 88 percent of ideas stem from meetings, while 76 percent come from brainstorming sessions. Additionally, none of the survey respondents said they were “thrilled” with the tech tools available to help them with content marketing.

About 67 percent of respondents said that they have at least one individual who is dedicated to content creation on a full-time basis, and one-third of companies claimed they had six or more full-time content creators.

Despite having professionals on hand to generate content, research indicated that marketers still have many challenges. Limited resources (71 percent), complex workflow (68 percent) and content quality (37 percent) appear to be holding back marketing professionals.

The Continuing Investment in Content Marketing

Although marketers are facing many obstacles, recent data has shown that organizations remain dedicated to content marketing. A report published by Euromoney Thought Leadership in November 2015 discovered that 80 percent of B2B marketers will significantly increase their investment in content marketing within the next three years.

At the time, one-quarter of B2B marketers said that they were unsure of whether their existing content marketing strategy was meeting their expectations. However, companies across the globe were projected to spend $100 billion on content marketing by the end of 2015.