Study: Companies Recognize Importance of Content Marketing, But Lack Strategy, Resources

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New data released yesterday by Outbrain and EConsultancy points to the growing importance of content marketing for brands and agencies, yet surprisingly, shows that most companies lack a content strategy or dedicated resources in place. The data was pulled from a survey of more than 1,300 marketers.

A sampling of the findings:

  • Less than half of companies have dedicated budgets (34 percent) or dedicated individuals (46 percent) for content marketing, though 55 percent of in-house and 58 percent of agency respondents are planning content marketing strategies in the future.
  • Less than half of all companies spend more than 20 percent of their marketing budget on content, despite the fact that only 12 percent disagree with the statement that “content marketing is more effective that advertising in driving sales.”
  • In-house marketers cited lack of human resources (42 percent), lack of budget (35 percent) and company politics (30 percent) as barriers to effective content marketing.
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