Growth and Opportunities in Content Marketing [REPORT]
July 14, 2020
The following is republished with the permission of the Association of National Advertisers. Find this and similar articles on ANA Newsstand.
In 2019, the ANA partnered with The Content Council to conduct a study on “Growth and Opportunities in Content Marketing.” The study revealed that over a two-year period, spending on content marketing showed a 73 percent average budget increase. The report also projected a 42 percent spending hike two years in the future.
Respondents also showed their commitment to content marketing has grown substantially over the past two years with 52 percent indicating a “strong commitment”—double the figure from two years prior (26 percent). Content marketing also commands a substantial portion (18 percent) of overall marketing budgets, according to respondents’ current estimates of total spending.
The study defined content marketing as “the discipline of creating content, on behalf of a brand, designed with the specific strategy of influencing the intended target audience to drive quantifiable profitable results.
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