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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