How Committed Are Big Advertisers to Content Marketing?

Marketing Content — Wed., Aug. 26, 2020

The proportion of major advertisers that say they are strongly committed to content marketing has doubled over the past two years, according to recent research from the Association of National Advertisers (ANA) and The Content Council.

Some 52% of respondents say their firm is strongly committed to content marketing, up from 26% two years ago, and 78% expect that commitment to remain strong two years from now. However, 52% of respondents do not have a clearly documented content strategy.

In terms of budgeting, two years ago two-thirds of content marketing budgets went to in-house efforts, which has since dropped to 63%. This is expected to dip slightly to 62% two years from now. The research was based on data from a survey of 126 senior-level marketers from the US and Canada.

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