Content Marketing Blog

How many marketers are spending their budgets on content this year?

This year will be the year of content marketing, according to the predictions of many industry experts.

These estimations seem to be accurate, with the majority of businesses planning to increase their investment in multiple forms of online advertising in 2014.

The newly released 2014 Annual State of Marketing report by Exacttarget interviewed 2,500 marketers across the globe, asking them about their marketing plans for the new year.

The report found 98 per cent of marketers plan to increase or maintain their budgets this year, with an increasing reliance on the internet.

The majority of respondents listed their top priority is driving increased conversion rates as well as increasing and improving brand awareness. Another major priority was collecting, measuring and using behavior-based data.

When asked in what areas they plan to increase their budget, 61 per cent of marketers said data and analytics, followed closely by marketing automation at 60 per cent. Many marketers also cited email marketing, social media marketing and content management as priorities.

It is clear that the internet is becoming a crucial part of modern-day marketing, especially since consumers are steadily increasing their reliance on it.

The majority of businesses Down Under also plan to increase their content marketing budgets, according to a report late last year by the Content Marketing Institute.

The report found that Australian marketers plan to allocate 27 per cent of their overall budget towards content marketing. Respondents listed their top priorities as brand awareness as well as increasing consumer engagement.

Although content marketing is one of the best ways to target online consumers, this year many marketers will become responsible for proving to those higher up that their efforts are profitable.

Newscred CEO Shafqat Islam recently wrote an article on Mashable predicting that this year many marketers will be given bigger budgets, but also have to demonstrate ROI.

“2014 is the make-it-or-break-it year for proving the value of content and social marketing,” said Islam.

Posted by Dylan Brown

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