Econsultancy content marketing report – the findings in brief

Econsultancy released its first content marketing survey report last week, having canvassed over 1,300 industry experts to attempt to give a detailed overview of the sector, its developments and the challenges it faces in the upcoming months and years.

Its results were, at times, quite surprising. While you can peruse through the whole of the report here, the following are its six major findings in brief:

Content marketing has grown in importance  

Content marketing has developed into a fully-fledged member of the digital marketing team. What’s more, nine out of 10 respondents believe that it will become even more prominent as the year goes on.

Most brands do not have a defined content strategy

While most business leaders recognise the value of content marketing, only a third of them have set a content marketing budget, and only 38% of them have strategies in place.

Content marketing is dependent on social media

You can produce the best content in the world, but if no-one’s engaging with it then it may as well be nonsense. Social media provides the best platform from which to push out, share and spread content.

Content marketing should be measured against business performance

In other words, content marketing has to be accountable. Search and marketing metrics must be recorded and assessed against company performance.

Office politics and resources get in the way

Currently, a lack of manpower, budget and personnel cohesion act as barriers within companies, preventing the definition and implementation of internal content marketing strategies.

Companies should let the experts do what they do best

Brands should let the expertise and experience of publishers help them increase the volume and standard of their output.


All in all, the trend is clearly a positive one for content marketers; indeed, over the next 12 months, their services will be required more than ever before. Content really is king, right now; it’s time business responded to the facts and stepped up their online marketing strategies.

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