A study by CMO Council found that 42% of marketers believe content can help with demand generation and lead acquisition strategies.
As per the report, budget at 49%, time at 44% and executive leadership requests at 32% are the top three factors “impacting, directing and shaping” marketer's content strategies. 61% of marketers believe content helps communicate brand promises and the value of their companies.
41% of marketers acknowledged their organisation’s content as exceptional or good. The research further found that 51% of marketers consider content as a way to deliver thought leadership.
However, 47% of marketers reported securing budgets to create high-quality, robust content at scale as a challenge. Other challenges were measuring content ROI against business goals (36%) and whether its engaging and influential (43%).
[2 minute read]