Marketing budgets remain unshaken

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 11, 2021, 5:46 PM UTC

A recent report by Content Marketing Institute and MarketingProfs tracks the trends that will dominate content in the coming months.

Despite the economic downturn, more than 80% of B2C marketers saw their budgets stay stable or rise in the second half of last year. Only 19% of marketers saw their budgets decrease in the latter half of 2020.

Though most companies maintained team size – 60% reported their content marketing teams stayed the same – nearly half of organisations outsourced some content marketing activities in 2020.  Content creation accounted for 75% of all marketing activities outsourced by B2C companies.

Around 63% of companies changed their targeting/messaging strategy in response to the pandemic. Additionally, 72% of respondents reported using paid distribution channels for content marketing purposes in the last year.

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