Content marketing–whatever that means to you–is here to stay. The second part of a study (download here) commissioned by The Content Council and AdAge found that clients’ CMOs are twice as enthusiastic about it as they were in 2013.
- 39.7 percent of respondents cited a “strong” or “extremely strong” commitment to CM–an increase of more than 100 percent since 2013
- 75.9 predict a strong commitment over the next two years, meaning the numbers will continue to rise
We covered the first part of the paper in April and found that the biggest trends in the practice were more money, more measurement, and a greater focus on influence over sales.
In the follow-up, respondents laid out the biggest challenges in content marketing.