Looking Back at 2015 Content Marketing Trends

How did the increased investment in social and content marketing work out during 2015 and what does it mean for 2016?

Earlier this year, content marketers expected to increase their budgets, expand their offerings, and deepen their commitment to content marketing. Almost 30 percent expected content marketing to be their most important tactic in 2015. A retrospective of the year from BuzzSumo examines how that investment panned out.

Having increased their investments, 80 percent of B2B marketers made sure their investment was protected by creating a strategy. The most mature content marketers invested up to 46 percent of their budgets, while effective marketers allocated 42 percent; the average B2B marketers allocated 28 percent of their budgets into content marketing overall.

While marketers have developed strategies, 48 percent of haven’t documented their strategies, and up to 70 percent lack consistent or integrated strategies.



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