Why 71% of companies are increasing their content marketing budgets this year

According to new research from Econsultancy and Responsys, 71% of marketers will be increasing their digital marketing budgets this year, whilst only 20% plan to allocate more money to their offline marketing efforts. Of those who plan to raise their digital budgets, 70% plan to focus their funds on content – demonstrating not only that digital is the captain of the marketing ship these days, but that content is, without a doubt, his first mate.

However, whilst it is promising that 7 out of 10 marketers appear to have seen the light, this figure means that 30% of businesses still aren’t prioritising content as part of their overall strategies. The big question is; can those who still haven’t been wooed why the charms of content marketing afford to ignore it for much longer?

A matter of “When” not “If”

“As we enter 2013, it’s clearer than ever that we’ve reached a significant tipping point. The campaign-centric mindset that drove transactions in the mass marketing era is failing,” said Simon Robinson, Senior Marketing and Alliances Director at Responsys.

“Consumers are tuning out generic, mass-market messages and are choosing which marketing messages they receive – when, where and from whom. They expect, even demand, interactive and consistent communication across every channel.”

A properly devised content marketing can provide this level of conversation across all aspects of a business, from web copy and blogs to newsletter and social media conversations. In a world where customers are bombarded with information and can select which campaigns they interact with, it’s clear that investing in a strategy to ensure that customers engage with your company needs to be a key priority for every business.

Facts and figures

Don’t just take our word for it – there are a number of surveys that highlight the rapidly increasing importance of content marketing.

  • When Econsultancy conducted their October 2012 Content Marketing Survey Report, 90% of respondents said that the discipline would become more important over the next twelve months. 
  • Curata’s Curation Adoption Survey of November 2012 showed that 82% of marketers saw content marketing as the most important objective for their organisation.
  • According to the Content Marketing Institute’s 2013 B2B Content Marketing Benchmarks, Budgets and Trends report, 91% of B2B marketers are already using content marketing. 

We know, we know, there’s nothing like a bit of peer pressure, but these figures do show that if your company hasn’t jumped on the content bandwagon yet it’s time to get moving!

Privacy Preference Center

Close your account?

Your account will be closed and all data will be permanently deleted and cannot be recovered. Are you sure?