‘Four Key Discoveries from “The Economist’s” Global Content Survey of Brand Marketers and Their B2B Audiences’ – MarketingSherpa Blog
Ken Bowen says, “The Economist, in association with New York-based marketing research firm Peppercomm, recently conducted a global survey of top business leaders and marketers on the topic of content marketing. 500 global business executives were surveyed to find out what they look for from content providers, and 500 global marketers were asked about how they build their content strategy. Findings were published in a study titled “Missing the Mark: Global Content Survey of Brand Marketers and their B2B Audiences.“
Let’s take a brief look at four key discoveries from “Missing the Mark”:
1. Though marketers are increasing their investment in content, content strategy remains poorly understood organizationally
93% of brand marketers surveyed have plans to either maintain or increase their budget for content marketing. Despite this heavy investment in content creation, less than a third of marketers believe that the purpose of the brand’s content is highly understood within their organizations“.
Comments are closed.
