Major themes running through marketing and sales since 2012 has been companies are increasing spending in content marketing. Several surveys in 2014, including those from the CONTENT MARKETING INSTITUTE and EMARKETER, show up to 70% or more of marketers plan to increase spending in content marketing. This is despite recent surveys and reports, such as from FORRESTER, indicating 85% or more find their content marketing somewhat effective, somewhat ineffective, or not effective at all.
So what gives? Is marketing throwing money down a toilet with content marketing?
One thing we know through these surveys, for example from Forrester, is nearly 90% of marketers believe producing content, which engages and resonates with buyers, is a major challenge.
