Content marketing: what is really holding you back?

by Graham Charlton 12 December 2012 10:52 2 comments Print

It's been a big year for content marketing, and now the vast majority of marketers see it as a key part of their strategy.

However, just 38% of companies currently have a content marketing strategy in place, according to our Content Marketing Survey Report, produced in association with Outbrain,

This infographic presents some of the key stats from the survey, while the video shows our Research Director Linus Grergoriadis presenting the results.

Econsultancy Research Director Linus Gregoriadis presents the results of the Econsultancy / Outbrain Content Marketing Survey Report:

Graham Charlton is Editor at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+.

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Reader comments (2)

Emma North
Digital Marketing Executive at Koozai

5:15PM on 12th December 2012

It amazes me just how many businesses still do not value or even understand the value of content marketing. It is already a powerful tool for creating engagement but is also increasingly important for SEO, something which I believe will become more and more the case over the coming years.

I think there is a lot of fear of content marketing; a fear of saying the wrong thing. There are a lot of hoops to jump through to get content signed off within a company and often quality content is disregarded in the process.

The percentage of companies investing resources and budget into content marketing will surely climb significantly over the next couple of years.
Doug Kessler Gold
Director at Velocity

9:21AM on 13th December 2012

If 2012 was the year that Content Marketing passed the tipping point, 2013 will be the year of Content Strategy.

Everyone has experienced the power of content on a tactical level -- not it's time to maximise the budget with a proper strategy that includes goals, target personas, segmentation, content'sweet spots', and purchase stages.

Velocity produced a Content Marketing Strategy Checklist to help (feel free to come and get it) but Econsultancy (of course) has excellent best-practice research on this.

As everyone and their nephew rushes in to content marketing, the winners will be the brands that take it seriously enough to get strategic.