Last year was a remarkable one for content marketing. Come the start of this year, 93% of B2B marketers were using content marketing as part of their overall marketing strategy, and achieving some significant substantial successes.
As a result, hopes are high this year, with 90% of marketers convinced that content marketing will become more important over the next 12 months.
But the industry currently stands at a crossroads. Marketers may be increasing their spend this year, but only guarantees of concrete return-on-investment (ROI) will give brands the confidence to maintain this momentum and commit more of their precious budgets in the future.
There’s clearly a strong case for investing more in owned content strategies, but there’s never been more pressure for content to produce results.
So why has 2014 become a make-or-break period for content marketing?