A recent study shows marketers are expecting content marketing to become increasingly more important over the next 12 months, but most of them don’t have a content strategy. 

Content marketing is nothing new, like social media it has gained a renewed focus. Changing consumer habits has contributed to this, a report by Kantar Media shows more than three quarters of shoppers (83%) conducting online product research before they purchase electronics goods. This also applies to B2B, BaseOne’s 2012 Buyersphere report shows 87% of surveyed buyers look for advice before buying a product, service or solution.

Google’s Panda update has also forced marketers to reassess their search engine optimisation strategy, placing a greater emphasis on quality content.

The study by content discovery platform Outbrain, in partnership with Econsultancy looks at the strategies, objectives and challenges involved with content marketing for brands, publishers and agencies.

More than 90% of marketers say content marketing will become more important over the next 12 months.

There is no doubt companies will continue to place greater emphasis on content marketing over the coming years and like social media marketing has done, 64% of the respondents agree that content marketing is becoming its own discipline.

Despite content marketing and social media marketing becoming their own disciplines, they are both very closely linked, marketers need to create great content in order to continue to engage their consumers via social media channels. 83% of in-house marketers use social posts and updates for marketing, more than any other type of content

Currently resources allocated to content marketing are low, less than half of companies have dedicated budgets (34%) or dedicated individuals (46%) for content marketing.

However, 55% of in-house and 58% of agency respondents are planning content marketing strategies in the future.

content marketing outlook


Both in-house marketers and agencies face different challenges for effective content marketing. In-house marketers cite, lack of human resources (42%), lack of budget (35%) and company politics (30%) most frequently as reasons for effective content marketing.

On the other hand, agency respondents were more likely to cite, lack of understanding / training as a main barrier (46%), content marketing skills (39%) and lack of ROI / no business case (35%) as reasons for effective content marketing.

Doug Kessler, Creative Director and Co-Founder, Velocity Partners expects to see more senior content marketing roles arise,

“We’re going to see a lot more Chief Content Officer type job titles in the next couple years. This is too important not to have a senior champion – someone who really gets the power of content.”

Lea Pachta

Lea Pachta