Waltham, Mass.—While content marketing is a priority for marketers, allocated budgets and content quality do not necessarily reflect its importance, according to a report from digital marketing and content company iMakeNews Inc.
According to IMN's “Content Marketing Survey,” 90% of respondents said content marketing is a either a high or medium priority, but 46% said it represented less than 10% of their marketing budgets. Also, 44% cited finding and sourcing relevant content as their primary challenge. Only 27% said the content their company distributes establishes them as a thought leader, with 13% saying it reads like sales collateral.
Among other findings, the most effective content marketing vehicles have been social media (51%), websites (44%), email blasts (42%) and newsletters (42%), according to the study.
IMN's survey was handled online in July and drew 100 marketer respondents.