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Content Marketing World: Budgets rise, social media dominates

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Columbus, Ohio—Marketer commitment to content marketing is on the rise, with greater portions of marketing budgets being devoted to content creation and distribution, according to a new study from the Content Marketing Institute, unveiled at its annual Content Marketing World conference and expo here. Marketers are devoting 31% of their budgets to content marketing, according to CMI's report, which was based on an online survey of 2,400 marketers in August. That is up from 26% reported in last year's study. Also, 54% of the marketers polled for this year's study said they planned to increase their content marketing budgets over the next 12 months. Only 2% said their content budgets would decrease. On average, marketers are using between five and six types of content, with social media being the most used, cited by 86% of respondents. Other most-used types of content include articles posted on companies' own websites (84%), email newsletters (78%), blogs (73%) and video (70%). However, when marketers were asked to name their most effective type of content, in-person events ranked highest, followed, in order, by case studies, videos, webinars, blogs, research reports, e-books and white papers. Social media, despite being the most-used type of marketing content, was deemed the least-effective tactic, according to the CMI study. This disconnect between the content tactics most used by marketers compared with the most-effective tactics may have something to do with another CMI study finding: Just 36% of marketers believe their content marketing is effective.
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