New York—Despite the proliferation of content marketing, only 38% of companies have a content marketing strategy, according to a new report from Econsultancy.
The report, conducted with content discovery platform Outbrain, was based on an online survey of more than 1,300 digital marketing professionals working for marketers and agencies.
According to the survey, more than 90% of survey respondents believe that content marketing will become more important during the next 12 months, while 73% of digital marketers agreed that companies are becoming publishers.
Although the survey found that 38% of marketers and 13% of agencies do not have a defined content marketing strategy, things are starting to change. Fifty-five percent of marketers and 58% of agency respondents say they working on developing a content marketing strategy, survey results showed. Increased engagement (52%) was the most common objective, followed by driving traffic (42%) and brand awareness (35%).