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Content marketing investment to increase next financial year – study

Social & Digital

Content marketing investment to increase next financial year – study


65% of marketers are planning to boost their content marketing next financial year by investing more time and resources, according to a survey conducted by content marketing agency Castleford.

The study showed the number of marketers committed to content marketing has risen, up to 65% from 48% planning to commit more time and resources 12 months ago. 97% of respondents to the survey said they would either increase or retain their current level of investment.

76% of respondents said their C-level executives viewed content marketing ‘quite positively’ or ‘very positively’. Only 3% cited C-level buy-in as their biggest barrier to content marketing.

Time (45%) and budget (29%) were cited as the biggest hurdles, similar to the results of last year’s study.


Types of content marketing

The most popular online marketing tactic was social media, with 81% of respondents using it.

The biggest growth areas for the next year are expected to be video marketing and paid promotion of content.

45% of respondents use five or more different online marketing channels.

61% of respondents are using video marketing, up from 48% last year.

Castleford director, Rob Cleeve, said he was pleased to see that more respondents than last year are now measuring their return from content marketing.

“That’s a clear signal that content marketing has moved off the periphery and into the mainstream.

“In my experience, content marketing is claiming an increasingly large share of overall marketing budgets, which is going to mean more pressure to show how it’s benefiting the bottom line.”

Click infographic to enlarge. 





Michelle Herbison

Assistant editor, Marketing Magazine.

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