Marketers are spending an average of 12% of their budgets on content marketing, according to results from an Ad Age survey conducted in late 2012 among close to 600 marketers. 1 in 5 respondents said they are dedicating 19% or more of their budgets to content marketing, but a similar proportion are allocating less than 2%. That’s despite recent survey results from Econsultancy and Adobe showing that content marketing is the top priority for digital marketers this year.
One reason why marketers may be reluctant to devote more funds to content marketing might be uncertainty concerning how to measure its effectiveness. Only 8% of respondents said they were “very satisfied” with how they understand the effectiveness of their content marketing, with far more (48%) saying they are “somewhat satisfied.” Even so, 55% plan to increase their spending on content marketing this year. Read the rest at MarketingCharts.