Most brands and agencies say that content marketing plays a significant role in their overall marketing strategy, with native advertising playing somewhat of a less significant role for the time being, according to survey results from PulsePoint and Digiday. For publishers, native and content marketing are on a more even playing field in terms of significance. With both set to grow, the study looks at potential barriers to further adoption.
Among brands and agencies responding to the survey, the most-cited barrier preventing them from engaging in more content marketing and native advertising is a lack of resources and budget to deliver high quality content efficiently. That’s an interesting result, given growing budgets allocated to content marketing. In fact, the PulsePoint survey results indicate that 59% of respondents expect to shift more budget to content marketing in the next 2 years and 46% plan to spend more on native advertising. As such, while budgets and resources are an oft-cited barrier, research suggests that this will ease as a pain point. Read the rest at MarketingCharts.