Making Your Content Count
Content marketing research | 2023 Edition
Marketers now have more money to spend on creating and distributing the white papers, blog posts, infographics, and other content pieces of their dreams.
Most marketers have seen their content marketing budget grow over the last twelve months, and even more expect it to grow over the next twelve.
Despite having deeper pockets than ever, marketers are struggling to create innovative, engaging content. And more often than not, their strategies fail to fully deliver.
Only 42% of marketers can bring themselves to rate their content strategy as ‘very successful’.
Dig into the data, and it’s clear that the marketers with the most successful content strategies have a lot in common. These ‘very successful’ content marketers are more likely to create content with consistently on-point branding and design, to personalize content, and to drive that personalization with analytics. Very successful content marketers are more than 2x as likely to take a strongly data-led approach.
Turtl commissioned research company, Sapio Research, to independently conduct this study into what’s working in content marketing. In February and March of this year, their team reached out to marketers at UK and US brands, asking them to participate in a short survey. They received 410 responses, from marketers working in 18 different industries.