Marketers increase tech investment to boost content output

A substantial portion of the marketing budget is spent on creating and publishing content at a faster pace, research has found

The report – The 2017 Content Insights from Tech Marketing Execs – found three-quarters of technology marketers plan to triple their content output over the next 12 months in comparison with the previous year.

Marketers keen to invest in output technology for content

Some 42% of respondents revealed they will spend $250,000 or more on content in the next year – with social media, video and webinars cited as the best content types among all respondents, and executives particularly preferring video.

Furthermore, 99% of respondents said they used third-parties to create at least 25% of their content, with 83% reporting third-party output was above average.

Marketers are using technology to monitor and measure content impact

Over a third of respondents admitted that a lack of domain expertise was the primary barrier to creating quality content. This could explain why the majority of marketers are using technology to monitor and measure the impact of their content, with 80% using basic tools such as Google Analytics and 60% having a marketing automation system in place.

Somewhat worryingly, separate research from B2B Marketing found only half of marketers believe the content they produce is more varied and more comprehensive than that produced by their industry rivals.

Susan Thomas, founder and CEO of 10Fold Communications, said: “As content creation dominates the marketing industry, leaders are challenged with finding qualified resources to create much-needed content. Our primary research goal was to capture deep data focusing on the role content plays in the overall marketing plan.”

The research surveyed 176 marketing executives in the US, focusing on 2017 marketing budgets, frequency, type, development and measurement of content programmes.

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