When the Content Marketing Institute surveyed marketers last year, content strategy felt stuck in neutral — steady, but uninspired. This year? Marketers are making real moves.
In its latest survey, 97% of marketers say they now have a content strategy in place. Among them, 13% report significant gains in performance and ROI, while nearly half (48%) saw modest improvements. Thirty percent say their strategy held steady, and just 9% saw any decline at all.
That adds up to 61% reporting improvement — and while tech adoption helped (51% pointed to new tools), the biggest shift wasn’t technical. It was human. Nearly three-quarters (74%) credit strategy refinement, with 40% also pointing to team restructuring and resource changes. Other factors included better measurement (26%), budget shifts (16%), market changes (14%), competitive pressure (13%), and evolving audience behavior (10%).
Fuel up with free marketing insights.
Email:
MktoForms2.loadForm(“https://app-sj02.marketo.com”, “727-ZQE-044”, 16293, function(form) {
// form.onSubmit(function(){
// });
// form.onSuccess(function (values, followUpUrl) {
// });
});
The post Marketers see big gains from content strategy overhaul appeared first on MarTech.