The news comes from a survey carried out by digital marketing agency Zazzle Media. It was launched, exclusively to senior B2B professionals, to gain a true reflection of the spend, activity and challenges in executing content marketing in 2017.
The State of Content Marketing survey found that whilst the industry was booming - with 79% of decision makers rating content marketing as ‘effective’ or ‘very effective - more than a third (36%) said a creative skills’ shortage was a barrier to them spending more money on it.
61% of decision makers also said the skills issues was hindering their entire marketing operation.
The survey revealed 23% of the average company’s marketing budget is allocated to content marketing, but 70% said they expected their investment to rise in 2017.
Managing director of Zazzle Media Simon Penson commented on the statistics…
“Marketing continues to be a rapidly growing sector and it appears the UK’s talent pool is struggling to keep up with its expansion.
“As content marketing experts, it’s important we continue to share performance measurement tools, educational guides and best practice eBooks with marketers, so they have the tools to bridge the gap in knowledge and confidence we have seen in our survey.”
The results of The State of Content Marketing survey have been turned into an eBook which is available to view here - https://www.zazzlemedia.co.uk/state-of-content-marketing-survey-results/2017/
