A recent report says content marketing budgets have not caught up to the hype. In a survey conducted in summer of 2013, 65% of brand managers said they planned to increase or significantly increase their content marketing budgets in the next 12 months. But most content marketers say just 25% of their 2015 budgets are allocated to consumer-facing content. Exceptions exist: Dell, for example, has ten employees dedicated to producing 20 pieces of original content per week.
Part of the aversion to investing in content is that (22% of) marketing managers feel as if results cannot be measured. And as cited in L2’s Content & Commerce study, managers are starting to expect more tangible results than brand awareness. Fifty-one percent want their content to drive conversion and 62% want an increase in website traffic.
Those are not unreasonable expectations. Branded content has proven to be the most effective type of content for lifting purchase intent for goods priced between $50 and $399.