Forrester evaluated the state of marketing content spend and found that businesses recognize the ways content leads to better customer experiences, which is leading to greater and greater content investments: In 2016, content spending will exceed $10 billion in the US alone.

According to Forrester, content marketing is critical to 70% of marketers, and investments in content and content marketing are up across the board. In fact, Forrester data found that one out of every two brands is increasing its investment by 20% or more each year.

While marketers will aim to increase their content efficiency with in-house hires, they’ll gradually discover that third parties provide better outcomes for the price. Why? Because “marketers are poor judges of their own content marketing performance, and their agency partners bring a much more skeptical take to marketers’ content skills,” according to the research.

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