Trends Report

The State Of Marketing Content Spending

US Marketers Will Spend 8% Of Their Marketing Programs' Budgets On Content This Year And Digital Agencies Will Benefit

December 12th, 2016
Ryan Skinner
With contributors:
Melissa Parrish , Kasia Madej , Laura Glazer


Marketing leaders increasingly recognize how content facilitates purchase journeys, customer service, and customer relationships, leading to greater and greater content investment. Marketers will aim to increase their content efficiency with in-house hires, but gradually discover that third-parties provide better outcomes for the price, according to Forrester data. Read this report to understand how marketers' investment in content is due to change in the coming two years.

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