Our core findings show that marketers are still finding it challenging to prove the value of their content. This could have a knock-on effect on content budgets for the future. Companies will need to define and align goals and measurements across teams to see what's working, what needs to be re-evaluated, and where the biggest opportunities lie.
Digitally-driven buyer behaviors have also placed relentless pressure on content creators (and marketers) in general. So much so that we see an imbalance between 'content required' and 'resources available,' resulting in content bottlenecks. Looking towards the future, marketing teams will need to reimagine content creation and focus on making it a smoother, sleeker, and easier process, by providing co-workers with the right tools, frameworks, and building blocks to start creating themselves.
