In his latest research 97% of marketers say they now have a content strategy. Of those, 13% report significant improvements in performance and ROI, while almost half (48%) saw modest improvements. Thirty percent say their strategy remained stable, and only 9% saw a decline at all.
That equates to 61% of reported improvements – and while technology adoption helped (51% pointed to new tools), the biggest change was not technical. It was human. Nearly three-quarters (74%) are refining their credit strategy, with 40% also citing team restructuring and changes in resources. Other factors included better measurement (26%), budget shifts (16%), market changes (14%), competitive pressure (13%) and evolving audience behavior (10%).
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