Content marketing isn’t just having a moment. It has matured to a fully-fledged, customer-first, multichannel marketing strategy.
In the time it takes you to read this report the amount of content created in the world will equal that of an ENTIRE year just a decade ago.
But how mature is the industry in Ireland and how aligned are Irish marketers with the strategies and tactics that drive content marketing success around the world?
The 256 team compiled insights from 100 companies to find the answers - almost half of our respondents are the strategy-setters and ROI go-getters for their organisations.
Our research reveals an interesting conundrum – while most Irish companies (90%) are using content marketing, there’s a worrying disconnect on content marketing strategy. There’s a giant question mark over content marketing ROI yet an ongoing commitment to increase spend in the coming years.
It’s like we all know this content marketing thing works and are focused on the ‘doing’ but we haven’t fully grasped the complexity of the content marketing ecosystem and how to measure it yet. And that’s ok. Being a publisher – which is what ALL businesses are now – is just not that easy.